Event Identity & Motion, cherrie
A release event at Södra Teatern in Stockholm, hosted by Cherrie, one of Sweden’s most significant music artists, in collaboration with RedBull.
The brief arrived as a moodboard. A new Macintosh. Baby Phat. An artist in pink fur and bling. That was enough. The design task was not to illustrate a concept — it was to resurrect a feeling.
The visual identity was built entirely from within the cultural logic of early 2000s American R’n’B and hip hop — not as observation from the outside but as fluency from within. Chrome gothic lettering pulled from the era’s streetwear and music graphics. Diamond-pixel typography carrying the low-resolution digital optimism of Y2K. Pink — not decorative, but the specific pink of that cultural moment: Lil’ Kim, Aaliyah, unapologetic feminine power. Nokia 3310s and CDs as artefacts that carry an entire emotional world in their physical form.
The motion piece extended the identity into time. The event information — date, location, DJs — was delivered through an animated Nokia screen, typed out as an SMS. The medium became the message: not an announcement of the event but a transmission from 2005 itself.
The drinks menu named each cocktail after a song from the era. The identity permeated every touchpoint of the night, not just its promotion.
Cherrie’s image was deliberately absent from the visual system. The identity didn’t document the artist — it constructed the world she was inviting people into. That distinction was the work.