Born from the critical necessity for a comprehensive company re-branding initiative to revitalize our image, capture new markets, and strengthen our brand presence. As Art Director within the Universal Production Music marketing team, the re-brand was managed from creative exploration to launch. Collaborating seamlessly with external agency RPA, I managed the creative briefing and successfully aligned their output with our core values. After the initial creative explorations were delivered, i worked with key stakeholders to hone the message and aesthetic direction. The internal branding phases included brand guideline decisions, hero image selection and UI/UX mockups and site copy. The subsequent boost in market share and brand recognition marked notable ROI.
Type: Larger than life, clear and bold to stand out and be “heard”
Color: Simple, distinct color palette rooted in music and rock ‘n’ roll
Imagery: Photography is dramatic, with an editorial, documentary feel
Design: Words and type visually express the message in a concert poster-like aesthetic
Type: Words feel spontaneous and complement the imagery and genre
Color: A wide color palette and use of gradients reflects the range of options
Imagery: A nod to the creative process, photography is candid and colorful, expressing the life music gives to creativity
Design: A harmony of color, photography and light composed to show the connection of music and makers
Type: Typography is clever and playful while also clean and refined
Color: Bright and optimistic palette that clears a path through noise and clutter
Imagery: Premium, lifestyle photography that’s iconic and tells a story
Design: Elegant, crafted layouts and imagery represent the elevated craft you would get from Universal’s established artists
A significant increase in organic website sessions due to UI/UX and landing page improvements.
Website conversions saw a dramatic spike post launch that was realized at 35% YoY.
Through content enhancement, we saw sustained traffic increase from social channels.
The re-brand involved coming up with and pitching several iterations of fonts and brand colors to be used across the brand internationally. The website redesign involved a comprehensive overhaul, optimizing structure, user experience, and visual design. I managed and developed the process from audits, project planning, content refinement, and ongoing hero imagery creation, designed to enhance functionality and user engagement.
