Redesign the brand and create a cohesive system for the music space’s identity and communications.

What began as a simple identity design evolved into a full-fledged design system, built on the idea of the three most important questions a concert goer asks when they hear of an upcoming gig — who, when and where?

The design uses a graphic line as a “5” that acts as a container for relevant information for shows. The lock-up of “Terminal 5” is almost always nested at the bottom of the graphic line, fulfilling its purpose of informing the “where”. The stacks created from the line also represents the multi-storey nature of the music space, and the line/five mark adapts to any space and information.