SBLIXHTS Identity Design
SBLIX Halftime Show with
Kendrick Lamar
February 2025
For Kendrick Lamar’s Super Bowl identity, we developed a design system that balances restraint with energy.
Subtle motion, light, and typography create a charged atmosphere while maintaining a clear Apple Music presence. The visual language is intentionally simple, built around an electric pulse that mirrors the rhythm and urgency found in Kendrick’s music.
By stripping the system down to its most essential elements, the design allows Kendrick and the cultural weight of the performance to take center stage—amplifying the moment rather than overshadowing it.Lorem Ipsum...Design Team:
Philip Cronerud
Serge K.
Patty Toner
Ash Mendez
Chi Hong
Creative Team:
Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Gautier Fage
Ash Mendez
Ruth Bellotti
Alex Romans
Sarah Zuckley
Trailer shot by:
PgLang, Dave Free