Tides - Hong Kong
Live Nation came to us with a dream brief: develop the brand identity for a new music venue on a boat in Hong Kong. The challenge was to build a world big enough to honor the venue’s uniqueness without leaning into clichés of being at sea, while also crafting an experience that could be felt at every touchpoint, from the moment guests board to the moment they disembark.
Live Nation came to us with a dream brief: develop the brand identity for a new music venue on a boat in Hong Kong. The challenge was to build a world big enough to honor the venue’s uniqueness without leaning into clichés of being at sea, while also crafting an experience that could be felt at every touchpoint, from the moment guests board to the moment they disembark.
The Blurr
This wasn’t just about branding a venue. It was about creating an identity versatile enough to transition seamlessly between high-energy concerts, intimate performances, and premium business events. We began with a naming exercise to ground the venue in a strategic story. Tides captures the momentum of the artists who take the stage, whether they bring high-octane sets or slow, soulful energy. We needed a name and identity that balanced the tension often found between referencing what is historical, and modernizing it to feel both timeless and evocative.
Services
NamingVisual IdentityArt DirectionExperience DesignRendersMerchSocial TemplatesAnimation
The Clarity
The world of Tides is anchored in a rich, moody color palette that echoes the interior design of the ship itself. We leaned into the natural drama of the ocean, its depth, its darkness, and its moments of illumination. The art direction draws from the rhythm and movement of water, mirroring the ripple effect of music through a room.
Our signature visual moment comes to life through a golden beam bar that glows from behind a dappled metal bartop, inspired by the shimmer of the ocean horizon. This simple yet iconic light installation casts an ethereal, goddess-like glow — a subtle nod to the mythology and magic of the sea, reimagined for a contemporary venue experience.