Terroroke Creative Direction

Context

118 The Lane is a casual pizza restaurant and bar nestled among the famous curry houses of Brick Lane. They were launching a weekly karaoke night and needed a clear creative direction to stand out and become the place to be on a Thursday evening.

Challenge

Give a brand-new karaoke night a unique identity with enough pull to turn it into a destination, something that feels native to Brick Lane's character and sets itself apart from generic karaoke-night branding.

The Idea

Root the whole identity in Brick Lane itself: the area's Indian and Bangladeshi heritage and its counter-cultural streak, wrapped in a nostalgia for simpler times that mirrors the uncomplicated joy of pizza and the look and feel of the venue. Rock karaoke meets riso-acid rave energy meets the corner-shop TV glow of a less complicated era. It refuses to sit in one lane and feels coherent anyway.

Execution

As Creative Director, I set the creative vision for how the night should look and feel, then built the full identity around it: logo, posters, social assets, and video impressions of the night. The hero poster frames a border reminiscent of Indian and Bangladeshi art motifs, but the repeating pattern is a microphone and a skull, a nod to the alternative karaoke on offer. A simple risograph acid-blur treatment pulls in rave-culture energy. Every piece says the same thing: this is a fun night on Brick Lane.

Impact

The identity has set the night apart from generic karaoke and people have turned up to the night specifically after seeing the poster announcements and video teasers on social media, turning a brand-new event into a draw in its own right.