The Warehouse Project

In a sea of closing music venues, The Warehouse Project is a beacon for eager ravers. Long-lived and much loved, this bold event deserved an equally bold design system — so we created one to point the way to this Manchester-based institution.

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First founded in 2006, since relocating to Mayfield depot in 2019 the Warehouse Project has packed thousands of Mancunian ravers into the old train yard. But with its events growing beyond British shores and the closure of other iconic venues, they saw the opportunity to make Manchester the spot of choice for out-of-city clubbers.

Introducing Destination Manchester — The Warehouse Project’s 2023 seasonal campaign. From social to OOH, there was one clear goal: invite music lovers to choose Manchester before any other city. And build a flexible design system and campaign that made every post and poster feel just as fresh as their lineups, all season long.

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Inspired by the pulsing journey of a night out, our designs mix variety with consistency. From the anticipation of the trip to Manchester, to the joy of entering the depot, and the final afterglow when travelling home, each chapter of the story is expressed in every design element.

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The campaign references maps, arrows and directional elements, linking the notion of travel with the venue’s rich history as a train depot. For the logo, we evolved the visual language, building  human-like figures that move with the other journey graphics. Animations, all built on asymmetric grids, play on the euphoria of entering the club with intimate concentric circles. Together our designs shed light on the power of Britain's nightlife to build a vibrant community. And the hope of returning that life to the UK music scene.  

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The campaign also included an arresting billboard in East London’s Broadway Market — a large arrow pointing to Manchester and inviting viewers to take the trip. But journeys are all about change, so halfway through its 2-week tenancy the billboard morphed to unveil a giant map of England, visually connecting London and Manchester, the capital's eager community of live music listeners with the WHP 2023 Season of gigs and events.