JULIA YU

05


 ZCON

UTA’s ZCON, the first conference of its kind, connects today’s most influential voices to brands, driving innovation and transformation for a new generation. ZCON bridges the dynamic power of the next generation with a brand’s many opportunities to innovate cross the creator economy, advertising, entertainment marketing, and beyond. Its slate of Gen Z-led programming harnesses the power of UTA — the leading global entertainment, sports, and advisory company — and today’s most influential creators, changemakers, marketing leaders, and digital-first companies. 





About the project  UTA acquired Gen Z consulting firm, JUV Consulting, to form a practice called Next Gen to help marketers reach younger consumers. Next Gen hosts the ZCON conference—an annual conference that brings together Gen Z leaders from industries like beauty, tech, and entertainment—for the first time under the ownership of UTA. The brand studio aimed to bring the ZCON identity system into alignment with the UTA brand and establish brand standards that considers ZCON as an experience powered by UTA and their Entertainment Marketing practice.

In order to represent the newly established portfolio and relationship between UTA and ZCON, we developed organizing principles for logos to signal the desired relationship for different use cases and the stages of the experience. To further establish the relationship between UTA and ZCON, we carefully considered which aspects of the UTA brand should be integrated. Each consideration had a goal of adding functionality, flexibility, and consistency. 


Credits

Agency
Project
Role

Head of Design
Designer
Voice & Messaging
United Talent Agency
Brand Identity, Events
Design Director

Marcus Bartlett
Mallory Guzzi
Shane Michael Singh

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