Building an identity for a nightclub where nightlife camaraderie meets personal connection
Challenge
When Fahrenheit club moved to a new property in West Bay, they needed a rebrand while maintaining their existing DNA. More than just a visual identity, they needed a clear strategic direction to enable future growth.
Process
Through competitor analysis and close collaboration with the founding team, we evaluated and observe the way people enjoyed nightlife at Fahrenheit. We realized what made kept them successful for over a decade was the community itself. Fahrenheit wasn't just a nightclub, it was a community.
Solution
Building off the brand proposition "Nightlife camaraderie meets personal connection" we developed a brand identity based a connection, freedom and celebration. Where all are welcome and celebrated for who they are. Like birds, who all belong to the house of feathers, each, one of a kind. Hence the birth of Aviary. The visual identity embodies this in an enthusiastic, playful, and urban style. We use black and white as core colors, making way for the hues from lasers and disco balls. The logo resembles an "A" and a simplified bird. Our commissioned set of illustration shows the community of clubbers made out of people from different walks of life coming together to celebrate. Our photography is authentic and human. Both demonstrating the brand's focus on creating meaningful connections.
Impact
With a new strategic direction and visual identity, this is a brand that exudes the warmth and personality needed in the nightlife scene. We’ve set the tone for Aviary’s future, giving them scope to create more moments of genuine human connection in whatever they do next.
