A BIT OF CONTEXT
Last year, The Hacienda group (known for Perro Negro, Mamba Negra, Cromatic and other trendy spots in the city of Medellín) brought us on board to shape the identity of their latest project called 'Hi I am Sci' – not your typical nightclub, but a cutting-edge sound room.
We've collaborated with them a few times now, and the process is always engaging because they view their brands as fantastic opportunities for meaningful conversations. This time was no exception. Sci, as we like to call it, embodies the essence of a well-intentioned virtual assistant that didn't quite make it and, as a result, fell by the wayside, forgotten.
Project/
Brand identity
Credits/
Brand design: invade
interior design: Visible
Photography: Mateo Soto
INSPO
When we kicked off the brand identity process, The Hacienda team already had a sneak peek of the interior aesthetics. Seeing it, we couldn't help but seamlessly blend the place's appearance with its narrative, instantly transporting us to the cinematic universe of '2001: A Space Odyssey' and one of its central characters: HAL 9000, an artificial intelligence computer that loses control due to an error. The parallels were unmistakable and that’s where it all began!
RESULT
The previous served as our starting point, choosing a pixelated typography for the logotype. It nods to the technological, computational, and coding world. This choice subtly mirrors the glitches and errors reminiscent of our virtual assistant, Sci.
In addition to this, we aimed to complement and fortify Sci's identity by crafting a dynamic sphere through digital tools, reflecting the brand's essence: a sound room where people dance while enjoying the music. A place full of movement.
Further integrating design elements, we repurposed one of the complementary fonts to generate unique iconography. For example, transforming the letter 'Y' into a martini glass for the menu or reshaping the 'M' into the distinctive icon of the ladies' restroom.
The color scheme drew inspiration from the ambient lighting, predominantly enveloped in shades of red. The photographic style was conceived as if Sci, the sphere, were documenting the crowd within the nightclub, resulting in the distinctive fisheye effect. This approach adds a vibrant narrative to the visual identity, capturing the lively spirit of the brand.
