Youth music awards 2022 & 2023
Bringing youth culture back to Youth Music
In 2021, we were asked to design the event and campaign identity for the Youth Music Awards. The organisation was hungry for their existing brand identity to be pushed in a more exciting direction, with many more influences taken directly from youth culture to connect with their target audience. The success of the project led to us collaborating again in 2022, and 2023, to evolve the look and feel of the brand, solidifying the approach for the Youth Music Awards going forward.
Client
Youth Music
WE partnered on
Campaign Identity
Date
October 2023
3D Renders
Tanyaradzwa Motsi
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Photography
Will Ireland
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Video
Tell Studios
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The challenge
The main challenge working with the Youth Music brand was that they had an established identity that they needed to continue to build equity in, but the identity was designed to focus more on the charity side of the organisation, rather than the trend-lead music side.
The other big challenge was that as a charitable organisation, all visual and readable outputs needed to be created with a high level of accessibility, which – while important – doesn’t necessarily lend itself to creativity, variety, or excitement.
The outcome
We worked closely with Youth Music’s in-house brand team to use the Awards as a basis to push the brand as a whole, while still maintaining consistency and accessibility. The grid pattern provides a clear framework for areas where text and images can be placed, and at the same time provides an on-trend retro aesthetic. This look and feel then influenced the visual approach and graphic application in the video treatments and motion graphics created for the campaign by Tell Studios.
The Youth Music Awards 2021 was the beginning of a long-standing working relationship between Studio Evka and Youth Music, which continues today – we’ll be working with them to evolve the identity for the 25th anniversary of the YMAs in 2024.
