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Celebrating 5 Years of Les Play House
This campaign marks a milestone celebration for Les Play House, a brand known for producing unforgettable dance music events in the Bay Area and all over the nation. With inspiration rooted in the legendary history of Studio 54, we set out to design a comprehensive, festival-style marketing campaign that would capture the hearts of music lovers and set the stage for an memorable night.
The Brief: Festival Meets Iconic Branding
The client requested a festival-like approach to the marketing, wanting something that had the large-scale impact of events like Coachella festival and Rolling Loud festival. The assets needed to build anticipation from the teaser stage to the live event while maintaining a unified brand identity. This challenge set the stage for the creation of a cohesive visual story.
The Logo: A Tribute to Dance Music History
At the heart of the campaign was the logo—a bold “5,” referencing the anniversary, inspired by the iconic design of Studio 54. This logo became the core identity of the event, tying the entire campaign together. The goal was to create something that instantly connected with the dance music community, while also being versatile enough for various mediums.
Before Studio54 reference was ideated.
First Studio54 concepts
The final logo became a blend of the iconic Studio54 ‘5’ while including a record in the 5’s terminal. This design included 4 ‘grooves’ within the ‘record,’ representing each of the first four years of Les Play House, and the fifth year being placed as the larger 5.
3D render featuring the Les Play House ‘5Y’ logo, this hidden gem was designed to fully immerse the crowd in the Les Play House universe during the headliner performances.
Color Palette & Typography: merging nostalgia with a modern focus
The color palette took cues from modern festival posters, using vibrant gradients that resembled a sunset over the Bay, while also nodding to the iconic Karl the Fog. These colors gave the event a dreamy yet energetic feel.
Typography was carefully chosen to reflect the era of Studio 54, utilizing fonts like Kabel and ITC Avant Garde—perfect for evoking that vintage 70s vibe while staying fresh for a modern audience.
Kabel and ITC Avant Garde were chosen because it's critical to remain period-correct when referencing the past. These typefaces were both iconic in their time and still carry a timeless strength in today’s design landscape.
Kabel, designed by Rudolf Koch in 1927, is known for its geometric shapes and rounded, art deco-inspired forms. Popular during the modernist era, it brings an elegant yet playful touch, making it ideal for adding a subtle vintage nod to the event's branding.
ITC Avant Garde, created by Herb Lubalin and Tom Carnase in 1970, draws from the Bauhaus movement’s clean lines and geometric precision. The typeface became synonymous with progressive design and culture, especially during the disco era of the 1970s, aligning perfectly with the Studio 54-inspired aesthetic.
Both fonts not only anchored the campaign in the historical dance music scene but also communicated a sense of timelessness, reflecting the legacy of the genre while appealing to today’s audience.
The Creative Process: From Social Media to Stage
Teaser Image
The concert announcement teaser took fans on a nostalgic journey, presented as a collage of about 100 images captured over the past five years of Les Play House events. Each image held a special memory, highlighting unforgettable moments, fan interactions, and iconic performances since the inception of the brand. This teaser honored the vibrant community and culture that has flourished over the years, inviting audiences to revisit cherished memories while sparking excitement for the new ones yet to come. The bold "5" logo anchored the design, layered over this rich collage, symbolizing a new milestone was approaching.
Process of stitching the collage together
Published teaser used in newsletters and social media
The Artwork
In posters and banners, the iconic Bay Bridge was incorporated to symbolize the event’s roots in both San Francisco and Oakland, the heart of the Les Play House audience. This iconic imagery gave the campaign a local anchor and a grand, festival-like scale, perfect for grabbing attention both online and in physical spaces.
Creating the composition
Developing the bay bridge in vector shapes
Finalizing key visual elements
For Les Play House, the Bay Bridge in this visual serves as a reminder of the event’s roots in both Oakland and San Francisco. It embodies the idea of bringing people together across geographical and cultural divides, echoing the mission of the event to unite fans of dance music under one immersive experience.
The Campaign: Bringing It All Together
A total of 74 assets were crafted to bring this campaign to life, encompassing everything from still artwork and billboard mock-ups to newsletter content, to still artwork and animated videos designed for TikTok, Instagram, and Facebook. Each piece played a unique role in building momentum, creating excitement across multiple platforms, and reaching a wide audience.
Final Artwork
Ticketing Banner
Hero Artwork
More info on this story coming soon.
2023 Demo Reel of 2D motion graphics by Joe Maloof Projects LLC.
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