Modern Dial-A-Rave

Over the last five or so decades the dance music industry has been driven towards being more commercially-focused as a result of its desire for financial profit. This brand aims to challenge this trend by taking the music, its branding, and its format back to basics, by hosting raves in the DIAL-A-RAVE format. Advertising the raves using a stripped-back, textured design and singular phone number communicates a lack of commercial presence and produces an ‘underground’ feeling which is reminiscent of the 1990s DIAL-A-RAVE scene.

Project Type
Branding

Date
2024

Client
University Project

Building the brand…

The brand needed to focus on being more underground and discrete opting for more of a low-fi aesthetic, creating mystery, intrigue and a level of secrecy, with an ‘if you know, you know’ culture.

Developing the brand…

Whilst exploring the low-fi aesthetic I began exploring VHS tapes and CRT TV’s. Gathering up to 25 minutes of retro rave footage, later combining the footage and overlay patterns to create rave adverts which are closely associated with the current brand messaging. The adverts will be found on the VHS tape and would be used to advertise the community in modern rave settings.

Please click the button below this image to view the videos in full length.

The flow of the brand interactions…

The flow of the brand is key for a concept like this, after many thought out iterations and ideas it became finalised that there would be 4 main steps in the initial discovery of the brand for each individual. Also repeating these steps for each rave they choose to attend after.

  • Ring/text the number shown on the flyer found at a modern rave.

  • Get brief info about the rave, “more info coming soon”.

  • Further details sent on the night of the rave.

  • After gaining all the info about the rave they will be ready to attend! Finding the true routes of raving within the 90’s style, where people have a true passion for the music. This will remain for years to come due to the secrecy of the community forming.

Get in touch!

Josh@jddesignandmedia.com
07745710370