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
The refreshed identity gave Living Black a stronger and more cohesive presence across broadcast, social, sponsorship, and promotional touchpoints. The system helped the special feel more elevated, intentional, and emotionally grounded while supporting performances, interviews, cultural storytelling, and partner integrations with a consistent visual voice.
