Creative consultation for series of event promotions for a Ministry of Sound brief, accompanying 3 events each catered to a specific demographic of ministries diverse customer base, in both visual language and lineup, pushing the brand in different directions whilst maintaining regocnision of the Ministry of sound Brand system.

The first, dubbed "New World Energy" was aimed at 18-25 year olds, with rising stars like YU QT and Interplanetary Criminal on the booking. The creative direction was modern & sleek, designed to portray the energy of the night to younger club goers who may not know what to expect, playing on current trends among Gen-Z artists around the democratisation of music.

The second, "Cutting Shapes" was aimed at older, brand loyal customers, featuring some of the founding names in garage culture on the lineup. The aesthetics pulled from early 2000s advertising and rave posters, with dancing figures in the background making a subtle nod to the classic iPod advert.

Finally, "Zone One" was aimed at foreigners, holidaying in London. the billing was this time filled with international names like Fred Again and Yung Singh, artists on the cutting edge of less traditional garage with more worldwide appeal. Both the name and visual cues were pulled from the essence of London and the idea of travel to the UK, underground logos, and passport style photo manipulation feature throughout the dense visuals.