Soho Night Sky
Streaming created a new frontier for brand identity, and with it, a new kind of client.
Soho Night Sky came with a name and complete creative freedom. Nothing else. No direction, no references, no brief. Just the name, and the name was enough.
Soho suggests a neighborhood alive at night: creative, urban, electric. Night Sky is cinematic and expansive. Together, they pointed unmistakably toward one place: the neon-noir aesthetic of the 1980s. The moon became the anchor for the mark, a deliberate response to "Night," used as a container for the logo rather than decoration. The name already knew what it wanted to look like.
Client
Soho Night Sky
Year
2021
Project Details
Branding
Creative Direction
Art Direction
Logo Design
Graphic Design
Lettering
Logo Sketches
Label Concepts
Label Concepts
The moon was never in question, "Night" demanded it. The work was in figuring out how it would function within the mark. Several iterations explored the relationship between the letterforms and the moon before the right solution emerged: the moon as container, the logo living within it.
The label design follows closely to the back cover. It carries over the nostalgic horror and American record label designs from the 1950s. A multitude of designs were created to try and encapsulate the design language we were trying to achieve.
The label design follows closely to the back cover. It carries over the nostalgic horror and American record label designs from the 1950s. A multitude of designs were created to try and encapsulate the design language we were trying to achieve.
The label design follows closely to the back cover. It carries over the nostalgic horror and American record label designs from the 1950s. A multitude of designs were created to try and encapsulate the design language we were trying to achieve.
Early Concepting Example
Further Refinement
Overlays
The brand extended into a full suite of streaming overlays: countdown, BRB, chat, and end screens. Where the identity leaned into the 1980s, the overlays spoke the contemporary visual language of the streaming platform. Familiar enough for the audience, distinct enough to be unmistakably Soho Night Sky.
© Jeremy Burns 2025