D&AD Graphite Pencil, Universal: Umusic Collective 2024
The UMusic Festival is an annual, private music event hosted to celebrate the staff of UMusic Group UK. UMusic Group represents a wide range of artists, record labels, and staff, all of who need to be recognised within their community. How can the brand identity for this event represent and celebrate the diverse demographic of it’s staff, without conforming to a particular style or music genre?
The Response
Each UMUSIC staff member emits unique vibrations, just like the music they produce. We crafted an identity that celebrates Universal Music Group UK’s staff by visualizing sound frequencies through Chladni shapes. This cohesive system blends sophisticated patterns with vibrant colours, all structured around Universal Music’s core values: Authenticity, Boldness, Creativity, Connection, Drive, and Insight. This identity embodies the brand’s essence and the energy of its staff andevents through vibrant visuals and empowering copy. It shines a spotlight on the staff’s hard work and creativity, reinforcing them as the heart of the company.
Collaborators: Karla Noren
static and neither
is Umusic.
Carrying on the vibrancy and dynamic feel of the brand into the email handle, the experience of purchasing an Umusic collective ticket aims to add a personal and gamified feel to the UMUSIC COLLECTIVE experience. The introduction of the Chladni shapes allows for a build-up to the event, bringing excitement before the festival takes place.
As an addition to the dynamic posters and immersive stage screen, the Chladni shapes are integrated into the whole experience of the festival through a light installation. Before the performances being, the staff have the opportunity to explore the venue and take in the dynamic shapes and patterns projected
onto the floor.
Music interactive screen
Building upon on the core concept of UMUSIC COLLECTIVE’s branding, the idea of visualising sound expands onto the performances themselves. While the artist’s perform, their set would be connected to an audio-reactive visualiser. When connected to the stage screen, the Chladni shapes appear being created in real time. This unique display enriches the staffs festival experience by immersing them into the world of music not just through sound but the visuals that come with it.