U
D&AD New Blood Graphite Pencil Winner 2024
'U' is a winning D&AD New Blood Pencil, campaign and brand identity designed collaboratively for Universal Music brief.
U is a music event to celebrate the hard work of all the Universal Music Group staff. 'U' represents each staff member at UMG and the contribution they have made to the company.
Through research, my team discovered that music has the ability to form life long memories. The whole UMG staff have helped behind the scenes to create memories for countless fans of UMG artists. My team has created ‘U’, as an opportunity for UMG staff to have a memory created for them.
To visually represent memories being made, my team has sourced images of fans at UMG concerts throughout history making special memories.
The images have been edited using a vintage look to create a feeling of nostalgia. We have cut out moments of fans using a scrapbook look, combined with colours to add a modern element.
On the night of the ‘U’ event, staff will be asked to submit a song that takes them back to a vivid memory they have through music. Each persons song will be on their lanyard as a way to build new connections. The staffs chosen songs will be played throughout the night, and they will leave with their own vinyl to relive the memory.