BRAND:
Universal Music
CLIENT:
UMA
YEAR:
2024
THE BRIEF
Universal Music Worldwide brought me on to elevate their Illuminator 2024 campaign—an initiative spotlighting the year’s breaking and rising artists. They already had a base brand, but needed fresh motion and social assets to really stand out, both globally and locally.
The goal was to refine the brand identity, edit campaign footage, and deliver a sharper look and feel that could roll out across all channels. The campaign spotlighted artists like Sekou, The Last Dinner Party, Chappell Roan, Dylan Gossett, Ratbag, and Caity Baser in the ‘Introducing’ category, alongside Doechii, Gracie Abrams, Sabrina Carpenter, Noah Kahan, FLETCHER, and Becky Hill in ‘Breaking.’
THE IDEA
I built on Universal’s existing brand, designing new 2D elements, motion graphics, and updating their brand guide. I took their Illuminator logo into 3D for the first time, adding depth and energy across every asset and animation.
Working with their creative team, I edited the hero film and campaign content, and developed social templates still used now. The design tied together bold type, dynamic transitions, and future-facing motion, making sure everything felt cohesive for both global and local launches.
THE RESULT
The refreshed assets helped Universal’s Illuminator campaign make real noise—hero films and social edits rolled out worldwide, driving a major lift in engagement for featured artists. The new 3D logo and motion graphics became a central piece of the identity, turning heads and setting the tone for the year.
The campaign helped push new and breaking artists into the spotlight, making names like Sabrina Carpenter, Noah Kahan, and The Last Dinner Party instantly recognizable.
Universal’s channels now stand out visually, supporting their mission to break the next wave of global stars.
