WHP: BRANDING

Background 

The Warehouse Project is a series of club nights organised in Greater Manchester, England, since 2006. Unlike most other clubs, it has a limited seasonal approach rather than running all year. Each year's season runs from September through to New Years Day, plus occasional one off dates such as Bank Holiday weekends. This period was elected to be a 'golden period' that corresponded with the busiest time of the year and the student calendar.

Location: Strangeways Brewery, Manchester (2006)
Store St., Manchester (2007-11)
Victoria Warehouse, Trafford (2012-2013)

Type: Nightclub
Genre(s): House, techno, Trance, electro, live concerts
Opened: 2006

The Warehouse Project was initially started as a joint venture by Sasha Lord-Marchionne and Sam Kandel, who both had previous involvement with the Sankeys nightclub in Manchester. It began operations in the disused Boddingtons Brewery in Strangeways, and then moved into a space under Manchester Piccadilly railway station, on Store Street, which previously served as an air raid shelter.
Since its foundation the club has played host to numerous internationally acclaimed DJs such as Sven Väth, Aphex Twin, Annie Mac, Pete Tong and Erick Morillo, and musicians such as De La Soul, Happy Mondays, Jamiroquai, Basement Jaxx and Dizzee Rascal. In 2007, The Warehouse Project was voted by dance music magazine Mixmag as the best club in the United Kingdom.

The Warehouse Project is noted for placing international DJs alongside less established artists. The 2013 line up included many well known artists and DJs such as Armand Van Helden, Disclosure and The Prodigy.

Logo

The logo is made up of two faces with geometric shapes that represent the electronic music aesthetic. The log also has a essence of the hacienda logo, which could also represent the old and the new style of house events connecting together.

Colour

In it's recent 2013 designs, the branding of The Warehouse Project takes on a serious tone through it’s colour choice. The event uses black and grey which create a sense of professionalism.

Type

The font used throughout the branding is Helvetica Neue in multiple weights, but most commonly in bold. 

Image

The images used for the event are of the dark warehouse and strobe lights to create a underground, rave atmosphere. The imagery of a dove is also used within some of the WHP branding material, the dove can represent peace or freedom within someones self so this could represent how the audience feel she attending one of these events.