Brand Identity for Magic Mike Live
Magic Mike Live’s new identity takes its cues from Soderbergh’s original film.
Team refreshed Magic Mike Live’s brand ahead of its planned expansion to New York City. The identity draws on the visual language of Steven Soderbergh’s original film, using naturalistic art direction, visible light sources and intimate photographic compositions. Unconventional angles and point-of-view imagery bring the audience closer to the performers and the atmosphere of the show. A modernised logo, bold typography and an unconventional colour palette give this cinematic reference a new graphic expression. Motion principles extend the identity, while the tone of voice combines confidence, wit and warmth. Team’s scope covered strategy, art direction, visual identity and website work. Amy Globus, John Clark and Andy Cooke led creative direction; Laney Lynn handled art direction and design, with creative production by Samantha Kassay and 3D and motion by Mooje O’Brien.
Insights
- The art direction references the original film’s naturalism, visible light sources and immediate atmosphere.
- Unconventional photographic angles and point-of-view compositions bring an immersive quality to the identity.
- A modernised logo, bold typography, colour and motion form the refreshed visual system.
- The tone of voice combines confidence, wit and warmth ahead of the brand’s New York expansion.
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