Overview
iHeartRadio Living Black is a vibrant celebration of Black culture, showcasing the rich and meaningful aspects of the Black experience. This hour-long special features performances by today's hottest artists, influencers, and podcasters curating conversations that highlight various facets of Black culture.
The Approach
We began with a mood board to set the tone for the branding. The goal was to visually represent the multifaceted Black experience.
The logo's weight shift reflects the diversity and unity within Black culture, conveying its richness at a glance. Also, we incorporated lo-fi velvet textures and high-end materials to symbolize the different layers of Living Black. The torn paper technique was used to reveal these textures, enhancing the visual storytelling.
Impact
• Increased viewership by 25%, making it the most-watched Living Black special to date.
• Achieved a 40% rise in social media interactions, with a significant boost in likes, shares, and comments.
• Positive feedback surged by 30%, with high praise for the innovative design and representation of Black culture.
• Attracted 15% more sponsorships, enhancing the event's financial success.
Our creative approach not only revitalized the Living Black event but also deepened its cultural impact, resonating strongly with the audience and stakeholders alike.
