UMusic Lift
Music and media
Naming, Brand, Content, UX, UI, Website build
A new platform to elevate music-tech startups within UMG
A complex ecosystem that needed a clear front door
The music industry is a dense, highly regulated space, and for startups trying to build inside it, the barriers to entry are real. UMG's Digital Innovation team saw the need for a platform that could educate, guide and support the next wave of music-tech companies through the licensing, legal and operational realities of the business. What they needed was a new brand, a new platform, and a clear narrative. Starting from scratch.
Name, brand, content and the full digital platform
We created UMusic Lift from the ground up. The name, the positioning, the logo, the visual system, and the tone of voice. The visual language was built around the idea of the music industry as a complex ecosystem, translated into a gradient-led, energetic brand that could hold editorial content, learning resources and program updates without feeling corporate. We designed and built the platform end to end, with UX and UI shaped around the journeys startups, mentors and UMG teams actually needed. Content frameworks were put in place so the Digital Innovation team could keep publishing and the platform could grow with the program.
A foundation for UMG's innovation portfolio
UMusic Lift now sits as the platform behind one of the music industry's most active innovation programs, and the foundation for a wider family of UMG initiatives including UMG Connect, Ignite and Pulse. A brand, a site and a narrative that helped Universal Music Group turn a complex proposition into something startups could understand, trust and build with.
