The Daddy of All Secret Clubs…

Following the post about secret clubs, posters like this have just started going up for Secret Sundaze (one of the original new wave of oudoor / warehouse parties).

It doesn’t get much more secret than that. If you’re smart you might be able to figure out the date. But you’ll need to know where to look (or how to search the internet) to get more…

But you know what, they don’t need to do any more. They’ve created a really really strong brand. From a very simple yellow and black identity with just an unfussy typeface they’ve manage to build something that has massive cutthrough in the congested flyposter space. When you see a confident yellow poster that doesn’t say much their followers know exactly what it’s for. They’ve build a brand thats understood enough by its audience that information on posters is merely clutter and distraction. They use their ads simply as beacons or reminders, letting other channels do the ‘heavy lifting’ of information: who the djs are, where it is, etc. Almost like the way the iPod ads work.