Loosely Based

Building a unique nightlife brand

What is Loosely Based?

Music – electronic dance music in particular – is something that I truly love. In 2018, I began learning how to DJ, and once I became decent enough to play to a crowd, I decided to throw a party at a venue for my friends and I. Being new and without any notoriety, I figured this would be the easiest way to play in a club setting. It turned out to be a great experience, and as part of the process, I realized that it could be an outlet for many of my interests. Through this, Loosely Based was born. The name “Loosely Based” comes from the concept being something that I casually work on.

Since its beginnings in late 2018, Loosely Based has thrown over 20 dance music events. Attendance usually ranges between 100-400 people at various venues around Seattle’s metro area. The brand often caters to the LGBTQ+ community, but its events are for anyone that appreciates electronic dance music. I call it my ‘occasional party brand,’ as it’s something that I do at my leisure. Although it can be stressful, I get excited when I see my ideas taking shape, and it’s truly rewarding to see people enjoying themselves at the events. While I consider Loosely Based a “side hustle,” I feel like it’s been a solid tool for sharpening my design skills.

Brand Development

Growing the Loosely Based brand and setting it up for success meant performing a number of tasks:

Developing a unique aesthetic and ‘attitude’ for the brand
Focusing on a specific sound profile: house music, tech house music, and disco
Ensuring that attendees have unique and memorable experiences at Loosely Based’s events
Learning how to effectively market and communicate to Loosely Based’s intended audience: running ad campaigns, managing social media profiles, and writing engaging copy
Engaging with our intended audience through event coverage, supporting the local music scene, and providing opportunities for DJ’s, artists, and other creatives
Being solely responsible for event creation, management, branding, content creation, graphic design, art direction, talent booking, accounting, and marketing

Design Application

Aside from the obvious benefits of extra practice with visual design and consistent branding, the Loosely Based project has significantly contributed to my growth as a Design Professional by emphasizing the importance of audience engagement, usable interfaces, and effective leadership practices:

Engaging Loosely Based’s audience means ensuring that all guests feel safe at the events, that the music and overall vibe keep them entertained, and that the event copy and imagery capture their attention. Every detail matters, from the start-to-finish event experience and the ease of buying tickets to having supportive venue staff and integrating feedback.
To manage the brand, I work across several platforms—Meta Business, Facebook, Instagram, Dice, Eventbrite, and others. Some are easier to use than others, and each event reveals frustrations with these interfaces, reinforcing the importance of intuitive and user-friendly design.
Although I often call myself a “one-man show,” I collaborate with DJs, photographers, venue staff, and fellow promoters. Essentially, I lead a team through the successful execution of an event. This involves guiding them on promotional tasks, ensuring they understand the musical profile for a given event, comprehending and negotiating venue contracts, and cooperating with others in Seattle’s nightlife scene. Effective collaboration is crucial to each event’s success.