2025 Heritage Month Campaign
Role: Art Director, Graphic Designer
For Sony Music Group's 2025 Heritage Month campaign, I led art direction for a unified visual system spanning all 16 heritage months throughout the year — bringing strategic coherence to a series of cultural moments that had previously been treated as standalone initiatives.
Working closely with the DE&I team, I translated the overarching theme Elevate into a scalable design framework built around a single defining motif: the chevron. Concepted as a visual expression of upward momentum, the chevron became the campaign's backbone — flexible enough to shift across cultural contexts through color variation, while maintaining a consistent identity that tied every heritage month back to the larger campaign.
The system extended across social content, internal email banners, and editorial graphics for Sony Music's web properties — adapted and delivered across all 16 months without losing visual cohesion. A motion extension of the campaign was developed in collaboration with an animator, bringing the static system to life while staying true to the established visual language.
By building a repeatable framework rather than one-off assets, the campaign gave Sony Music labels and regions a unified toolkit they could adopt globally — across both internal and external communications — while honoring the specificity and depth each cultural moment deserved.
