From promoter brand
to permanent venue.
NOVA marked a shift for Insomniac: its identity moving into a permanent San Diego nightclub carrying the company name and logo. The launch needed to feel unmistakably connected to Insomniac while leaving enough range for different artists, subgenres, hospitality uses, and weekly programming.
The solution was an adaptable visual language that could sell the room, guide the guest experience, and support an ongoing campaign cadence without forcing every event into the same aesthetic.
- Role
- Launch creative direction
Art direction and design - Scope
- Venue deck
Event campaign system - Applications
- Menus
Catering and bar collateral - Market
- San Diego, California
Insomniac Clubs
One venue.
Many voices.
The supplied NOVA identity became a flexible framing device. Its orbital form could hold artist photography, anchor type, absorb color, and accommodate partner brands without making every show look interchangeable.
Recognizable
The orbital NOVA form remains the connective tissue across the campaign family.
Artist-led
Color, image treatment, and typography shift to meet the act instead of imposing a house style.
Repeatable
The framework supports weekly volume, partner brands, and changing promotional requirements.
Sell the room
before the show.
The venue deck translated the launch identity into a sales and storytelling tool. Photography, floor plans, capacity details, terrace features, and location advantages were organized into a concise narrative for promoters, artists, and event partners.
Drag to review the six-page deck →
The identity works
off the dance floor.
NOVA also needed to operate as a hospitality and private-event business. The same identity was extended into bottle service, late-night menus, catering packages, hosted bar programs, and consumption-based sales materials.
Selected catering and bar package pages →
A single launch system spanning brand expression, venue sales, guest experience, hospitality, and recurring event marketing.
Marc Crenshaw
Launch creative direction / Art direction / Design
Attribution
The NOVA logo is shown as a supplied brand identity. This case study documents Marc's creative direction, design, and rollout across the applications shown.