Legendary urban culture hub, in the heart of the Belgrade. Their concept is covering topics missing from mainstream media, yet so important that it cultivated a loyal and engaged public at their events.
They requested completely new visual identity that will emanate their values in the contemporary fashion.
I aimed for cool and modern, but simple and unpretentious vibe. Easy and legible, yet moving and engaging.
Since they have many facets to their content, which varies in structure, purpose, and categorization, UX work was heavily focused on making it all intuitive and as "one-click-away" as possible.