Atet is a floating open-air venue on Melbourne’s Docklands, operating as both a club and event space with a constantly evolving identity. Long before launch, the owner approached me to help define a brand that felt unlike anything else in the local music scene. The brief centred around an "acid daytime trip" aesthetic, blending surreal and playful visuals with the industrial backdrop of the waterfront. I led the brand strategy, visual identity, and website design, working closely with the founder over several years as the concept evolved. Following launch, I remained the sole designer across the brand, creating event artwork, print collateral, digital campaigns, and marketing assets. The result was a distinctive visual language that helped establish Atet as one of Melbourne’s most recognisable venues and contributed to its rapid growth within the local music community.
Team
Owner: Jake Hughes Lead Designer: Laura Misuraca
Industry
Music & Events
Scope, Output & Timeline
Scope: Lead Designer for Branding, Web, Motion & All Assets — Timeline: All assets including branding, website & marketing collateral were created over the course of 2-3 years.
Tools
Figma, Adobe Suite
Discovery.
I joined the project around 18 months before launch after a few previous attempts to establish the brand hadn’t quite captured the founder’s vision.
Following a brand strategy workshop, I led the creative strategy, visual identity, and website design, helping define the look and feel of the venue from the ground up. The branding was approved almost immediately, requiring only minor refinements before moving into production.
Process.
After launch, I became Atet’s sole designer, responsible for every touchpoint across the brand. This included weekly event campaigns for print and social, custom motion artwork for major events and international artists, menus, investor presentations, function packs, and ongoing marketing collateral.
Over several years, I managed and evolved the entire visual identity, ensuring the brand remained consistent as the venue grew into a recognised part of Melbourne’s music scene.
Visual Direction.
Atet’s location was unlike anything else in Melbourne. A floating barge positioned in a largely unused waterfront precinct, surrounded by the city skyline. The ambition was to help revive nightlife and culture in the area by creating a destination that felt completely separate from the city around it.
The visual direction drew heavily from the venue’s connection to the sea and sky, particularly as many events would take place during the day and at sunset. Early explorations leaned into collage-style graphics and more literal surrealism, but we ultimately landed on a softer approach.