In May 2023, I had the privilege of leading the art direction and design of The Recording Academy's annual New Member Class campaign. The theme for 2023's edition – In The Name of Music.
The campaign is to promote The Recording Academy's professional and voting membership enrollment period as well as highlight significant new members. Music professionals from all over the world of different backgrounds and specializations aim to be part of the Recording Academy's professional membership for a variety of bold, positive, and bright aspirations; and so I was tasked with coming up with an art direction that represents this essence.
Following an extensive research, ideation, and presentation process, the final key art for the campaign comprises a core element of the organization’s visual identity – a Vinyl record – and a color scheme that embodies a bright and positive future for the new members.
I also designed a typographic ‘logo’ for the campaign’s theme/slogan; going through a few iterations and slogans with the creative director and the executive team before arriving at the final logo.
Many web, social, and email assets were created with this art direction during the course of the year-long campaign including video lower thirds, email newsletter assets, member social kits, and so much more.
A few of these assets are presented below.
Member toolkit graphics were one of the many deliverables on this project; they are essentially graphics with large transparent 'photo frames' in them where someone could insert their photo into and then share on their personal social platforms to promote the campaign or just as an announcement to their audience.
