I’ve always been looking forward to my NMP, the idea of having several weeks to create anything I want and the ability to make my vision of something a reality. I always liked the idea of branding something quite big with different sections and themes, such as a theme park or a zoo. I branded a theme park for my high school graphic design project and a zoo for my college FMP and really enjoyed them. During my time at university socialising in bars and nightclubs, I never particularly stopped and considered the branding of these establishments, which is probably because they aren’t particularly solid or interesting enough, so I wanted to change this. I always found the line of bars on Deansgate Locks interesting in terms of branding; how differently themed bars sit nicely together yet contrast each other massively. My original idea for my NMP was to ‘rebrand Deansgate Locks’, branding a set of different and interestingly themed bars which could replace the ones there currently. After ideas generation, it was suggested that I create a whole new place of my own and brand a set of themed bars inside it; I liked this idea and was suddenly flooded with inspiration. It made me think of Factory and Tiger Tiger, bars in Manchester I’ve been to which utilise clear separation between areas and music styles. After lots and lots and lots of idea generating and developing, I went from the impractical idea of branding a building which exhibits zones dedicated to different types of people (such old-aged wine drinkers/young adult ravers/goth clubs) to an establishment aimed at one student-based target audience that houses a few different zones with interesting and weird themes inside. Inspiration came from video games such as The Sims, Rollercoaster Tycoon, Sonic the Hedgehog etc. because these have strong elements based around different themes, zones, ‘types’, I liked this idea and wanted to develop it further. After massive amounts of zone ‘type’ and theme generation, I narrowed it down to a few. Developing each of them further, I landed on a handful of strong themes with interesting stories to them. I ended up deciding to drop a high-tec bank vault zone out of the final mix, it was inspiring me the least and it felt like a filler, which left me with the nice number of 4 zones. The scientific formula for alcohol C2H5OH helped me get the name of Experiment 25 for a science lab themed zone. Inventing the idea of ‘Vodka Flu’ and making it sound like a virus, I came up with the name ‘VF-1’, being an abbreviation. I noticed a number theme developing. Discovering the original number of the devil could actually be 616 helped me get the name for a demonically possessed, superstitious, bad luck surrounded zone called 616, which added to the number theme even further. And the last zone, wanting to create an opposite to 616, a happy zone, I played on the phrase Cloud 9 to get the name Cloud 4 (4 because there’s 4 zones, originally Cloud 5 before dropping the bank vault zone idea), to keep the number theme going. To make the zones different from a typical nightclub, I developed unique drinks and USPs for each zone like antidotes for VF-1 and wishbone pulling for 616. This also led me to the idea of unique items at entry to each zone such as lab badges and infected patient wristbands. After presenting my NMP concept mid-way through, someone’s comment of “this is bonkers, I love it” made me realise that it is bonkers, in a great way, and I wanted to embrace this and make it a ‘different kind of nightclub’, and inspired me to use the slogan ‘the slightly bonkers nightclub ;)’ which involved winky faces to create a fun, student- familiar time of voice to the brand. It looks like something one student would text to another. After playing with different ideas for the club as a whole such as a landed UFO or a hidden temple, I decided on a simplistic blank canvas feel, allowing the zones to come to life and to be the main focus of it. After name generation, I ended up calling it ‘Division’, it’s simple, describes the place’s concept, and the logo uses the simple primary colours of each zone’s branding on a wheel to create a simple logo which serves a purpose, as well as being appealing. I’m very pleased with the end results; I feel each logo tells the story of the zone’s theme whilst being an attractive stamp with the right exciting club vibe. The physical items I made (such as the wristbands/badges/antidote) make a great way to bring the concept to life. My only regret is not giving myself enough time to explore an animation side more deeply. I experimented with a few animations and really enjoyed it. I should have spent less time thinking about the way the club would work in the real world and more time creating animations and bringing the visuals to motion. However I think the final result deliver a fun, clear, ‘bonkers’ representation of the vision I had in my head for my NMP and I’m very happy with how it’s all tied together and turned out.