Strategy and branding for challenger tech brand
Orwell McG
Problem
Afters is an invite-only directory of the best parties and underground DJs in Europe’s party capitals. The giants in this space are Resident Advisor. Without massive resources Afters couldn’t compete, they needed a strategy that came at an angle.
What I did
I identified a first point of use that would show the value of Afters and spark behaviour change - looking up an unknown DJ after a party. I built the strategy around this insight enabling Afters to attract users without directly competing with large incumbents.
I created a full 0-1 brand including the name, strategy, branding, app design and website.
Key brand pillars that gave the foundation of the Afters brand
Brand manifesto and marketing design
Key screens and UI elements from the Afters app
Brand copy, app icon and Afters website design
Key UI screens for the Afters app
Marketing posters and wristbands
Designing the brand world
From the logo to the marketing and merch, I created a brand that feel like it's always belonged in the dance scene. I designed secondary icons inspired by in ancient cave paintings of dancers and used them to create icons, hand stamps, wristbands and posters that create the world the brand lives in.
Merch, posters and the branding in Afters' natural habitat
Poster designs for key cities Afters targets
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Posted Aug 18, 2026
I created a full 0-1 brand for tech challenger Afters, delivering the name, strategy, branding, app design and website.
