Live Thursdays Client Project

Live Thursdays

Client Background

Live Thursdays was a weekly live music event at Accent Lounge on Whyte Ave., showcasing Edmonton talent. Accent Lounge was primarily a restaurant lounge serving high-end European style cuisine, craft beer, liqueurs, and cocktails.

My Role

Developed visual strategy for campaign
Created campaign visual assets
Executed production and installation of printed assets

Primary AudienceS

Affluent theatre going regulars that frequent Accent Lounge. They are older than 45 and value the arts, staying connected to community, and routine. Most are “empty nesters” and are enjoying retirement. They have high expectations and expect them to be met.
Millennials who value the arts, creativity, craft beer, high-end cocktails, and local business. They want to try new things and support places that foster the creative community in Edmonton.
Members and supporters of the Edmonton music community. This group values live local music and cares more about cheap drinks than high-end offerings.

Requirements

Needs to marry a fun, current, and playful aesthetic that appeals to the younger members of the target audience, with a mature, classic, and old-timey feel that appeals to the older members
Each weekly set of campaign assets needs to follow a consistent visual system that identifies them as part of the same on-going series while still distinctly communicating the unique feeling of the musical act they're advertising

Goal

Bring awareness to Live Thursdays at Accent Lounge and ultimately increase attendance at the events

Design Strategy

The visual identity I designed for this campaign series draws inspiration from Swiss and Bauhaus graphic design. To me, these styles are both classically mature and timelessly modern which I felt was a successful direction for a design that needs to feel both old and current.

To marry playful with old-timey I sourced old black and white photographs from the Creative Commons database featuring people doing bizarre or funny things – historical images of folks in very strange halloween costumes, or playing 6 instruments at once, or riding an ostrich drawn carriage. Each week I paired one of these images with a particular colour palette that I felt represented the tone or feeling of the musical act being advertised.