Subculture

Branding, Web Design

The Challenge


SubCulture presented MindTrust with a unique challenge: Create their digital presence while simultaneously building the venue itself, construction and all. We dug deep - literally - and were able to build one of the most unique and acoustically lauded venues in Manhattan while producing an equally powerful experience online for SubCulture's growing customer base.

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Logo Evolution

Urban. Artistic. Underground. Collaborative.

These were some of the descriptive words SubCulture gave us to describe their brand. The logo went through a number of iterations before we decided on the final version, which encompasses everything they are and want to be.

... and the final design

Initial Renderings

Urban. Artistic. Underground. Collaborative.

Our physical team used the same descriptive words the digital team used in desiging the logo. For SubCulture to be successful, the look and feel of the digital space had to match that of the physical

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Color Palette

The New York City music venue scene is the most competitive in the world. SubCulture wanted to build a web experience that was unlike any other venue - clean, simple, elegant, and classy. We put together numerous rounds of wireframes with a focus on the end user, built on a mobile responsive framework that gives complete control to the SubCulture team.

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Blueprints

As a venue, SubCulture represents arts of all kind and wanted a space as malleable as their programming. We designed a space that could be functional for standing room only, seated shows on moveable risers, and any other configuration needed by the venue

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Development & API Integration

SubCulture didn't just need an ordinary website - they needed a platform which integrated seamlessly with a third-party ticketing system. The MindTrust development team carried out the API integration to ensure the customer experience was seamless from start to finish.

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Building The Venue

You understand SubCulture's tagline - "more than just a venue" - as soon as you descend the stairs and follow the sculpture depicting the advent of technology throughout human history as you reach the venue entrance. The space is full of hidden gems that are true to SubCulture's brand. In just a matter of months, we turned a run-down basement into a work of art. See how we did it:

The Results

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The concurrent development of SubCulture's digital and physical properties was a chance for MindTrust to build the entire brand from the ground up. The owners' vision of creating a customer exmerience - starting from visitng the website and purchasing tickets all the way through visitng the venue and enjoying a concert - was realized to it's fullest potential.

“Mindtrust's ability to quickly synthesize needs and adapt on the fly, has been of particular use to our organization. I give them my highest recommendation.” Ian O'Brien - Director of Digital Marketing, Datto