A pitch concept I worked on while interning at UMGB (the brand partnerships arm of Universal Music Group). The proposition was a concert series hosted by INTU shopping centres, where Universal Music artists will perform in the INTU centre in their hometown or a place of significance to them.

​

The identity is based on the concept that INTU centres have helped to form the building blocks of both the community and the artists’ careers.

 

The Primary Brand Mark uses a custom typeface made ‘building blocks’ and comes in multiple variations to provide flexibility. It is always used in colour, with the letters either being cut-out or holding a contrasting brand colour.