All work
Concept project — self-initiated, not a client commission
Case study 05 / 06
Afterhours
A fictional late-night culture programme — gigs, talks and club nights — with a campaign system that changes every month without losing its signature.
Sector
Nightlife & events
Disciplines
Campaign, Art direction, Social
Year
2026
Status
Concept / demo
Mood reference — photo by Yvette de Wit on Unsplash. Not a final campaign asset.
01
The challenge
A rotating programme needs every event to feel distinct, but if each poster looks different, the programme itself never builds recognition.
02
The strategy
Separate the constant from the variable. The frame, type and time-stamp never change; the colour, image and headline rhythm change with each night.
03
The approach
A modular poster frame that adapts to print, screens and social formats, with a simple rule set the in-house team can apply in minutes.
04 — Visual decisions
Why it looks
the way it does
Type: Extended grotesk for time-stamps, compact sans for listings.
The time-stamp signature
Every piece carries the same oversized time mark — the one element people learn to look for.
Light as image
Photography focuses on stage light and silhouettes rather than identifiable faces.
Templates, not tickets
The system is delivered as editable templates so the team isn’t waiting on a designer.
Concept palette
#40201C
#F4A58A
#14131A
#E9E3FF
Reference — photo by ActionVance on Unsplash
05 — Deliverables
01
Campaign system
02
Poster & screen templates
03
Social formats
04
Photography brief
05
Usage rules
06 — Outcome
This is a concept, so there are no real-world results to report — and we won’t invent any. If it went live, these are the signals we’d agree to measure from day one:
Time to produce a new event campaign
Programme-level recognition in audience surveys
Advance ticket share
RAW
CREATIVE
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