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Branding
Motion
Editorial
Wayfinding
Merch
Night Group is an independently owned collective that delivers pioneering venues across London, including Night Tales, Willows and NT’s Loft. The brief was to develop a new brand identity that reflects the group’s forward-thinking approach to nightlife, while challenging the conventions of the hospitality industry.
The identity was designed to be both bold and adaptable, equally able to blend in or stand out depending on where and how it’s applied.
At its centre is a custom NG monogram, created as a structural, highly recognisable mark that can flex across event branding, merchandise, signage and digital spaces. It carries the presence of an institution, without losing the raw edge that defines the brand’s cultural relevance.
The system is intentionally minimal, providing a confident backdrop for rich, ever-changing content. It allows the individual venues to shine with their own voice, while still feeling part of something cohesive. The monochrome palette and stripped-back aesthetic were chosen to create clarity in busy environments, from dancefloors to rooftop bars.
The result is an identity that feels rooted and contemporary, open and unapologetic. Built for nightlife, but not limited by it, the brand positions Night Group as both a cultural operator and a tastemaker, setting the tone for the spaces and experiences that shape the night.
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