MYTH: the visual mythology of a nightclub

We created a content system of original creatures, symbols, and motion — without direct references to existing mythologies.

Graphic DesignMotion DesignSocial Networks

Client: THE DNA GROUP
Location: Dubai, UAE
Year: 2025 — 2026

A fairytale brief

The restaurateurs put it in a way that belongs in a book of memorable quotes:
create something that reminds people of everything, but resembles nothing.

Translated into working language, they needed a visual code
that could exist within a shared cultural context
while remaining entirely self-contained.

On the one hand, the posters and visuals had to reference folklore,
archetypes, dark fairytales and festive rituals.
On the other, MYTH could not look like a direct quote from any specific culture, religion or famous mythology.

MYTH — a new nightclub in Dubai, for which we created a legendary visual identity.
Quite literally.

We came up with an entire mythology featuring creatures and elements, signs and symbols,
and a sense of sacred fiction.
The result was a style at the intersection of dark fantasy, luxury and club mystique,
perfectly attuned to its audience.

Within a couple of months, the account on the banned social network attracted more than 7,000 followers.
Check whether any of your Dubai friends are among them.

Почему нельзя было пойти простым путём

The obvious solution was right there on the surface.
Take ready-made mythological codes: classical masks, ornaments, religious symbols,
demons, angels, totems and folkloric characters. It would look beautiful, fast.

The problem is that this kind of style remains forever dependent on someone else’s cultural material.
It is always about someone else.

MYTH needed a system of its own.
One that made it feel as though the club already had its own rules and nocturnal ritual, its own legend.
Or as though the legend were being born right here and now, in front of you.

What we came up with

We built a visual mythology for MYTH from scratch.

Original imagery, abstract symbols and archetypes.
Light and shadow, creatures, fluid forms, charged compositions
and our deep love of dark fantasy.

The style works as an invitation into another world.
Digital creates the feeling of entering a space where night turns into ritual.
That’s how the image of MYTH emerged: postmodern, dark and glossy.

How we did it

We developed a visual system for MYTH and applied it across the club’s communications.

Digital deliverables:

concepts for original creatures and symbols
digital templates
event promotion materials
brand guidelines

Toolkit:

Photoshop
After Effects
Leonardo AI
Midjourney
Kling
Nano Banana

Что создали

Концепты авторских существ и символов — героев и знаков собственной мифологии MYTH.
Шаблоны для диджитал-материалов — основу для цельного оформления контента.
Графику и моушн для продвижения мероприятий — приглашения в мир клуба.
Гайдбуки — правила работы с визуальной системой.

Стек

Photoshop, After Effects, Leonardo AI, Midjourney, Kling, Nano Banana.

MYTH now has a visual world of its own: a cohesive neo-mythological system.
The style builds recognition and sets the atmosphere before a guest even crosses the threshold.
People see not a party announcement, but a fragment of a new legend.
At the same time, the language remains self-contained.
It references archetypes, dark fairytales and rituals,
but does not copy any specific cultural or religious symbol.
MYTH now looks like a club with a mythology of its own.
Just as ordered.

У MYTH появился собственный визуальный мир, цельная неомифологическая система.

Стиль работает на узнаваемость и задаёт атмосферу ещё до того, как гость переступит порог. Человек видит не анонс вечеринки, а фрагмент новой легенды.

При этом язык остался самостоятельным. Он отсылает к архетипам, тёмным сказкам и ритуалам, но не копирует ни один конкретный культурный или религиозный символ.

MYTH стал выглядеть как клуб со своей мифологией. Как и заказывали.

months of collaboration

100

over 100 social media posts

7000

followers in 3 months

/ Project team