Duality
Two performers held inside one compact visual field.
Case study / 18
Visual identity · 2022—2023
Inhalers
An identity built to breathe with the music.
- Role
- Visual identity design · Event campaign design · Brand application design
- Scope
- K7 event campaigns · Logo development · Social profiles, covers and templates · Business cards · Apparel specifications · Audio-reactive logo source
01 / The beginning
One K7 poster opened the next brief.
The collaboration with Inhalers began through event promotion at K7. A poster, Instagram post, Story and Facebook cover formed the initial campaign. After seeing the work, the duo commissioned an independent visual identity for use beyond the venue.
Two K7 event families document that starting point. The first uses green and magenta digital noise with oversized inhale/exhale typography; the second moves into darker halftone performance imagery and violet light. K7 remains the host, while Inhalers becomes the main voice.
Design highlights
- Mark construction
- Rounded routes, repeated bars and deliberate breaks compress the name into a square, interlocking letterform composition.
- Social layouts
- Monochrome mark versions, image-filled profiles and modular post frames accommodate changing performance photography and event artwork.
- Apparel and motion
- Apparel specifications use a split triangle and parallel bars as secondary devices. Motion material includes an audio-reactive logo source in After Effects.
The K7 origin / spring 2022
Two nights.
Two distinct atmospheres.
K7 / Inhalers
Inhale
Exhale
K7 / Inhalers
Signal
after dark
02 / The brief
Two people.
One shared pulse.
Before performing as a duo, both members had worked inside a nightclub as light DJs. In their brief, they described themselves simply as two people excited and passionate about music who felt a strong enough connection to start playing it together.
The name supplied the verbal backbone. Inhale / Exhale became a compact attitude: take in what feels good; release the rest. The identity turns that cycle into repetition, mirrored movement and controlled interruption rather than literal imagery.
03 / Development
Complex enough to intrigue.
Clear enough to own.
Two initial directions tested how much density the mark could carry. Both built the name from rounded routes, parallel bars and sharp pauses, but differed in how continuously the lower forms connected.
The later refinement compared four variants before settling on a compact square construction. Every adjustment changed the rhythm: where a line stops, where it turns, and how quickly the eye can move from abstract symbol to letterform.
04 / Final identity
The name becomes rhythm before it becomes language.
The final mark compresses the name into one interlocking field. Rounded turns suggest flow; repeated bars establish tempo; hard breaks make the composition feel sampled and reassembled. It reads first as a signal, then rewards a closer look with fragments of the letterforms inside it.
Its square proportion makes it effective at the smallest social scale, while black, white and grey master versions keep it usable across photography, screens, print and fabric without adding a second visual language.
Breath
Expansion, release and pauses expressed through open routes.
Rhythm
Repeated bars and interrupted strokes that behave like a beat.
Highlights / venues & platforms
Five destinations, treated as one nocturnal icon family.
06 / Applications
From feed to fabric—and into motion.
The same compact signature carries business cards, a cap specification and a restrained black T-shirt system. Small secondary devices—the split triangle and three parallel bars—let the apparel hold detail without repeating the full mark everywhere.
The delivered archive also includes an After Effects source for an audio-reactive logo, extending the identity into a time-based format appropriate for DJ sets and digital releases.
07 / The outcome
A night at K7 became a system Inhalers could carry forward.
The project documents a clear progression: event artwork established the first connection, the duo's own story and motto shaped the concept, and the selected mark became a working identity across social, print, apparel and motion.
The system gives the duo a consistent visual identity across profile artwork, event communication, business cards, apparel specifications and an audio-reactive logo source.
- Credits
- Visual identity, K7 event campaigns and brand applications by Hazhin Roshanysefat