Universal Music UK

CELEBRATING THE UNFAKEABLE SIGNATURE OF CREATIVE EXCELLENCE

The D&AD brief asked for a visual identity for Umusic Autumn, an annual concert for the Universal Music UK staff.

IN THE AGE OF AI ANXIETY, WE REMIND OURSELVES THAT HUMANITY BROUGHT US THIS FAR.

AI forgeries are sending shockwaves through the music industry, and Universal Music is drawing heat over silent TikToks.

When times feel uncertain, it’s good to remind ourselves who we are and how we got here. Umusic UK has shaped and continues to shape culture in ways that AI never can—our objective is to make Umusic feel secure in that indelible fact.

In this cultural moment when we’re both fearing and fetishizing AI, we draw on Umusic’s iconic brand equities to tell a counternarrative of hope and creativity.

80-second case study

ROOTING THE CONCERT IN UMUSIC UK’S IDENTITY

“Signed, Umusic” is both a metaphor for genuine human authorship and a reference to Umusic UK’s offices, which feature a “Wall of Fame” (pictured) signed by every creative that passes through their halls.

Every musician featured in the case study was or is a Universal artist, and most are Brits to boot.

INVITATIONS: CO-CREATING WITH THE UMUSIC UK STAFF

We designed email invitations that Umusic could use to gamify/democratise which “signature” album covers we feature in the event art.

Tahmari created an adaptable visual identity that can be applied to whichever covers the Universal UK staff choose. But if the concert planners want to skip all that faff, we love the designs we presented.

IN OFFICE: A LARGER-THAN-LIFE CULTURAL SIGNATURE AT UMUSIC’S LONDON HQ

The mockups are of Umusic’s Pancras Square offices. The promotions are made into larger-than-life prints and wire art to remind staff that their cultural impact is bigger and more durable than a fight with a social media platform.

EVENT VENUE: SIGNING THE ROUNDHOUSE

We’ll cover the Umusic Autumn venue in the visual identity, including a wire-art Abbey Road photo wall.

For the event and as a keepsake, we designed quality passes/lanyards that are usually reserved for “talent” as a sign of the importance of each Umusic staffer.

RESEARCH PROCESS

“What does a Umusic UK employee need to hear right now?” was the burning question in my research.

I started by reading music industry message boards and reporting, especially The New Yorker’s profile of how Universal Music CEO Lucian Grainge (pictured) is balancing AI experiments against AI protections.

After interviewing UMG employees, we decided to focus the strategy on what AI can never be and what Umusic has always been: a celebration of creative excellence.

(In one of my favorite instances of research informing creative, the color palette of Tahmari’s work is inspired by Camden Town, London, Lucian Grainge’s boyhood home and the neighborhood where Umusic Autumn takes place.)

Why umusic matters

Personally, I’m the son of an Englishwoman and music teacher, and, as a strategist, I loved the opportunity to influence/give a pep talk to a small group of people with such a deep influence on culture. It’s no overstatement to say that Umusic UK valuing/having confidence in the work they do will shape the face of the music industry, which will shape all of culture as a result.

Pride influences office culture, office culture influences both day-to-day work and who applies to work there. A diverse pool of quality applicants ensures that Umusic continues to find and sign musicians that push music and culture forward.

It all matters, and it all starts with celebrating the unfakeable signature of creative excellence.