Village Underground

Promotional Campaign

The abstracted four-leaf clover motif design is a traditional symbol of bringing good luck.

This passion project is a proposed marketing campaign for the legendary East London creative and cultural hub Village Underground, Shoreditch. It is focused on live music events to celebrate its 15 years of existence.

The graphics feature branding for the venue's significant anniversary and the accompanying music events and merchandise items. The graphics reflect the genesis of the venue, its creative ethos and the impressive roll call of performers that the club has helped break from diverse music genres, including hip-hop, electronica, rave, indie and grime.

Visual communication is focused on type, form and colour to create a strong branding identity that could be applied across different media and for various events. The graphic language in composition variants always maintains recognition through the campaign's primary visual assets.

The design concept is based on movement and celebration. It represents an abstracted four-leaf clover motif design, a traditional symbol of bringing good luck. It intends to reflect the vibrant music scene that Village Underground has helped develop and sustain in East London.

The fluid forms and vibrant colourway nod to early Acid House and Balearic club graphic styles. They are combined with a fluid-formed contemporary experimental typeface and a Swiss-style sans serif to create a neo-psychedelic club aesthetic that aims to express the excitement and energy of Village Underground visually. The splashes of colour are visually striking when used as screen-printed pasted-up posters. The contemporary and fragmented application of the elements signifies motion, performance, partying, and a certain East London irreverence.

The design colourway creates a vibrant and eye-catching dynamic, and in keeping with East London's famed street art and flyposting; the campaign is led by in situ posters.