There’s a phrase in Parisian slang, “on va à la boum ce soir”, that needs no translation. Boum is tonight’s party, the moment everyone is waiting for, the night that will be remembered. From this word, rich in energy and complicity, Amedani Studio built a brand capable of turning every event into an experience with its own identity.
BOUM Serate Danzanti was born from a simple intuition: a night out is never just a date on a calendar. It’s a ritual, a sense of belonging, a promise of something exclusive shared with an audience that knows exactly what it wants. The project took shape from the inside out: from naming to payoff, from logotype to a complete visual system designed to evolve without ever losing coherence.
The design challenge was precise: to merge understated luxury, contemporary glamour and a strong sense of belonging into a new identity, while remaining fresh and close to its audience at all times. A complex balance, resolved through the dual-layer system developed by Amedani Studio.
The BOUM logotype and brand palette act as a recognizable thread, a mark for those who know where they belong. Around this core, each event generates its own autonomous visual identity: a sub-brand with dedicated graphics, able to speak directly to the target of that specific night, while maintaining a clear connection to the mother brand.
The selected palette precisely reflects the brand’s positioning. Rolex green carries an almost institutional authority, a color universally associated with timeless quality. Oyster white adds warmth and tactility, removing any sense of coldness and bringing a feeling of closeness. Anthracite black softens the composition without sacrificing elegance. Three colors that don’t shout but are instantly recognizable, especially by those who belong to that world.
The sub-brand system is the first pillar: each event is defined by its own visual identity, while retaining the BOUM logotype as a shared element of recognition. Around this mechanism, an experiential communication takes shape: one that doesn’t describe events but makes them felt through content that evokes a specific way of experiencing them.
All of this happens with the discretion the brand requires: an aesthetic that communicates belonging without ostentation, an informal tone and a memorable yet never overwhelming palette. At the center lies the experience itself, elevated to a form of status. Each night becomes an anticipated moment, marking the calendar of those who know where they want to be.
On social media, graphic intervention focuses on event posters, while visual storytelling is entrusted to photography. The images come from different contexts, yet are united by a coherent aesthetic capable of consistently conveying a unified brand image. The result is an identity system that builds expectation, designed to grow event after event without ever losing its thread.