Creating my own brand with /slash

The image features a background with repeated yellow text saying 'QUEER' on a black background. On the left, the word 'QUEER' is vertically displayed in large red letters. To the right, there is a bright yellow starburst shape outlined in red.

Intro

In February 2024, I started a course called Brand Design. Throughout the course, we worked on a range of assignments, but the central project was clear: build your own brand from the ground up.

As a queer person, there are few things I feel more connected to than going out at night. That’s where /SLASH started.

/SLASH explores queer night culture as a space for storytelling, resistance, and connection. Think parties and raves but also poetry slams and strip clubs. There, it engages directly with the crowd and gives people space to speak. It amplifies voices that have too often been pushed into silence and broadcasts them to the world through social media.

Nightlife is often seen as a privilege and sometimes it is. But it is also an escape. For centuries, it has given marginalized communities a place to gather, to feel seen, and to exist freely. That is what I wanted to capture with this brand.

The loud colors, chaotic typography, sharp edges, and screaming language are not decorative. They are the message. That is /SLASH.

I could bore you with more words, or I could just show you the work. I made Campaign Posters, Logos and a complete Brand Identity Guide, which all perfectly encapsulate /SLASH.

Black and white promotional poster for Slash, an online queer nightlife platform, featuring a close-up, out-of-focus image of a person's face with headphones. The poster includes the slogan "See us in the dark, light us in the night" and details about the platform with a red, spiky graphic behind the word "slash".

Campaign Posters

Poster for Slash Queer in the Night event featuring bold text and a stylized image of a person's face with makeup, promoting sharing looks, voices, and stories that shape queer nightlife.
Text 'Slash' with an exclamation mark in place of the letter 'i', set against a red explosion graphic on a black background.

Logo

Abstract digital art featuring sharp red and black geometric spikes and lines on a black background.
Bold comic book style artwork with the word 'slash' over a background of colorful explosion shapes in red, blue, yellow, and black.
The word 'splash' written in bold, stylized letters with a comic book-style explosion background.

brand identity guide

Book cover with a yellow burst design, featuring red and pink text that says 'a brand insid, a brand, a brand, a brand inside, Queer in the night, Slash' and a handwritten name 'Selvia' at the bottom right.

The cover, backcover and first and last pages of the Brand Identity Guide are all risoprinted to emphasize Slash’s raw, imperfect character.

Abstract graphic with yellow and black jagged shapes and red distorted text that reads 'representation in the art and identity in the land and identity in the time and direct Queer in the night sash'.
Colorful graphic with the word 'QUEER' repeated in yellow text on a black background, large red text spelling 'QUEER' overlaying the repetition, and a yellow starburst shape with a red outline on the right side.
Red poster with yellow burst graphics and white text explaining the meaning of the word 'slash' and its significance to queer culture and freedom.

The rest of the pages truly define the Brand. It contains: the brand core, the tone of voice, the target audience, the brand book, the activities, a auote, a guerrilla marketing action and the reason why it exists.

Infographic explaining the values and mission of Slash, an online media platform focused on queer nightlife stories, featuring colorful star shapes with descriptors like 'expressive,' 'raw,' 'rebellious,' 'honest,' 'queer,' and 'connecting.' It emphasizes raw storytelling, community, freedom, resistance, and authenticity.
Poster for an event at Theater Utrecht, featuring graffiti-style artwork with red spray paint and a blonde woman in a yellow dress on the left side, with additional posters and a large red explosion graphic containing yellow text.
Image promoting Slash, a community for young queer individuals who create and live artistically at night, including ravers, clubbers, drag artists, DJs, activists, and performers, emphasizing authenticity, art, identity, and rebellion.
A bright yellow background with a large red explosion shape in the center, containing a quote. The quote reads, "Bury your friends in the morning, protest in the afternoon, and dance all night." by Dan Savage.
A woman with short red hair wearing sunglasses, a black lace top, and dark jeans, standing in a dark environment with red lighting. Adjacent to her is an abstract, colorful digital art image of a person's face with vibrant, swirling colors.
Red informational poster with white and yellow text explaining 'Slash' as a safe space for queer nightlife, highlighting personal journeys, events, and community engagement, including images of social media posts featuring a DJ and a woman.
Red poster promoting Slash community activities, featuring social media screenshots, with sections on stories and queer guides, highlighting queer parties and events.
Graphic design poster explaining what slash looks like, featuring the word 'Slash' with spiked lines behind it, sections on logo, lorem text, and typography, with yellow highlights and black background.
Color palette with red, yellow, and black sections labeled 'Strong Red,' 'Explosive Yellow,' and 'Off Black.' Contains text describing color symbolism, layout design principles, and sample text in stylized fonts.
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