SERVICES
Brand Identity, Social Media, Website
INDUSTRY
Event Space
LOCATION
Dubai, UAE
Slate
SLATE is a creative event space in Goshi Warehouse City, Al Quoz, Dubai. Built as a minimalist warehouse that transforms into almost anything, it was created as a home for ideas, gatherings and experiences, hosting private dinners, product launches, pop-ups, workshops, exhibitions, photoshoots, wellness events and performances. The founders wanted something distinctly different from Dubai's typical venue category. The brief was to position SLATE as a cultural canvas, somewhere brands, artists and communities could make entirely their own. We worked across strategy, identity, website, merchandise, environmental graphics, social media and marketing assets from the start.
Creative Direction
The visual identity draws from contemporary fashion and design brands rather than hospitality. Rather than leaning into the industrial warehouse aesthetic, the brand embraces warm natural light, earthy materials and editorial photography. Large areas of negative space, architectural framing, shadow, texture and movement give the brand a feeling closer to a design publication than an event listing. Social content follows the same logic, balancing campaign imagery, typography, objects, mood photography and event documentation so the feed reads as a creative brand rather than a rental space.
Logo System
The primary wordmark uses a bold sculptural serif that feels architectural and welcoming. A supporting lockup pairs SLATE with THE SPACE, reinforcing the venue while letting the primary wordmark stand independently at scale. Typography becomes the primary mark rather than an illustrative symbol. Throughout the brand, the underscore, blank line and modular layouts recur as visual devices, references to the central idea of filling in the blank.
Colors
The palette is built around warmth and materiality rather than high-contrast black and white. Soft neutrals inspired by concrete, stone, sand and natural light form the system: Linen, Sand, Butter, Mist, Sage, Taupe, Charcoal and Black. It works across interiors, printed collateral, digital experiences and merchandise while keeping event styling in the foreground.
Typography
A refined serif handles headlines and campaign moments. A clean sans serif balances the system across event information, directional signage and digital experiences. Spacing and hierarchy carry as much weight as the typefaces themselves, keeping the brand consistent whether it appears on a tote bag or a full-scale venue sign.
Website
The website was designed as a single-page experience that mirrors the simplicity of the brand, quickly answering what potential clients need to know: what SLATE is, what kinds of events happen there, what the space looks like, where it is, and how to book. Sections cover a brand introduction, gallery, event capabilities, a book-a-tour prompt, FAQs and contact. Large imagery, generous spacing and minimal copy let the architecture speak.
Social Media
We handled the full social media for SLATE. From esthetic photography and on-brand AI visuals, entending into curated content across reels, posts, stories and carousels. The feed follows the editorial style of the brand, with content that keeps going between events as well as during them. This gives SLATE a social presence that reads like a creative brand and shows the space at its best.
Brand Collateral
The physical identity extends across business cards, merchandise, tote bags, caps, uniforms, event signage, wayfinding, open day invitations, wristbands, tickets, retro coat-check tags, stationery, presentation folders and proposal templates, environmental graphics designed to feel like part of the architecture rather than decoration applied to it.
Social media: developed as an ongoing editorial brand rather than a documentation feed, taking cues from fashion houses and design publications. The content exists between events as much as during them: architectural details, light at different times of day, objects photographed as sculpture, typography as image. The feed builds a world people want to be part of before they've ever booked the space. Campaign concepts were developed as recurring devices rather than one-off promotions, reinforcing that SLATE has a modular brand identity.
Based in Dubai, operating globally
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