Keeping a venue full every week might look like it just happens effortlessly but it takes an incredible amount of work behind the scenes. Venues become spaces for the people and people become passionate about spaces that are important to them. From it's inception, Fat Controller struck a balance as a live music venue bringing in acts that were blowing up (or often just about to), but switching into to club mode where you could see out the night and maybe even the next morning.

With the original branding being created by a revered Adelaide design studio, it had seen a few generations of club kids go through it's walls and was in need of a fresh update to revitalise the physical and online presence of the brand.

Working in a small team, we re-imagined what a venue that caters to very different demographics could look like, bringing in a branding suite that flexed from being a grungy, sweaty, beer-soaked identity for live events which utilised the original heritage logo.

A new branding system was brought in at the same time that was bold, minimal and fresh, still leaning on the core red and black colour palette but seperating the identity for club focussed events. Lightboxes were rebranded throughout the venue giving it a mix of the old and new, and social assets and event designs morphed weekly to keep the people engaged.

The result was packed rooms and late nights.