My collaboration with ALL ROOMS began when my friend and colleague, Georg, reached out to me to assist him with a small visual branding project (as it turns out, the project wasn’t so small). ALL ROOMS, a booking agency passionate about indie, modern folk and pop music had asked Georg to create a new logo as well as their stationary. At first thought, a booking agency needs to be colourful to reflect their range of contracted artists. The problem with colour though is that you run the risk of stealing the show, the show that should be the artists. At the same time, we wanted to ensure we broke free from stereotypes – a music agency’s line-up will inevitably change, and the agency will change with it.

The thought of an always changing line-up – and likely, changing genres – brought to mind the idea of a modular appearance, something that can be added to and taken from as needed. ALL ROOMS not only represents their clients, but assists them in building a sustainable fan base as they work towards sold out show and festival slots. The modular logo, complemented by a scalable layout and two simple forms, symbolises not only the company’s growth, but also the different events they plan. As the company grows and evolves, we can easily adjust the visualisations and edit or remove the colours. Plus, the clean, base form of the logo means ALL ROOMS brand will always be visible and strong.