The Fridge is the only live, grassroots music venue filling the cultural void that is Dubai. But not enough people know about it. The Fridge needed to articulate its vision of building a genuine underground music scene by attracting the right audience. Dubai advertising is all glitz and glamour with superlatives and slick photography. Yet, The Fridge is located in a warehouse in a remote, industrial area. The challenge was to communicate the simple, genuine soul of The Fridge without going mainstream. The posters capture the feel of the venue: dark, organic, yet mysteriously different. The raw look, the hand-drawn typography keeps the place safe from trend chasers. ‘Musical creatures’ invite people to “find music” in the most unexpected place. As the posters spread amongst city’s underground scene, the venue noted a steady increase in followers. And what was initially meant to be a poster became a give away for the culture-starved.