VEVO
|
BRAND REDESIGN
|
VEVO | BRAND REDESIGN |
As the creative lead at Vevo, I spearheaded a global brand refresh that repositioned the company from a legacy music video distributor into a culturally fluent content studio and premium music video network. This initiative was a response to both audience behavior shifts and industry evolution, designed to modernize the brand’s visual identity and strengthen its relevance across platforms, partners, and artist ecosystems.
The impact was significant. The refresh contributed to continued growth across Vevo’s platforms, supporting over 25B global monthly views and enabling greater differentiation in a crowded content landscape. Our connected TV viewership grew 30% year-over-year, aided by the new design’s emphasis on cinematic presentation. Artist-facing campaigns—such as Official Live Performance, CTRL, and DSCVR—saw improved engagement metrics, including double-digit increases in view duration and share rates. The refreshed identity also enhanced Vevo’s positioning in industry showcases, brand activations, and artist relations, becoming a cornerstone of our B2B storytelling.
This rebrand wasn’t just a visual upgrade—it was a strategic transformation that aligned Vevo’s brand with its long-term creative and commercial goals. It demonstrated my ability to lead a complex, multi-phase brand evolution that spans creative strategy, cross-functional alignment, and global implementation—skills I now bring to executive roles where content, brand, and audience intersect.
-
We began with a comprehensive audit of Vevo’s existing brand assets, audience engagement patterns, platform data, and internal use cases. This phase revealed inconsistencies in visual identity and a gap between the brand’s industry stature and how it presented itself to artists and fans.
-
Working cross-functionally with leadership, product, marketing, and external creative partners (notably Porto Rocha), we defined a new brand platform centered around flexibility, premium quality, and cultural resonance. The refreshed positioning aimed to reinforce Vevo’s role as both a creator and curator of music video content.
-
I led the development of a modular design system that allowed for creative expression while maintaining brand cohesion. This included a flexible color system that adapted to artist tone, a reimagined typographic hierarchy for clarity across devices, and a layout framework optimized for both mobile and connected TV environments. We also refined the logo system and created a suite of dynamic visual elements for series branding, campaigns, and live experiences.
-
We activated the new identity across Vevo’s global platforms, original series, press materials, CTV environments, and B2B communications. The rollout was accompanied by internal training, updated brand guidelines, and a phased integration into campaigns, starting with our highest-profile original content.
