In the ever-changing nightlife scene in Hong Kong, with new venues popping up seemingly weekly, it is crucial for night clubs to find ways to maintain relevance and keep the crowds coming. This was the goal of PLAY, a night club located in the heart of Central, Hong Kong, when they approached us about launching a new concept for a Wednesday night party. 

Rather than building on their pre-existing brand identity for PLAY, which consisted of a mature maroon and gold color scheme with glittering photography, we decided to form an entirely new set of visuals exclusive to the once-monthly affair. In order to draw in a fresh, new audience, we knew we had to design something totally different and unique; something that stood out from other neon-clad designs so common in nightlife promotions today. 

What was formed thereafter was Felicia, a personified event hosted on the last Wednesday of every month. Pop culture memes and spirited editorial photography served as inspiration for the brand. Felicia is bold, cheeky, and full of attitude, which was reflected in all the visual elements from the color scheme and modern logo to the playful imagery.

Following the designated brand guidelines we put in place, business cards, stickers, and a website were among the first design assets that Downey Creative played a role in creating. Other promotional items such as social media content, flyers, and posters were generated on a monthly basis for each individual event. New themes such as Felicia on Tour and Felicia in Paradise were developed as the brand matured to attract a greater following and attendance, as well as to keep things fresh and dynamic.