NOWADAYS
Nowadays is a nightclub, bar, and outdoor lounge space on Cooper Avenue in Queens. I’ve been going for years and have been a member of for a while. However, its graphic design leaves a lot, in my opinion, to be desired. The space is highly unique in many regards such as its large outdoor patio (a rarity in NYC), indoor lighting effects, and strict “no phones, no harassment, no entry policy” with safety officials and harm reduction resources throughout the space to allow everyone to feel comfortable and have a good time. I wanted to revitalize the branding to make it more unique and give a consistent feel throughout that could be used universally in both the venue and online.
Nowaday’s music lineups have changed from the more classic house and EDM from the days of 2000s clubbing to a darker, techno, trance, and hardstyle genres of music. The darker colors, gritty photograph and art direction, and tech-fashion typography all lean into these new musical styles and tie the entire venue theme together. The new “endless” logo works great for the limited physical collaterals of a music venue, such as the wristbands. I derived it from the most popular event at the bar: Nowadays Nonstop, a 24-hour party with music during all hours.
PROCESS + SKETCHES