ITCH
(Case study)
Crafting a Playful Yet Underground Identity for Slick
Nectar Café partnered with Magnetiq to redefine its brand and boost local engagement. Through a refined visual identity, a stronger social presence, and targeted marketing campaigns, the café evolved from a neighborhood favorite to a recognizable local brand with measurable growth.
Industry
MUSIC & EVENTS LABEL
Timeline
3 WEEKS
Client
ITCH
Services
Brand Identity
artwork
ILLUSTRATION
print design
(The challenge)
ITCH is a house music brand rooted in underground club culture, focused on creating events that centre around music, movement and shared moments on the dancefloor. The client wanted the brand to feel expressive and recognisable while maintaining a minimal and refined aesthetic.
Taking inspiration from the playful, hand-drawn style associated with Keith Haring, the visual identity needed to incorporate illustration in a way that felt authentic and energetic without becoming visually overwhelming.
The goal was to develop a brand that clearly communicated the essence of ITCH while resonating with its audience and standing out within a crowded music event landscape.
Some of the key challenges included:
- Balancing inspiration with originality
The client had a clear vision influenced by Keith Haring’s style, so the challenge was to capture the spirit of that aesthetic while ensuring the final identity remained unique to the ITCH brand. - Using illustration in a restrained way
The brand relied on simple line illustrations, but it was important that these elements felt intentional and tasteful rather than overpowering the design. - Creating a recognisable yet minimal identity
The brand needed to feel visually distinctive while maintaining a stripped-back aesthetic that aligned with underground music culture. - Communicating the brand’s purpose clearly
The identity had to reflect the core ideas behind ITCH: movement, music and memorable shared experiences. - Designing artwork that prioritises atmosphere over information
Event visuals were intentionally minimal, avoiding crowded layouts and unnecessary detail so that the focus remained on the feeling and energy of the event.
(The solution)
The identity was designed to capture the feeling of energy on the dancefloor while keeping the brand visually clear and adaptable across different event materials.
Brand Strategy & Identity
Our approach focused on building a brand identity that felt minimal, expressive and rooted in movement.
Rather than creating highly detailed artwork, we leaned into simplicity—using hand-drawn illustration, bold line work and clean typography to create a visual language that feels playful yet refined.
Key components of the identity included:
- A full logo suite, providing flexibility across different formats and applications.
- A minimal illustrated style, inspired by expressive line drawings that reflect movement and rhythm.
- Carefully selected typography, ensuring the brand feels modern, clear and easy to apply across event graphics.
- A considered colour palette, designed to maintain impact while keeping the overall aesthetic clean and uncluttered.
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The use of simple line illustrations became a defining element of the brand, creating visual motifs that can appear across artwork while reinforcing the sense of motion and energy associated with the events.
Creative Design & Collateral
A key part of the project involved developing artwork that could be used across ITCH’s event promotion.
The design direction prioritised clarity and atmosphere, keeping layouts intentionally minimal. Rather than overwhelming viewers with information, event graphics focus on the essentials—typically featuring just the date, location and time.
This stripped-back approach helps create a sense of intrigue while allowing the visual identity and illustrations to carry the personality of the brand.
The design system ensures that each event artwork feels connected to the brand while still allowing flexibility for future creative exploration.
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