Project Objective

Design the visual identity for Universal Music UK’s 2024 event, the focus should be on captivating staff and music industry professionals.

Client

Universal Music UK

Category

Digital, Brand Identity, Visual Identity, Event Design

Shortlisted for Arts Thread Global Creative Graduate Showcase  2024
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Design a 2024 event concept that energises and engages people working in and around the music industry. The event should capture the vibrancy, creativity, and spirit of music, with room for a bold, artistic identity-including a new name and visual direction.

Challenge

  • This is a celebration for Universal Music UK, taking place at an indoor venue in London. It’s aimed at bringing together staff across departments- from label teams to IT and Finance.

Logo Assets
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Art Direction

How did I develop the visual identity?

Music provides an escape, releasing dopamine and creating euphoria. The visual identity needed to capture that dynamic energy and excitement, while maintaining the surprise element as performers would remain unknown until the night. The bright, electric colour palette and futuristic visuals, inspired by bath bomb imagery align with the feeling of euphoria.

  • Music elevates moods and creates connection, making Umusic Uphoria the ideal name. The logo integrates custom typography that reflects the event's vibrant energy, while the design enhances anticipation and excitement.

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What makes this event memorable to the user?

Brand Assets

Motion-detecting U Bands track the users heart rate, dopamine levels, endorphins, and movement in real-time. The data gathered is used to create real time visuals that fill the venue, instilling a sense of euphoria and unity throughout the crowd.

Two months after the event, every attendee will receive a personalised Uphoria Rewind, showcasing custom data visualisations of their concert experience.

  • The U Bands, equipped with galvanic skin response sensors, track each user’s experience. Through a QR code, staff can create a personal profile using their Universal Music login.

U-band
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Brand Applications 

Brand Touchpoints

The poster designs merge surreal, extraterrestrial visuals with everyday London scenes-capturing how music enables us to transcend reality. This visual contrast reinforces the event’s core theme: escaping the ordinary through euphoric, shared experiences.

A branded London bus service was introduced to transport employees to and from the venue. This ensures safe, inclusive, and accessible travel for all staff while also reducing CO₂ emissions by 45%.

Upon arrival, staff are welcomed by psychedelic animations filling the foyer-creating an immediate sense of euphoria and a tantalising preview of the night ahead.

  • With a brand identity designed to be adaptable, colour, graphic language, and photography are combined to create eye-catching, cohesive content across every touchpoint. From email invitations and social media to merchandise and in-venue graphics, the identity remains instantly recognisable and flexible across platforms.