This project comes after a 3 year period in which this brand has grown organically from a small gathering of like-minded people exploring electronic music in unique spaces into a brand, recognised across the country for its creative and immersive approach to after hour events.

I was tasked with creating a new visual identity inspired by and rooted in the ethos of the brand, at a pivotal moment in the timeline of their beloved project.

Role:

Photography . Design . Retouching . Art Direction . Branding

A defining characteristic of Social Underground is that the team cycle through different spaces for each and transform them into unique, enticing dancefloors for one night only. To reflect this, the visual art used for promotion is a combination of macro photography and small scale sculpture to create surreal ‘landscapes’, with the Social Underground logo incorporated in them.

Re-brand developed and inspired by the idea of unity and collaboration.

Sleeve and Vinyl label design and digital promotional assets, for social media and other online platforms.

Print and digital promotional artwork for various Social Underground events.

Digital assets for promotion across all social media platforms and various online platforms.