CIRCUIT CLUB

Reinventing Nightlife for a New Generation

As part of my role at NEOS Hospitality, I led the creative development of Circuit, a bold new nightclub brand created to challenge outdated nightlife culture in the UK. The existing club scene felt out of touch; visually stale, creatively limited, and stuck in old habits. It was time for something that felt exciting, inclusive, and relevant.

We had just two weeks to bring this brand to life. That meant developing a complete visual identity, naming strategy, logo design, and brand narrative in record time. Collaborating with the CEO, head of marketing, head of trade, and head of channel, we workshoped naming ideas and concepts to shape the creative direction. We landed on the name Circuit, inspired by the idea of energy, connection, and movement.

From the outset, we wanted to create more than just a nightclub brand. Circuit is a flexible identity built to evolve with trends and stay connected to its core audience of 18 to 25-year-olds. If the brand had a personality, it would be expressive, stylish, and self-assured. Think Harry Styles in his most iconic era.

Working alongside Jai Piper, our head of channel, a bold and vibrant visual identity was born that completely flipped the script on traditional club design. Where the industry leaned into moody, over-sexualised imagery tropes, Circuit chose colour, clarity, and community. The design focused on youth culture, inclusivity, and individuality, creating a space that felt both exciting and safe.

This project was more than just a rebrand; it was about creating a cultural shift in nightlife design. Circuit is a space for people to be themselves, connect with others, and feel seen. For me, it was a chance to push boundaries, work at speed, and design something that truly stands out in a crowded market