Project
Event Management
Consulting & Research
Brand Strategy
Web Development
Community Building
Substation didn’t want to be just another nostalgia project of a past Berlin, but a home for the misfits of the misfits. A place that revels in the friction among queer communities. A safe haven where the volatility of queer existence is celebrated without sacrificing care and consent.
Based on community interviews, we developed 14 promotional characters with specific characteristics such as music genre, aesthetic, in-club behavior, and needs. A collaboration with designer Marta Braga brought everything to life.
We conceived posters for an ongoing yearlong story with a comic book feel. Each poster paints a familiar picture of the Berlin queer lifestyle, challenging the expected behaviors through the 14 characters. This helps the party set expectations: expect and express the unexpected!
We built the website so that it reflected Substation’s core values. Randomized legendary house song lyrics remembering and celebrating the queers of the past. To add to the underground party feel, reviews are easter eggs to discover, rewarding visitors for their curiosity, like finding your way to the backstage.
In collaboration with illustrator Marta Braga, we conceived and brought to life merch ideas for the Substation “universe”. These are shared with the collaborating artists, allowing the brand to live outside the monthly event. The first 100 people at each event receive a collectible PVC card that’s part of a bigger picture. This encourages both brand engagement and showing up early, tackling the paint point of an empty club at the start of an event.
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