Vevo is the source for premium music video content.
The brand needed a lightweight framework to support and highlight visually rich content, letting audiences connect with the artists they love. The refresh gave artist franchises, live events and the product one language that stays out of the way of the work it carries.
Mandate Refresh the brand so it supports visually rich content and the artists in it, across franchises, live events and the product.
Led Creative direction for the in-house team and Violet Office: the franchise system, the artist-first brand campaign, Vevo Presents, dscvr and ATX, and the product futures for tvOS and Watch Party.
What changed One lightweight language across artist franchises, live and product, with the brand holding the frame instead of competing with the work.
Role: Creative Director
Scope: Brand refresh, franchise system, live activations
With: In-house team · Violet Office
Launch film
The book
A big year of original content, live events and artist milestones. The book exists to celebrate it: one object that puts the year in order and gives the brand a record of what it actually made.
Artist-first brand campaign
The campaign leads with the artist. Vevo appears as the frame around the performance, so every spot reads as the artist’s moment with Vevo quietly holding it.
Vevo Presents
The flagship. Vevo Presents is the live series for established artists, and The Weeknd was the inaugural show.
dscvr, Artists to Watch
Vevo ATX, SXSW
Product futures and features
The same brand language carried into the product: tvOS, Watch Party, the franchises. Where the product was heading and what it could already do, shown in one voice.