Warner Music’s latest division WMX empowers creative collaborations between the label’s artists and external brands; attracting new talent and creating exciting, meaningful partnerships in the process.
Reflecting the powerful cooperation of talent that WMX offers, we developed an attentive identity that was distinct enough to hero the remarkable collaborations they foster, without becoming too far removed from Warner Music’s existing identity. Led by the introduction of an ownable and energetic X, their dynamic brand sought to embody the fundamentally intimate spirit of the company; resolved across their guidelines, merchandise, social applications and lively brand showreel.
The solution came in the form of subtle bespoke lettering – crafting a bespoke mono-spaced cut of their initial typeface – the construction of which championed the enthusiasm and expertise behind the scenes as WMX, without detracting from those they are celebrating. Taking the supportive role and not overpowering the graphic compositions of its applications, the guidelines put in place aesthetically and conceptually mirror the role WMX play. Taking the form of a dynamic flexible system, the distinctive X connects together the brand partners and creative talent, providing room for the continued growth and development of the identity system.