Afters is a spec-project for an invite-only directory of the best parties and underground DJs in Europe’s party capitals.

The giants in this space are Resident Advisor. Without massive resources Afters couldn’t compete, they needed a strategy that came at an angle.

I identified a first point of use that would show the value of Afters and spark behaviour change – looking up an unknown DJ after a party. I built the strategy around this insight enabling Afters to attract users without directly competing with large incumbents.

I created a full 0-1 brand including the name, strategy, branding, app design and website.