Visual profile and concept: Universal Music Group

Challenge

Create a visual profile for Universal Music Group’s internal concert for its employees ‘UMUSIC AUTUMN 2024’.

Idea

In a time where AI is a hot topic, and AI songs hit the top charts, we want to focus on the craftsmanship behind a concert/live show.

We want to use the opportunity to pay tribute to what AI could never create, a really good live show.

Goal

Bring recognition to all the people and work that go into the making of a live show.

Logo

Visuals and content

When creating a new logo for the event, I wanted it to feel like something that belonged/made sense for the event, and not just something that looked nice. The movement in the letters is inspired by the vibrancy, excitement and energy described in the event. This energy and excitement just makes you want to move, just like the letters.

I decided to incorporate the font ”Coolvetica” for the titles across various platforms including posters, websites, and other promotional materials. The choice of font plays a crucial role in conveying the overall tone and aesthetic of the design. In this case, Coolvetica’s sleek and modern appearance perfectly aligns with the visual identity I aim to establish. Its clean lines and contemporary style not only ensure readability but also add a touch of sophistication to the design.

Font

Pictures

I chose to take and use photos that felt ”real”, in a digital camera style. Pictures taken with digital camera have an authentic and unpolished aestethic which feels more real and relatable then professionally retouched photos. This style can give the impression that the event is down to earth and including, and can appear to a wide audience.

The digital camera style, especially they who reminisce of the early 2000s, has a certain nostalgia associated with it. These photos often have a more personal and documentary style. 

They give the impression of capturing real moments and memories, which can create a stronger emotional connection to the festival. The participants can more easily see themselves as part of the experience.       

Digital camera-style images often have a ”snapshot” feel, which can create the impression that the festival is a place where people can gather and have fun together.

This can promote a sense of community and belonging, which are important elements in this case

Posters

On the posters, you can see the names and roles of the people who are pictured, such as the artists, performers, and main production staff. These individuals are often the most visible and recognizable faces associated with the show. However, you might also notice that there are additional names seemingly floating around the poster without any corresponding images. This design choice is intentional and serves an important purpose. 

I did this to illustrate that a successful live show or concert involves a vast array of individuals beyond those on stage. Each name represents a person who contributes significantly to the event, often working behind the scenes to ensure everything runs smoothly. 

This includes the technical crew, such as sound engineers and lighting designers, who create the auditory and visual experience; the stage managers and riggers, who set up and maintain the performance space; and the production team, who coordinate logistics, manage budgets, and handle promotions.

By including these floating names, the poster acknowledges and honors the collective effort of all these individuals. It serves as a reminder that while the performers may take center stage, the success of the show is a collaborative achievement made possible by the hard work and dedication of many talented professionals behind the scenes. 

This approach ensures that every aspect of the event, from the initial planning stages to the final curtain call, is meticulously executed, resulting in a memorable experience for the audience.

For social media we will be conducting in-depth interviews with individuals who hold these various roles, giving them the opportunity to share their personal experiences and insights.

In these videos, each participant will briefly demonstrate the specific tasks and responsibilities that their role entails, showcasing the vital contributions they make to the overall success of the event. By doing so, we aim

to provide our audience with a behind-the-scenes look at the diverse range of skills and efforts involved in creating a memorable live show.

Social media

These videos will serve multiple purposes. First, they will educate viewers about the complexity and collaborative nature of event production, highlighting the often unseen work that goes into bringing a concert to life.

Second, they will celebrate the dedication and expertise of our team members, giving them the recognition they deserve. Lastly, by sharing these stories on social media, we hope to inspire aspiring professionals who may be interested in pursuing a career in the industry.