At One was a Leicester-based house and electronic music event brand built around high-quality line-ups, strong production and a more refined club experience.

The project brought established names from across house, disco, techno and electronic music to the city, with previous headliners including Artwork, Crazy P, Dusky, Horse Meat Disco, Kettama, Mall Grab, Mella Dee, Paul Woolford and Ross From Friends.

At One required a different approach to audience, tone and presentation. While rooted in dance music, the brand spoke to a more house-focused, style-conscious and experience-led crowd. This meant the creative direction, copy, visual identity, customer journey and promotional networks had to feel more considered, polished and intentional.

Every customer touchpoint mattered: how the event was announced, the tone of the captions, the artwork style, the ticket messaging, the rep network, the front-of-house experience, the lighting, the sound, the artist hospitality and the overall feel of the room. The goal was to make the night feel credible, well-programmed and elevated without losing the energy of club culture.

Production played a major role in shaping the identity of the brand. Lighting, sound, staging, room layout and atmosphere were all considered as part of the event experience, not just technical requirements. The focus was on creating a room that felt immersive, warm and high-quality, with production choices that supported the music and audience rather than overpowering them.

Behind the scenes, the project involved responsibility across marketing, event strategy, calendar control, customer experience, front-of-house management, rep management, hospitality, budgeting, production planning and on-the-night delivery.

At One is a real-world example of understanding different audiences within dance music and adapting the creative, commercial and operational approach around them.