UNIVERSAL MUSIC GROOVE 2024
Visual Identity for Universal Music Group's Festival
MY ROLE, IN COLLABORATION WITH ELEONORA NITOPI:
CREATIVE DIRECTION
ART DIRECTION
DIGITAL AND TECHNOLOGY DESIGN (EMAIL INVITES, SOCIAL MEDIA FILTERS, STAGE DESIGN, UX & UI)
VISUAL IDENTITY
COLOUR PALETTE
PRINTED MEDIA (PHOTOBOOTH, PHOTOBOOTH ACCESSORIES, FLYERS, STICKERS, VENUE DESIGN)
OUTDOOR & OOH COMMUNICATION (POSTERS, BILLBOARDS, FLYERS)
ANIMATION DESIGN
CREATIVE DIRECTION
ART DIRECTION
DIGITAL AND TECHNOLOGY DESIGN (EMAIL INVITES, SOCIAL MEDIA FILTERS, STAGE DESIGN, UX & UI)
VISUAL IDENTITY
COLOUR PALETTE
PRINTED MEDIA (PHOTOBOOTH, PHOTOBOOTH ACCESSORIES, FLYERS, STICKERS, VENUE DESIGN)
OUTDOOR & OOH COMMUNICATION (POSTERS, BILLBOARDS, FLYERS)
ANIMATION DESIGN
INSIGHT
At the core of every great groove is not just sound, but people. Universal Music Groove is built on the understanding that music - and the culture around it - is shaped by a collective. From creative teams to operational roles, every individual contributes to the rhythm of the organization.
The project celebrates the internal ecosystem of Universal Music Group as a vibrant community of diverse personalities, skills, and perspectives. It recognizes that what makes a moment feel alive, joyful, and shared is the presence of people moving together—each playing their part in a larger composition.
THE IDEA - THE ETERNAL SONG
At the core of every great groove is not just sound, but people. Universal Music Groove is built on the understanding that music - and the culture around it - is shaped by a collective. From creative teams to operational roles, every individual contributes to the rhythm of the organization.
The project celebrates the internal ecosystem of Universal Music Group as a vibrant community of diverse personalities, skills, and perspectives. It recognizes that what makes a moment feel alive, joyful, and shared is the presence of people moving together—each playing their part in a larger composition.
THE IDEA - THE ETERNAL SONG
Universal Music Groove is envisioned as a living composition—an ongoing, collective song created by the people within Universal Music Group. The visual identity translates this idea into a dynamic, immersive world where individuals become elements of sound: beats, tones, rhythms, and frequencies.
The system embraces diversity as harmony. Each person, like an instrument, contributes to a layered and evolving composition. Through bold colour, playful forms, and interconnected scenes, the visuals express a shared energy - where individuality does not compete, but synchronizes.
This is not just a celebration of music, but of the people who make it possible. Together, they form an “eternal song”—a continuous, collective groove.
The system embraces diversity as harmony. Each person, like an instrument, contributes to a layered and evolving composition. Through bold colour, playful forms, and interconnected scenes, the visuals express a shared energy - where individuality does not compete, but synchronizes.
This is not just a celebration of music, but of the people who make it possible. Together, they form an “eternal song”—a continuous, collective groove.
KEY VISUAL PHILOSOPHY
The visual language transforms the initials U, M, G into a spatial, architectural system - blurring the boundary between workplace and celebration.
Each letter becomes a functional structure within a vibrant festival-like environment:
- The forms act as buildings, stages, and interactive spaces
- They house moments of connection, performance, and everyday activity
- The office is reimagined as a playful, living landscape rather than a static corporate environment
This approach reflects the idea that Universal Music Group is not just an organization, but a dynamic ecosystem—where work, creativity, and culture coexist.
The composition is filled with animated characters, sound waves, and musical elements, symbolizing individuals within the company. These figures move through and activate the space, reinforcing the idea that people are the driving force behind the “groove.”
THE VENUE
We designed the whole world of Universal Music Groove 2024.
Every detail mattered — from cups in your hand to festival wristbands, our own gummy brand Groovies, and stickers you slap on your laptop the next day.
The groove doesn’t end at the stage — it follows you home.
The entire project wants to shine a light on the staff
at Universal Music Group, and it’s important for us to make
this festival, which celebrates them, to be all about them.
This is why we created digital social assets for them to fully
enter and remember the 2024’s Groove.
The photowall for the venue with accessories
The email design
THE APP AND SOCIAL WALL
Being a Groovie is a fundamental part of the
festival’s identity.
To bring this idea to life, we designed an interactive app that allows each visitor to create their own Groovie — a character inspired by the visual language of sound waves.
Each Groovie is unique, shaped through simple customisation, yet remains part of a cohesive system.
Once created, the character is sent to a live social wall within the venue.
As more Groovies are added, they begin to align and stack next to each other, forming a continuous soundwave.
Together, the audience doesn’t just attend the festival — they collectively generate a visual interpretation of a Universal Music Group groove.
festival’s identity.
To bring this idea to life, we designed an interactive app that allows each visitor to create their own Groovie — a character inspired by the visual language of sound waves.
Each Groovie is unique, shaped through simple customisation, yet remains part of a cohesive system.
Once created, the character is sent to a live social wall within the venue.
As more Groovies are added, they begin to align and stack next to each other, forming a continuous soundwave.
Together, the audience doesn’t just attend the festival — they collectively generate a visual interpretation of a Universal Music Group groove.
The Social Wall in use
Custom made Filter for Instagram Stories