Process behind the Deep House Cat Show WMC print ad

posted by Veerle Pieters
05 June 2009

You may remember me tweeting about the Winter Music Conference in Miami. The WMC is a yearly gathering for disc jockeys and artists giving them the opportunity to network and have their music heard by an international audience.

The :: Deep :: House :: Cat :: Show ::

The Deep House Cat Show is run by DJ philE and is a free dance music podcast. philE plays numerous genres ranging from Deep, Soulful, Funky House to Elektro, Minimal, Tech and Progressive House, while focusing on new digital releases and promos.

One of the best deep house podcasts

This podcast is one of my personal favorites and is probably one of the best deep house podcasts out there right now. I'm not 100% sure anymore where I got to know this gem but this podcast is one of my main sources to discover and buy new music. Big was my surprise when Philipp Eirich aka DJ philE contacted me to design a printed ad for the WMC 2009 (Miami, FL - U.S.). As deep house lovers ourselves and frequent listeners to this show, it was an honor to design this ad.

Process behind this printed ad

Smaller jobs like this one can make me very exciting. Although this job seem to be pretty straightforward, I couldn't help noticing that the Deep House Cat Show's logo and housestyle was not entirely focussed on one and the same style. The client told me I could entirely do my thing, which is always nice of course, but I wouldn't do a proper job if I didn't design something that fits the housestyle perfectly.


While doing a bit of basic sketching I thought smooth round shapes seemed to work best. It suits the style of this type of music and it blends perfect with the housestyle.

Sketch for the ad

Since the logo is usually in magenta, I thought of using a warm color palette. My thinking was that it would be nice to create some sort of a gradient color effect going from green, to yellow over to orange and back to magenta.

Deep House Cat Show ad version 1

Deep House Cat Show ad version 1

Less is more

My aim was not to go overboard with all the flashiness you often see in these kind of ads. My opinion is, if everything screams for attention, than there is no focus and nothing will get any attention. Use enough breathing room, give one element a large font-size and reduce all other text so you achieve a typographical order of hierarchy. This way you put focus on one element and you can draw the attention in.

Deep House Cat Show ad version 2

Deep House Cat Show ad version 2


If you are interested in how these ribbon looking shapes where created step-by-step, go over to Veerle's blog to read the tutorial.

What we did

Graphic Design and art direction


  1. 1 daniel Fri Jun 5, 2009 at 02.43 pm

    Nice work. You bring back a lot memories. I used to do a lot of the flyer work for the clubs in Miami and the WMC was always my favorite time of year. It was also when I made most of my money. I haven’t designed any flyers in years but those flyer jobs I think were the most fun. Creatively I had free reign and as long as I spelled everything correctly the client was happy. I wish the web design world was as easy to work with. Keep up the good work and keep the flyers coming.

  2. 2 Bob Hufkens Fri Jun 5, 2009 at 03.21 pm

    Definitely a big improvement on the old identity. I prefer version 2, with the ribbons, over the wavey lines one.

    I’m house lover myself so I grabbed the podcast and have to say it’s not bad! Here’s my favorite podcast: Hawtcast.

  3. 3 Jody Wiger Wed Jun 17, 2009 at 03.16 am

    Fantastic Job,
    I prefer Version One, My opinion is that if the wavy lines were reflected to left rather than the right, that could lead the eye down to the secondary information and offer more breathing room.
    My favorite part is the color palette.

  4. 4 Mistermmmh Wed Jun 24, 2009 at 05.27 pm

    Greatz !

  5. 5 Alex Bard Wed Oct 14, 2009 at 09.34 am

    Great work! Thanks for a deepcatsshow info, i love house )