Deep Cutts
Building a nightlife brand that has brought close to 3,700 people together in almost three years
Deep Cutts is Club Indgo's dance party, and I still help run it today. I art direct everything around it: event graphics, merch, social posts and ad clips. It started with the identity I made: the DEEP/CUTT wordmark with its slash, the halftone texture and the acid-lime color. Keeping that one look on every flyer, post, clip and drop makes each night easy to recognize, and people keep coming back. We're close to 3,700 attendees in almost three years.
The Wordmark
The slash between DEEP and CUTT became the brand's signature. It holds the wordmark together, frames lineups on flyers and works on its own as a graphic element, so the brand stays recognizable even when the name isn't spelled out.
A System for Every Night
Every edition gets its own flyer, but the system stays the same: halftone party photography, the lime wordmark and bold lineup type. A flyer reads as Deep Cutts before anyone reads the date, and the look carries straight onto what people wear to the party.
Merch That Keeps the Night Going
The identity extends into merch, including a one-year anniversary tee carrying a line from the community: “I've never danced like I did at Deep Cutt.”
The Impact
A look people recognize turned one-off parties into a series they come back to. Social posts and ad clips keep it going between events. We're close to 3,700 attendees in almost three years, and about half the crowd at each night is new, so it keeps reaching people who've never been.