process

umusic moments

intial research
& ideation

From the Universal Music brief, I was given the core festival values of individuality, connectivity, and uniqueness. After reviewing the previous branding, which used gradients and consistent Roundhouse visuals, I saw an opportunity that i needed to introduce a more refreshing and exciting visual direction to represent each individual at the event.

" Promote the festival as a chance for individuals all in that work to be together as one and make new connections and strengthen the bond of Universal Music UK "

developing the brand

UMusic UK wanted to ensure that every individual felt represented within the branding. A direction that felt especially fitting given the diversity of music and its power to connect people, is music itself. I began photographing instruments from a range of genres to capture inclusivity and individual taste. I then made these into illustrations and began exploring layering these assets. I wanted an organic and vibrant aesthetic to continue to represent the upbeat energy of the festival and individuality of the staff.

typograpgy

With my representation decided I was asked to create a new name for the festival. My main inspiration is the celebration of being together and being in one event to share an experience as a whole. This lead me on the theme moments. The festival is one night where everyone can meet and enjoy, so I wanted the festival to present the idea of "being in the moment." This led to me to the renaming the festival: UMusic Moments Festival.

With my bright and grungy style to established. I experimented with colours and various layouts with layers, oversetting text and images to create unique but cohesive visuals. I created the typography through experimentation to provide movement and incorporate the expression that music can provide.