We were approached by long-time clients, The Warehouse Project, to relaunch their brand in tandem with a change in venue – The Depot. As the WHP brand has a real legacy there were lots of elements we wanted to retain for the campaign.
With each season having 36 shows we decided against creating a central artwork and instead decided to collaborate with a different artist for each season. This keeps the creative moving forward and creates a platform to showcase artists. We hope to develop this further by curating art installations within the space.
We wanted to capture the vast scale of the new venue by commissioning a creative film. This was the headline in the brief from the team at WHP – the venue as the hero. With this in mind we chose to collaborate with Nic Hamilton whose work is a blend of architectural and atmospheric beauty. Nic has an ability of capturing the emotion of club spaces beautifully and his videos lead the viewer from the buildings details to the destruction of reality as you lose yourself in a rave. Nic created several video pieces and stills that are used across the campaign collateral.
The original WHP “heads” icon was redrawn and used as a lead image in the teaser and wheat pasted across the site at Parklife Festival this summer.
'I love working with great designers and teaming up with Studio Moross has really strengthened the look of my work and sharpened it into something super in line with the WHP feel and more than the sum of the parts. Having an essentially open brief from WHP really helped make this genuinely enjoyable and turned it from 'commercial production of artwork' into what I would consider an artist commission, which is the kind of work I seek to do.' Nic Hamilton
We used The Depot’s architectural blueprints to devise a grid that acts as a graphic device to house content. Kia Tasbihgou was brought in to develop a new custom typeface, WHP Display, to give the brand a unique voice.The result was a geometric display face that sits nicely within the grid system.
'The typeface bridges the gap between the rugged workhorse aesthetic of traditional gothics and the cold utilitarianism of a neo-grotesque, with a splash of subtle exaggerations across some of the characters.' Kia Tasbihgou
Credits
Design & Art Direction: Aries Moross, Nick Greenbank, Oscar Torrans
Video & Stills: Nic Hamilton
Design: Liam Morrow
Type Design: Kia Tasbihgou
