Garage Junction
Brand identity and event promotion for an underground music event series at Merikerho, Helsinki. Capturing the raw energy of UK garage culture with a Nordic twist.
Process
Research & Discovery
- Scene analysis
- Audience research
- Competitor mapping
- Vision workshops
Brand Strategy
- Name development
- Brand positioning
- Tone of voice
- Visual direction
Visual Identity
- Logo design
- Color system
- Pattern library
- Motion graphics
Launch & Support
- Event materials
- Social templates
- Sound design
- Ongoing assets
The Concept
Where Underground Meets Helsinki
The name "Garage Junction" references both UK garage music and the idea of a meeting point for diverse sounds and people. The visual identity uses bold typography and a checkerboard pattern inspired by the Helsinki Underground/Subway, or as Finns call it, the metro and its high-contrast two-tone aesthetics.
The color palette combines high-energy orange with soft blue and clean white, creating contrast that works across dark club environments and bright social media feeds.
Promotional video with original sound design and motion graphics
Brand Identity
Bold and Flexible
The logo system was designed for maximum impact in both horizontal and vertical formats. The checkerboard pattern provides a distinctive secondary element that can be used as backgrounds, borders, or accent graphics.
Horizontal lockup for wide formats
Vertical lockup for posters
Color Palette
High contrast colors optimized for club environments and social media.
Social Media
Event Promotion
Square format assets for Instagram and Facebook with consistent branding. Each post maintains the bold visual identity while allowing space for event-specific details and guest DJ information.
Event announcement
DJ lineup announcement
Event countdown
Brand pattern
Applications
Outcome
Building a Scene
Garage Junction quickly gained recognition as a fresh and authentic addition to Helsinki's nightlife. The brand identity helped attract a loyal following and fostered a collaborative community around music and art.
The flexible design system allowed for easy event-to-event variation while maintaining strong brand recognition across all touchpoints.