KARNIVAL
Hungry For More
SHOOBS
Rebranding the UK’s premier black culture experience platform
Brand Strategy
Brand Identity
Illustration
Animation
Iconography
Copywriting
Tone of voice
Brand Guidelines
Brand Rollout
TRUTH
Shoobs is the UK’s leading online destination for black culture events and content. Initially the platform solely had a clubbing focus, however after exponential growth and expansion into experiences like dating, comedy, brunches and festivals, the brand needed to evolve.
Shoobs is seen as the go-to destination for urban experiences, and has built a strong reputation based on trusted purchases and customer loyalty. But we wanted to shift the brand from ticket transactions to social interactions. We developed the positioning ‘The Pulse Of Urban Life’ which puts experiences and people living their best life at the heart of the brand. It also reflects Shoobs' intrinsic knowledge of the scene and its latest trends.
DARE
To reflect the brand positioning we created a bold, geometric, button-like logo, and put this at the heart of the identity. The idea being that pressing the logo activates a wave of amazing experiences. Pulsating patterns radiate from the logo to house content and imagery. The bold logo was also playfully used to create a suite of bespoke category imagery and iconography.
‘Shoobs’ is slang for party, but we saw the abstract nature of the name as an opportunity to build more meaning into it. ‘Shoobs it’ makes the name into a verb and encourages discovery. We also used it as a way to name and categorise different content produced by the brand.
We found ourselves in a position where the business had grown significantly, but our brand wasn’t ready to take us to the next level. Thisaway really helped us articulate what we do and how we do it. The new identity is bold but still feels true to where we’ve come from. It gives us the flexibility we need as the business continues to grow and we begin to create our own content. We’re so pleased with the outcome and can’t thank the team enough.Louise Broni-Mensah - Founder and CEO, Shoobs
