Digital Identity for Club Culture
Under Club
Under Club is a techno institution in Buenos Aires with more than a decade of history, a sound of its own, and a community that has grown around it. When I got connected to redesign the site, I was immediately impressed by the artists, clubbers, and stories that had passed through those doors over the years.
With that much history behind the brand, I didn’t want the redesign to feel like a reset. The goal was something fresh but familiar — a modern digital experience that still felt connected to the raw energy and identity Under Club had already built.
I kept the visual direction dark and nocturnal, with deep purple accents and strong imagery throughout. We also decided early on to lead with video, and the club’s in-house creative team produced an opening piece that fit the direction perfectly.
Design Goals
Under Club is built around a very clear set of values: No Photos. No Videos. No VIP. We Are All Equal. The club protects the connection between the music and the people in the room, and I wanted the website to feel just as focused.
The challenge was translating that gritty, underground energy into something clean and modern without polishing away its character. Movement, dark space, bold typography, and a simple hierarchy gave the site a stronger visual identity without competing with the culture and history behind it.
