IROCK ENTERTAINMENT | IVY THURSDAYS ‘NEON ARCADE’

I was privileged to be asked to help rebrand the newly relaunched Ivy Thursdays weekly event by iRock Entertainment and Merivale’s Ivy nightclub in it’s new ‘Neon Arcade’ theme for 2024. The Neon Arcade theme is best described as having a retro futuristic gamified vibe mixed in with current digital trends of the modern era like emoji’s such as their mascot the melting 3D smiley face, which resembles the giant smiley face that hangs above the main dance floor inside the club for the Ivy Thursdays events. Boasting 3k people through the doors every Thursday the event is Australia’s largest weekly clubbing event, affording patrons all the bells and whistles in extra novelty entertainment such as choreographed dancers in costume, advanced sound, smoke and lighting, Visual Dj’s (VJ’s) projecting bespoke animated content live for the crowd on their ceiling high screen arrangement and excessive decor across the venue, all cohesively tied into the ‘Neon Arcade’ theme. Upon creating the static key visual artwork that served as a visual style guide for all collateral to follow, the key visual was then animated to be incorporated in various moving content. I also created promotional social videos, an animated asset package of videos for the VJ’s to use live on their large screens inside the club as well as DOOH animated posters inside the venue as well as unique bespoke animations of their Ivy Thursdays logo.

Neon Arcade Relaunch - Key Visual Promo Teaser (9:16)

In addition to generating hype for the Neon Arcade Relaunch party, this piece of content led the campaign both as the first piece of content to hit socials introducing the 18-25yo target audience to the new theme, as well as being a visual cornerstone for all future collateral to align with incorporating all newly made key visual elements. This was an important event as it also celebrated their 10 year anniversary of the club night. The video leads up to a key visual poster that would be used across various future collateral including key brand assets that I created in the Neon Arcade theme and retro futuristic gamified vibe including the Ivy Thursdays logo and logo animation, ‘10 Years Of’ logo and logo animation and 3D melting smiley face (which reflected the giant smiley face above the dancefloor). The background of the poster also includes other elements fundermental to the brand such as the 3D stars (same as the giant stars hanging above the dancefloor also), purple starry background, neon ‘Tron’ grid and the neon animating boarder and retro gamified animating type.

[KV Concept / Design / 2D & 3D Animation / Logo Design & Animations / Editing / Sound Mixes]

Ivy Thursdays: Neon Arcade - Key Visual Venue Entrance Animation

This animation shows off all of the key visual elements of the Neon Arcade theme and is played inside the venue every Thursday night at the entrance to the venue over 3x vertical 9:16 screens and spans roughly 4x2 metres. The purpose of this animation is to draw attention to the Ivy Thursdays branding as soon as patrons enter the venue at the top of the stairs enticing them with a ‘cheeky discount’ CTA on next weeks’ tickets by scanning the QR code.