CASE STUDY
The Midnight Menagerie
Client:
The Midnight Menagerie
SUMMARY
Curating immersive wellness lounges and performances that blend vintage glamour and fantasy to create timeless, one-of-a-kind event experiences.
Deliverables:
Brand Strategy
Brand Identity Design
The Problem
Traditional event experiences often lack depth, creativity, and intentionality. Many wellness events feel sterile, while performance-based gatherings can feel disconnected from a sense of purpose or atmosphere. The Midnight Menagerie wanted to create something more meaningful—a space that invites people into a fully immersive world where elegance, fantasy, and mindfulness coexist.
The Challenge
The brand needed to capture a unique and layered identity: one that was visually striking yet grounded, luxurious yet playful, and capable of resonating with both wellness-driven audiences and theatrical, creative communities. The biggest challenge was building a brand that felt cohesive across very different event formats—daytime workshops, nighttime performances, private events, and festivals—without losing its essence.
The Solution
We developed a brand identity rooted in vintage glamour, surreal fantasy, and modern wellness. Through retro typography, a vintage color palette, and elegant logo design, we created a cohesive visual system that translates across multiple mediums and settings. The result is a whimsical brand that feels timeless, evokes curiosity, and is unmistakably distinct—positioning Midnight Menagerie as a premium experience in the immersive event space.
Category
Events, Entertainment, Hospitality
Things I Did
Brand strategy + positioning
Visual identity system
Logo Design
The Strategy
We defined the brand’s identity through three key pillars: Vintage, Elegance, and Imaginative Escape. These pillars guide every touchpoint—from visual identity to brand voice.
We created a timeless logo inspired by vintage carousels and whimsical elegance, incorporating symbolic elements: the crescent moon, representing how the experience comes alive at night (hence the name Midnight Menagerie); the carousel pole, symbolizing amusement and theatricality; and the jackalope, a mythical creature that evokes curiosity and wonder. Paired with a moody vintage color palette and a brand voice that is dark yet inviting, theatrical yet playful, the identity is flexible enough to adapt across festivals, private events, and wellness gatherings—while always staying true to its immersive, story-driven roots.
