New brand identity and App design for the House of Carmen from Universal Music Group. House of Carmen is designed specifically as a community for creators who want access to some of the biggest artists in the world. Members of the community are presented with challenges that run across social platforms including; TikTok, Instagram and YouTube. Briefs vary, but the House of Carmen enables users to earns rewards and payment for their unique content. Join the community. Shape music culture.
The identity echoes the scrolling characteristics of social, with a quiet nod to film reels. The resulting H becomes a flexible holding device that creates a dynamic frame for photography and moving image. The suite of assets allows the brand to be both playful, and reserved, when needed. We also applied this design direction to the UI and UX approach for the App, with the internal team delivering the final build.
