SERUM
Serum is a party hosted at Chicago's Prysm nightclub every Friday night. The party fuses the extravagant sound and visual systems of a nightclub experience with the natural edge of an underground rave. We started by working with the club ownership to redesign the entire feel of the room by reimagining the production, removing bottle service areas, and introducing an entirely new door policy.
I then led design studio Foster Project in building a hypnotic identity for the party across all marketing materials. The goal of the identity was to convey the authentic, experimental nature of the event to an audience unfamiliar with conventional nightclub environments. Serum's visuals blend transcendent Y2K imagery with homegrown depth for a brand that accommodates homegrown DJs and international talent in equal measure.
Role: Creative Director
PROJECT
BRAND IDENTITY
FLYERS
MEDIA