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Sabotage
Unashamed queer clubbing
Sabotage is an underground queer club night in Aberdeen, fuelled by counter-culture energy and built for outsiders.
I designed the brand identity and launch campaign – bold, disruptive, and hard to ignore – setting the tone from day one to attract (and reflect) changing LGBTQ+ audiences.
Client: DJ Saboteur, Sabotage Scotland
Services: Design, video
Contract: Freelance
Year: 2023-2024
A punk direction and messaging
Looking to attract people from every walk of life, the art direction balanced grunge and disco – with a splash of 90s/Y2K for good measure. For the strapline, we went for “unashamed queer clubbing”, giving it clear purpose and a nod to the barriers queer people face.
Another key focus for launch was tailoring content for social and including video reels, ensuring the brand development wasn’t just ‘cool’ but genuinely worked for the algorithm.
Sold out! What happened next?
After a sold-out launch, I continued to support Sabotage through crafting social media templates for the team to inherit, occasionally tagging in for ‘heavier duty’ projects such as their Halloween event.
About the client
Matt Middler is an accredited life coach by day, and events organiser by night – going by the stage name DJ Saboteur. While Sabotage is event based, his mentoring is year round (and built on similar principals!)
results
- Fully realised brand identity
- Sold-out launch event (and others)
- 2.5K followers on Instagram
- High average engagement rates
- Created social templates
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