HUGODAHLEN-FLIGHT

Marketing & Creative

Rocket Bar & Rooftop

Repositioning a heritage live music venue into a multi-space nightlife brand.

The Challenge

Following COVID, Rocket was transitioning away from its identity as a live music venue while emerging from one of the most challenging financial periods in its history. The goal wasn't simply to attract more people — it was to redefine what Rocket could be without losing what people loved about it.

Brand Architecture

Rocket was reimagined as a multi-space nightlife brand, where each floor delivered a distinct experience while contributing to a unified identity. This strategic approach aligned programming, marketing and creative under a clear and consistent brand framework.

One brand, two experiences.
Level 01 Rocket Bar
Level 02 Rocket Rooftop
Familiar favourites No Requests, No Regrets The place to let your hair down Fewer stairs. More dancing.
Disco, funk, soul & house A more relaxed social experience Complements the venue below More stairs. Less dancing.
My Role
Brand positioning
Event programming
Marketing strategy
Creative direction
Social media
Paid advertising
Analytics & reporting
Communication

Featured Events / Campaigns

From weekly programming to seasonal campaigns and one-off events, each concept was developed to strengthen the identity of Rocket Bar or Rocket Rooftop, while also providing audiences a consistent experience they could recognise, return to and trust.

Rocket Bar's 20th Birthday

Rocket Bar 20th Birthday flyer, week 1 Rocket Bar 20th Birthday flyer, week 2 Rocket Bar 20th Birthday flyer, week 3 Rocket Bar 20th Birthday flyer, week 4 Rocket Bar 20th Birthday flyer, week 5

Design — Subtitled Design
Creative Direction, Programming & Marketing — Hugo Dahlen-Flight

No Requests, No Regrets

Design — Subtitled Design
Creative Direction, Programming & Marketing — Hugo Dahlen-Flight

Sunstacked

Design — Subtitled Design
Creative Direction, Programming & Marketing — Hugo Dahlen-Flight

Cocktail Campaigns
2023–2026

Cocktail on the Rocket rooftop Richie Rich cocktail Cocktail on the Rocket rooftop Lady Luck cocktail, alternate Hot Rod tiki cocktail Cocktail on the Rocket rooftop Lady Luck cocktail Cocktail on the Rocket rooftop High Roller cocktail, alternate Clockwork Orange tiki cocktail
Cocktail on the Rocket rooftop High Roller cocktail Cocktail on the Rocket rooftop The Gatsby cocktail, alternate Spirited Away tiki cocktail Cocktail on the Rocket rooftop The Gatsby cocktail Cocktail on the Rocket rooftop Richie Rich cocktail, alternate Purple Rain tiki cocktail

Photography — Danny Howe
Concept & Creative Direction — Hugo Dahlen-Flight
Videography & Editing — Hugo Dahlen-Flight

Outcome

Established Rocket as the premiere nightlife venue in Adelaide with two distinct experiences under one brand, providing a clear foundation for programming, marketing and creative.

The Challenge

Build an independent artist project from the ground up in a highly competitive music industry, establishing a recognisable brand and cultivating an engaged audience without the backing of a label.

Dress & Impress Fashion Is Freedom — coming soon Fool Our Time Another Lvl Play My Guitar Dress & Impress Fashion Is Freedom — coming soon Fool Our Time Another Lvl Play My Guitar

Artist, Producer & Creative Direction — Hugo Dahlen-Flight
Photography — Danny Howe & Nick Astanei
Design — Subtitled Design, Piewack & Hugo Dahlen-Flight

My Role
Artist & songwriter
Music production
Creative direction
Brand strategy
Release strategy
Public relations
Design
Content creation
Social media management
Paid advertising (Meta)
Video
Fall in Line — Two Up Films
Dress & Impress — Riley Scott
Results

In the past 12 months on Spotify alone, the project has generated:

Maybe Hugo — Spotify stats over the past 12 months: 517K listeners (+301.8%), 7.8K monthly active listeners (+158.4%), 1.2M streams (+199.5%), 20K saves (+83.6%), 28K playlist adds (+35.2%), 1.6K followers (+104.0%)
Outcome

Demonstrated the ability to independently develop and execute an end-to-end marketing strategy. This includes combining brand development, content, digital campaigns and audience growth to achieve measurable results.