the poster series, wall mockupdaylight, small room, no stage
[ the problem ]
people are done with events getting bigger, more commercial, and more distant. plugged in wanted the opposite: house music in rooms nobody books for it, in daylight, on a weekday afternoon. bakeries, coffee bars, libraries.
[ the insight ]
connection comes from closeness. that is where house began: small rooms and strangers shoulder to shoulder, long before the main stage.
[ the solution ]
a return to intimate spaces, positioned squarely against bigger is better, so the people who miss real closeness recognize it as theirs. then the identity and the campaign to carry it: a logo system instead of a single mark, a brandbook that fixes the red, the daylight and the grain, a poster series made to be pasted on walls, socials and motion cut from the same set.
edition 001, launch party at a bakery in barcelonathe whole rig fits on one tablethe ending animation from the edition 001 motion set[ phases ]
01discover
02embody
took one insight, closeness, and made it the big idea: house back in small rooms, in daylight, on a weekday.
03define
fixed the strategy: positioned head-on against bigger is better, so the people who miss real closeness recognize it as theirs.
04build
the identity and the campaign: a logo system, a brandbook fixing the red, the daylight and the grain, posters, socials and motion, and the edition 001 launch.
[ the result ]an invite-only launch at a bakery in barcelona: small, sweaty and personal, exactly the scene it set out to channel.execution: offline activation · social content[ visit the live site ↗ ]
bringing house to new grounds. grounds you didn’t expect. bakeries, coffee bars, libraries. make it crazy, make it groundbreaking.
plugged in, edition 001 poster
event · barcelonaa house pop-up event, positioned against the “bigger is better” trend. small, sweaty, and personal.successful invite-only launch
