Context
Poolen is a new live music venue in Refshaleøen; one of Copenhagen’s most progressive cultural areas.Founded by the team behind Pumpehuset, the ambition was to establish a new kind of venue spanning concerts, club nights and outdoor events.
Direction
We developed the brand platform around a clear positioning: the warehouse venue.The identity is designed for a high-variation environment, where artists bring their own visual material. Instead of competing with this, we created a structure that frames and supports it.
At the core is a simple device: a bold yellow beam combined with black typography. It works both as a functional container for information and as a subtle brand marker recognizable even without the name.
The system extends across signage, digital platforms and campaigns, and into the physical space, with a sub-identity for Poolen Outside.
Impact
Poolen launched with a flexible and recognizable identity capable of holding a diverse cultural program.By prioritizing structure over visibility, the brand balances clarity with a more understated expression fitting the tone of the venue and its audience.
Copenhagen's new warehouse venue. Way out there in the boondocks something heavy is cooking. Presenting Poolen
The visual identity is anchored in a bright yellow bar that works with and without the logoname.
