SAFE BASE
In my previous research project, I found that Gen Zers are disillusioned by
clubbing.
My primary research found that many of them (especially females) feel unsafe or uncomfortable. In addition, many are seeking escape from everyday life, and this escape is more focused on in person social interactions.
Therefore, I concluded that there is an opportunity to create something which allows Gen Z to continue to enjoy and benefit from this creative outlet, and escape without feeling unsafe. My solution to this problem was to design a members club that hosts events with people’s safety in mind and works to build a community that encourages and normalises a culture of acceptance and safety.
My primary research found that many of them (especially females) feel unsafe or uncomfortable. In addition, many are seeking escape from everyday life, and this escape is more focused on in person social interactions.
Therefore, I concluded that there is an opportunity to create something which allows Gen Z to continue to enjoy and benefit from this creative outlet, and escape without feeling unsafe. My solution to this problem was to design a members club that hosts events with people’s safety in mind and works to build a community that encourages and normalises a culture of acceptance and safety.
Client
3rd Year Final Project (spec)
Role
Creative Director
Art Director
Skillset
Graphic Design
Branding + Identity
Copywriting
Art Direction
Collaborators
Illustration - Naomi Kvedaras
Graphics (Info Pack) - Lauren Berger
3rd Year Final Project (spec)
Role
Creative Director
Art Director
Skillset
Graphic Design
Branding + Identity
Copywriting
Art Direction
Collaborators
Illustration - Naomi Kvedaras
Graphics (Info Pack) - Lauren Berger
Foresights from Primary & Secondary Research
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The members club is called ‘Safe Base’ and works alongside partners to provide
education and training to nightlife spaces and also to clubbers, with the aim of normalising safe clubbing and ensuring that Gen Z are able to enjoy this
creative outlet. It’s preliminary focus is on dance music events, but the long-
term aim would be to expand the concept to other genres.
The outcomes are in the form of the Safe Base brand identity, a mobile application, posters and an information pack to nightlife organisations.
The outcomes are in the form of the Safe Base brand identity, a mobile application, posters and an information pack to nightlife organisations.
Information Pack












App Design

Creative Direction and App design: Isabelle Liddall