Designer in NYC
Selected Works
{image 2
IF YOU KNOW, YOU KNOW
Brand Campaign - 2024
BRAND
Universal Music UK
ROLE
Art Direction, Design, Copywriting
SPECIAL THANKS
Anuranjan Pegu (Mentor)
PROBLEM
Every year, Universal Music UK comes together at a high-profile venue in London for staff-only performances from Universal Music’s roster of talented artists. The challenge, lies in creating an identity for the event without revealing who the performing artists will be.
INSIGHT
Play in to the event’s mysterious nature, allowing it to become a conspiracy amongst the employees.
IDEA
Universal Music UK reintroduces the event as “If You Know, You Know”. Named as a nod to it’s exclusivity, and designed with various references to infamous iconography of pop culture mysteries and conspiracies.
Poster designs reference visual motifs and elements from culture’s most iconic, unsolved mysteries. These will be plastered erratically throughout the Universal Music office.
Cryptic emails will be sent out to unassuming Universal Music UK employees, enticing them with a mystery invite.
The Countdown website, where users will be taken to upon accepting their invite. Users will be able to RSVP and keep track of the event’s date. Artists will be revealed on the site as they take the stage.
QR Code flyer “clues”, allowing passerbys to scan and access the RSVP portal and countdown website.
Select in-office marketing concepts @ the Universal Music UK office in London. QR codes will be pasted erratically in obscure locations, and a QR code mural will be spray painted onto a lobby wall. The reoccuring “Round House” symbol will also be spray painted.
For those that attend the concert -- an exclusive t-shirt will be given to them upon entry, free of charge.