Deep Cutts
Building a nightlife brand that has brought 5,000+ people together in two years
Deep Cutts is Club Indgo's nightlife event sub-brand, a recurring dance party I run to this day, and I art direct everything around it: the event graphics, merch, social media posts and ad clips. It started with the brand identity I created, from the DEEP/CUTT wordmark with its signature slash to the halftone texture and acid-lime palette. Carrying that one look across every flyer, post, clip and drop made each night instantly recognizable and kept people coming back: over the past two years it has reached 5,000+ attendees.
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 consistent, recognizable brand turned one-off parties into a series people return to. Social posts and ad clips keep the look alive between events, and over the past two years Deep Cutts has reached 5,000+ attendees, a number that's still growing with every edition.