![holydubs-6](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-6.jpg)
![holydubs-6](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-6.jpg)
Holydubs is one of the avant-garde clubbing key players in Madrid. Since 2009 they explored different music scenes rooted on the UK hardcore continuum.
I defined and redefined their visual identity for nearly ten years, regulary designing posters and merchandise to help them engage its loyal audience.
![holydubs-3](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-3.png)
![holydubs-3](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-3.png)
![hd-1-rgbcorp](http://www.humberto-carrero.com/wp-content/uploads/2016/10/hd-1-rgbcorp.jpg)
![hd-1-rgbcorp](http://www.humberto-carrero.com/wp-content/uploads/2016/10/hd-1-rgbcorp.jpg)
Photo by RGB Corp
![holydubs-5](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-5.jpg)
![holydubs-5](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-5.jpg)
![holydubs-5c](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-5c.jpg)
![holydubs-5c](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-5c.jpg)
The 2018–2019 season let me explore unusual concepts in the electronic club scene.
We used a classic painting from Goya (El aquelarre, 1798) for the Halloween special as a way to underline their connection to the Madrid city.
![holydubs-7](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-7.jpg)
![holydubs-7](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-7.jpg)
![holydubs-7b](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-7b-1.jpg)
![holydubs-7b](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-7b-1.jpg)
For their clash with Draft, another crew from Barcelona, we pictured the mythical confrontation between Hierro and Stoichkov, Real Madrid and FC Barcelona most fierce players.
![holydubs-8b](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-8b.jpg)
![holydubs-8b](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-8b.jpg)
![holydubs-8](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-8.jpg)
![holydubs-8](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-8.jpg)
The 2017 season layouts were inspired by arquitecture. The typography, color blocks and images are layered to achieve balance and order.
![holydubs-10b](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-10b.png)
![holydubs-10b](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-10b.png)
![holydubs-11](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-11.jpg)
![holydubs-11](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-11.jpg)
The key visuals from the first seasons were based in the smoke as a metaphor of the music paralleling the sacred, the holy. With a tight budget and inventiveness we shooted images like this one.
![holydubs-12](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-12.png)
![holydubs-12](http://www.humberto-carrero.com/wp-content/uploads/2016/10/holydubs-12.png)
Studio photography by Ruben Hidalgo.