DESIGN
ILLUSTRATION
MOTION GRAPHICS
PHOTOGRAPHY
DESIGN
ILLUSTRATION
MOTION GRAPHICS
PHOTOGRAPHY
CHINESE MEMORIAL
BRAND DESIGN
安栖地-中式缅怀
品牌设计项目
CHINESE MEMORIAL
CANDLE BRAND DESIGN
暮燃-中式蜡烛品牌设计项目
待叙-中式缅怀品牌设计项目
VISUAL SUITE PROJRCT
环球音乐英国年度音乐会
视觉设计项目
UNESCO PROJECT
海洋意识标签-
联合国教科文组织
海洋保护意识项目
FANTASY LAB
FUTURE STORY EVENT
DESIGN PROJECT
未来幻想实验室
未来故事活动设计项目
DESIGN PROJECT
电影主题中文
字形设计项目
自我怀疑主题红包项目
TAIKOOLI 6TH
ANNIVERSARY PROJECT
心奇陆地-成都远洋太古里
6周年活动设计项目
UNIVERSAL CONCEPT
STORE PROJECT
JOYCUBE-宝马
北京环球度假区
概念店衍生品设计项目
ELECTRONICA
FESTIVAL PROJECT
重塑释放-成都远洋太古里
电子音乐节设计项目
BAZAAR ICONS
ANNUAL PARTY PROJECT
2022时尚芭莎
年度派对设计项目
SUMMER-WFC ART FAIR
PROJECT
做一夏梦-北京环球金融中心
夏日艺术市集设计项目
XIAO XIAN DUN STORE
OPENING PROJECT
鲜舍鲜遇-小仙炖之家
大店开业庆典设计项目
PUBLICATION
烧仓房-组合出版物项目
PROJECT
莎士比亚戏剧节海报项目
FILM POSTER PROJECT
麻雀之死
电影海报设计项目
JIN GONG MEN
5TH ANNIVERSARY
PROJECT
金拱五年 麦向零碳
金拱门五周年
活动设计项目
DESIGN PROJECT
潮玩IP人物设计项目
HOLIDAY MEDIA
POSTER DESIGN
FELIZ集团
节日宣传海报设计
REBRANDING
PROJECT
维他奶
品牌再设计项目
FELIZ GROUP ANNUAL
REPORT PROJECT
拓口秀-FELIZ集团
年度报告设计项目
BRANDING PROJECT
FIGO-品牌设计项目
食谱版式设计项目
PROJECT
歌词海报项目
BC癌症中心
医院导视系统项目
字体展示卡片项目
信息可视化项目
PIGMENT-运动鞋设计3D建模渲染项目
PROMOTIONAL
VIDEO PROJECT
CERAVE 品牌
广告宣传片项目
思议海报项目
DESIGN PROJECT
像素字体设计项目
报刊版式设计项目
部落格设计项目
经典版式集项目
视觉修辞海报项目
外星人出版物项目
电子书版式设计项目
时代思潮出版物项目
标点符号设计项目
独立出版物项目
独立杂志设计项目
电影史地图项目
织物雕塑项目
环球音乐英国年度音乐会视觉设计项目
The 2024 UMUSIC Autumn campaign, developed for Universal Music’s internal staff, was tasked with creating a dynamic and engaging visual identity for their annual music festival. The brief sought a design that captured the spirit of celebration, music, and collective experience, all while resonating with a diverse, youthful audience. The goal was to develop a brand identity that would stand out across various media channels and reflect the emotional liberation and hedonism inherent in live music, with a strong sense of inclusivity. This final visual identity is derived from multiple rounds of visual iterations, refining the initial concepts into the energetic and cohesive campaign seen today.
Inspired by the idea of emotional liberation and hedonism, the campaign draws parallels with Henri Matisse’s Dance, which aimed to recreate the sensations of movement in Stravinsky's music. The design captures the essence of human connection, with the pixelated dancing figures symbolizing the joy of togetherness and the collective experience of live performances. Just as Matisse's work embodies a childlike innocence and a deep human desire for union, the vibrant, fluid figures in the campaign evoke a sense of liberation through music. The motion of the dancers expresses this same joyful union, as they come together in celebration.
Drawing inspiration from the rhythm and movement inherent in music, the campaign emphasizes dynamic energy and fluidity. Central to the design is the U shape filled with a wheel and mosaic geometric shapes behind the dancing figures. This element is a direct reference to the Universal Music logo, representing both a vinyl record player and the Earth, reflecting the diversity and ever-evolving nature of the music scene. The circular forms symbolize the cyclical nature of music and sound, and the rotating motion mirrors the universal reach of the brand. This creates a sense of illusion, evoking the mental state of being fully immersed in music while experiencing a live performance. The inclusion of elements such as the disco ball and radio waves amplifies this illusion, creating a visual representation of how music can transport the mind to a different, euphoric place.
The campaign's color palette and textures take inspiration from retro and nostalgic elements, with neon greens, oranges, and blacks chosen to reflect the youthful energy of the festival while evoking a sense of nostalgia for the golden era of disco and dance. These bold, contrasting colors are dynamic and energizing, capturing the vibrancy of both the event and the culture it represents. The textures and abstract geometric elements further enhance the retro aesthetic, creating a playful and immersive visual environment.
Typography in the campaign complements the bold visuals with a clean, contemporary slab-serif typeface. Oversized typographic elements emphasize key event information while maintaining legibility, ensuring clarity and accessibility across all applications. The typeface, paired with the dynamic, energetic visual elements, creates a sense of rhythm and flow, aligning perfectly with the campaign's theme of liberation and celebration.
The flexible and adaptable visual system ensures consistency across various platforms, both physical and digital. Large-scale banners, posters, and billboards bring the campaign to life in outdoor spaces, while digital platforms, including social media and interactive content, amplify the energetic, immersive experience. The visual identity also extends to merchandise, such as wristbands and apparel, where the bold graphics continue to evoke the festival’s celebratory nature. Environmental graphics and wayfinding systems integrate seamlessly into the event experience, guiding attendees while reinforcing the brand's identity and atmosphere.
Overall, the 2024 UMUSIC Autumn campaign successfully conveys the spirit of joy, unity, and music through its dynamic visual identity. The energetic graphics, nostalgic color palette, and playful typography work together to create an immersive
为环球音乐英国打造的年度音乐盛事视觉系统，旨在为内部员工打造一个充满活力和吸引力的年度音乐节视觉识别。目标是打造一个脱颖而出的品牌形象，体现现场音乐中的情感解放以及多元性。经过多轮视觉迭代及修改，我们确立了最终版的主视觉设计。
以"音乐狂欢的集体疗愈"为核心概念，受情感解放和享乐主义的启发，主视觉的设计致敬了亨利·马蒂斯的《舞蹈》，将其中自然奔放的动感转化成了数字时代的视觉狂欢，体现了人与人之间在音乐中的的连接。像素化的舞蹈人物象征着团结的欢乐和现场演出的魅力体验，构建了一个充满迷幻张力视觉符号。那些由几何色块组成的跃动身影，既是音乐节现场人群的抽象映射，也隐喻着流媒体时代声音与科技的共生关系。就像马蒂斯的作品体现了自由的纯真和人类对紧密联结的渴望一样，海报中，充满活力和流动性的人物形象展现了人们如何用音乐解放自我。
本次活动的设计灵感来源于音乐本身的节奏和动态，强调了律动感和流动性。主视觉提取并凸出了环球音乐“Universal”中的"U"作为视觉形符号，用马赛克式的几何图形使旋转的唱片纹路与地球经纬线在霓虹色调中交融，形成类似欧普艺术的视错觉效果。当观众凝视这个不断转动的音乐漩涡时，会自然进入演唱会现场带来的心流状态。当马蒂斯名画中的舞者围着圆心顺势起舞， 整个画面间接构成环了球音乐logo标志性的视觉元素，就像多元化的员工尽情相聚于这场音乐盛宴中。圆形的形式象征着音乐和声音的循环性，旋转的运动反映了品牌的全球影响力。主视觉画面中融入的迪斯科球碎片、音波、躁点等复古元素，与荧光绿、橙黑撞色产生化学反应，既致敬了迪斯科黄金年代，又为现场观众营造出新鲜的赛博怀旧感。
色调从复古和怀旧元素中汲取灵感，选用霓虹绿色、橙色和黑色来反映音乐节的现场魅力，同时唤起人们的怀旧感。这些大胆、对比强烈的色彩充满张力，准确传递了活动及其所代表的企业文化的丰富性和包容性。纹理和抽象几何元素进一步增强了复古美感，营造出一个充满趣味、令人身临其境的视觉环境。
本次的版式与大胆的视觉效果相得益彰，使用了干净、现代的衬线体字体。醒目现代的雕版衬线体突出显示了重要的活动信息，同时保持易读性，确保在所有应用中清晰易懂。字体与充满活力的视觉元素相结合，创造了节奏感和流动感，完美契合了活动解放与欢庆的主题。
灵动、吸睛的视觉系统可被延展至线上线下全场景并保持视觉统一性。从大型横幅、广告牌到社交媒体和互动内容，从指示系统到现场物料，我们设计的视觉系统可以无缝融入到活动体验中，既指引了参与者，又强化了品牌形象和氛围。每个触点都强化着"音乐创造联结"的企业理念。当观众戴着周边物料融入现场，他们本身也成为了这个视觉系统的一部分，就像马蒂斯画中环舞的人群，在音乐的魔力下实现了乌托邦式的共存。
最终呈现的不仅是一套视觉标识，更是一个可生长的音乐体验生态系统。它用视觉和体验唤起跨世代乐迷的情感共鸣：那些霓虹像素既是对黑胶时代的温柔回望，也是对未来音乐形式的超前想象。在这个系统里，音乐不仅是听觉艺术，更成为看得见的集体疗愈仪式。