Visual Identity
A visual identity is how a project speaks where the music can't be heard. One clear voice across every surface: the cover, the flyer, the feed, the merch.
Five steps, every project.
You're involved at each one, and nothing moves forward until the step before it is agreed.
- 01
Listen
Your scene, your audience, who you're up against. What makes this project different from the one down the road.
- 02
Concept
One idea everything hangs on. When the project needs it, that includes the name.
- 03
Mark
Several first directions. You pick one, then it's refined and built on a grid so it holds from a sticker to a building.
- 04
System
Type, colour, texture and image style. The rules that keep every post recognisable without making it repetitive.
- 05
Applications
Posters, social, merch, signage, packaging. Delivered with files and guidelines your team keeps using.
Berlin Club
- ClientNightclub, southern Chile
- ScopeNaming and full visual identity
- DeliveredLogo, wall prints, merch, flyers, social templates
- Timeline4 weeks
A name that tells you what kind of night it is.
The club wanted a full rebrand: a new name and an identity that would stand out in a crowded local scene. We started with what makes a venue last. Sound quality, atmosphere, and a clear point of view about who the room is for.
Berlin's club culture was the obvious reference: serious about sound, open to everyone, uncompromising on identity. So the club became Berlin. One word that tells promoters and the crowd what to expect, and ties a club in Valdivia to a scene everyone in electronic music recognises.
Built for a lit sign and a 2 cm sticker.
The logotype merges the B and the E into one abstract form, drawn on a strict grid. The diagonals borrow from construction-site tape: structure and warning at the same time, which fits a room built for loud nights.
Every lockup was tested on a street sign, a sleeve print, a flyer corner and a profile picture before it was signed off.
Black and white, grain, and one yellow.
The feed had to feel as raw as the nights it promotes. High-contrast black and white photography with grain and street texture: statues, tagged walls, city views. The signature yellow cuts through, only where it should pull the eye.
Because the rules are tight, every lineup post can look different and still read as Berlin at a glance. The club's team builds new posts from the templates instead of starting from zero each week.
One identity, everywhere the crowd meets it.
Weekly artist posters, opening flyers, merch, staff cards and street placements all run on the same mark and the same rules. A club that looks established from its first week, and a crowd that recognises the poster before reading the lineup.
Same five steps, different shelf.
Ginger Yang
- ClientCraft ginger beer brand
- ScopeVisual identity and can label
- DeliveredHand-lettered logo, illustration set, print files, templates
- Timeline3 weeks
Make the duality visible on a shelf.
The client came with the name decided: the kick of ginger plus the balance of yin and yang. The drink is spicy and smooth, classic and fresh. The job was to make that contrast readable in one glance from across a shop.
The reference was vintage distillery packaging with a modern finish, so the can reads premium and handmade at the same time.
A logotype drawn by hand.
The logotype is hand-lettered, with enough personality to feel old and new at once. The swash under the name and the small caps above and below it borrow from old distillery labels, while the letter shapes stay sharp enough to read from across a shop.
Several directions were drawn and compared before this one was chosen.
Botanicals, a ginger cat, and gold.
Botanical illustrations of the ginger plant, root and flower give the label a small-batch, almost apothecary feel. A ginger cat face drawn in two mirrored halves breaks the symmetry and carries the duality idea with some humour.
Warm gold ties it together and points straight at the colour of ginger. Print-ready files and templates were delivered so new flavours follow the same system.
Your project. Same process.
All five steps, from the first conversation to files your team can run with. I take on a small number of identity projects each month.