Loft Club Paris — a complete visual identity, from the website to the posters

Context

Loft Club Paris was undergoing a complete transformation: a new look, a new audience, a new positioning. The goal was to lift the club’s image to a more premium, more luxurious level and to draw a younger crowd, into techno and EDM. The brand also needed a refreshed voice, upscale and a little mysterious, to match the new atmosphere.

The project ran for three months in 2025. It began with a bold, modern logo and a sleek website built to showcase upcoming events. A distinctive visual style followed, with eye-catching event posters and promotional assets that set the tone for the club’s identity. Beyond the launch, the studio kept managing the website and producing visuals every week, so the club stayed fresh, relevant and visually consistent across every touchpoint.

Problem

The club was changing everything at once: its look, its audience and its positioning. The challenge was to create a cohesive, upscale and mysterious identity that could attract a younger, EDM-oriented crowd and stand out in a competitive Paris nightlife scene.

The calendar added its own constraint: under two weeks to get the new website live. And the identity had to hold over time, night after night, online as well as inside the club.

What was done

The visual identity

A completely redesigned logo, with several variations for light and dark backgrounds. Around it, a full colour palette, a typography selection and brand guidelines that set the rules of use, so every piece stays recognisable. The visual world, dark and immersive, draws on Ibiza’s club culture: it is what carries the venue’s move upmarket, together with a more upscale, more mysterious brand voice.

The website

A responsive website, designed and built by the studio and live in under two weeks. It puts the event calendar first and includes VIP table booking: finding a night and reserving a table is straightforward. Today, 70% of reservations go through the site, requests the staff no longer handle by hand.

Posters, social media and print

One poster per night, every week, in strict visual continuity; special events get a custom design. The posters are used online and displayed inside the club. For social media, ready-to-use templates make weekly publishing easy without diluting the identity. The brand extends beyond the screen with flyers and promotional goodies.