Middle Boop Studios have worked with many event promoters, record labels, bands and venues over the years so when talking branding ideas for events, we certainly have a few. Above is a classic example of a solid branding idea for one of our new clients, Slim’s, a music venue in San Francisco.
Opened in 1988 by legendary R&B artist Boz Scaggs, Slim’s is a live music nightclub dedicated to providing the public with excellent service, a friendly atmosphere, good food & drinks, and the finest of American Roots Music, Blues, R&B, Cajun/Zydeco, Jazz, Alternative, Metal, Hip-Hop, Pop and more.
Slim’s asked us to undertake a full brand refresh for the club, from a refresh of the original logo to the creation of a fluid brand system that would work across every touchpoint from all print marketing to posters, digital banners, all social and digital, merchandise, wayfinding, interior activations and art-direction.
The goal was to create unified identities between GAMH and Slim’s that are capable of expressing themselves flexibly across all media, products and services.
Our ambition was the give Slim’s a new visual identity that it could own and also pay homage to the history and heritage of the well know venue.
The new identity celebrates this heritage in a number of ways. First and foremost keeping the core essence of what the original logo was but tweaking it, giving it into a more digital friendly look and feel. Straightening lines, and making the shapes less harsh, this meant that it could sit well and in harmony on and offline.
The Middle Boop team collaborated closely with Slim’s leadership on the project, including the Marketing Director – Brett Ruffenach, the General Manager – Kent Jamieson.
The brand identities are informed by a shared fluid design system, developed by Middle Boop Studios to bring coherence, clarity and flexibility to the two venues. Crucially, the brand identities work in harmony with the venues rich and diverse history and heritage; bold and pronounced in some contexts, quiet and subtle in others.