Say what you mean, do what you love and fucking send it
A dynamic visual identity built to propel a grassroots hard house movement onto the global stage.
Doof is rewriting the rules of hard dance culture — growing from the ground up, powered by community and the meteoric rise of Hannah Laing. Our rebrand channels that momentum into a dynamic visual identity and creative direction designed to scale with intent. Movement sits at the heart of the system, pumping graphics, pulsing animation and gritty iconography that feel alive. The rhythm and physicality of the ‘doof’ sound are expressed through an after-dark palette of electric blues, steely greys and metallic flashes.
Industry Music, Live Events
Doof is more than a music brand, it’s a cultural platform. A record label, sell-out festival in Laing’s home city of Dundee, a programme of live events, an evolving apparel line and community initiatives opening doors into the industry. Every touchpoint carries the same open-arms ethos and high-voltage energy that defines its shows. Our work reflects that spirit: bold and electrifying, yet inclusive and human.
The logotype was evolved in a kinetic direction, amplifying its cult status while preparing it for a bigger stage. The original mark was reshaped into a confident female silhouette, complete with Laing’s unmistakable ponytail — a symbol of identity and momentum.
We wanted to preserve the bold, graphic nature of the logotype, while making it more dynamic and onomatopoeic — something that looks like the sound of the word ‘doof’.
The evolved type and logo form the foundation of a high-energy moving visual system, layered with raw textures and pulsing light. The 2026 festival line-up poster features a spray-painted satire, a little nod to Scotland that roots hard house firmly in Dundee soil, alongside ticker-tape typography inspired by early digital rave culture. The aesthetic is unapologetic and DIY, yet crafted with precision.
Beyond the stage, the apparel line translates brand attitude into considered design — integrating patterns, iconography and textures into pieces that feel like fashion, not merch. Every element contributes to a cohesive visual world that energises the Doof community and builds long-term equity. The result is a brand system designed to grow globally while staying fiercely loyal to its underground origins.
The evolved type and logo form the foundation of a high-energy moving visual system, layered with raw textures and pulsing light. The 2026 festival line-up poster features a spray-painted satire, a little nod to Scotland that roots hard house firmly in Dundee soil, alongside ticker-tape typography inspired by early digital rave culture. The aesthetic is unapologetic and DIY, yet crafted with precision.
Beyond the stage, the apparel line translates brand attitude into considered design — integrating patterns, iconography and textures into pieces that feel like fashion, not merch. Every element contributes to a cohesive visual world that energises the Doof community and builds long-term equity. The result is a brand system designed to grow globally while staying fiercely loyal to its underground origins.
