Fat Fernando's is a London-based club night promoter founded in 2024. We helped them craft a brand identity and continue to manage their social media. The two main strategic objectives behind this project were creating a brand that would (a) stand out and (b) appeal to their target audience, many of whom associated a specific aesthetic with the type of club nights Fat Fernando’s specialise in. In other words, we had to create something that would stand out but also fit in. To determine how best to stand out, we conducted an analysis of all event artwork in the space. This revealed a gap in the market for one particular visual element: bright blue. For whatever reason, no other competing club night seemed to be using this colour. To fit in, we used an awkwardly condensed but trendy rendition of Arial, as well as bitmap-style graphics commonly used in club night artwork.