Beaver Works New Years Eve 2025:

Trouble In wonderland

For New Year’s Eve at Beaverworks, I led the full creative direction for Trouble in Wonderland, an Alice in Wonderland inspired celebration where the complex was transformed into a fully immersive, multi-room experience.

The visual identity reinterpreted familiar elements from the original story through a darker, club focused lens, creating a surreal and high energy aesthetic tailored to the underground nightlife setting. A key part of the approach was establishing a series of distinct visual motifs within the core campaign artwork, each corresponding to different character themed rooms across the venue.

These motifs, such as playing card iconography for the Queen’s room, and fluorescent smoke and ring forms for the Caterpillar and Cheshire Cat spaces, were designed to function as a flexible visual system. This allowed the identity to extend consistently across both promotional material and the physical event environment.

I developed the core poster and campaign visuals, which were rolled out across all promotional formats including social media, digital listings, and real world advertising. Alongside this, I produced a full suite of functional assets regarding artist information, set times, and music policy, ensuring clarity and consistency across all communications.

To support the live experience, I designed a detailed event map that integrated these visual motifs into clear wayfinding, helping reinforce each room’s identity while guiding attendees through the space.

The event sold out in advance, with the visual direction contributing to a strong and recognisable presence both online and in the venue.