BET Awards
After partnering with BET on a complete reimagining of their brand identity rooted in their legacy of celebrating Black excellence, we brought the new brand to life at their tentpole event — the BET Awards.
For each of the award shows, we deliver a unique and comprehensive design experience and toolkit that includes animation, custom type, and photography direction to use across the event stage, broadcast, digital, and OOH.
To celebrate this huge milestone, we played into the idea of powerful attraction, an energy that pulses through culture, a shine that can’t be denied—when you’re simply the best, the world comes to you.
2022 was all about expanding and exploring the world around us to capture a 360 understanding of a moment in time.
We built our design foundation with core, recognizable elements of the BET brand and created bespoke BETA22 elements to add dimension, surprise, and joy.
To this day, the BET Awards is the reigning awards show on cable — #1 year after year.
We developed a system of strong photography with an unconventional backlight. Rich colors make everyone the light shines on look amazingly honor-worthy. At the same time, the BET star serves as our navigation, marking each actor, musician, sports hero as a BET icon.
This package featured highly engaging stretching and sliding. Elements move and shift, connecting with the audience in a nearly hypnotic way. Fluid. Ever-evolving. The effect draws you deeper in to each Awards moment.
We developed a package that struck an organic balance between tech and design, where the combo of overlapping patterns and constant movement created magic, and any rule around letterforms went quickly out the window.
Dissecting the full English alphabet, we created surprising and fun reimaginings of each letter. Bold graphics. Circles, squares and clever juxtapositions. The elements creatively move to engage and hold the viewers' attention.
Combined that with bold, fast moving typography, customized symbols, and a shape-shifting star — the elements of the package reflected the emerging trends in black culture while always allowing the stars to shine through.
Minimal, fresh, playful. We designed a system of icons in keeping with our overall aesthetic and that add a touch of edge, as lines move and cut through frame and typography.
The design is minimal but bold, a striking modular system that uses a distinct vernacular. Linear elements not only show how we are all connected, but also transform to create graphic iconography representing the different award categories.
