UAD Spark Branding & Launch Trailers

UAD Spark — Visual Identity & Launch Trailer

Universal Audio

Services

Creative Direction

Brand Identity

Art Direction

Motion Design

3D / VFX

Summary

Helped pro audio heavyweights Universal Audio develop a visual identity system, launch trailers and motion graphics package for their first native plugin suite UAD Spark

Challenge

Universal Audio, royalty in the world of analog-to-digital studio effects and instrument emulation, were preparing to launch their first subscription plugin suite at the start of 2022, called UAD Spark. They had reached out to EFFIXX for a full campaign of launch trailers announcing the initial products included in the suite, but needed help defining the brand identity for the entire suite itself.

Our campaign work began with an exploration of the visual system which their long-awaited native plugin suite could use as a branding foundation.

Approach

We tend to approach product family branding by embracing the full spectrum of color, and timeless type choices inspired by bold, mid-century communication simplicity — which formed the basis of the UAD Spark visual identity. Spectral color, simple textures, and op-art-inspired illustrative icon system defining categories of sonic effects found in the studio and leave room to scale to accommodate future growth.

The Trailer

:60 Launch Promo

To announce the news about UAD Spark, we produced a :60 product trailer celebrating the veritable pantheon of legendary studio equipment captured by Universal Audio products, available for the first time outside of their coveted premium hardware interfaces.
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Logo & Typography

Visual Identity Elements

EFFIXX created a system of logomarks and spectral color palette that reinforces the every-growing product family of plugins and instruments included in UAD Spark.
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Icon / Illustration System

Sine Waveforms & Repetition

We developed a set of icons and illustrative elements centered around waveforms and geometric shapes, reflecting the sonic categories of UAD Spark plugin FX
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Announce Teaser

:15 Social Teaser

To create mystery around the much-anticipated UAD Spark announcement, we kicked off the campaign with a short loop teasing the new visual identity, set to the Jan Hammer classic "Don't You Know"
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Social Trailer

Promotional Launch Videos

Once the UAD Spark subscription product launched, we prepared a trailer to emphasize product value included in the plugin suite, which includes emulations of prized and rare analogue outboard hardware ordinarily found only in legendary studios

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The Result

UAD Spark has been a resounding success, granting scores of both new and experienced producers an entry into the Universal Audio plugin ecosystem as a bridge to investing in the coveted, premium hardware audio interfaces running in many of the world's most legendary studios. The trailer, at the time of writing, has accumulated more than 3.3 million views and has bolstered enthusiasm for the UA brand.

Credits

Anthony Ciannamea

Creative Director / Producer
Lead Designer
Motion Designer
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Matthew Lawless

Art Director / Designer
Motion Designer

Laurent Delforge

Sound Design / Logo Mnemonic

Rocco Tyndale

Art Director (Universal Audio)

Ben Lindell

Director of Marketing & Communications (Universal Audio)

Martin Lindhe

Creative Director (Universal Audio)

Erica McDaniel

Directress of Artist & Industry Partnerships (Universal Audio)

Erik Hanson

VP Marketing & Communications