CASE STUDY: HOUSE OF INDEPENDENTS
In 2015, WORKHOUSE, CEO Adam Nelson began working as the Founding Partner & Executive Director for “House of Independents,” an innovative performance arts venue located in Asbury Park, NJ. In this charge, Nelson’s first mission was to cultivate a singular identity, promotional, and graphic style. He wanted imagery that resonated throughout the region while providing unique, imaginative shows that appealed to a wide range of viewers. He also intended to close the economic divide so he centralized the material with an aim to appeal to all demographics.
For conceptual graphic creation, Nelson worked with a designer to represent this mission by using large, electric type letters to craft a modern street-style feel. To embolden the art he applied a minimal white with a metallic shimmer held in a geometric shape. The glittering gold pallet with black text told the story. The lines were arranged in geometric formations with varying font sizes and thickness building a hierarchy of information. Nelson put special emphasis on House of Independent’s logo, to suggest that the venue was akin to a “home.” Posters often included a central figure or character from a show or performance stylized in an arresting pose to draw attention to the information. By utilizing these elements, he cultivated a graphic language reflective of street typography which was unconventional for the Asbury landscape and was almost graffiti-like in its juxtaposition. House has been lauded for its sound and vision and the graphic look and feel allowed the venue to come out swinging against Asbury Park’s jam-packed music scene.
During Nelson’s tenure, Asbury Park's HOUSE OF INDEPENDENTS had become downtown’s premiere live entertainment venue through an eclectic mix of theatre, dance, film, comedy, oddities, late night fare, and, of course, the music that has placed Asbury on the global radar. Located in the heart of the city, House made a home for emerging and established culture renaissancing Cookman's Arts District through a wellspring of gay, concrete and established culture.
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