I was tasked with bringing a new multi use cafe/venue to life through from-scratch brand building, logo design, packaging/product design and 360 marketing campaign development which included creative strategies for email, social media, and paid social content as well as more guerrilla DIY marketing strategies fit for the brand.
Digital Marketing
Social Ads
We began by documenting the local scene in and around the venue, crafting high energy campaigns centered around local favorites and culture makers (bands, artists, fans) from the scene. Never short on content, due to weekly shows, we keep the ad machine running with show announcements, recaps, partnerships, special events, etc.
Every piece of content needed to be dripping with the DIY aesthetic. Inspired by the original DIY music scene, the look is heavily influenced by the imagery of the underground punk scene. We animated hand drawn lines/symbols, scans of crumpled and torn paper and tape and various grunge textures from walls and fabric over high energy photos of performances reminiscent of the amateur photographers documenting basement punk shows across the country . Using film emulations and grain further enhanced the aesthetic. We stuck with the brands minimal color palette, only utilizing black and white photos and negatives for the imagery used, which further enhanced the look.
Street Team
Keeping the community engaged and energized is a must. Keeping posters and stickers stocked at the cafe, we incentivize participation in the brand by providing discounts to active members of the community. We implement a reward/discount system for people who post our stickers and posters out in the world. They simply post, photograph, and tag us on social media. A friendly competition begins as community members try to out do each other for posting in the best spots.
