Art direction for 1 OAK, one of the most renowned names in nightlife hospitality. With locations in NY, LA, Las Vegas, Tokyo and Dubai, I successfully developed and grew the brand's identity both digitally and physically across many channels. In 2016, I gave the brand a much-needed refresh.
Client: 1 OAK
Agency: The Butter Group In-House
Role: Art Director
Year: 2015 - 2019
At the core of 1 OAK's business, are our weekly club nights with rotating DJ talent.
Based on our brand elements such as the zigzag, oak leaf or interior Roy Nachum club artworks, our weekly invitations are rotated every 6-8 weeks with new creative.
Colors and imagery rotate weekly, depending on the layout, to keep things fresh.
When we aren't holding it down at one of our six locations globally, we bring our expertise to some of the most prestigious cultural events including Art Basel, Coachella, Cannes, Formula 1 races, Paris Fashion Week, and more.
Whether we're in Abu Dhabi to Miami, on a shirt or a billboard, maintaining our overarching brand aesthetic across channels is key.
In 2016, 1 OAK celebrated 10 years at its NYC location, a rare feat in the nightlife industry. To celebrate, we created a campaign highlighting the brand's legacy with advertisements throughout NYC.
Building off the lyrics mentioning our club, we applied a select few quotes to our LinkNYC campaign which ran for 4 weeks leading up to the reopening party between 12 & 42nd street in Manhattan.
The video highlights some of the club's most iconic performances and press pieces from the past 10 years. We had one of our resident DJs, Jus Ske, soundtrack the video with 1 OAK name drops from songs of the like of Jay Z, Kanye West & P. Diddy.