Metropolis is a gentlemans' club come nightclub in East London. We were tasked with re-branding the club to appeal to a wider audience to coincide with a 5 floor refurbishment.
One mainstay feature that survived the building being gutted was two iconic dance poles in the main room. During some visual exploration and development these icons of decadence began to form the core of the visual identity. We encompassed them in the logo and took the form as the basis for the extended of the visual language. The resulting minimal identity is paired with a stripped back colour pallet with a fleshy accent eluding to the clubs seedier past.