Viaduct

Viaduct had been promoting live music in London for ten years from a logo they drew themselves when they first started. That DIY spirit was not a weakness, it was core to who they were. The brief was not to polish them into something corporate, but to make them look iconic. To take that raw energy and give it the craft and consistency it deserved.

Challenge

Rebrand a company that had built real credibility on a rough-around-the-edges identity, without sanitising what made them feel authentic. The new brand needed to feel like it belonged on a street poster in Brixton just as much as on a social media profile or a tote bag at a venue.

Solution

I hand-drew the new Viaduct logo from scratch, keeping the energy and immediacy of something made by human hands while lifting it to a level of craft the original never had. The lettering has a confident, slightly graffiti-influenced weight that reads immediately as London and independent, but with enough refinement to work across professional contexts. The identity rolled out across street-level applications: posters, flyers, outdoor advertising, merch including t-shirts and tote bags, and a website. Every touchpoint reinforces the same feeling: ten years in, still doing it properly.

The rebrand gave Viaduct a visual presence that finally matched their reputation. The hand-drawn logo became an immediately recognisable mark in the London independent music scene, and the merch range gave the brand a physical presence at every show.