Hartbeat street hoarding system

Summary

The identity shown at full scale on a pasted street hoarding, where a two-row grid of unequal panels alternates flat colour statements, talent photography and logo lockups.

Visual description

The hoarding runs the full width of a single-storey building on a palm-lined street, shot from across the road with a parked meter, a graffitied utility box and a blurred passer-by in front of it. The artwork is divided into two rows of panels of varying widths. Top row, left to right: a black panel holding two heart-shaped photo masks, one cyan and one yellow, each cropped to a performer's portrait, with "HARTBEAT" letterspaced in white caps beneath; a lime green panel carrying "COMEDIC ROCKSTARS" in heavy black caps over two lines, with a cut-out of a man in a teal shirt cupping his ear breaking upward into it from the row below; a portrait of a performer at a microphone against a pink ground; a black panel with a small white "HARTBEAT" wordmark; and a photograph of a laughing man in an ice bath. Bottom row: a portrait of a man in a denim jacket against sparks; a blue panel with the wordmark; a black panel patterned with fine white curved line work; a black panel listing services in outlined caps stacked tightly, "TV, FILM, STREAMING, AUDIO, BRANDED CONTENT, COMEDY SPECIALS, PODCASTS, WEB3, LIVE EVENTS, RADIO, SOCIAL"; a portrait of a man in an orange shirt giving a thumbs up; and a cyan panel with "A DAMN GOOD TIME" in black caps. A narrow black ticker strip runs the entire width along the bottom, setting brand phrases in small white caps separated by small paired heart glyphs in cyan, pink and lime: "KEEP THE WORLD LAUGHING", "COMEDIC ROCKSTARS", "FEEL GOOD AF", "HAVE A DAMN GOOD TIME, AT ANY TIME", "WE MOVE CULTURE FORWARD", "CONNECTING THE WORLD THROUGH LAUGHTER", "LIFE HAPPENS, WE LAUGH ANYWAY", "DIVERSE BY DESIGN", "ENTERTAINMENT WITH IMPACT", "WE LAUGH OUT LOUD", "FUNNY AF".

Key takeaway

A grid of interchangeable panel types, flat statement, portrait, wordmark, pattern and list, lets a single wall carry the whole identity without a hierarchy, and the panels can be reshuffled for any size. The full-width ticker of brand phrases at the base is the device that binds the mismatched panels into one piece.

Reuse notes

Reference this for entertainment, agency or festival identities that need to show breadth of output and a large cast at once, in out-of-home, event hoardings or a website homepage grid. It depends on a deep library of shot talent photography and on panels being allowed to break their own frames. The approach gets muddy at small sizes, so it needs a simpler lockup for compact applications.