STRATEGY, BRANDING, DESIGN AND WEBSITE DEVELOPMENT FOR BRIGHTON’S NEWEST NIGHTCLUB – QUARTERS.
Still under the arches. But this is something new.
A historic venue. A scene in flux. A shot to reset the standard.
When Brighton’s iconic Zap/The Arch came back on the table, this wasn’t about a rebrand – it was a reimagining. AMAAD Group knew the space had legacy. But what it needed was relevance. Our job? To build a brand that felt like the future of clubbing in Brighton – not just familiar, but forward. One that nods to its rave roots while showing the scene what’s next.
Together, we built Quarters. A venue with purpose. A platform for people. A system built on sound. And a brand identity with enough flexibility to hold it all.
Rewriting the story (without erasing it)
Quarters isn't just new signage over the door. It’s a fresh philosophy. We worked with AMAAD to ask better questions: Why do people still go out? What does clubbing need now? And what’s the kind of space Brighton’s scene deserves - but hasn’t had?
The resulting strategy is both reflective and radical. Grounded in four brand pillars; Sound, Space, People, Purpose - we built everything to be intentional. The programming. The experience. Even the queue. We weren’t chasing nostalgia. We were building what’s next.
Design that dares to be different
Most club brands play it dark, monochrome, and minimal. We didn’t. Quarters wears colour with pride; bold, brutalist layouts meet modular forms that evolve across formats and functions. The logo system flexes across the venue’s sub-identities; Club, Lounge, Community, and Live - while the motion toolkit brings the brand to life across social, screen, and sound-reactive environments.
The grid system is rigid by design, offering structure for a venue that lives and breathes multiple identities. Think Bauhaus meets bass bins.
Hype with heart
Alongside the brand identity, we built a full teaser campaign including:
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Custom-designed iconography to support the Quarters system
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A complimentary motion system for trailers and line-ups
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Outdoor campaign creative with modular headline systems
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Launch messaging and editorial copy rooted in Brighton’s clubbing DNA
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A tone of voice that’s wired-in, wry, and rooted in the rhythm of the culture
This wasn’t just to launch a venue. It was to launch a feeling: of coming back together, under the arches, for something better.
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Looking to engage audiences with a strategic-led rebrand? Get in touch.
WHAT WE DID
BRAND STRATEGY
BRANDING
DESIGN
WEBSITE DEVELOPMENT
SOCIAL CONTENT
ADVERTISING
These walls have stories. It's been danced into oblivion and back again in all its forms. We're still under the arches, but a new chapter has just begun.
We make space for connection, not just crowding. And we obsess over the details: sound, lighting, flow – the stuff that makes the night sing.
If it doesn't move you, we don't do it.
Working with the Hey! What? team has been an incredible experience. They've covered everything we've asked for and gone beyond in a number of cases, always delivering work to the highest standard, offering much-needed advice and organising any chaos we've thrown at them.
They listened attentively to what we wanted from the brand, and walked us through step-by-step as they developed its visual identity, leaving us set for our launch across socials, website and beyond. Amendments were always quickly completed, and it was never in doubt that they were cracking on with what we needed, delivering promptly each time.
True professionals all the way and I'm very glad we went with them for this project.
Hopefully more to come in the future!
ROB EKBERY
AMAAD / Quarters
Quarters is a new kind of music venue for Brighton.
A home for genre-bending lineups across live and electronic music – where legends, locals, and future icons share the stage.
