High being one of the best lounge bars in Bangalore, couldn’t stay behind, and decided to host its very own Ladies Nights, dubbed ‘Pink In The City’.

1. Pink In The City
A Case Study
Client: High Ultra Lounge
Vertical: Hospitality
Key Services: Social Media, Print, Branding

2. THE CHALLENGE
‘Ladies Night’ is an event held once every week/month at pubs and bars
all around the world. It’s one night dedicated specially for the ladies,
where they enjoy great perks on entry, alcohol, food etc. It’s a fun way to
thank the women of the world for their awesomeness.
High being one of the best lounge bars in Bangalore, couldn’t stay behind, and
decided to host its very own Ladies Nights, dubbed ‘Pink In The City’.
For the same, they required us to create social media and print creatives, that
would promote the event and generate interest. The target audience were
confident, young, upper class women who possessed a ‘take on the world’
attitude, and the creatives needed to have characteristics that appealed to
them.
Note: High Ultra Lounge has hosted four ‘Pink In The City’ parties.
We were responsible for the creatives of all these parties.

3. THE APPROACH
We decided to step into the shoes of our target audience to
understand what their likes are, who they look up to, what are their
aspirations, fashion choices etc. Based on the insights gained, we
developed creative ideas that spoke directly to the target, by way of
strong visuals, language tone and celebrity references.

4. THE IMPLEMENTATION
Pink In The City
Oct 2015

5. Branding
Central Visual Mnemonic
We created a central
mnemonic that translated
‘Pink In The City’ perfectly.
The font used, had a
glitzy/glamorous element to
it. A city landscape was shown
under the text in black, grey
and pink colours. The overall
feel of the mnemonic was one
that was very classy and
simplistic, yet impactful.

6. Digital
Facebook/Twitter Timeline
Cover
We created a timeline cover
in which the central
mnemonic was the main
visual, supported by the copy
“The Night Is Yours!”, and
event details.

7. Digital
Facebook Event Details Posts
For the event details posts,
we used famous quotes by
women who have left a mark
on the world. We also created
general posts that used
visuals of models that
represented the target group,
supported by inviting copy
and event details.

9. Digital
Whatsapp/LCD
The FB cover creative was
adapted to the LCD and
Whatsapp creative. The
central mnemonic was the
main visual, supported by the
copy “The Night Is Yours!”,
and event details.
Whatsapp
LCD

10. Print
Standee
The social media creative was
carried forward to print, with
the aim of creating high recall
value.

11. THE IMPLEMENTATION
Pink In The City
Nov 2014

12. Digital
Whatsapp
The central mnemonic was
the main visual, supported by
the copy “Fall Head Over
Heels!”, and event details.

13. Print
Standee
The standee used the
silhouette of Marilyn Monroe
and the central mnemonic as
the main visuals, supported
by the copy “Fall Head Over
Heels!” and event details.

14. THE IMPLEMENTATION
Pink In The City
May 2014

15. Branding
Central Visual Mnemonic
We created a central
mnemonic that translated
‘Pink In The City’ perfectly.
The font used, had a
glitzy/glamorous element to
it. A city landscape was shown
under the text in black, grey
and pink colours. The overall
feel of the mnemonic was one
that was very classy and
simplistic, yet impactful.

16. Digital
Facebook Posts
For Facebook posts, we used
quotes by famous
women/movie characters,
that talked about things like
dressing up, style and fashion.

18. Digital
Facebook Event Details Post +
Whatsapp
The central mnemonic was
used as the main visual for
the creative, supported by the
copy “Who said nights were
for sleeping?” and event
details.