ABOUT

Shoobs is the UK’s leading online destination for black culture events and content. Established in 2014, the brand has grown as urban music has become the dominant genre globally, and at the same time has played a significant role in the emergence of todays hugely successful black British music scene.

Initially the platform solely had a clubbing focus, which led to the formation of the brand name, as ‘Shoobs’ derives from a slang term for ‘party'. However, since those early formative days, the business has grown exponentially, expanding its offer to provide tickets and experiences across multiple event types, from dating and comedy, to brunches and festivals.

With ambitions to grow in the US and Africa, as well as moving into content creation, we needed to take a holistic look at the Shoobs brand and ensure it reflects this more diverse offer.