The foundation
The logo and its variants, typefaces, colours, composition rules. Delivered as usable files (SVG, fonts, values), not only as presentation boards.
A brand identity that holds on your real materials, not in a PDF.
Logo, typefaces, colours, and above all a system: poster, story and page templates that let your team produce without us, without the identity diluting. Loft Club Paris is our reference on this work.
What is delivered.
An identity is judged by what it becomes after a season, not on the day it is presented.
The system that scales
What never moves and what changes for every night, every dish, every season. That split is what lets ten different posters look like the same venue.
The templates
Posters in the real formats (A3, LED screen, story, square post), menus, signage. Editable by your team in the tools it already uses.
Applied to the site and the content
The identity is applied to the site we build and to the content we produce, or handed to your providers with precise instructions.
An identity that holds on three materials with nothing in common.
An LED screen, a printed poster and a story are not read at the same distance, in the same light, or for the same length of time.
The LED screen on the façade
It is read from twenty metres, at night, in three seconds, by someone walking past. The logo must work as a single light shape on a dark ground, with no gradient and no fine detail; the name of the night must fit in two words. If the identity does not survive that format, it survives none.
The printed poster
It is read from one metre, in the street or in the entrance, and it is pasted next to ten others. What makes it recognisable is not the logo but the composition: where the title sits, the typography, how the image is treated. We fix those three things so the team can change everything else.
The story and the post
They are read from thirty centimetres, for two seconds, between two entirely unrelated pieces of content. The vertical format crops the poster; it needs a version designed for it, not a re-crop. And the text has to work without being read: colour and composition do the job.
What never moves
A logo area, a title typeface, an image treatment, one colour rule per season or per type of night. Four decisions, written down, that make every new poster recognisable before it is read.
How it runs.
In order of magnitude, 3 to 4 weeks for a complete identity. The firm schedule is set against your next real deadline.
- 1
Immersion
one weekThe venue, the crowd, the programming, what already exists and what has worked. We leave with a one-page positioning note.
- 2
Directions
one weekTwo or three directions, presented on your real materials: a poster for your next night, not a logo on a white background.
- 3
System
one to two weeksThe chosen direction developed into a complete system: templates, rules, files.
- 4
Handover
a one-hour session, then a review of the first productionsA handover with the team and the providers; we review the first productions ourselves.
Loft Club Paris, concretely.
What the rebuild produced, material by material. The figures and the full detail are in the case study.
The logo and the system
A completely redesigned logo, with variations for light and dark backgrounds. Around it, a full colour palette, a typography selection and brand guidelines that set the rules of use. The visual world, dark and mysterious, draws on Ibiza’s club culture: it is what carries the venue’s move upmarket.
Posters, every week
One poster per night, every week, in strict visual continuity; special events get a custom design. The same posters are used online and on the walls of the club.
Social media templates
Ready-to-use templates for weekly publishing without diluting the identity. With regular, consistent visuals, the Instagram account gained more than 500 followers in under two weeks.
Read the case studyThe website and print
The website applies the identity: event calendar and VIP table booking, live in under two weeks. Beyond the screen, the brand extends to flyers and promotional goodies.
Loft Club Paris, a complete rebuild.
Frequently asked questions.
Do we have to change the logo to redo the identity?
Not necessarily. Often the logo holds and it is the system around it that is missing. We say so during the immersion.
Do you deliver a brand guidelines document?
We deliver usable files and templates, plus a short rules document. A forty-page manual nobody opens does not protect an identity.
Will our designer be able to keep producing?
Yes, that is the point. The templates and the rules are made for them; we review their first productions.
How long between the start and the first posters?
In order of magnitude, 3 to 4 weeks for a complete identity, templates included. The schedule is set against your next real deadline: an opening, a season, an event.
Is your image diluting from one poster to the next?
Send us three recent posters and the link to your account. We will tell you what holds and what is missing.