In 2018, Red Bull consolidated all of its music activity under one identity. As Global Head of Brand & Creative, I led the implementation and guideline setting of the identity for all global local markets (using a RASCI management system), working directly with local teams and their partner agencies to ensure consistency in brand hierarchy and communication.
Additionally, i was charged with managing a team of 7 designers in offices in New York, Santa Monica and Berlin – executing everything from organic and advertising social media creative, to mobile-first UI/UX design for festival websites and event pages, print and digital editorial, key artwork for OOH advertising and basic brand logo assets – alongside team workflow/priority and goal setting/personnel management.
The resulting brand system is one that is consistent and clear, yet allows for flexibility to speak endemically and respectfully to and with local creative communities and works across a wide array of music initiatives.
None of this would have been possible without the guidance of Many Ameri and Torsten Schmidt (founding fathers of Yadastar and the RBM global program) as well as the years of effort invested by my partner-in-crime Johannes Ammler.
The identity was also applied to Red Bull Radio - a 24/7 always on internet radio station I managed the daily execution of social graphics, promo and advertising for as an extension of our live event activities.
Templates built for global markets to create video content, ensuring all assets stay consistent.
Every event globally worked with the design system to comission artwork in styles that are relevant to that specific community. These examples were comissioned by the ever talented Studio Baillat.
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© Justin Thomas Kay 2022