JBL True Summer

Role: Art Director / Graphic Designer

The JBL marketing team tasked Huemen with developing the logo and event style guide / visuals for their upcoming True Summer Initiative. The initiative was to host four experiential events across the United States over a period of three months. These events featured live performances from music artists ranging from Bebe Rexha to RZA. This was the first live event that JBL hosted since COVID began. The overarching goal of this initiative was to kick start JBL’s presence in the experiential space coming out of the pandemic.

The Approach

After compiling our trend research and competitive analysis, it was concluded that the visual aesthetic should be clean, simple and eye-catching. To achieve this, large pops of pastel colors were used in contrast against JBL orange to help the creative pop. While developing the logo in parallel, we wanted to make sure this logo stood out as the “rock star” of the creative. The subtle glistening on each letter was integrated to help promote “cleanliness” through non-verbal communication. To give each event location its own uniqueness, we implemented subtle iconography visuals that were integrated into the logo.

The Outcome

The client / stakeholders informed us that the True Summer events were a huge success, and were well above KPI projections. Engagement was at an all-time high and the event overall reached 1.6 billion impressions.