2025 Heritage Month Campaign

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.