I worked directly with the The Recording Academy Marketing team to rebrand organizations within the ecosystem in order to unify the brand and highlight each organization's mission. Therefore, I worked on two organizations including the official non-profit music organization, MusiCares, the professional student music industry program, Grammy Camp.
MY ROLE
Branding
Logo Design
Merchandise Design
TIMELINE
4 Months
MusiCares is a non-profit organization that provides critical assistance, including mental health and human services to the people behind the music. My task was to create a new logotype that fit cohesively within the complex hierarchy of The Recording Academy while bringing forward the humanity, personality and heart of MusiCares.
MY ROLE
Logo Design
Merchandise Design
TIMELINE
4 Months
The original MusiCares logo can be easily replicated and is solely defined by it's typeface. The rebranded MusiCares logotype is uniquely designed to represent both music and the non profit's mission of connecting people together, through the unification and continuous flowing lines of the new typeface. MusiCares is a timeless, established organization. Therefore, the rebrand had to stay true to the traditional visual system of the Recording Academy Ecosystem and be able to fit within many use cases.
OLD LOGO
NEW LOGOTYPE
Grammy Camp is a 5-day summer music industry program for high school students passionate about pursuing a career in music. My challenge was to create a fully comprehensive Grammy Camp brand that represents music education and attracts future students and donors.
DELIVERABLES
Brand Redesign
Logo
Color Scheme
Typography
SWAG
Social Media
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Grammy Camp currently does not have an established logo, as the corporation bounces back and forth from different type faces. Therefore, with the new logotype that includes both a symbol and text the brand is highly versatile in being promoted across almost any use case. The "GC" interlock acts as building blocks, representing the fundamental building blocks of education.
OLD LOGO
NEW LOGOTYPE
When working with clients, such as the Recording Academy Marketing team, it is critical to establish clear communication and deliverable expectations at every step. This process sets you up for success and prevents confusing roadblocks.
ITERATION ON ITERATION
Never stop at your first idea. Define your goal, iterate fast and messy, and prioritize feedback. It is essential to cast a wide net of iterations, concepts, and approaches to nail down the best direction before committing to a design.
PASSION IN ENTERTAINMENT
Collaborating with the Recording Academy and getting to attend the 64th Annual Grammy Awards furthered my love for the entertainment industry and my desire to continue working with passionate creatives.
THE RECORDING ACADEMY'S 64TH GRAMMYS
My redesigns were handpicked by the Recording Academy and I was invited to the 64th Annual Grammy Awards! I got a front row ticket to Billie Eilish preforming Happier than Ever, Olivia Rodrigo singing Driver's License, and Silk Sonic belting 777 in sunny Las Vegas. Thanks to Marshall, Mazen, and Lee for the opportunity!
