I have been an avid record collector and DJ for over 20 years. In 2009 I started a regular night called Too Hip To Be Square featuring resident and guest DJs. The focus being on playing our favourite records of the past five decades. Covering anything from funk, soul, hip hop, house, disco and beyond.
I developed the logo branding and character as a play on the name. Which, was partly inspired by Huey Lewis and the News and as a response to the growing hipster party scene in East London. Each event flyer featured a different character shape, all being anything but a square.
After starting in a small East London pub, the night grew into a monthly residency across various venues. Playing host to such guest DJs as Ali B, 2 Bit Thugs, Neoteric, Arveene, DJ Matman and The Freelance Hellraiser to name a few.