Building an identity for an underground music experience
Project
Melting Lights
Client
Founded by Jamie Ardor & Giulia Villa
Sector
Music / Entertainment
Category
Identity and Experience
Scope
Brand Identity, Event Design, Event Planning, Creative Direction, Campaign Design, Motion Design, Marketing Assets, Editorial Design
“Melting Lights Is Throwing the Rave of the Future, and It’s Good for the Planet” – Groove Magazine
Overview
Melting Lights is an underground electronic music event co-founded to create a more immersive and thoughtful alternative to standard club promotion. The project brings together music, atmosphere and visual storytelling to build events that feel culturally distinct, emotionally resonant and rooted in community.
Creative Response
I developed the visual identity and wider creative direction for the platform, shaping how Melting Lights is expressed across campaigns, event assets and audience touchpoints. The approach was not just to create branding for a music event, but to build a recognisable world around it, one that could hold mood, narrative and a stronger sense of intention than typical nightlife promotion.
Across different editions, this included developing event-specific visual languages, motion-led content, promotional assets and supporting materials that helped each event feel distinctive while still connected to the wider Melting Lights identity.
The Outcome
The result is a cohesive and evolving creative platform that gives Melting Lights a clear presence beyond the events themselves. By combining identity, atmosphere and storytelling, the project helped establish a more memorable and immersive experience for audiences while creating a flexible foundation for future editions and creative expansion.
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