MINT, Graphic Design & Media Final Project at Marbella Design Academy by David Wadström.

Final project
Marbella Design Academy
2021
David
Wadström

Brief
I got the task to create a brand and design a nightclub event, combined with a fashion show.
These are my deliverables:
- Fashion company name;
- Logo;
- Full Brand Manual (logo, logo variation, colour palette, typography, logo
construction lines, logo proportion lines, logo exclusion lines, minimum sizes,
do’s and don’ts, stationery, imagery style, ...); - Products;
- Pop-up shop;
- Packaging;
- Shopping bags;
- Website;
- Social media profile;
- Advertisement (magazine, billboards, social networks, campaigns...); - Promotional video;
- Location decoration (inside and outside);
- Transports (buses, Uber, ...);
- Night club fashion branded apparel;
- Merchandising (t-shirts, caps, backpacks, gifts, ...);
- E-tickets;
- ID-cards;
- Landyards;
- Event support social network profile;
- Promotional event/fashion brand publication;
2

Table of content
Nightclub visual identity
Nightclub history
Fashion brands
Fashion magazines
Record Labels
Fashion photography
Video styles
Y2K style
Website styles
Concept
Logo design
Brand manual
Poster design
Shopping bag
Vodka bottle & bag
Beanie
Packaging design
Silver necklace
Ear plugs
ID lanyard
Packaging tape
Stickers
Vinyl slipmat
USB stick
Pop up stand
Tote bag
UBER x Mint
Metro advertisment
Billboard advertisment
Social media
Merchandise (Hoodie & T-shirt)
Fashion look book
Website
Website (Phone version)
Mobile App
Nightclub decoration
3-19.
20-29.
30-49.
50-63.
64-71.
72-81.
82-89.
90-91.
92-93.
94.
95-109.
110.
111-121.
122-123.
124-125.
126-127.
128-131.
132-135.
136- 137.
138-141.
142.
143.
144-146.
147-148.
149-150.
151.
152-153.
154-155.
156-157.
158-159.
160-161.
162-165.
166-186.
187-188.
189-196.
197-201.
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Night clubs visual identity
In the research about nightclubs’ visual identity, I included
research from visual style, graphic design trends, location,
clubs, and event campaigns. I chose to write about clubs that
would fit the best with my style.
I wrote about clubs in Germany, Russia, UK, Japan, and the USA.
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Image example
5

Berlin
Kit Kat
Founded: Berlin, March 1994.
Founders: Simon Thaur and Kirsten Krüger.
Their visual style is loud and colorful, using bold, sexual,
and nightmare-looking artworks to showcase the vibe
of the nightclub.
The music genre is mainly techno and trance, and they are well
known for their selection of sexually unconstrained parties,
the KitKatClub is claimed to attract visitors from all over the
world. At the location, guests are free to engage in open sexual
intercourse. Simon Thaur himself is an Austrian pornographic
film director. To gain access to the KitKatClub, a strict dress
code must be followed, which is frequently decided by the
owners and includes fetish wear and glamour.
https://en.wikipedia.org/wiki/KitKatClub
Wilde Renate
Founded: 2007.
Founders: “Sue” and a few unknown founders.
Their visual style is very versatile, they commonly use
photography, where they create scenery to show a
dramatic and artistic style. They also use graphic-style
posters which are usually distorted and abstract to
match with the techno vibe.
Wilde Renate is housed in an unrenovated space that used
to be a tenement building and is known for its large number
of rooms. The music genre that is played is mainly techno or
similar electronic music. “Renate started as a house party,” Sue
says. “It was like we were inviting people into our living room.” -
nofilterzine.com (Article about Wilde renate). Wilde Renate has
for many years been very picky about the DJs that have been
playing, and for many years it has been mostly men.
https://de.wikipedia.org/wiki/Wilde_Renate
https://www.nofilterzine.com/2019/08/music-sounds-better-with-you-thefeminists-of-salon-zur-wilden-renate/
Watergate
Founded: October 2002.
Founders: Steffen Hack, Ulrich Wombacher, Niklas
Eichstädt, and Johannes Braun.
Watergate is inside an old office building. Initially, the club
used to play a blend of reggae, hip-hop, and electronic dance
music, but within a short period, they started to focus more
on electronic music like house and techno.
Their visual style is vibrant and abstract, often using
their logo to blend in with certain graphics as visual
branding. Most posters are pretty dark to represent the
nightclub aesthetic.
https://de.wikipedia.org/wiki/Watergate_(Club)
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Images
Kit Kat
Wilde Renate
Watergate
7

London
Corsica Studios
Founded: 2002.
Founders: Amanda Moss, Adrian Jones.
Visual designer: Max Shearer
Their visual style is eyecatching and vibrant, usually by
playing around with typography, edited photography,
and illustrations.
Corsica Studios is a small underground club in London but
is well known for its good lineups and dance floor, it is also
quite inexpensive. The music genre is mainly techno or similar
electronic music.
“it’s where your favorite DJ goes to watch their favorite DJ.”
- Taken from Standard.co.uk.
https://www.standard.co.uk/reveller/clubbing/corsica-studios
Village underground
Founded: 2006.
Founders: Auro Foxcroft.
Creative director: Glenn Max.
Their visual style is usually very dark, to represent
the nightclub aesthetic, with sometimes detailed
illustrations that kind of tells a story by themselves.
They also play around with photography and use flat
illustrations with small usage of colors.
Village underground is an old warehouse that has been
renovated and is now used as a creative space for art
exhibitions, theatre, and of course, its main purpose:
nightclubbing. The music genre is mostly techno but also
famous rappers like Skepta, Drake, and Playboi Carti have
performed at the club.
“VILLAGE UNDERGROUND IS A SPACE FOR CREATIVITY &
CULTURE IN THE HEART OF EAST LONDON”
- Taken from villageunderground.co.uk
https://www.villageunderground.co.uk
https://www.youtube.com/watch?v=xMvYV7_x9Qw
The Steel Yard
Founded: ca 2006.
The visual style of The Steelyard is mostly dark tones
with bold typography. The style is not very unique, it’s
mostly modern edited images with the face of the DJ or
artist that is going to play at the club.
The Steel Yard is an underground club in London that brings
people and DJs from all over the world. The history behind the
club is quite hard to find and the founders and opening date
seem quite anonymous. The club plays techno and electronic
music, but the venue is also used as an art gallery.
https://thesteelyard.london
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Images
Corsica Studios
Village underground
The Steel yard
9

London
Egg London
Founded: May 2003.
Founder: Laurence Malice.
The visual style is vibrant colors with bold text, giving
off a modern nightclub style.
Egg LDN (London) is a club located in
North London. The venue is consists of
3 floors with 5 rooms, Basement, Main
Room, Loft, and Cell 200. The main
genre that the club plays is Techno and
similar electronic Dance music.
https://en.wikipedia.org/wiki/Egg_London
Fabric Live
Founded: 29 October 1999.
Founder: Keith Reilly and Cameron Leslie.
The Club’s visual identity is standing out compared to
other clubs in London. The designs are modern and
abstract, by often using color photography and digital
3D made objects and designs. They often use bold
typography but the layout style is very structured and
basic, to make the visual design stand out more. They
usually stick to simple color palettes, with white or
black text and titles.
Fabric Live is known to be one of the best nightclubs in
the world. In 2007 and 2008, it was ranked number 1 in Dj
magazine’s “top 100 clubs poll”. The club was once closed
down in 2016 due to drug-related deaths inside the club, but
it was later on reopened because of a campaign started by
the fans, now it has better security and stricter rules for the
clubbers.
The music genre can be different depending on the day. On
some days it can be more grime (UK rap), drum and bass, and
dubstep, which is a more darker and underground sound.
Fabric London is more known for its techno, house, and other
electronic music.
https://en.wikipedia.org/wiki/Fabric_(club)
10

Images
Egg London
Fabric Live
11

New York
Public Records
Public records is a music dance club, restaurant, and
cafe. They have a big wide range of merchandise
and focus a lot on creative visualization. They focus
on mostly electronic music. Their visual style is very
abstract and artistic. Playing around with colors and
shapes to create weird but cool-looking artworks.
https://table22.com/public-records
https://publicrecords.nyc/information/contact
Good Room
Founded: 2014
Founder: “Nightclub veterans”.
Designs: Bad studio.
The Club’s visual identity is loud and artistic, using
multiple colors and editing vintage images. Their brand
identity consists often of stretching simple typography.
“GOOD ROOM WAS BUILT BY MUSIC LOVERS FOR
MUSIC LOVERS” - Goodroombk.com
Goodroom is a nightclub in Brooklyn, New York.
The music genre is techno, a bit of disco, and other
electronic music styles.
http://www.goodroombk.com
https://www.nytimes.com/2015/01/08/style/good-room-a-new-night-club-in-greenpointbrooklyn.html
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Images
Public Records
Good Room
13

New York
Basement
Founded: 2019
Founder: Knockdown Center.
Their visual style is mostly dark, static, and geometrical
shapes, with colorful details and modern edited imagery.
Basement is a New York version of Berlin’s Berghain.
Phone cameras are cover with tape so that people can
be comfortable in wearing something, or in wearing
nothing. There is a big mix of people from heterosexual
young adults, queer club kids, to techno fans. The
music genre that is played is techno and other similar
electronic music.
https://www.nytimes.com/2019/11/20/style/basement-ny-queens-club.html
https://basementny.net
Bossa Nova
Founded: 2012
Founder: John Barclay.
Their visual style is bold and reminds me a bit of
pop art. The color palettes are mostly purple and
sometimes green.
“Since 2012, the Brooklyn establishment has fostered
a dedicated community around it that includes many
of the New York DJs who are touring the world today”-
Electronicbeats.net
The music genre is house, techno, and similar
electronic music.
https://www.electronicbeats.net/the-feed/bossa-nova-civic-club-mixumfang/
https://www.nytimes.com/2013/05/16/fashion/review-bossa-nova-civicclub-in-bushwick.html
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Images
Basement
Bossa Nova
15

Tokyo
WOMB
Founded: April 2000
Founder (company): FORM INC, 1980.
Their visual style is mostly very fun working with colors
and illustrations, they also use bold
eyecatching typography.
WOMB is a nightclub in Shibuya, which was founded by
a big company in Japan, that works with restaurants
and other music venues, they also work with brands
such as Adidas, Apple, and A Bathing Ape. The music
genre that is playing in the club is electronic dance
music such as techno, EDM, and house.
https://www.womb.co.jp/en/about/
Contact
Founded: April 2016.
Their visual style is minimalistic and modern, but their
posters usually consist of bold colors,
illustrations, or images.
On the back of a parking in Shibuya, is where you can find the
nightclub Contact. They have DJs from all over the world and
their music genre is mainly techno but also other electronic
music styles.
https://www.herenow.city/en/tokyo/article/shibuya-club/
https://www.contacttokyo.com/notice/
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Images
WOMB
Contact
17

Moscow
Nii (Nauka i isskustvo)
Founded: 2014
Founders: Alexander Savyer, Sergey Starykh,
Ildar Zaynetdinov, Marina Verkhovova, Alexander
Khmelevsky and Pavel Milyakov.
НИИ
Nii stands for “Nauka i isskustvo” which translates to “Science
and Art. Nii is a nightclub in Moscow, the venue is also used as
an art gallery and an experimental concert space. The music
genre that is played at Nii is mostly house and techno.
Their visual style is very abstract, using dull cold colors
and playing around with typography. The styles of the
posters display clearly what the aesthetic of the club is
and that they are all about artistically
expressing creativity.
https://moscowforpeople.wordpress.com/2016/04/04/nii-hypeshouse-event-review/
https://www.calvertjournal.com/features/show/11152/nii-russia-venueelectronic-music-nightlife-culture-community-say-their-farewells
Mutabor
Founded: April 2019.
Founders: Arma, Rabitza, The Volks and System108.
Their visual style usually consists of a grey background,
with an abstract 3D object which is the attention seeker
of the design. Mutabor often plays around with shapes
and has a very futuristic brand identity.
“Although more than half club’s events in the previous year
were dedicated to dance music, Mutabor declares itself an art
center. During techno parties, some audiovisual shows can
often be expected. Besides that, the club is planning to extend
its theatre program and hold exhibitions.” - ra.co (Total magic:
How mutator Breatged life into Moscow’s Scene).
The music genre that plays at mutator is mainly techno.
https://ra.co/features/3725
https://ra.co/news/43657
RNDM
Founded: 2017.
RNDM is an underground nightclub in Moscow that specifies in playing techno, house, and drum & bass.
They have DJs playing mostly from Russia but some come from all over the world.
Their visual style is very bold, using vibrant colors, different types of unique fonts, and stand-out titles.
https://ra.co/features/3725
https://ra.co/news/43657
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Images
Nii (Nauka i isskustvo)
Mutabor
RNDM
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Night Clubs (historical and cultural background)
In the aftermath of the acid house and techno booms
in the late 1980s and early 1990s, Berlin and Frankfurt
have dominated conversations about Germany in the
international club culture cannon. But the truth is that
the first coming of electronic dance music was so
strong throughout the country that it spawned and
spurred scenes all over. Virtually every small city had its
own special nightclub with a packed dance floor and an
interesting vibe. - https://www.electronicbeats.net/25-
german-clubs-closed/
I included research about the history, location, visual
identity, campaigns, and nightclubs.
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Image example
21

Detroit
What was before techno?
Why did clubs want dj’s over bands?
There was a time when techno was not a thing. In the ’70s
in Detroit, clubs and bars were playing funk music, that
was the music that people went out to party to. Eventually,
the music turned more electronic and they called it disco,
it was kind of like electronic band music, and the clubs and
bars started hiring DJs instead of bands.
The reason why bars and clubs started to hire DJs instead of
bands was because a band could cost 10 times more than
what a DJ would cost to hire, and a DJ could play longer and
had all the popular songs that the audience wanted.
What clubs would people go to?
How did techno start in detroit?
The disco scene got bigger and more clubs in Detroit
started playing disco, even radio channels too. Some
famous clubs that people would go to were: “Detroit’s
version” of Studio 54, Lafayette Orleans, Boogie Down
Lounge, My Fair Lady, Elmwood Casino, and Factory on
Jefferson just to name a few.
By the end of the ’70s, dance music was growing and the
disco genre was dying. High schoolers started throwing their
own gatherings and parties to dance and have fun. That’s
when DJs started using 2 turntables so that the music would
not have any breaks between the song switches. By using 2
turntables the DJ could easily mix match and quickly switch
the song without having the song stop playing, if the song
stopped then the audience’s rhythm would stop. The faster
music the DJ would play, the faster the audience would dance,
eventually, the audience wanted it to go faster so heavy
techno and house became the new music genre to play in
clubs. Techno was also very inspired by the industrial sounds
from machines and factories in Detroit.
Nightclub poster from the 70’s in Detroit.
https://daily.redbullmusicacademy.com/2014/07/roots-of-techno-feature
https://www.spin.com/featured/juan-atkins-derrick-may-kevin-saundersoncarl-craig-detroit-techno-october-1998-feature-a-tale-of-two-cities/
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Images
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Tresor
History
Tresor today
Treseor opened in March 1991 by Dimitri Hegemann.
Before Tresor, there was a club called Ufo club, also in
Berlin. Ufo club was founded by the electronic record
label, with Hegemann himself as the CEO, the club
opened in 1988 and became the main house for techno
and electronic music in Berlin. Unfortunately, the club
faced bankruptcy and had to close down
after only 2 years.
Today, Tresor is one of the most famous
nightclubs in the world and is known
as a legendary club in Berlin. They have
artists from all over the world to come
to play. Clubbers from all over the world
come to visit Tresor as well.
Visual style
Tresor’s visual style is very flat but vibrant. They
play around a lot with typography and use a unique
geometrical pattern for their posters. They commonly
use bright RGB colors with black or white base details
for grids, shapes, and typography. They have a unique
style identity and have kept it very consistent over the
years, their style is easily recognizable.
Location
Tresor’s venue is an old department store in East Berlin. The
venue has been renovated and reconstructed multiple times,
they have added an outdoor area and a second floor called
“Globus”. The basement, which is the main floor, looks like
an old prison of some sorts because of the metal bar, that is
where the DJs stand. The basement is mainly used for hard
techno and dark underground electronic music, and the other
floors are used for softer music like mellow house and similar
electronic sounds.
https://en.wikipedia.org/wiki/Tresor_(club)
https://tresorberlin.com
24

Images
25

Other legendary German clubs
Omen
Omen was a techno club that was located in Frankfurt. Sven Väth was 24 years
old when he opened the club, he had been introduced to the club life when he
was 16 years old and it didn’t take long until he started djing himself. Berlin is
known to be the main city in Germany where the club life and the techno scene
are at its best, but back in the late 80’s- early 90’s Frankfurt has made history
with legendary clubs such as Omen. It was opened in 1988 and closed ca 1998.
Sven Väth, later on, opened a club in Ibiza called Cocoon (Amnesia), with
another legendary DJ and record collector from Canada, called Richie Hawtin.
Omen’s visual identity is a big inspiration for my project, the logo and the
posters really inspire me to do something in the same style. Their style is retrofuturistic
and abstract, often playing with colors, shapes, and imagery. I will
save the logo as inspiration for my logo development.
https://youtu.be/XNrY5O4pUWA
https://www.electronicbeats.net/the-feed/photos-takeinside-frankfurts-legendary-techno-club-omen/
Sven djing in Omen club ca early 90’s.
Ultraschall
Ultraschall was a club in Munich founded by a couple of DJs that used to
organize underground raves in different locations, they used to call it Ultra
World, later on in the year 1994 the same people created Ultraschall. The
founders claim that Ultra world and Ultraschall are basically the same thing, but
Ultraschall was one place and they started making money from it. The venue
started in a kitchen from a closed down airport (Munich Riem), after 2 years
(1996) the airport was demolished and they moved location to a bigger space
which used to be a factory. They got recognition from all over the world and
kept open until 2003. Until today Ultraschall is still known as a legendary club
from techno Germany.
“The Ultraschall was the nucleus for lots of other projects and careers. In
Munich, it was the starting point for everything – for the “new sound of Munich.”
“- Dj hell.
https://www.electronicbeats.net/25-german-clubs-closed/
https://daily.redbullmusicacademy.com/2014/10/
nightclubbing-ultraschall
26

Images
Omen
Ultraschall
27

Berghain
Founders
Norbert Thormann and Michael Teufele.
History
Berghain is an exclusive club in Berlin founded by
former club organizers Norbert Thormann and Michael
Teufel in 2004. Before Berghain the 2 club owners had
organized fetish events for men in clubs around Berlin
in the early ’90s, they called it Snax. In 1999 the 2
friends opened their first venue which was a club called
Ostgut, but in 2003 the club got closed down and
the building got rebuild into O2 World Berlin, which is
today’s Mercedez Benz Arena.
In 2004 the club opened in a massive venue which
was a former powerplant from the ’50s which was
abandoned in the ’80s.
Why the club is unique
The reason why Berghain is unique is not only because
of its enormous venue with 4 floors but because of
its exclusivity, not everyone is allowed in Berghain. To
get into Berghain you must have the right type of body
language and dress code, the average joe would not
be let in. The person who decides who gets into the
exclusive club is the bouncer Sven Marquardt.
There are no windows inside the venue so it easily could
happen that you lose track of time, neither are phones are
allowed, phone cameras are covered with tape so that people
can act and dress how they want in the club. There is not a
lot of recorded history to find online of Berghain, it’s not only
until recent times that the club has been releasing images of
the interior. After the pandemic hit because of Covid-19, the
venue has been turned into an art gallery and fashion catwalk
until social gatherings become normalized again.
Visual identity
Berghain’s visual identity is very minimalistic, using a
lot of white space and letting the typography speak for
itself. Their website is not informal or used to promote
the club, the website is called “Berghain trainer”. It’s
used to train a person who wants to get into Berghain,
by using the computer microphone and web camera,
the website analyzes energy and body language.
https://www.youtube.com/watch?v=KXfK7H2eFl8 https://en.wikipedia.org/wiki/Berghain https://berghaintrainer.com
28

Images
Venue
Inside
Bouncer. Sven Marquardt
29

Fashion brands
I included research about graphic styles in fashion
and fashion brands that are related, inspired, or fits
the nightclub-style. I also researched about different
fashion shows and styles.
30

Image example
31

MISBHV
Brand
Collections
MISBHV (pronounced misbehave) is a Polish fashion
brand that is inspired by club culture and underground
raves. The brand was founded by Natalia Maczek and
Thomas Wirski in 2013. In 2013 they made t-shirts for
people to wear in clubs in Warzawa. Nowadays the
brand has blown up and has been worn by famous
rappers, artists, and other celebrities, they often work
with luxury materials like different kinds of leather but
they still also do screen-printed t-shirts and hoodies.
MISBHV often uses imagery and t-shirt graphics related to
raving or techno music. There is not one specific collection
that is inspired by raving, the whole brand itself is inspired
by club culture and they always try to express that in dark
garments, futuristic typography, illustrations, and the shape
of the clothes.
Events
Mixtape
MISBHV has organized multiple parties and raves to
promote their fashion brand. They have also in the past
teamed up with the clothing brand Souvenir Official to
promote unity and the right to vote. In may 2019 they
organized a rave event to show support.
In June 2020 MISBHV created their first techno record for
their fashion brand, they teamed up with the DJs Wolfram and
DJ hell (from Ultraschall) to produce the record.
Natalia Maczek and Thomas Wirski
https://www.ssense.com/en-us/editorial/fashion/
operating-off-the-grid-with-misbhv
https://tailored-communication.
com/releases/m-i-s-b-h-v
https://misbhv.com/archive
https://vimeo.com/373366969
https://vimeo.com/472630085
32

Images
Event posters
Clothing
Raves
Le Petit Palace Paris 2020
33

Gosha Rubchinskiy
Brand
Gosha Rubchinskiy is a Russian fashion brand
from Moscow, started by Russian designer and
photographer Georgiy Aleksandrovich Rubchinskiy.
The brand Gosha Rubchinskiy has been around since
ca 2008 and has in the past made collaborations with
brands such as Adidas, Fila, Kappa, and British fashion
house Burberry. Rubchinskiy also has a sub-brand
called Paccbet (pronounced Rassvet),
which is a skate brand.
Gosha’s collections are often inspired by streetwear,
sportswear, and youth culture.
SS18 collection
For Gosha’s spring/summer collection in 2018, he
took inspiration from Russian rave culture. Many of
the pieces were in collaboration with Adidas, and the
whole collection looked very much like a mix between
sportswear and streetwear. He used tracksuits and
baggy hoodies to give off the raver vibe, people need
comfortable clothes if they are going to dance for
hours. There were a lot of bold graphics, logos, and
colors used on the garments.
The fashion show itself was presented in an old school,
with green neon lights and smoke as effects.
“In this lengthy expose Gosha Rubchinskiy explains how his
new Spring/Summer 2018 collection was directly influenced
by what the first generation of Russian club-goers wore.
“Patterned jumpers and Day-Glo neons” coalesced with tiedye,
wide cut jeans and branded sportswear. The spirit of the
’90s is clearly alive and well in Rubchinskiy’s latest collection.”
- Hypebeast magazine.
Georgiy Aleksandrovich Rubchinskiy
https://www.nssmag.com/en/sports/11576/
gosha-rubchinskiy-ss18-collection
https://tailored-communication.
com/releases/m-i-s-b-h-v
https://en.wikipedia.org/wiki/
Gosha_Rubchinskiy
34

Images
35

Collections Inspired by Nightclubbing
Balenciaga
High-end fashion house Balenciaga previously had 2
different collections inspired by rave, in 2020 and 2021.
Everything was designed by their creative director
Demna Gvasalia, founder of the high-end
fashion brand Vetements.
Recently in 2021 Gvasalia designed a collection inspired by
raving, making glow-in-the-dark hoodies and t-shirts with
glow-in-the-dark prints. He also used a smiley for many of the
designs, which is inspired by rave culture and acid house
in the late ’80s.
One of the collections from 2020 features a wide range
of experimental garments, with a brand new concept
for campaigns in the high fashion world. Balenciaga
designed a video game that replaces the concept of
a fashion show because of the Covid-19 pandemic.
In the video game, the player walks through different
environments where the collection is displayed, at
the end of the game the player ends up in a secret
underground rave.
https://www.highsnobiety.com/p/balenciaga-glow-in-the-dark/
https://www.dezeen.com/2020/12/09/balenciaga-afterworld-the-age-oftomorrow-video-game/
Bottega Veneta
Recently the Italian luxury fashion brand Bottega
Veneta held a secret fashion show in the club Berghain,
in Berlin. Due to the pandemic, the Berlin-based
nightclub was not open for clubbing, it’s now being
used temporarily for art exhibitions and in this case
a fashion show. The only thing fans know about the
fashion show is the celebrities that were on the way
into the venue. Since no images are allowed in Berghain
the fashion show is still unknown and the creative
director Daniel Lee will not showcase the collection
until months later.
https://www.highsnobiety.com/p/bottega-veneta-berghain/
Dior
In 2017 the french luxury fashion house Dior had a
show with some garments inspired by rave culture.
Dior’s at the time creative director Kris Van Assche
(now Kim Jones), designed jackets and bags with prints
of a group of people dancing around “raving”. The
prints are taken from the artist Dan Witz’s Mosh pits
paintings, which is representing the crowd at music
concerts dancing.
“Another designer who looked at the idea of parties and
subcultural gatherings was Kris Van Assche at Dior Homme,
who referenced rave, along with New Wave, the gabbers and
the candy boys. This translated to a line of contemporary,
youth-infused tailoring, all of which was imbued, in the
designer’s words, with “a pure and raw ‘Dior’ attitude”. It truly
was raw, and, as exemplified in the “HarDior” logo smattered
throughout the collection, hardcore Dior.” - Anothermag.com
https://www.anothermag.com/fashion-beauty/9506/raw-energy-and-rave-culture-at-dior-homme-aw17
36

Images
Balenciaga
Video game campaign
Rave collection
Bottega Veneta
Virgil Abloh Skepta, Slowthai & friends Sven Marquardt
Dior
37

Midnight Studios x AWGE
Midnight Rave FW18
Midnight Rave is a collaboration collection by the
clothing brands Midnight Studios and AWGE, that was
released in December 2018. The collection is inspired
by 90’s rave wear. Midnight Studios is a clothing
brand founded by Shane Gonzales. AWGE is a brand/
collective started by the rapper A$AP Rocky, a member
of A$AP Mob. The 2 creatives organized a rave to
promote the collection release.
Collection
“This latest drop features T-shirts and ‘rave camo’ hoodies,
oversized cargo jeans and polo shirts that each bear a
distinctly ’90s color palette. Notably, it’s a collab-heavy
collection, with branded watches and socks produced by
Stance, and two limited edition pairs of the ‘Drew Mama’
sunglasses in collaboration with RetroSuperFuture. Also
included is the Midnight Rave CREW jackets in collaboration
with Alpha Industries.”
- from Highsnobiety’s article about the collection.
Shane Gonzales ( Midnight Studios)
A$AP Rocky (AWGE)
https://www.highsnobiety.com/p/asap-rocky-awge-midnight-studios-midnight-rave-lookbook/
38

Images
39

Mowa Lola
About
Recognized for her “Sex. More Sex. More Sexy,”
aesthetic the Nigerian fashion designer Mowalola
Ogunlesi has managed to release an eye-catching
collection after dropping out from Central Saint
Martins. The 24-year-old designer chose to work on
her label instead of finishing her Master’s, to get more
of a real experience. Currently working on all aspects
of setting up her own label, Mowalola is doing her own
PR and taking business classes while being the creative
director. Basing and taking inspiration from the 70s and
80s Nigerian rock music, her garment silhouettes and
aesthetic came about. Tight leather trousers cut low
with lacy lingerie peeking out, nipple-grazing crop tops
that skimmed the body.
Not only fashion shows, Mowalola experiments with
exhibitions, and for them, the key point that drives her
is music, film, and people. A chaotic scene for personal
experience while surrounded by her luring prints and garment.
Every collection directed by her is inspired by music mainly,
an item of clothing that holds her feelings while listening to a
certain melody. A lookbook made up from Nigerian history
and music sums up her aesthetic and demeanor.
https://www.youtube.com/watch?v=20PuDdhmYb0&t=68s
https://i-d.vice.com/en_us/article/bjezva/mowalolanigerian-designer-joyce-sze-ng
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Images
41

Heron Preston
About Preston
Brand
Heron Preston is an American fashion designer and DJ
from San Fransico, California. He is most successful
and internationally known for his self-named fashion
brand Heron Preston, but started off with being the
co-founder of the streetwear/ DJ brand Been Trill. He is
close friends with rapper Kanye West and Louis Vuitton
creative director/ Offwhite founder Virgil Abloh, Abloh
was also one of the founders of Been Trill.
The Heron Preston fashion brand itself is mostly streetwear
inspired by workwear often using Russian lettering, but I
felt like it was important to use in my research since Heron
Preston himself started Been Trill and is known for DJ’ing at
fashion after-parties.
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Images
Virgil Abloh and Heron Preston.
43

Virgil Abloh
About Abloh
Offwhite x Midnight Rave
Virgil Abloh is an American fashion designer and DJ
from Rockford, Illinois. His name grew internationally
after founding the fashion brand Offwhite, which he
started in 2013. Now he is the creative director and
designer for the French fashion house Louis Vuitton,
which he became in 2018. Before Louis Vuitton and
Offwhite, Abloh has started the streetwear brand Pyrex
and Been trill, he also used work as a stylist for his good
friend and rapper Kanye West. Abloh is world known for
his collaborations with Nike and
Swedish furniture brand IKEA.
Offwhite designed a long sleeve in collaboration with
the collection Midnight Rave, which is the collection in
collaboration with Midnight Studios and AWGE.
Virgil Abloh for Pioneer
Virgil Abloh & Ben Kelly
Virgil Abloh is not only known for being a designer but
is also well known for being a DJ and has traveled all
around the world to play at clubs. In 2020 Virgil Abloh
designed his own Pioneer deck, the CDJ-20000NXS2.
“As a means to give a new look to the CDJ and DJM
industry standard, I set out to design a transparent
and label-free version of the classic models to inspire
a different sound while I play. And perhaps a new way
to achieve a different result by combining musical
technology and human interaction.”
- Virgil Abloh on Pioneer.com
“Off-White creative director Virgil Abloh and designer Ben
Kelly have collaborated on a new installation, Ruin, at London’s
Store Studios, piecing together fragments of abandoned
nightclubs, iconic discos and cut-ups of dance music history.
The installation joins Ryoji Ikeda, Arthur Jafa, Jeremy Shaw
and Everything At Once as the latest in a series of Store
X The Vinyl Factory commissions housed in the Brutalist
building at 180 The Strand.” - from The Spaces article on the
collaboration.
https://www.pioneerdj.com/es-es/landing/virgil-abloh/
https://thespaces.com/virgil-abloh-ben-kelly-nightclub-ruin/
http://benkellydesign.com/off-set/
44

Images
Off-White x Midnight Rave
Pioneer by Virgil Abloh
Virgil Abloh & Ben Kelly
45

Raf Simons
About Raf
Raf Simons is a world-known and appreciated fashion
designer from Belgium. He began his career as an
interior designer but later on, got into men’s fashion.
He has been working alongside many designers in his
early years in fashion, such as Walter Van Beirendonck,
Martin Margiela, and Jean-Paul Gaultier.
In 2005 he started working as a creative director for Jil Sander,
then in 2012-2015, he worked at Dior. He has also worked for
Calvin Klien in 2016-2018 and now for Prada since 2020.
About Raf
“ Youth in Motion ” the Raf Simon collection that has
swept and caught the eye of many viewers during
New York Fashion Week. A collection that tells a story
and contains one as well in the garments, the Belgian
fashion designer avoided glorifying drug culture but
instead considered its overwhelming and impactful
presence in the fashion and entertainment industries.
With that being said all the benefits coming from the
sales will head to those suffering from drug addiction.
With every bold move in the industry controversy also
rises with it, debates have heated up with the topic of
drugs in the collection and how the younger generation
will perceive the message.
Talking about more of the elements that made this collection
come alive, one of the key points of is the 1981 film, Christiane
F: Wir Kinder vom Bahnhof Zoo (We Children of Bahnhof
Zoo). The german movie touches upon child prostitution,
uncontrollable drug addiction and death. Therefore images
were taken from scenes of that movie and out on the
garments. Lastly, the designer Raf Simons merged in his
garments Cookie Miller and Glenn O’Brien’s aptly-titled play
called Drugs more. The cover book from the play was made
with “bad cut” yellow and “prescriptive” orange covers that
were also translated on Raf Simons’s garments.
https://www.highsnobiety.com/p/raf-simons-fw18-drug-references/
https://hero-magazine.com/article/129218/raf-simons-drug-inspired-christiane-fcollection-has-finally-landed/
46

Images
47

Raf Simons 2000
The designer Raf Simons released a collection once again
inspired by his favorite the youth culture.
“ Summa cum Laude “ is made up of joining together the uniform
of gabber and style. The gabber ‘90s Dutch slang for “brother” but
also means a subculture revolving around high BPM electronic
music. Alongside the culture, gabber has its own signature style
that includes bomber jackets, colorful tracksuits, and Air Maxes.
Therefore with all these elements, Raf Simons has managed to
produce a stylish and new collection where he also added on
his garments the logo of the influential ‘90s gabber collective
Rotterdam Terror Corps. He also did a fashion look book which
will be in my inspiration for this project.
https://www.grailed.com/drycleanonly/rave-culture-fashion-collections
48

Images
49

Jean Paul Gaultier
This is not a specific collection that is inspired by raving
or clubwear, but the actual style of the clothes fits
very well with what rave style is. The tight long sleeves,
baggy pants, and colorful prints are essentials for
90’s rave outfits.
50

51

Fashion magazines
I included research about fashion magazines that fit the
most to my style, some merchandising, and also a bit of
web design.
52

Image example
53

032C
About 032C
Based in Germany, 032C is a magazine and apparel
brand founded and edited by Joerg Koch. The working
team includes art director Mike Meirè and apparel
creative director Maria Koch. 032c is a culture-apparel
brand that surrounds the art, fashion, and political world.
The brand started out with highly-coveted streetwear
merchandise in 2016, including T-shirts, motocross
jerseys, and socks, with garments flying off the shelves.
Moving ahead in time they developed the overflowing
educational magazine. They interview influential people
in a long-form conversation touching upon extensive
details about work and also produce illuminating articles
for readers in interest. Alongside thought-provoking
journalism coupled with glossy photoshoots by A-list
photographers, they’ve also worked with designers and
artists like Rei Kawakubo, Raf Simmons, and Nicolas
Ghesquiere, along with editorials featuring Kim & Kanye,
Angela Merkel, Bella Hadid, and Frank Ocean.
Starting off with merchandise the brand has not let that
interesting side fade away as they grow into different
branches. Up till today, the brand is a fully-fledged fashion
label. Forming a strong presence in the fashion industry,
the brand formed collaborations with well-known brands
like Stüssy, Alyx, Gosha, Dave’s NY, Swarovski, and Justin
O’Shea’s SSS World Corp. For a deeper understanding of the
mechanisms, the designers think or work with 032C magazine
touches upon that while also being an
established household themselves.
https://032c.com https://www.businessoffashion.com/community/people/joerg-koch https://www.youtube.com/watch?v=-tP2aut-Dko
54

Images
Magazine covers
Clothing
55

Highsnobiety
About Highsnobiety
David Fischer is the founder and publisher of
Highsnobiety Magazine, one of the most visited global
sources for inspiration. Starting with 7 team members
in 2012, that number has been doubling each year
with a total of 80 works currently and 9 million unique
visitors monthly in 2018. Their main core values are
always being ahead of trends and innovation. The brand
expands out into different sectors, fashion, sneakers
to design, music, and entertainment, where they have
truly created their own captivating culture. Highsnobiety
publishes daily content about their 5 domains. With
written articles, the brand also has an ongoing famous
and unique youtube channel where they interview
artists around the globe, designers, and content
makers. Artists like the Korean pop sensation CL have
been in collaboration with the same brand as Peggy
Gou, 070 shake, Pyer Moss, Off-White, and Post Malone.
As for their product division, Highsnobiety has collaborated
with footwear and streetwear brands like Adidas, Carhartt,
Puma, Kith’s Ronnie Fieg, and Anicorn. While also selling
on their website, different brands like Maison Margiela and
Raf Simons. Due to the many collaborations, Highsnobiety
produces shirts, socks, hats, jackets, t-shirts, hoodies, books,
and so on. One of the most in style and continuous magazines,
Highsnobiety is definitely a major influence of today and many
years to come.
https://www.businessoffashion.com/community/people/david-fischer
https://www.highsnobiety.com/about/
https://www.highsnobiety.com/shop/brand/highsnobiety/
56

Images
Magazine covers
Editorial design
Shop & collaborations
57

AVYSS
About AVYSS
“AVYSS has been recording daily unique music and
culture that updates the times since its start in June
2018. We operate as a platform with multifaceted
content such as feature articles focusing on new
scenes and communities, sales of collaboration items
in collaboration with domestic and foreign artists,
online events using original virtual space, or offline
events.” - from AVYSS “about” page on their website.
Location
“CM BAR INC. Bauhaus Osu 4F, 1-24-51, Osu, Naka-ku,
Nagoya-shi, Aichi 460-0011, Japan”
- from AVYSS “about” page on their website.
https://avyss-magazine.com/about/
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Images
AVYSS also has a webshop, there they sell merchandizing
like t-shirts, hoodies, longsleeves, bags, stickers and more.
They have also organized underground parties with
international dj’s.
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Arena Homme +
About
Labeled as the fashion bible, founder of Arena homme+
magazine, Nick Logan launched the brand in 1993.
A magazine recognized as the world’s leading men’s fashion
brand, with a clear editorial aesthetic. Working hard on
releasing perfectly made layouts for the people, they have
regular collaborations with famous photographers like
David Sims, Juergen Teller, and Wolfgang Tillmans. AH+
also continues to innovate from a publishing perspective by
using stylists and art directors working alongside the best of
emerging talent from the new generation.
The list of celebrity covers, fashion designer interviews, and
great writers that grace Arena is never-ending. World star
famous people have been also featured on the cover of AH+,
recently the artist Lil Uzi Vert was the front face alongside,
Travis Scott, Blondey, Bladee, and Yung Sherman.
https://www.magazineheaven.com/fashion-magazines/arena-hommes-plus.html
https://en.wikipedia.org/wiki/Arena_Homme_%2B
https://creative.maworldgroup.com/project/arena-homme/
60

Images
Covers
Layout style
61

System Magazine
About System
The well admired Jonathan Wingfield is known for being
the magazine editor in chief and founder of System
Magazine. The established magazine was first launched
along with the art director Thomas Lenthal and cofounders
Alexia Niedzielski and Elizabeth von Guttman.
The structure of the brand and what they do is relayed
on famous known fashion brands. “System explores
with style and substance the dialogues at the heart of
the global fashion industry.”- System. It’s a magazine
that holds long and deep conversations with one of
the most influential household names, for a better
understanding of the inside industry and out.
For the first issue of System Wingfield interviewed
Nicolas Ghesquière several times after leaving
Balenciaga, they also held interviews with designers as
Azzedine Alaïa and Valentino, art director Marc Ascoli,
and former Louis Vuitton chief executive Yves Carcelle,
in the beginning of system’s career. Therefore they still
today work with upcoming famous designers like Rick
Owens, Marc Jacobs and Virgil Abloh. The magazine
enriches the readers knowledge of the fashion industry
by analysing those conversations that are taken from
the designers mouth onto the paper directly.
https://www.businessoffashion.com/community/people/jonathan-wingfield
(16) The Best Fashion Magazines To Read - YouTube
https://www.stackmagazines.com/everything/10-independent-fashionmagazines/
https://www.businessoffashion.com/community/people/thomas-lenthal
62

Images
Magazine covers
Layout style
63

Record labels
Researching about record labels for this project was not
part of the contract, but I chose to use it since record
labels can have very strong identity. I chose to write about
some of my favorite record labels: Year0001, PC Music,
Posh Isolation and Northern Electronics.
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Image example
65

Year0001
About the record label
Year0001 is a record label from Sweden that works with
different kinds of music, mostly rap and electronic but
also some punk rock. The founder of the label is Emilio
Fragone from Skåne, Sweden.
The label started off as a friend group consisting of
the group Sadboys (rappers Yung Lean and producers
Gud and Yung Sherman) as well as Gravity boys which
are now called Drain Gang (rappers Bladee, Ecco2k,
Thaiboy Digital and producer Whitearmor).
Now the record label has signed many
artists, mostly underground and smaller
artists that often has creative design
visuals to promote their music.
https://year0001.com
Ecco2K
Ecco2K is a rapper, producer, photographer, and
graphic designer. He is part of the rap collective
Drain Gang, with Bladee, Thaiboy Digital, and
Whitearmor. Ecco2k, real name Zak Arogundande
Gaterud, was born in London in 1994 but moved
to Stockholm when he was very young, he grew
up in Stockholm city where he got to know his
best friends for life, Sadboys and Drain Gang.
Zak is not only known for his great music and
artworks but is also known for being very stylish,
he has been labeled as one of the best-styled
people in Stockholm. Zak has in the past been
working as a footwear designer for the
Swedish fashion brand Eytys.
Zak is usually the creative director and designer for
Sadboys and Drain Gangs visual for their music. He
films most of the music videos, does the photoshoots,
designs the album covers and more.
He even has his own clothing brand called G’loss (Loss and
Gain) where he designs mostly clothes but also sometimes
unisex jewelry like necklaces and earrings, most of the stuff is
related to Drain Gang branding.
https://www.vogue.com/article/musicians-zak-arogundade
Mechatok
Mechatok is a Berlin-based electronic producer.
His real name is Timur Tokdemir and was born in
Munich in 1997. He is not signed with Year0001 but
he has frequently been doing work with them and
their signed artists.
Timur has his own records but is mostly known for his
latest collaboration album with Year0001signed artist
Bladee, for the album Good luck.
Mechatok has also been working with Bladee in the past for
the single All I Want, and as produced the songs “Noblest
Strive” on the album “333” by Bladee and “Security!” on the
album “E” by Ecco2K.
https://www.thecrimson.com/article/2021/1/3/bladee-mechatok-interview-2020-article-piece/
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Images
Ecco2k creative work
Vanilla Sky by Bladee, Ecco2K
Poison Ivy by Yung Lean
Legendary Member by Thaiboy
PXE by Ecco2k
D&G by Drain Gang
Stranger by Yung Lean
GT-R by Ecco2K
E by Ecco2K
Merchandising
E physical copy.
g’Loss. Tour merchandize. Drain Gang “pill” necklace.
Mechatok visual style
“All I Want” with Bladee “Goodluck” with Bladee Defective Holiday
Gulf Area Photoshoot for “Goodluck” See Thru All My Time
67

PC Music
About the record label
PC Music is an electronic music record label from the
UK founded by producer A.G Cook in 2013. PC Music
Consistently works with visual creative artists and
mostly with electro-pop artists and producers.
They commonly work with the artist Hannah Diamond.
https://en.wikipedia.org/wiki/PC_Music
https://pcmusic.info
Hannah Diamond
Hannah Diamond (real name Hannah
Amond) is a singer, producer, photographer
and graphic designer born in
Norwich (UK) 1991.
She is known for her glamorous aesthetic
mixed with Y2K, often inspired by futuristic
scenery and luxury brands like Dolce &
Gabbana and Dior.
Hannah Diamond has in the past worked with many
artists, often A.G Cook and American pop artist
Charlie XCX. Many famous artists have also made
remixes on her songs, like Bladee,
Yung Sherman and Mechatok.
She designs her own album covers, does her own
photoshoots, directs her own music videos and
designs her own merchandise. She has also done
photo shoots for other artists like Bladee, Ecco2K,
Charlie XCX and rapper Offset from Migos.
https://en.wikipedia.org/wiki/Hannah_Diamond
A.G Cook
Alexander Guy Cook, goes under the name
A.G Cook, is a London based electronic
music producer, singer, songwriter and also
founder of the record label PC Music. He
was born in 1990 in London and started
releasing solo music in 2014.
A.G Cook has in the past worked with artists like
Hannah Diamond, Charlie XCX, Kero Kero Bonito, Danny
L Harle, and more artists in the same electro-pop genre.
The visual designer for most of his projects is graphic
designer Timothy Luke.
https://en.wikipedia.org/wiki/A._G._Cook
https://instagram.com/tmthy.luke?utm_medium=copy_link
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Images
Hannah Diamond visual style
“Drop FM” with A.G Cook
Reflections Remixes
“Love Goes On” with
Bladee & Palmistry
Reflections
Merchandise
A.G Cook visual style
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Northern Electronics & Posh Isolation
Northern Electronics
Northern Electronics is a Swedish record label that was founded by the
techno DJ Anthony Linell, that goes under the name Abdulla Rashim. The
label is both run by Anthony Linell and Jonas Rönnberg (Varg2TM).
The record label works mostly with heavy techno and has many works
by Varg2TM. They focus a lot on their visual identity and have a medieval
type of look to it, often getting inspiration from antique Scandinavian art.
https://ra.co/features/2568
https://ra.co/dj/abdullarashim
Posh Isolation
“Posh Isolation is a project founded by Christian Stadsgaard and Loke
Rahbek in 2009. Based in Copenhagen, Posh Isolation focuses on
presenting work from Scandinavian artists and collaborators by giving
a platform to current music, art, and design. With a catalog of over 200
physical releases, and has facilitated numerous international exhibitions,
programs, and showcases, the project is an evolving composite of voices
and horizons anchored to its home.”
- Posh Isolation info page on their website.
Posh Isolation often works with producers like Swedish Varg2TM and
danish Croatian Amor.
Posh Isolation focuses heavily on visual creative design and artworks for
their projects. They work with Copenhagen-based design studio Ironflag,
which is well known for working with different companies by creating
packaging and editorial design. Ironflag has also worked with danish
brand Soulland and Swedish perfume brand 19-69.
https://poshisolation.net/info/
https://www.ironflagpublication.com/studio-gallery?itemId=yqs36cx7koqtgtmzg3tiouk4l0wnqc
Varg2TM
Jonas Rönnberg (Varg2TM) is a Swedish
techno and electronic music producer.
Varg2TM makes often music for Northern
Electronics and Posh Isolation. He is a part of
the Swedish electronic duo Flora with VTSS,
duo Cease 2 Exist (C2E) with Bladee and
Empire Line with Christian Stadgaard, Vanity
Productions, Damien Dubrovnik and Isak
Hansen. Varg2TM consistently works with
danish Croatian Amor and
releases the “Body of-” series.
https://www.youtube.com/watch?v=xmG-bl4R3q4&t=533s
https://www.redbull.com/se-en/varg-the-techno-destroyer
https://www.youtube.com/watch?v=Xa4oVTQ2Xo0
https://15questions.net/interview/fifteen-questions-interview-varg/page-1/
https://www.theransomnote.com/music/news/northern-electronics-to-release-debut-albumfrom-the-empire-line/
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Images
Nothern electronics, Posh Isolation & Varg2TM visuals
Merchandise
Images from google and spotify.
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Fashion photography trends
I researched about different photography styles, both
fashion photography and other styles that inspire my
project. I included research of Hugo Comte, Hendrik
Schnieder and Hannah Diamond.
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Image example
73

Hugo Comte
About
Being the favorite among fashion designers, magazine
editors and global pop stars, the photographer Hugo
Comte has set his name strongly in the photography
world. His 90’s inspired aesthetic has led him to
well-known magazines like Pop and Vogue Italia and
designer brands Burberry, Valentino, and others. “90s
images really express an energy more than anything;
some eras it’s about style or concept, but this specific
era was about expressing a human energy”
- Hugo Comte.
Fashion and pop culture mixed into dreamy-like scenery and
photographs the key point for Hugo Comte’s sharp vision.
Setting his foot in pop music he has worked for artist Dua
Lipa, and models Bella Hadid, Anok Yai, and more.
https://www.anothermag.com/art-photography/13137/
celebrating-the-dreamy-photography-of-hugo-comtebook-2021
https://www.vogue.com/article/hugo-comte-book
https://talent.maworldgroup.com/photo-fashion/hugocomte
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Images
Valentino
Prada
Alexander Wang
75

Hendrik Schneider
About
Hendrik Schneider is a Berin-based photographer which
has worked with artists and fashion brands. He is not very
known and does not post a lot about himself online, it is
very hard to find information about him online.
Schneider did the photoshoot for Bladee’s and Mechatok
album Good Luck which was released in December 2020. He
also did Ecco2K’s photoshoot for NUDA, in the book Ecco2K
has an interview with his own dad about life lessons and what
he has learned mentally.
Schneider’s photography style is very raw and a bit grunch, he
often shoots dramatic scenery using movement and close-up
images of faces, eyes, and flesh.
Photo shoot for fashion brand ASAI.
Editorial Design
76

Images
Bladee & Mechatok for Good Luck
Ecco2K for NUDA
Photo shoots
77

Hannah Diamond photography
Charlie XCX
Bladee
Collection by Claire Barrow
Reflections album by Hanna Diamond herself
78

Images
Drain gang (Ecco2K and Bladee)
Offset photoshoot
79

Daniel Sannwald
A contemporary unique voice for photography, Daniel Sannwald has developed
a strong and recognizable signature. Paving the way for the next generations
he explores with fast forward-thinking photography by blending in together
conceptual, fantasy and reality. Studying MA in the Royal Academy in Antwerp, he
based in London currently making images that speak for the fashion and art world
with a unique portrayal. With his captivating photographs he has collaborated with
the most influential fashion magazines - 032c, Arena Homme +, Dazed & Confused,
i-D, PoP Magazine, and artists Ecco2k and Travis Scott.
https://talent.maworldgroup.com/photo-fashion/daniel-sannwald
https://en.wikipedia.org/wiki/Daniel_Sannwald
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Images
81

Video style
In research about multiple different video animators,
editors and directors, I included research about video
styles and graphic trends like 3D.
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Image example
83

Sam Rolfes
About
“Sam Rolfes (b.1990, Dallas TX) is a Chicago and New York based
mixed-format digital artist and director. Using the human body as
a mark making device and underlying structure, he crafts diffusive
psychosexual worlds that sublimate space and identity. His work
examines the mutability and malleability of flesh, and surreal
performance through the lens of contemporary portraiture.”
- From lvl3official.com.
Rolfes has been working with many famous artists such as Lady Gaga, Tiësto and artists from PC Music.
https://lvl3official.com/spotlight-sam-rolfes/
https://www.factmag.com/2020/08/09/fact-residency-sam-rolfes/
84

Images
85

The29nov Films
About
After researching for techno videos that would fit
my aesthetic, I found a comment on Reddit about a
youtube channel called The29nov Films. It is a very
small channel with not many views, but they make
videos for underground techno DJs.
Their style of effects goes well with my project and it is
inspiring me to possibly be doing something similar. The
videos are raw and vibrant, the stories of the videos are often
very emotional and dramatic.
https://www.reddit.com/r/TechnoProduction/comments/ajmjdr/techno_music_videos_is_there_such_a_thing/
VSK - Fides et Honor
https://www.youtube.com/watch?v=tNVf5L4lhV4
Karenn - Berlin - Live Cut 2
https://www.youtube.com/watch?v=bGhBpfg_Uz0
86

Images
Stave - PI07.4
https://www.youtube.com/watch?v=O_tssCEh_gI
Michał Wolski - Bathyscaphe
https://www.youtube.com/watch?v=8yxRighpxDI
87

Gustav Stegfors
About
Gustav Stegfors is a video director and editor from Sweden. He is
most known for his music videos, he has worked many times with
artists like Yung Lean, Bladee and Ecco2K. He has also worked
with Swedish DJ duo Icona Pop and done advertising campaigns
for Nike and Adidas.
Gustav Stegfors
Music video for Yoyo Nasty
https://stegfors.com
https://www.instagram.com/stegfors/?hl=sv
88

Images
“God” music video for Bladee & Mechatok
“Drama” music video for Bladee & Mechatok
NTS live video with Ecco2K & Bladee
89

Y2K (graphic design trend)
About
During the 2000s technology was rising, therefore
it had an immediate reflection and influence on the
fashion and graphic world. The term “Y2K “ was
commonly used to refer to a widespread computer
programming shortcut that was expected to cause
extensive havoc.” The style of Y2K emerged in the
last long periods of the 1990s when individuals
both dreaded and blissfully expected the coming
ascent of Technology. Garments were filled with
shiny and reflective fabrics. Girls would wear mesh or
handkerchief tops, box-pleated or leather skirts, shiny
pants, and sparkly shoes while guys would wear leather
jackets, a statement dress shirt, and chunky shoes.
Furthermore come computer, graphic work since it was
the start of more technology.
Computer-aided design and drafting software had just
advanced enough that designers could experiment with
curves, “blobs”, gradients, layered transparencies, and lens
flares for the first time. The two major elements of y2k were
Optimism and techno-utopianism which were connected to
the 3D fonts that were graphically designed.
Y2k style is portrayed by a specific aesthetic period,
encapsulating fashion, hardware design, music, and
furnishings shining with tech. Well known for the futuristic
aspects, this style has been memorable for everyone and
each era coming up is bringing the aesthetic alive again. After
the 60’s the era of the Y2k style was the one that brought the
obsession with futurism back, due to the fact that there were
several styles rising between the 90s and 2000s the Y2k style
can be also confused with hip hop style era. The slick and
captivating look has also inspired many designers today, like
Chroma 2020, Mowalola, and Prada.
90

Images
91

Websites
Here is some website that I will use as inspiration for my
project. I have found some elements from each website
that I will add to my own.
Kraftwerk Berlin
Robert Johnson
92

Images
Ecco2K (Musician)
Raf Simons (Fashion brand)
PC Music (Record Label)
Heliot Emil (Fashion brand)
93

Brain storming & concept
Brands connected to nightclub culture:
Misbhv
Mowalola
Off white
Heron Preston
Raf Simons
Gosha Rubchinskiy
Name ideas:
Braincell
Mint
Mint2000
Mint2k
Teenage music system
Music:
Techno
Trance
Mockup ideas:
USB stick.
Tote bags
Necklace
Bracelet
Facemask
Acrylic pen with the brand color
Posters
Earplugs
Stickers
Vinyl slipmat
Backpack
My idea for this project is to design a fashion show at a nightclub. The style and aesthetic will be inspired by
the 2000s club culture, Y2K, and technology. The target audience will be fashion enthusiasts of all ages but
mainly targeting the youth.
The brand name will be Mint. The name Mint represents something fresh and new, which easily resembles
fashion and youth.
The fashion show will display different designers’ work, that is connected to electronic music, clubbing,
and the 2000s. The designers could be Gosha Rubchinskey, Misbhv, Mowalola, Raf Simons, etc. The music
genre that will be playing is mainly techno and trance because that music was very popular at clubs in early
2000, nowadays it’s mainly house, EDM and deep house.
An idea that I have is to use the night of the event as the last show for the Dj duo Daft Punk, who recently
split up. The idea then would be to make the design event target towards them since they have a very
futuristic style with the robot heads. I will also add pre/after DJs that are smaller but would still fit the
concept, for example, Varg2tm, Ecco2k, Porter Robinson, Mechatok, and possibly more.
I will make a big variety of different designs. I will design the logo for the fashion brand and use different
fashion designers’ work that will fit the aesthetic of the concept, I will also create a brand manual for the
logo and branding.
Social media and online promotion will be a design element that I will focus on for this project since
the target audience is the youth. For that, I will design a website, social media profiles, and other social
networks to promote the event. Not only will there be digital designs, but also physical products. I am going
to design booklets, T-shirts, hoodies, shopping bags, small accessories, ID-cards, and lanyards. I will also
decorate the nightclub and create a pop-up shop for the merchandise.
For the advertisement, my idea is to make banners and posters that will go on transport such as busses,
Ubers, train stations, etc. Then I will also create different campaigns such as digital art and promotion
videos. All of these products and designs will be the same aesthetic as the concept, futuristic, inspired
2000 style and technologic.
Final brand info :
“Mint is a Berlin-based creative brand, founded in 2021 by graphic designer David Wadström.
We work with design, fashion, and music. We design events for nightclubbing and fashion shows, or
possibly those 2 combined.
We rent industrial/ factory spaces to hold our events. We work with artists and designers from all over the
world, and bring them all to Berlin to keep the creative culture alive.”
Why Berlin?
I chose to have the club in Berlin because it fits well with my fashion aesthetic and berlin is known for their
art and design. Berlin is also known as one of the worlds best cities for clubbing and techno music.
94

Inspiration board
95

Logo design inspiration
For my logo, I got inspired by the Y2K styles, and artists
like Björk and Aphex Twin. I want to do some type of
futuristic typography logo.
96

Logo design inspiration
97

Logo sketches
I began with sketching some logo ideas in my
sketchbook, inspired by the logos I added to my
inspiration board. The logo that inspired me the most
was the Omen logo from the german nightclub. So
I drew a replicated one but wrote “mint” in it. Then I
developed that into a logo that was my own style.
98

Logo development
I took my sketch to Illustrator and started to develop the logo
more. I began with making diagonally slanted rectangles that were
all geometrically structured, then I made it all to one clean shape.
I started adding circles which would be the curve of the corners.
99

Logo development
When I was happy with my shape I started to add curves to
the corners. I did many different variations but I preferred the
simple version.
100

Logo development
I then started to make it more detailed and more geometrically
constructed, I also added some colors to see what the logo would
look like when it was filled. I thought the shape of the logo was
a bit Square so I made the circles bigger and the corners more
round. Indian this did not work because the logo did not look ask
clean neither did it look geometrically constructed, so I decided
to make a new shape.
101

Logo development
I began with using the same sizes and measurements but this
time instead of starting making the logo diagonally I made it
straight. then when I was happy with my shape I tilted the logo so
it would look like the way I wanted it to be, but I can’t two circles as
normal circles instead of having them tilted.
102

Logo development
I was way happier with this version of the logo, it made a lot more
sense and it looks more geometrically structured. I decided to try
a new element which was inspired by the logo from the artist Björk,
but I quickly realized that the wings on the logo did not match my
style so I kept it clean and did it like I intended the beginning. I also
made another version of the logo which was to drag one part of
the M down and then add the titles design-fashion-music, on that I
used a stretched bold Helvetica font. after I did to logos that I was
happy with, one without text and one with, I started looking for
color inspiration. The color mint to me is a mix between blue and
green, I looked up many different versions but the colors that are
represented mint to me the most was mouthwash, Mouthwash is
the freshest thing I could think of, so I found three different bottles
of mouthwash, and I tried them out on my logo. the one I liked the
best was the “mint fresh”, it had the most pop of the green and blue
and represented most “Mint” to me.
103

Logo development
Now that I had my brand color, I started doing some minor
changes to the logo.
104

Logo development
Then when I was happy with my shape, I started looking
for fonts for my logo. I tried many different fonts but the
one I like the most was Aktiv Groetesk EX. I wanted to use
a stretched Helvetica font, but I got told that that was not
professional to use, so instead, I found something similar, it
matches very well with the Techno Style.
105

Logo development
Now that I had my font, I started playing around with the
placement of the text. I also started working on my icon.
I decided to have one main logo, one brand logo, and one icon.
106

Logo development
After I was done with all my logos, I started working
on a secondary color, I found a Mojito drink that was
called mojito Curacao, the drink is fresh and could go
well with my brand. I tried 3 different versions of blue,
but it started looking like a water sports brand, and it
did not represent a nightclub anymore. also the fact
of using herbs and drinks kind of drifted away from
my concept. I also tried a green version, but I realized
that the logo looks better with the mint brand colo by
itself, so I started looking for more simple Shades like
gray and black, the logo looks really well on a black
background, but I did not want to use fully black, so I
went with a slightly charcoal version. (#141414)
Mojito Curacao
107

108
Final logo

Icons
For the icons, the black on green looked a lot better,
and since the icons would be small displayed, I
wanted the brand color to be more visible.
109

Brand manual
After I designed my logo, I made a brand manual for Mint. The
manual contains text edits, imagery style, do’s & dont’s, how the
logo is constructed and more. I decided to make the imagery style
in a dark grey, inspired by Kraftwerk Berlin and the secondary
brand color (#141414).
110

Poster inspiration
I wanted my poster to be flat, and I wanted to focus on the logo and the
typography. I got inspired by many nightclub posters.
111

Poster sketches
Through one of the posters, I got inspired by the poster from
Robert Johnson that says “yes, it’s loud enough”. I got inspired
by one of my favorite artists Bladee, he has a song called DNA
RAIN, I got inspired by the lyrics “I can heal you, I can feel you”. I
took those lyrics and created my own slogan to match it with the
techno vibe, FEEL DANCE HEAL. I also got inspired by another
poster from Robert Johnson, it is an optical illusion, my idea was
to take that and remake it to match my brand.
112

Illusion poster development
I did many different versions of this poster, trying out different sizes
of the strokes, and how many rectangles I would use, I also added
the dots from my logo into it as minimal branding.
113

114
Illusion poster development

Final illusion poster
I ended up putting the date in the top corner, and the website URL on
the side to not get too much attention. The white in the middle of the
illustration matches well with the dots and white typography.
115

Text poster
For this poster I decided to use the same placement as the one I got
inspired by, I played around with how I was supposed to display the words.
116

Final text poster
I ended up using dots after every word so that each and every
word would show importance. Then I added the date, website
and the icon at the bottom as minimal branding. This poster is
only meant as a design poster and is not the main advertising
poster.
117

Main poster development
This is the main poster, this is meant to inform and advertise, the other
posters that I have designed are only meant as decoration posters unless
all the posters are displayed together. I began by playing around with the
layout style of the information.
118

Main poster development
I did many different versions of the main posters and tried out the placement of text and the logo.
119

Final main poster
For the final poster, I highlighted the date and location in bold and white and added the other titles “fashion
show” and “techno fest” in medium and black/green to give it a nice contrast. Then i put the Main logo
on the right to make the viewer read the poster starting from the left side of the poster, it also made the
poster look more complete. I decided not to put the fashion brand on the poster because I don’t the brand
to be highlighted for this project, I want Mint to be the main focus.
120

Poster mockups
121

Shopping bag
I made some sketches of the shopping bag and how it would look. The first shopping bag I used did not
look good so i decided to look for a wider one.
122

Final shopping bag
123

124
Vodka bag & bottle

Final outcomes
125

126
Beanies

Beanies
Dots beanie
Icon beanie
127

Packaging design
I wanted to make small packaging for smaller accessories, like a necklace and earplugs, So I started
sketching and then looked for mockups. The first mockups that I found did not look good so I found some
wider and square ones that would fit the accessories better.
128

Packaging process
I decided to make the dots on the black box in silver to represent the silver necklace.
129

Final necklace packaging
I ended up using a picture of foil to represent the silver on the
packaging, then I wrote some basic information about the
product on the back of the box.
130

Final ear plug packaging
I kept the ear plug box simple by only using the brand colors,
and also putting basic information about the product on the
back of the box.
131

Necklace 3D design
For this product, I contacted my friend Oscar Feria Bright who
is an Interior designer and expert in 3D rendering. I started
sketching and then sent him some digital versions for him to
see measurements and style. I measured the size of a basic
necklace pendant and chain and copied the measurements.
132

Necklace development
He sent me some pictures of the development and so far it
was looking good. He also asked how I wanted the pendant to
be attached and I decided to have it like my digital sketch.
133

134
Rendering development

Final renders
These are the final renders, I am very happy with the outcomes,
I photoshopped in the brand logo on the back of the pendant so
that it would look engraved, at first it was blank.
135

Ear plugs
I looked online for some earplugs that I could use to edit, I found some good ones in
high resolution, and then I put them in Photoshop.
136

Final outcome
I made the ear plugs quite simple, I made 2 different version that comes in the pack
and that is changeable, I kept it simple with one in black and one in the brand color,
it is more about the idea then about the design itself.
137

138
ID Lanyard sketches

ID Lanyard process
139

140
ID Lanyard process

Final outcome
I ended up making the VIP text bigger since the people who order VIP usually wants
that to stand out, then I put the ticket QR code and an identification image of the
VIP person on the back of the card.
141

Packaging tape
I found a packaging tape mockup online and branded it with mint. This can be used
as industrial style decoration for the club, and also for shipping boxes from online
orders.
142

Stickers (Mini marketing campaign)
I ordered real stickers from a website called StickerApp, they are transparent high-quality stickers, I made
the icon and the main logo. The marketing campaign is to sticker bomb everything everywhere, and also to
give out to people.
People in my school have already been sticking them on their phones, headphones, and laptops.
143

Vinyl slipmat
When researching on nightclub merchandise on
their websites, I found many that were selling vinyl
slipmats, so I thought it would be the perfect product
for Mint.
I made a couple of sketches and then started
working in photoshop.
144

Vinyl slipmat process
I decided to create my own mockup using smart objects. First, I looked for a vinyl player that would fit my
aesthetic, and I found one from SONY. Then I added an ellipse shape and made it into a smart object, then I
started adding my designs. For the front view of the slipmat, I made it more simple, I just added some inner
glows and shadows, and also some cork texture to make it look real.
145

Final mockups
For the final mockups, I ended up moving the main logo a little bit so that the dot of the “i” would align with
the middle hole.
146

USB stick
A professional DJ always needs a USB when they are playing live because that’s where they keep all the
music files that they are going to play, so I thought that this would be the perfect product for Mint.
I wanted a sleek USB stick and not a cheap plastic one, so I used some metal USB sticks and started
working on it in photoshop.
147

148
USB stick process

USB stick FInal outcome
I made the branding quite simple, using the main logo on the front
and the icon on the back with the text 32GB which is the memory
size of the USB stick, DJs need a lot for all their music files.
I ended up making a black version and a Mint green version.
The black version is standard and available for all, the mint green
version is only available for VIP’s.
149

Event pop up
I found some mockups online of event stands/ pop-ups but none of them matched the scenery or the
aesthetic of my concept so I decided to look for another one.
150

Event pop up final outcome
I decided to use this tent as the pop-up because it worked a lot better for my concept and aesthetic, it’s
also more realistic because, for a nightclub event like mine, a tent is very easy to set up in any environment.
Final
Development
151

Event pop up final outcome
I designed the tote bag in the same style as the shopping bag. Minimal branding and advertising branding.
152

Mint x Uber
At first, I was going to redesign a Berlin taxi but I decided to use uber as a special collaboration with Mint, as
a ride for the VIP audience at the event. The Mint uber will pick up the VIPs and drive them to the event. I
I used a Mercedez Benz as the car since it is a luxury car, it has a lot of space, Uber often drives with
Mercedez and it is a German car so it fits perfectly in Berlin.
153

154
Final mockup

Metro posters
The first mockups I made did not look professional, neither did they fit my aesthetic, so I took a metro
image and made my own mockup.
155

Final metro posters
The image I used was a square so I had to photoshop and fill out
the edges to make the mockup wider.
156

Billboard
I looked for different billboards but the first one did not fit my
style so I find one that was more industrial-looking.
157

Billboard final outcome
I used the same layout style as my main poster for the mockup but used the brand logo instead of the main
logo so that a person who is unaware of Mint can understand what it is about.
158

Social media development
159

160
Social media final mockups

Merchandise development
I wanted to keep the merchandise simple. At first, I
wanted to use models for my mockups but it did not
turn out very nice, it looked a lot better with just having
the clothes by themselves. The standard hoodies and
t-shirts are from Eytys.
161

162
Merchandise final outcome

Fashion book inspiration board
163

Look book sketches
For the fashion look book, I chose to use outfits from fashion brand Eytys. Eytys
is a fashion brand from Sweden, their clothes are baggy, super tight, 90’s style,
everything unisex and fits perfectly with my aesthetic.
Front cover
Back cover
These were the images I was choosing from for my cover, I ended up choosing the guy with the
tank top and the blue beetle sunglasses, it was the picture that stood out the most to me. The
glasses are quite unique and the top can be quite controversial since it looks like a female tank
top, clubs in Berlin can be very gender-neutral and embracing feminity from men so I think it’s
the coolest picture out of all of them.
164

Look book development
Front cover
Back cover
First page/ table of content
First page/ table of content
Content
165

Look book final outcome
Front cover
Back cover
I ended up putting the illustration poster on the back of the book, it worked a lot better as a back cover
instead of using another face shot image. I also added the title “Run(a)way” for the runway fashion show,
but also to represent the youth and how it can be hard for young people to feel confident in their own skin
and to feel true to themselves.
Content
I combined the first page with the table of content, it made everything less confusing and messy, it gave
the book a cleaner look, the info text does not take up to much space anyways.
For the content pages, I put the Eytys logo and Mint logo in the corners, then I added the title name, and a
detailed description of what the model is wearing.
166

Website sketches
My biggest inspiration for the website style and layout is
Kraftwerk Berlin and PC Music. On PC Music’s website, there is a
design feature that I want to use for my website, every time you
hover over an image, it goes from their brand color to the normal
image color, I want to do the same but from green to grey, or from
grey to green.
I began with sketching some different layout ideas for the home
page and did the same digitally to see the placement of the logo.
167

168
Website sketches

Website sketches
169

Home page page
I did everything according to my brand manual, including the typography, logo
placement, and imagery style.
I put the Mint icon and “All rights reserved TM” on the bottom of the page when
you scroll down, I did not want it to be visible from the start, I wanted to keep
the website clean and minimalistic. I also added some features so that when
you hover over the menu options, they expand and turn white.
I decided to not make an XD a page for the search bar because I want the
search bar to be clicked and then you write right away on top of it.
170

Event page
171

172
Artist page process

Archive page process
173

174
Shop page process

About page process
At first, I put the brand logo above the info text, but it did not work
with the main logo in the top corner, so I ended up moving it to the
bottom page. I also put “download brand manual” as an option but I
was told that a company brand manual should not be open for the
public, so I changed it to “download logos”.
175

176
Enhanced feature process

Cart process
177

Bottom page
I ended up adding the social media on the bottom corner next to the
logo, I downloaded an Instagram icon png and made it Mint colored.
178

Final home page
179

Event page final
I ended up adding some info text about the event, and also a text about the VIP
option. There is also a button for the book now. Under those text paragraphs,
there will be more info text about the event.
180

Final Shop page
For the shop page, I ended up making the layout style pretty basic, from
accessories to clothing. I made 2 items accessible in XD, the necklace and the
black slipmat. When you click on one of the items, you enter a closer view of the
item and some more product pictures with packaging as well. If you click on one
of the product images you will see an enhanced imaged of the product, with a
blurred Mint color as the background. When in enhance mode, I also changed the
logos and text to black so it is more visible. Under the product images, there is a
small text describing measurements and info about the product.
181

Final archive page
The archive page is a page for design material like posters, campaigns, and look
books for example. I got inspired by that from a lot of fashion and design websites.
Under the design, there is a small descriptive text explaining what it is about and
when it was released. If you click on one of the designs there be an enhanced
option showing the design in more detail.
182

Final artist page
For the artist page, I ended up having an info text on top
explaining what type of artist is going to be at the event.
Then below, there are short descriptive texts about the
main DJs that will play at the event. If you hover over the
images it will turn grey.
183

Final cart page
I made the cart page quite simple, I added PayPal, Visa
and Mastercard as options and then I put the price info in
a simple layout style.
184

Final artist page
I added a short info text about what Mint is and what we do.
185

186
XD Wireframes

Final website mockups
187

Website phone version
I did the phone version of the website quite simply. I could not fit the side
menu so I added it to the top of the website instead.
188

Wireframes
189

App sketches
I chose to make an app that is supposed to be for tickets only, there will
not be the same kind of content on the website as there will be on the
app. The app is mainly to sign up and have the ticker ready for the event.
190

App sketches
App development
Start page Log in Sign up Menu
191

192
App development

Final start page
193

194
Final first & event page

Final location, ticket & profile page
195

196
E-ticket Mockup

Wireframes
197

Nightclub decoration
For the nightclub venue, I wanted something industrial, like an old factory
or building. I researched many different buildings and picked out my 2
favorites, inside and outside.
198

Inside decoration
I began with making the image in my imagery style settings. Then I took
some neon disco lights from the internet and put blend mode on them so
that the lights would only show.
After that, I did some detailed erasing and put the Mint icon under the light,
I also added blend mode to it so it would look like it was glowing. I also
changed all the lights to be as similar to the Mint brand color as possible.
Then I added some more lights to fill out in the background, I tried some
different examples and ended up putting some lights that were showing the
Mint icon on the pillars. Then I added some glow around the whole image to
make the picture more dazy.
199

Outside decoration
Same as the other image, I began with making it in my imagery style settings, then I
removed all the graffiti from the building. Then I added lights and a big lamp that would
reflect my Mint icon, after that, I did the same thing with the dots logo.
200

Final inside & outside venue
I ended up adding some outer glow on the logo elements and made the light sources whiter to make them
look more realistic.
201

Promotional video
I began with sketching a storyboard. Then I screen-recorded youtube videos of the DJs that I put in my
poster, videos of them DJ’ing live in clubs, and also videos of an abandoned factory. I downloaded videos of
Varg2TM, VTSS, Amelie Lens, Mechatok, and Adrian Lux. After I had the clips that I wanted, I picked out the
best moments. Then I added a black and white filter to fit my branding, I also started adding the titles of the
DJ’s and the head titles at the end of the video (Fashion show, Techno fest, 25/06). Then when I had all the
titles I wanted, I edited the Mint dots logo so it would flash on the beat of the song. I used the song Fides et
Honor by VSK which I found through research in this project. I made the dots logo in white because if they
were green they would’ve been too distracting. The video ended up being too long, it was 1min, so cut it
to 40s instead. I ended up not putting the fashion show in the video, it would’ve been confusing since the
show has not happened yet, and it would not make sense to add unrelated outfits.
I also did not put Eytys in the video on purpose, same reason as the poster, I want this project to be
focused on Mint.
202

Workbook by
David Wadström
2021