Created by HELLOMTTW, with support from The Line Of Best Fit, Pop Never Dies is a monthly club night in London celebrating the vast array of pop music in all its shapes and forms, from sing-along staples to alt-pop anthems. Currently held at The Lexington in Angel, PND is a haven for pop devotees and is always a good night out. Additionally, the club night has expanded to hosting themed events dedicated to a specific artists or genres, including Lady Gaga (PND: Going Gaga) and Charli XCX (PND: Let’s Ride).

In 2023, I approached Matthew with an idea I had for a logo that celebrates the best of iconic pop typography – an idea that was met with so much enthusiasm it became official very shortly after.