When H&M Group and its family of brands was organizing its first ever joint internal broadcast, they needed a visual identity that would merge the look of the more corporate H&M Group with the fashion-forward energy of their crown jewel H&M. The broadcast, circling around strategies and goals for the group and its brands, needed to feel inspiring, modern and forward-leaning with a high sense of fashion. 

For the identity, I took inspiration from illuminated runways and lightboxes, two elements that both have a clear connection to the fashion world and are used as a way of showing the direction of what’s next. The identity revolved around an illuminated spinning block that lit up in the beginning of the broadcast, and was used as an intro, in pauses and as key visual of the event. The idea of the block was also used in name plates, as an indicator to differentiate live segments from pre-taped ones and other graphical elements, while the illuminated effect was used in type treatments. 

My role

• Branding & design
• Art direction
• Concept development