dna nightclub and venue

Branding and creative direction

Background

dna, formely known as Karma, is one of Galway’s premier nightclubs and late night venues. With a bespoke high quality interior and great music 5 nights a week including guest DJ’s they needed a brand and identity to reflect their new position of quality in the busy Galway nightclub scene.

Project

As Creative Director for a Galway marketing company I was asked to lead the design for a new club and venue in Galway city. I was requested to look at a new brand with future marketing potentials. Working in a small team of marketing professionals I developed the brand around club going personas and formed the brand around the chosen name and design.

dna early identity development
dna early identity development

Date

2017 – Present

Skills

Concept
Creative Direction
Graphic Design
Branding

dna logo
dna 1363mm x 2420mm lightbox for entrance stairs
dna 1363mm x 2420mm lightbox for entrance stairs

Club artwork

I was asked to create over 20 large scale lightboxes that would help give the club it’s look and feel. After presenting several ideas and directions the management team picked several styles including a graphic style borrowed from French design and photography pioneers Helmo from 2006 and use of the logos colour gradient over industrial themes and faces. This artwork gave the club a unique look and feel to anything else in the city.

dna stairwell lightboxes
dna stairwell lightboxes 1550mm x 1350mm
dna VIP area lightbox
dna 1930mm x 1530mm VIP area lightbox
dna bench seating lightboxes
dna bench seating lightboxes 1972mm x 470mm
dna 'speakers' lightbox
dna 'speakers' lightbox
dna 'lips' bench seat lightbox
dna 'lips' bench seat lightbox 1990mm x 575mm
dna dancefloor lightboxes
dna dancefloor lightboxes 990mm x 930mm
dna 'Dance the Night Away' lightbox
dna 'Dance the Night Away' lightbox
dna lightbox plans and sample designs
dna lightbox plans and sample designs
dna lightbox designs

Further branding and identity work

The list of design requirements from the new club was exhaustitive: launch posters and invites, social media graphics, menus, digital screens, club night designs, marketing material, game concepts, app screen design, large scale vinyls, windbreakers, t-shirts and attire and in-club table top advertising among many items.

dna A5 table toppers with in-house promotions
dna A5 table toppers with in-house promotions
dna digital promotional screen design
dna digital promotional screen design
dna 'Ace of Clubs' customer game promotional A2 poster
dna 'Ace of Clubs' customer game promotional A2 poster
dna 'Ace of Clubs' customer game promotional playing cards
dna 'Ace of Clubs' customer game promotional playing cards
dna A5 cocktail menu
dna A5 cocktail menu
dna opneing night invitations (left) and promotional jacket tags (right)
dna opneing night invitations (left) and promotional jacket tags (right)
dna A2 promotional posters
dna A2 promotional posters
dna A5 promotional tent cards
dna A5 promotional tent cards
dna wayfinding signage design
dna wayfinding signage design
dna digital screens
dna digital screens