Client

Northcote Social Club

Scope

  • Identity
  • Digital
  • Signage
  • Print

Sibling venues Northcote and Newtown Social Clubs are long running, well-respected live music venues that are also neighbourhood pubs. We worked with the group operators to re-brand the venues alongside an architectural redevelopment by Breathe Architecture.

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It’s no secret the deep connections patrons have with their pubs, so any change had to be sensitively navigated to ensure the new range of punters didn’t disengage or alienate the existing audience. With this in mind we took an evolution over revolution approach to the re-brand. By keeping what was working and stripping away incongruent and superfluous elements, the transition was made smoothly.

An adaptable monogram that incorporated the ‘shaking hands’ labour union motif was developed to embody the past, present and future of the venues.


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