F54 as a concept was established to house a number of existing music and creative teams in Newcastle that working across the independent music scene. The identity was born out of an extensive consultation process with the client and the desire to provide something different within the industry. The concept gives a sense of modernism with a contemporary feel to reflect the ethos of the company and their grounding in 90s club culture.
The name derives from a song by Newcastle band, Kubichek, about the closure of iconic Newcastle venue The Riverside, and it being replaced by Foundation nightclub in the late 90s. The significance to the current F54 teams is that the majority of the original Riverside team then went on to open The Cluny, F54’s base of operations and home, in 2000.