Insomniac Rebrand

Insomniac is an American electronic music event promoter. The company was founded by Pasquale Rotella.

Special thanks to @ 7challenges for concert images, noted some images color has been altered

Context

This is a rebranding project for Insomniac. Focusing on keeping brands values and beliefs, the goal is to develop a new look and to create a unified visual language across the board.

See Process

Design Process

Logo Development

The initial logo variations amid to capture the form of music and the feeling of entering into a new experience of music. The form development based on the sound wave created when you said "insomniac".

Typeface + Color System

The headline typeface is Grafier and body typeface is Suisse Int'l. The typeface decision is based on the personality of the brand and the logo. I wanted to continue the edgy personality that the logo has, therefore, I chose Serif font that has a unique form language.

Insomniac hosts a variety of different events and festivals across various EDM genres. Therefore, the color decision is to keep the theme and mood of different events but still make them consistent with the brand identity.

Poster + Brand Texture Development

By exploring different visual forms of sound and different ways to create them, I experimented with sound waves, thick and thin contrast, and lines to showcase the motion.

The primary colors are Midnight Blue (a cool tone black) that represents the performer on the stage and the sky at night and Cosmic White (a cool tone white) that symbolizes the stars, and the audience. The idea of the performers and the audiences live together and are equally important.
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The secondary colors are designed based on the specialty of the event, for example the countdown is hosted at the New Year’s Eve and the main theme is alien world so I choose the use neon green and deep blue. When I'm thinking about colors, I try to let the colors echo the event's theme while having a slight twist.

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The design direction is based on the brand’s mission — love of music, inclusiveness, and the sense of community. With the visual development, the brand will have its focus on the music and provide a consistent identity system throughout all the events, simultaneously each event will have a unique look in result of raising the brand's recognition.

Insomniac / Insomniac App / KIX / The Jacket / The Jacket App / 2001: A Space Odyssey / Pulp Fiction / Science Channel