I led art direction for a unified visual system spanning all 16 heritage months, bringing strategic coherence to cultural moments that had previously been treated as standalone initiatives.

Working with the DE&I team, I translated the theme Elevate into a scalable framework built around a single motif: the chevron, a symbol already recognizable within Sony Music’s brand language. Using it here was deliberate, letting the campaign feel unmistakably “Sony Music” rather than a generic overlay. The chevron became the campaign’s backbone: flexible through color variation, consistent in form across every heritage month.

Developed in collaboration with an animator, the system brought motion to social, internal email, and editorial graphics alike, adapted across all 16 months without losing cohesion.

The result: over 60 assets built on one repeatable framework, giving Sony Music labels and regions a unified toolkit for both internal and external use, and recognized by Sony’s EVP and Chief Diversity & Inclusion Officer as a meaningful shift in how the company shows up for these moments.