Universal Music Group refurb project
Client_ Universal Music Group
Agency_ This is Home
Creative direction_ Ben King
I was tasked to develop a branded campaign for Universal Music Group that communicated the refurbishment of their Pancras Square offices in London. The aim was to create a launch and post-launch strategy that not only showcased the revamped space but also encouraged employees—many of whom had embraced hybrid working after Covid—to return to the office.
The campaign’s initial phase focused on the excitement of the new office environment, highlighting how the updated space could enhance creativity and collaboration. Post-launch, the emphasis shifted to a more people-centered narrative, celebrating the strengths of the team and their ability to create music magic.
Additionally, we developed a unique brand identity for the design committee responsible for providing feedback on the refurb. This group branding reinforced their role in shaping a workspace that reflected the needs of the entire team. Our goal throughout was to create a welcoming, inspiring campaign that would entice employees back into the office by emphasizing flexibility, teamwork, and their love of music.
Responsible for
- Art & design direction
- Copywriting
- Branding
- Campaign materials
- Animation
The look and feel
This brand is vibrant, dynamic, and modular, offering a flexible canvas that reflects the creativity of music. The circle, inspired by vinyl discs and CDs, links visually to the UMG globe. Photography, musical references, and office shots add context and energy. Headlines staggered along a 'cut' symbolize different elements combining to form something new and the bold, colorful palette reflects the vibrancy of music.
Campaign materials
A plethora of materials both static and interactive were created to communicate the refurb project. From standard print media including posters and hoardings to experiental photo booths, feedback walls, animated displays and a 'gig' style launch event complete with branded entry tickets.
Team Reverb
At the heart of the refurb project is a group of dedicated volunteers who meet together at various stages of the development to provide feedback and to act as ambassadors to the wider UMG team. Creating a sub-brand along with comms materials ensured that this team stood out as an official entity with an important role to play in the process. I named them Team Reverb.
Post-launch
After the initial launch, the branding, campaign and messaging would adapt and evolve to more of a people approach rather than the refurb project. This was all about ongoing care and support to ensure that people were happy with the new working arrangement and the new space was being used to the best of everyone's ability.
Inspired?
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