DATE
15/09/2024
Focused on covering festive events, Sugoi doesn't just take photos; it captures the vibe. We developed a visual identity inspired by Japanese urban culture and the nightlife 'hype,' transforming the photography team into an essential part of the event experience.
Branding
Audiovisual Production Company
Services
Branding and Visual Identity
Sector
Events and Photography
Client
Sugoi Media
Cultural connection and timelessness
The name 'Sugoi' means 'Amazing' in Japanese. Our visual inspiration came from traditional Oriental stamps (Hanko) and the neon lights of Tokyo. We created a modular, geometric logo that functions as a seal of approval: if Sugoi was there, it was a great party.
Proprietary Pattern
VISUAL
We deconstructed the logo's typography to create a maze-like pattern. This visual pattern is hypnotic and is used for backgrounds, digital materials, and the backs of business cards, creating an unmistakable, proprietary texture.
Hype Positioning
The brand needed to connect with a young, social crowd. We moved away from a technical photography aesthetic and embraced streetwear and pop culture styles, positioning Sugoi as a lifestyle brand.
Hype Positioning
The brand needed to connect with the young crowd that’s out and about. We moved away from technical photography aesthetics—like lenses and shutters—and embraced a street-style and pop-culture look, positioning Sugoi as a lifestyle brand.
The Challenge: Standing Out in the Crowd
LIFESTYLE
At crowded events, photographers often go unnoticed or are mistaken for others. The challenge was to create a brand that made the coverage team stand out. Sugoi needed an identity that was more than just a uniform—it had to be a piece of streetwear that the professionals would be proud to wear.
Merch & Identity
From back-printed T-shirts (reminiscent of skate brands) to the custom wrapping of cameras and premium card boxes, every touchpoint reinforces that Sugoi Media is professional, modern, and ready to capture the night's best moments.
The Solution – A Brand That Dresses You
IMPACT
The visual identity moved from screens to fabric and the streets. We developed applications dominated by Intense Red and White, ensuring quick readability and visual impact in low-light environments (nightclubs and concerts).
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