Say what you mean, do what you love and fucking send it
CREATING HARD DANCE CULTURE 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.
Industry Music, live events
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.
Mixing media formats to create atmosphere: graphic, 3D and type system morphed with dynamic footage, all designed to work independently and in combination. Directing a shoot with the label’s founder, DJ Hannah Laing, we captured movement and form in a range of sets. 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 ethos of the brand. 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.
