We chat to Haw-Lin Services about its great new Ministry of Sound posters

Date
4 February 2015

Nightclub behemoths have a chequered history in design terms. On one hand, these dens for the nocturnal have produced some of the most brilliant and forward-thinking printed ephemera of the last decades (think iconic rave posters). On the other, they’ve also been known to churn out some less-than-beautiful graphic works that seem to effortlessly conjure misogynistic hyperbolic physiques, sweat-dripping ceilings and gurning people who wear sunglasses like this with a sleazy slick of neon and black.

But in recent years, the likes of Fabric (whose Tom Darracott-designed posters we love) and Ministry of Sound have more than proved their aesthetic eye, most recently in the latter’s commissioning of Haw-Lin for this year’s series of posters.

In a project overseen by Ministry of Sound creative commissioner Margot Bowman, Haw-Lin was invited to pitch for the work last year, impressing the club with its idea to return the graphic language to its early 90s roots. “They spoke about taking control of their visual output, they were saying over the years it had become quite diverse and they wanted to pull it back,” says Haw-Lin co-founder Nathan Cowen. “The idea of heritage was key to our research.”

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Haw-Lin: Ministry of Sound poster

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Haw-Lin: Ministry of Sound poster

Nathan says that Haw-Lin looked to the likes of The Designers Republic and Peter Saville for inspiration. He says: “They’re very British institutions, and as designers and music lovers those were things we couldn’t avoid referencing in our research.”

The results of said research are beautifully pared-back, typography-led posters, using the Perpetua typeface alongside striking imagery of microscopic plant life. “We needed an image to stand at the forefront rather than heavy type, as it needed to work both locally and internationally,” Nathan explains. “People who might not know the name of the club need an image that connects it to the basic concept.”

The idea to use these beautiful, abstract images was chosen as they “represent life.” Next to the quiet pastel or black backdrops and simple typographic treatment, the result is wonderfully effective, feeling crisp and modern but without being dull.

Nathan adds: “Sometimes when you’re asked to make something completely different, that means a different thing to the designer than to the client. They knew they wanted something new, but without alienating their loyal fanbase. We went through a lot of different concepts to arrive where we did, but it was definitely worth it."

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Haw-Lin: Ministry of Sound poster

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Haw-Lin: Ministry of Sound poster

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Haw-Lin: Ministry of Sound poster

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Haw-Lin: Ministry of Sound poster

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Haw-Lin: Ministry of Sound poster

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Haw-Lin: Ministry of Sound poster

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Haw-Lin: Ministry of Sound poster

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About the Author

Emily Gosling

Emily joined It’s Nice That as Online Editor in the summer of 2014 after four years at Design Week. She is particularly interested in graphic design, branding and music. After working It's Nice That as both Online Editor and Deputy Editor, Emily left the company in 2016.

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