Section 8 is an iconic Melbourne container bar and live music venue serving up sunshine, social lubrication and good times since 2006. Think DJs all week, rotating wall artwork, plus free entry, forever. It’s hella neat. Coming up on their sweet sixteenth, the team behind Section were keen to hit F5 on their branding as they’d worked with a loose collection of assets for years. They wanted something playful, something that leaned youthful, and something that reflected the diversity of the sub-cultures who go there. Most importantly, they wanted a fresh logo that matched the energy of the venue.
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OUTCOME
Brand Identity
Motion Design
Collateral
An expressive identity complete with a bag of goodies that has since extended to menus, gig guides, apparel and more. The logo was designed to channel dancefloor spirit as a collection of loose letterforms all working and weaving with each other. The identity also features an illustrated character called ‘Eight’. Gender-neutral in nature, ‘Eight’ can be kitted out with custom drip and comes with a suite of body shapes. Call ‘Eight’ a collection and reflection of all the sub-cultures that Section hosts. Section’s walls are loaded with colour, texture and activity, so a lighter approach was taken on the brand colours to give us that sweet contrast, consistency and collateral that avoided being gobbled up. This was wicked brief, and one I’m super thankful to the folks at Section for. Much love.
Sweet photography by Duncan Jacob (Duncographic) among others
