A DIY inspired brand for London’s most intimate garage night

We recently created the brand identity and design system for After Hours a new underground event that brings UK garage, breaks and jungle DJs together to a range of intimate venues across London.
The visual identity was all underpinned by a DIY aesthetic celebrating imperfections and textures to create a series of dynamic design assets. The unique symbol is made up of 12 moon shapes rotated to represent the name of the event with the supporting typography featuring imperfections to create a  connection to club night entry stamps.
Deliverables: Creative Direction, Visual Identity, Animated Ident, Social Media Creative



A Bespoke Design System

As part of the brand we created a dynamic grid system based on the structure of a clock in relation to the event name. This allowed us to stagger typography building on the idea of the syncopation of percussion within garage music.
To accompany the staggered typography we built out a series of abstract backgrounds made up of close crops of people at events to reflect the intimate nature of an ‘After Hours’ event. These elements ensured there was variety across communications with a clear aesthetic that aimed to resonate with the audience.