BRIEF:
With an emphasis on Black contributions in music and the myriad of ways it’s touched us all, we wanted to develop a creative strategy that spoke to such reach.
CONCEPT:
We began with considering the roots of pan-African sounds, then moved to bring into the story the roots they’ve established in all forms of music and across mainstream culture. We aimed to draw inspiration from the deep root designs seen in nature, and highlight their essence of connectivity, to tell the narrative of Black music and its many touch points of influence. Creating a direction that feels amorphous in shape, pattern, color, and texture to speak to the growing impact the diaspora’s had on music and culture, that remains ever-present through time.
KEY IDEAS:
Roots, Stemming Influence, Growth, Shaping Popular Music and Culture
KEY ELEMENTS:
Shape: Amorphous, Shifting, Organic, Outward Reaching, Connected
Color: Rich, Wide and Varied Palette
Creative Strategy • Visual Direction • Creative Execution • Production & Delivery