Say what you mean, do what you love and fucking send it
CREATING HARD HOUSE CULTURE ON THE DANCEFLOOR WITH THE DOOF COMMUNITY
Having developed a dynamic brand identity for Scottish hard house enterprise Doof, we extended into rhythmic visual output for their live events. A variety of visual elements come together in high-energy moving image that incorporates textural forms and pulsing lights. The onomatopoeic ‘doof’ logotype, brand iconography and pure energy of hard house are translated into physical space, charging the atmosphere in a live club context.
We developed three primary pools of visuals: 3D elements, typographic systems and footage, all designed to work independently and in combination. Directing a shoot with the label’s founder, DJ Hannah Laing, we captured a range of movements under a variety of lighting styles. This became the raw material for abstract and experimental treatments.
The spray-painted element of the brand identity is evolved here as messages written in aerosol above the crowd, channelling a renegade, DIY aesthetic. The visual assets are designed to powerfully come together with the music. All are created in multiple BPM versions and built to give the VJ full freedom to experiment and respond to sound in real time.
