Lab11 is an award winning, independent warehouse venue located in Digbeth, Birmingham. What started as a restoration project of a single warehouse in 2012, has evolved into a complex of 5 internal spaces, rooftop terrace & adjacent outdoor area beneath the railway viaducts of the UK’s second city. Since it’s conception, Lab11 has hosted some of the world’s leading DJ’s & artists, firmly establishing itself as Birmingham’s premier venue for electronic & underground music.

Project Overview

Lab11 required a slight refresh of it's identity & promotional materials, alongside a new website to effectively showcase its events through 2024 & beyond. Early in the process, we identified the need to enhance Lab11's tools for presenting information & events. We carefully evaluated font pairings, image styles, colours, & design elements. This strategic approach immediately clarified how we could strengthen & elevate the venue's online presence, enhancing its recognisability.

Rather than pay too much attention to their competitors, we wanted to look at what made Lab11  special & keeps a loyal fanbase coming back. Lab11 has a unique way of capturing the personality of both the city it inhibits as well as their customers. This coming through in the photography captured at events, we felt this would be a strong element to have at the forefront of the brand.

‍This led us to taking an 'image-first' approach when it came to designing the new website - a pivot from what Lab11 were doing previously where majority of the content was video. Pairing photography, with a slightly tech-inspired aesthetic which makes for a standout look for the warehouse venue.

Finally, we paired a series of moving static textures with the typography. The primary use-case for this being backgrounds where images were not applicable.