As one of the oldest and most prestigious music awards in the world, the GRAMMYs have a legacy of celebrating music’s greatest achievements. But for the better part of its existence the award show has struggled to accurately represent the diversity of music. So with change sweeping through the organization the 63rd GRAMMYs was a chance to reintroduce an institution to a younger and fast diversifying audience.
CLIENT:
Recording Academy
Recording Academy
Project:
Awards Campaign
Awards Campaign
ROLE:
Freelance Creative Director
Freelance Creative Director
CORE CONCEPT:
The One and Only.
The GRAMMYs are the biggest night in music with the very best from every genre celebrating their achievments and performing the hottest songs of the year.
And while other music awards try to fake the funk, we wanted viewers to know that this was their only chance to see it all in one night, on one stage, at the one and only GRAMMYs.
DESIGN:
GRAMMY gold what we think of when we thing of the award, but at its foundation its more. Working with CBS we designed key art and a system that showcased the diverse tapesty of membership the academy has transformed into over recent years.
Using angular glass and a bold and broad color palette we created a toolkit to be used across both organizations across the entire campaign.
Using angular glass and a bold and broad color palette we created a toolkit to be used across both organizations across the entire campaign.
