Branding and Art Direction

We refreshed the look and feel of Propaganda’s marketing materials for the 2015-2016 student year. As the target market was primarily 18-24 year olds, it was important to regularly update Propaganda’s visual direction in line with youth trends. The look and feel of these assets was inspired by internet culture, specifically vaporwave aesthetic.

This artwork incorporated images of the sort of musicians that might be heard at Propaganda for the first time, as the company felt that previous assets could have been clearer in visually communicating what people could expect from the club night. However, it was important that we kept the playful illustration that had previously been a distinctive aspect of Propaganda’s marketing, so we incorporated photography into a variety of abstract, illustrated scenes.