URGE
BRIEF
Ministry of Sound wanted to create a standalone tech-house brand, separate from the mother brand, that captured the essence of clubbing while focusing on a strong curated DJ lineup. The goal was to deliver a night for a hedonistic, music-obsessed crowd seeking pure euphoria.
APPROACH & CREATIVE DIRECTION
The creative direction as was sleek, minimal, and bold, reflecting the primal energy and immersive sensations of club culture. Conceptually, the visuals and tone tapped into the core of rave culture - raw, intimate, and sensory-driven - emphasising personal connection and the euphoric highs of dance music.
EXECUTION & OUTCOME
Leading the creative end-to-end, from graphic layouts and identity design to photoshoots and production, the brand became image-led, provocative, and immersive, highlighting the DJ line-up and the visceral experience of the night. Working closely with photographers, stylists, and production teams, we brought to life a club environment that was raw yet refined, allowing music and atmosphere to take centre stage.
The outcome was URGE: a high-impact, standalone brand that reflected modern club experiences. By focusing on intimate moments, sensory intensity, and bold design, we created a night that resonated with audiences seeking authentic connection, immersion, and unfiltered pleasure.
Creatve Direction: Sabrina Brouwers
Director of Photography: Alice Lee Rose
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