em4.
An underground events brand that feels like the room before you walk in.
Swipe or use ← → to move through the room
Nights sold out
3 / 3
Cities live
MEL · SYD · BRIS
Before
Nights selling out via Instagram only, with no home for the brand.
After
A site that pre-sells the energy and converts the list before doors open.
The problem
A community-led hardstyle collective with serious cultural weight and a presence built almost entirely on Instagram. The audience was there. The brand had nowhere to live online and no way to capture the people who weren't on the gram.
The approach
Built a full editorial site around the room itself. Grainy hero, scripted overlays, mixed Chinese and Latin type, and a swipeable photo journey through the nights. Events, gallery, and an inner-circle list flow that turns scrollers into guest list.
The outcome
First three nights across Melbourne, Sydney and Brisbane sold out. The inner-circle list filled fast enough to start gating drops behind it. The brand finally reads as serious as the music.
My role
Design, build, art direction
Asian hardstyle event collective running underground nights across Australia.
Working together
If your work is in this space, a call is the fastest way to see if I can do something similar for you.
Book a call →