The visual system adapted to the time of day to reflect the ambiance and character of the venue
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The project
Part of the Evolve Collection, 100 Wardour Street is an experience-led venue known for its distinct personality — where daytime brunches give way to late-night music, dancing, and atmosphere. While the venue already had a recognisable identity, its visual language hadn’t evolved alongside the breadth of events taking place, making it difficult to differentiate between day and night, or between different nights of the week.
100 Wardour Street partnered with us to refresh their visual system without changing the core identity. The aim was to create a flexible, expressive toolkit that could reflect the venue’s dual personality, refined and relaxed by day, energetic and immersive by night, while staying true to its bohemian-style, music-led roots.
A key challenge was capturing the spirit of R&B without naming it directly, using mood, rhythm, and visual texture to evoke the atmosphere instead.
Drawing inspiration directly from the interiors, lighting, and music influences at the heart of the venue, we developed a richer colour palette built around their signature black and orange, supported by deeper reds, muted tones, and contrasting accents. Graphic devices were introduced to echo rhythm, movement, and light — creating a sense of pulse and atmosphere through visual language alone.
Overall, we developed a visual system that moves effortlessly from day to night, allowing different events to feel distinct while remaining unmistakably 100 Wardour Street. A flexible, characterful refresh that brings clarity, energy, and expression to a venue built around experience.
