Cherry Lounge Madrid commissioned me to deliver a complete brand identity and creative direction that would bring their vision of a dynamic social space to life. The venue functions as a bridge between an after-work hangout with the excitement of a pre-party destination. To capture this duality, I developed a visual system inspired by a 'modern retro' aesthetic and the iconic, youthful energy of the 60s. The scope of work included logo design, a brand identity system, a comprehensive colour palette, and a distinct tone of voice that reflects the lounge’s welcoming atmosphere.