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THE ASK

Universal Production Music was looking to redefine their global brand to resonate as a premium music library resource for their consumers. They wanted to stand out from the competition, which is cluttered by aspirational lifestyle photography, and really speak to what they do best: Music.

THE SOLUTION | FIND YOUR ANTHEM

So we developed a new brand identity that highlighted the ability to find and create custom music through Universal’s archive of world-renowned artists, composers, and in-house labels.

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Our aesthetic, based on people experiencing and making music, had to work on a global scale and be sustainable for the coming years. So we created guidelines on how to treat and style photography beyond in-house shoots.

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We developed Photoshop templates to show in-house teams how to composite and treat photography so content from Brazil, to the UK to Germany to China could remain visually consistent.

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And to get employees involved in the launch, we applied the new branding to business cards, allowing each person to feature their own personal anthem from the Universal library.

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THE RESULT

After a successful test launch of the new brand in the US market, all remaining markets across the globe have implemented the new branding.

AD | Priscilla Karamzadeh
TEAM | Jason Hines + Lior Ben-Aharon (CD), Jessica McEwan (CW)