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Soul & Funk Spectacular - March Creative


Soul & Funk Spectacular

Branding, Print design

The Soul & Funk Spectacular show at The Hammersmith Apollo in 2014 was the brainchild of Ian Penfold, an IT Consultant who decided to act out his life long dream - headlining his own rock concert - to mark his 50th birthday. He spent two years planning and organising the event and faced the prospect of a huge financial loss if his dream failed. The event was a huge success with over 2,000 people enjoying an evening of great music.

Ian approached us to create the Soul & Funk brand and imagery, and to design a long list of promotional materials to help generate ticket sales. The tone of voice had to reflect the retro styling from the Saturday Night Fever disco era of the 70s when flares and mirror balls were all the rage!

We used the bold heavyweight lettering style which harks back to the 1970s vogue of using bubble-style fonts. This became very popular after graffiti artists first used it and it quickly became the font style of choice throughout the disco era. We looked to designers of that period for inspiration, such as Saul Bass and Herb Lubalin, as they forged the trend for strong typography, bold graphic elements and simple vibrant colours. The Soul & Funk Spectacular logotype and messaging expressed the show’s disco roots with style and punch.

We also needed a graphic toolkit of shapes and images to be used across a broad range of collateral, including print design, poster campaign, VIP passes and website. The disco girl sporting an afro, featured in classic boogie night pose, together with a mirror ball and a colour palette of vivid pink, purple, lilac and orange, epitomised to good effect the fun and good-time flavour of the show.

This work was created in collaboration with designer and photographer Ian Legge.