05
Monkey Shoulder
Role: Experiential & Visual Direction
Making bar and event activations read as one brand world instead of separate moments.
Context
Activations were produced by different partners in different cities. Each one was good on its own, but together they didn't add up to a brand.
Challenge
Bar and event activations needed to feel like one brand world rather than separate moments.
Approach
- 01Defined the brand world — tone, materials, palette and typography — as a portable kit.
- 02Directed the look across bar builds, event spaces and supporting assets.
- 03Gave production partners rules loose enough to work with locally and tight enough to stay recognisable.
Outcome
Set the visual direction across activations so each touchpoint reinforced the same personality.
- Experiential visual direction
- Activation toolkit
- Partner guidelines
ExperientialVisual identity
Work
10 images — click to enlarge
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