The challenge
Taylor Holmes, the owner and operator of a jazz club and small eatery along North Terrace in Adelaide, needed a brand identity that would reflect the unique atmosphere of the venue while also being visually distinctive and memorable. The challenge was to create a brand that captured the essence of a jazz club, incorporating both its musical roots and its location along North Terrace.

The approach
To tackle this challenge, the design process focused on creating a wordmark logo that cleverly played on the directions "below" and "north," tying into the club's name and its location. The idea was to use typography in a way that visually represented the concept of direction—down for "below" and up for "north." This approach aimed to create a strong, memorable logo that would resonate with the jazz club's audience and reflect the venue's atmosphere.

The solution
The final brand identity featured a typeword logo style that effectively played on the directional elements. The arrows in the logo were strategically placed to point downwards for "below" and upwards for "north," creating a visual representation of the club's name and location. The design was both modern and elegant, capturing the sophisticated yet lively ambiance of a jazz club while ensuring that the logo stood out in the crowded North Terrace area.

The results
The brand identity successfully established the jazz club and eatery as a distinctive and memorable venue along North Terrace. The clever use of directional typography in the logo not only made the brand visually appealing but also reinforced the club's name and location in a creative way. The branding resonated well with the target audience, helping to attract both jazz enthusiasts and casual visitors, and solidifying the club's presence in Adelaide's vibrant cultural scene.