CLUB
Club is a next generation platform for community, connection, and experiences that bring people closer together. Through a pay-to-view model, fans can unlock exclusive, candid or behind-the-scenes content from creators.
- Brand Identity
- 3D Rendering
- Art Direction
Bringing fun and reward back to the internet
Inspired by gaming environments from early arcade aesthetics to contemporary streaming culture, the identity introduces a sense of spectacle and immediacy. The ambition was to create an experience that feels less like “big tech” and more like a game – visceral, expressive and unapologetically bold.
From the custom-drawn wordmark – refined over multiple rounds for maximum legibility within the app interface – to the vibrant palette and animated interactions, every detail was crafted to feel rewarding.
Expressive emotes and in-app animation
To amplify engagement, View Source designed a suite of custom emotes for Club, including love, fire, bomb-drop, king, queen, laugh and more, each animated for expressive, “in-your-face” interactions. When users tip or respond to content, these emotes animate across the screen, reinforcing the platform’s high-energy feel.
Unlike static GIFs, the animations were engineered to function natively within the app environment, converted into developer-ready formats to ensure smooth integration. This technical understanding was a key factor in the studio’s appointment.
Crafting a sensory digital currency
At the heart of the brand is the Club coin, a bespoke 3D digital currency designed and modeled by View Source.
More than a simple icon, the coin was developed through extensive 3D exploration to feel tactile and sensorial. The team experimented with reflection, grain, polish and surface texture, exploring the full spectrum from highly reflective, HDR-lit finishes to more raw, metallic treatments, to create a coin that feels almost touchable on screen.
When users tip a creator or unlock content, coins animate and cascade across the interface. We wanted them to feel real, weighty, reflective, and even slightly imperfect. That sensory quality makes the interaction feel meaningful.
By leveraging our in-house 3D and digital expertise, View Source ensured the coins and all animated assets translated seamlessly into code-based formats for in-app use, bridging creative ambition with technical precision.