Clubbed Events

At the heart of the Clubbed identity is F37 Euphoria, a custom display font that begins solid before dispersing into particles. It captures the euphoric explosion of trance music and mimics the sparkling cover of the Clubbed book. This type-led system forms the foundation of the brand, brought to life across motion, digital screens and print.

As both a promoter and design studio, Clubbed wanted to show how strong visuals can reignite emotional connection in club culture. Clubbed represents a new era, one where music and design come together to celebrate the past while still moving the scene forward.

Born from our best-selling book Clubbed: A Visual History of UK Club Culture, Clubbed is a new Manchester-based club promoter that celebrates the golden era of clubbing through music and design.

Drawing inspiration from iconic brands such as Cream and The Haçienda, the visual identity aims to reintroduces the level of craft and creativity that once defined the club scene. With club culture now living mostly online, the design aims to bring back the impact that printed flyers and posters once had.

As part of the branding system for Clubbed, we delivered F37 Euphoria, a font that pushed legibility and technology to their limits. We utilised both the static and variable font formats, each with a unique application and approach.

The static font was a technological battle, triumphing over file size limits in design software. Adobe sets a hard 64kb limit on fonts, and since F37 Euphoria was a complex and large font, we used UPM scaling and other tricks to find a perfect compromise. We further approached the production of F37 Euphoria in a way that allowed us to create both the cascading display font and a solid text type from the same underlying design.

The variable font was designed purely as a motion design asset. We chose variable technology because, compared to the numerous approaches to a scatter effect in post-production using motion software, a variable font allowed for a consistent scatter motion across assets, regardless of the input or motion designer. We also explored other variable axes beyond a simple scatter and ultimately settled on two: a “scatter” axis and a “particle size” axis. This added depth to the axes, with the particle size giving an illusion of distance.