Warner Music Philippines GLOPM Campaign
Branding & Visual Identity
Global Pinoy Music (GLOPM) is a collaborative movement launched by Warner Music Philippines to strengthen its global effort to promote Filipino music. It aims to showcase Filipino talents internationally while creating opportunities for them to team up with other artists around the world. Through GLOPM, Pinoy musicians will be paired with Filipino-Global producers, making it possible for local and international musicians to learn from each other and create music that will resonate with Filipinos across the globe.
Warner Music PH needed a look to represent the GLOPM movement, something that would make Filipinos and the world lean in. The solution was to create a visual that took the classics of Filipino aesthetics forward, one that was as new as the sound of today's OPM. This meant bending the rules and breaking the mold. A complete Anti-Design concept.
The visual identity is our love song to Filipino culture. We took notes from the jeepneys and fiestas in the streets to the colors and creativity of the Filipino spirit to create an aesthetic that is a little chaotic but always luminescent. We created symbols of sampaguitas, puso (hanging rice), and coconut trees referencing the Philippines and remixed them with meridian globes and fire. For the logotype and headlines, we used Cubao, a font created by Filipino designer Aaron Amar and an homage to the hand-drawn lettering on jeepney signages.
This system of graphic elements can be scaled up and down, repeated, combined, taken apart, used as main graphic shapes or as supporting elements. The result is a look that is distinctly Filipino, but ready to take on the world. Locally crafted yet export quality. Loud, proud, and all over the place
