For Sony Music Group’s 2025 Heritage Month campaign, I led art direction under the theme Elevate, translating the DE&I team’s concept into a scalable visual system.

I developed a modular core design adapted across each heritage month through color variation. The chevron motif became the campaign’s defining visual language — flexible enough to evolve across cultural moments while maintaining a consistent sense of upward momentum. The system extended into motion in partnership with an external animator and was adopted globally by Sony Music labels and regions across both internal and external communications.

By building a repeatable framework rather than standalone assets, the campaign unified visual identity across channels and streamlined a year’s worth of creative execution.