Tropico

In 2012, my friends and I wanted to create a club night that curated forward-thinking music and fostered a sense of community. The challenge was to stand out in a competitive nightlife scene and create a brand that connected people through a shared love of music.

As a co-founder and creative strategist, I developed the brand identity, visual style, and event concepts that gave Tropico its unique energy. I was responsible for marketing strategy, graphic design, and event photography, which helped build Tropico’s reputation.

We built the brand by leveraging social media platforms like Facebook, Instagram, and Mixcloud, combined with traditional methods like flyposting. I developed raw, energetic visuals using 35mm photography from the events and used these in marketing materials. We also partnered with brands like Nando’s to create incentives that encouraged early arrivals.

Tropico became a staple of Norwich nightlife, hosting sold-out events for five + years. We created a loyal community and provided a platform for bedroom DJs to grow into rising stars. Many of these artists have gone on to achieve notable success. Tropico’s community-focused branding set the foundation for much of my later work in community-building and experiential design.