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  • MKG / Lead Designer
  • February 2015, Los Angeles, California
Delta launched a new brand identity in tandem with their annual Pre-GRAMMYs Party in 2015. The underlying goal for this activation was to translate their new identity into an immersive three-dimensional experience, while also highlighting their presence as entertainment leaders in the air. Set in the Soho House in West Hollywood, the challenge to complement the personality and parameters of the venue with the new bold and exciting tone of the updated Delta brand became the guiding force for the design direction. We brought to life the key concepts of approachability and spontaneity from the new identity through programming and aesthetic details; enveloping saturations of blue and red gradients, anamorphic projections, forced perspectives, physical interpretations of onboard products and services, and surprise pops of unconventional Delta branding were brought into the space to echo this new tone of voice. Environmental graphics throughout emphasized products and messaging highlighted abstractly in the space. The night culminated with a performance by Charli XCX.
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