THE BROOKLYN MIRAGE
Live Music VenueNew York - 2024
Re-Brand ︎Brand Identity ︎Collateral Design ︎Environmental Design













Summary
This project was a full rebrand of The Brooklyn Mirage, the iconic open-air venue at the heart of Avant Gardner in Brooklyn, NY. The scope included:- Branding and Identity Guidelines: Created a new visual direction for the venue, including a custom-designed logo, fresh color palette, and carefully chosen typefaces that brought a renewed sense of character and clarity to the brand.
- Custom Logo and Icon: The new logo was entirely hand-drawn. "The" uses a classic script, while the condensed, minimal form of "Brooklyn" intertwines with it, capturing New York’s layered identity: historic yet contemporary, classic yet young. "Mirage" is more rounded and fluid, designed to feel like it’s in motion, evoking the visual sensation of a mirage. I also directed the logo to icon animation, brought to life by Scott Ahn.
- Collateral Design: Designed a full suite of branded collateral including hats, menus, and t-shirts. Each piece was crafted to align with the venue’s unique rhythm and presence, both visually and experientially.
Goal
The Brooklyn Mirage underwent a complete transformation, physically, sonically, and visually. Inspired by the grandeur of the world’s great opera houses, the venue was rebuilt from the ground up with a striking new design, including a monumental timber canopy, a fully kinetic shutter system in place of LED walls, and a precision-calibrated sound system designed to deliver a completely immersive experience.The new brand identity needed to reflect this rebirth. My goal was to create a visual language that matched the scale and ambition of the redesigned space: bold, architectural, and cinematic. Every detail of the new identity was crafted to echo the feeling of being inside the Mirage—expansive, intentional, and alive with energy. It was about more than just a logo. It was about capturing the feeling of stepping into a space where music, design, and community collide in real time.
Client
The Brooklyn Mirage is a landmark outdoor venue and part of Avant Gardner, a leading cultural complex in New York City. Known for large-scale music and art experiences, it sits at the intersection of local identity and global influence.*This project was completed on behalf of &LANA, and collaborated with the &LANA creative team throughout the entire process.