Discovery
Superfly commissioned me to create the identity for a newly activated subterranean space beneath Bruxelles. Physically separate and accessed via two staircases, the venue needed its own presence while remaining strategically aligned with the wider offer. Through an initial discovery call, we clarified that this was about more than naming a room. The objective was to create intrigue and distinction. The space needed to feel discovered rather than advertised, intimate rather than obvious. We refined the brief around positioning, anticipation and cultural credibility.
Design
The name Below was a direct response to the physical descent into the space, simple, confident, spatially grounded. The identity centred on a bold typographic system, emphasising verticality and depth. Alongside the wordmark, I developed a standalone mark, a downward arrow formed as descending steps. It worked as both symbol and signal, reinforcing the act of moving down. The mark functioned independently across applications, becoming a recognisable shorthand for the venue.
Delivery
The identity rolled out through invite-only passes for opening night, supported by in-venue lightboxes. A series of bold posters carried the OOH campaign across the city, while coordinated social stories, reels and posts built momentum around the first headline event, bringing together local DJs and international guests.