Launched in 2011, Vevo LIFT initiative creates exclusive performances and profiles in distinctive settings, moving up-and-coming artists to the next level, and broadening their audience around the globe. Alumni include Sam Smith, Halsey, Khalid, Jorja Smith, SZA, Julia Michaels, Billie Eilish and CNCO.
To accompany this web series, I created a design study that revolves around their logo to expand their brand identity through various materials like posters, mobile app, and social media templates.
The covers and the marketing materials were heavily inspired by typography posters that combines the LIFT logo with bold color blocks. The color palette was derived from the customized set that was made for the exclusive performance which allow the materials to match the artists' own style and emotion.
