With every member of the team intrinsically linked to club culture, and Too Gallus born out of club night poster design, this was a dream-come-true collaboration. The world-renowned V&A Design Museum tasked us to create an identity that spanned club culture from the 1960s to today — decade by decade. Designing a flexible four-part identity that stretched pivotal points in clubbing, we explored and activated era-specific elements to bring these four decades to life. Our graphical device took the ubiquitous neon light ephemera into the virtual space. We then used modifiers of hue, intensity, structure, and additional elements to differentiate the decades playfully.
Arts & Culture
A floor filler
Using our cutting-edge treatment to communicate these identities, we supplemented with visual elements indicative of the era to resonate with the vast demographic on an individual level, activating their most intimate memories of clubbing. With a dissertation focusing on the influence of design on music culture, the project was a floor-filler for our designer, Paddy.
Creating innovative, future forward work rooted in youth culture.
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The Night Fever identity took inspiration from specific references from each era. Early eras looked at the Hollywood-style lighting design on heavy iron structures. The 80s took inspiration from Palladium (NYC), and the hazy neons found in Jewel’s Catch One, LA. For the 90s, we drew inspiration from the industrial beams at The Haçienda and illegal warehouse parties in abandoned buildings. Flashing forward to the modern era, we utilised the technology of laser lights and smoke machines, with mirrored surfaces emulating the feel of Ibiza's superclubs.