FOMOVRSE - 2024-2026
CREATIVE DIRECTION + BRAND STRATEGY + EVENT PRODUCTION

FOMOVRSE had grown from a Manchester nightlife concept into a community rooted in music, fashion and Black culture, built around founder DJ Mixrmoe’s ambition to champion DJ talent, create genuine connection and give people a space where they could show up as themselves.

As the events grew, the brand needed an identity with the same confidence and energy as the community behind it. The opportunity was to evolve FOMOVRSE beyond an event series into a recognisable cultural brand — one that could celebrate its roots, champion individuality and feel equally distinctive on a flyer, across social or inside a packed venue.

I developed the FOMOVRSE brand identity and creative world, building a visual language influenced by Black culture, fashion, rave culture, 80s and 90s nostalgia and the raw energy of nightlife. The system intentionally rejected polished corporate event branding in favour of something expressive, unpredictable and alive.

I created a flexible identity spanning typography, colour, imagery, graphic language and tone of voice, anchored by a bold wordmark and 3D smiley that became a recognisable symbol of the brand’s energy and sense of community. The visual approach mixed fashion-led editorial imagery with candid nightlife photography, allowing the brand to move between styled campaign content and real moments from the dancefloor.

Beyond the core identity, I translated the brand directly into the event experience — designing promotional flyers, social assets, signage, props and physical creative that transformed each venue into the FOMOVRSE world. Rather than treating branding and experience separately, every touchpoint was designed to reinforce the same feeling: expressive, inclusive, culturally rooted and impossible to ignore.