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Responses by Domas Mikšys, co-founder/art director, Andstudio

Background: Based in Vilnius, Lithuania, the goal of Opium Club’s new identity was to not only create a graphic system that reflects many different Opium Club events, but also to create a continuous and integral electronic music club brand. The young, brave and vibrant Opium Club goers don’t have time to read long texts and try to understand complex forms. That’s why a bold, in-your-face visual identity works best.

Reasoning: During our research, we learned that Opium Club isn’t just a club. It’s a movement, a mindset. With this idea, we defined one key element of this club—language. Using only typography, we created a new alphabet for the Opium community, and one letter defines the name of an event. For example, A stands for “ALL NIGHT LONG.” Every symbol has a unique character and attitude that reflects the spirit of the event.

Challenges: Our goal was to bring the Opium Club community together and to give the club audiences an identity that they can use. Making this a common language for Opium’s community to use throughout the whole 2018 clubbing season was our biggest challenge.

Favorite details: Picking the right and eloquent typography for the brand. In this case, the challenge was even more demanding—to work on 36 different typography themes that would eventually come together. We’re proud for not running out of inspiration and dealing with this massive creative task.

Anything new: We learned that when a task demands such an extensive variety of visuals, having a few different designers working together leads to more creative and faster results. Also, that prolonged and broad creative exploration leads to huge discoveries. And finally, we now know the difference between “Acid House” and "Deep House" music.

Time constraints: This project was a bit different in terms of deadlines—we had time on our side. While drawing the letters, we had the luxury to take it slow, allowing us to question everything, choose from a lot of different sketches and try diverse design techniques.

andstudio.lt

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