Case Study - Slake

A New Kind of Nightlife

Strategy / Brand / Design / Interactive


The family that owned and operated NYC’s historic Webster Hall Nightclub set out to establish a new location in NYC positioned to attract a more mature audience. What they found was a space laid out like a labyrinth, perfect for exploration – something of a “fun house”. An impactful brand would set expectations that this was a club that is open to everyone, but attracts a select, discerning crowd.


  • The venue has been featured in many high-profile commercial and creative video productions
  • Skrillex, Bonobo, Chromeo, Lil Yachty, Penguin Prison, Mat Zo and many more have graced the stage

Start the Party with a New Attitude

The visual texture of the club was inspired by the grit of street art and the danger and starkness of 1980’s nightlife in Berlin. I wanted to integrate this aesthetic and mysterious atmosphere with the new brand. The resulting logo and visual treatment is meant to be quickly identifiable and easy to read in multiple mediums and environments. The angular typeface has a structure that suggests the maze-like interior of the club itself.

I put my faith in David and his team delivered. When launching our new club, we had a vibe in mind but not much else. As our partners in branding and design, David and Aviva were able to translate our vision into the real world. Now we have a full visual identity that sets us apart from an increasingly competitive field. It’s like having a creative department on staff without the fuss. Highly recommended.

Be in the Know

A responsive website is crucial to Slake’s young and tech-savvy audience browsing the site on their mobile devices. Primary emphasis was put on the event calendar since that is the main user goal for potential attendees. The brand aesthetic tranferred nicely into the digital space with it’s dark color palette, textures and angular elements.


Branded Content for the Venue and Beyond

Much of Slake’s branded material appears on-site and in the hands of customers. A full suite of slick, branded items including drink tickets, coat check receipts, flyers, and animated drink-menu signage was developed. This creates full brand emersion for the patrons with a level of detail that is important to me when working with events & venues.


 New themeatic parties? No problem. Sub-brands were developed to support the underlying tone of the nightclub and original brand.


Sound Travels Faster

Radio spots were created to evoke Slake’s particularly dark nightlife atmosphere. Promoted over the airwaves emanating from NYC, the ads effectively attracted partygoers often seen in long lines outside the space itself.

After a successful five-year run, Slake & it's sister venue, American Beauty  were ultimately sold back to new, corporate building owners at the end of 2017.