06
CULTURE / MUSIC
2025
AFTER DARK
AFTER DARK
AFTER DARK
A nightlife identity made from grain, flash, motion blur, and poster pressure.
A nightlife identity made from grain, flash, motion blur, and poster pressure.
CLIENT
After Dark
YEAR
2025
DISCIPLINE
Culture, Music, Identity, Motion
LOCATION
Jakarta
01 OVERVIEW
02 CHALLENGE
03 CONCEPT
04 SYSTEM
05 OUTCOME
01
OVERVIEW
A nightlife identity shaped by grain, flash, motion blur, and poster pressure.
A nightlife identity shaped by grain, flash, motion blur, and poster pressure.
02
CHALLENGE
The identity had to survive loud rooms, fast schedules, changing line-ups, and social feeds without losing its own rhythm.
The identity had to survive loud rooms, fast schedules, changing line-ups, and social feeds without losing its own rhythm.
03
CONCEPT
Black and deep red hold the system together while flash photography, condensed type, and repetition create pressure and pace.
Black and deep red hold the system together while flash photography, condensed type, and repetition create pressure and pace.
04
SYSTEM
Posters, event photography, motion, tickets, screens, and social assets are built from one adaptable campaign grammar.
Posters, event photography, motion, tickets, screens, and social assets are built from one adaptable campaign grammar.
01 — VISUAL / POSTER LANGUAGE
01 — VISUAL / POSTER LANGUAGE
BUILT FOR POSTER PRESSURE.
BUILT FOR POSTER PRESSURE.
A repeated grid supports bold crops, event information, venue details, and campaign variation.
A repeated grid supports bold crops, event information, venue details, and campaign variation.
TYPE
TYPE
POSTER
POSTER
FLASH
FLASH
GRAIN
GRAIN
02 — IDENTITY SYSTEM
02 — IDENTITY SYSTEM
A SYSTEM FOR AFTER DARK.
A SYSTEM FOR AFTER DARK.
A SYSTEM FOR AFTER DARK.
Wordmark, type hierarchy, palette, dates, and graphic marks flex across changing line-ups.
Wordmark, type hierarchy, palette, dates, and graphic marks flex across changing line-ups.
— WORDMARK
— TYPOGRAPHY
— COLOR PALETTE
TICKET
TICKET
WRISTBAND
WRISTBAND
POSTER
POSTER
RUN OF SHOW
RUN OF SHOW
AFTER DARK
AFTER DARK
WORDMARK
Ad
Ad
PRIMARY / CONDENSED DISPLAY
PRIMARY / CONDENSED DISPLAY
Aa
Aa
SECONDARY / INTER
SECONDARY / INTER
TICKET
TICKET
AFTER DARK
AFTER DARK
02:00 / ENTRY
02:00 / ENTRY
WRISTBAND
WRISTBAND
AFTER DARK
AFTER DARK
0200
0200
SECONDARY / INTER
SECONDARY / INTER
POSTER
POSTER
AFTER DARK →
AFTER DARK →
RUN OF SHOW
RUN OF SHOW
AFTER DARK
AFTER DARK
LINEUP / VENUE
LINEUP / VENUE
Jakarta
Jakarta
03 — NIGHTLIFE STORY
03 — NIGHTLIFE STORY
THE NIGHT IN SEQUENCE.
THE NIGHT IN SEQUENCE.
THE NIGHT IN SEQUENCE.
Crowd, stage, smoke, and flash are treated as raw evidence of the event rather than polished decoration.
Crowd, stage, smoke, and flash are treated as raw evidence of the event rather than polished decoration.
ARRIVAL
ARRIVAL
CROWD
CROWD
STAGE
STAGE
AFTER
AFTER
ARRIVAL
ARRIVAL
The identity starts before the room opens.
The identity starts before the room opens.
CROWD
CROWD
Bodies and flash turn atmosphere into evidence.
Bodies and flash turn atmosphere into evidence.
STAGE
STAGE
Sound, smoke, and light compress the frame.
Sound, smoke, and light compress the frame.
AFTER
AFTER
The campaign remains after the night ends.
The campaign remains after the night ends.
04 — MOTION / SOCIAL EXPERIENCE
04 — MOTION / SOCIAL EXPERIENCE
FROM ROOM TO FEED.
FROM ROOM TO FEED.
FROM ROOM TO FEED.
Stories, reels, and animated posters compress the same identity into fast-moving digital formats.
Stories, reels, and animated posters compress the same identity into fast-moving digital formats.
AFTER DARK
AFTER DARK
PROJECT SYSTEM EXPERIENCE CONTACT
PROJECT SYSTEM EXPERIENCE CONTACT
AFTER DARK
AFTER DARK
AFTER DARK
AFTER DARK
MENU
LIVE AFTER 02:00
LIVE AFTER 02:00
EVENTS
EVENTS
MUSIC / CROWD / FLASH / GRAIN
MUSIC / CROWD / FLASH / GRAIN
05 — EVENT / EXPERIENCE GALLERY
05 — EVENT / EXPERIENCE GALLERY
AFTER DARK
MUSIC / CROWD / FLASH / GRAIN
AFTER DARK
MUSIC / CROWD / FLASH / GRAIN
AFTER DARK
MUSIC / CROWD / FLASH / GRAIN
06 — OUTCOME
A CULTURE SYSTEM BUILT FOR THE HOURS AFTER DARK.
A CULTURE SYSTEM BUILT FOR THE HOURS AFTER DARK.
The identity moves from poster to room to screen without losing its grain, urgency, or relationship to the crowd.