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SBLVIII Halftime Show
Identity Design for Usher
February 2024

For the SBLVIII Halftime Show, we set out to create a design identity that connected Usher, Las Vegas, and Apple Music into a single visual language. With Usher’s residency already defining the Vegas stage, the inspiration naturally came from the city itself... its lights.
In Vegas, light is never static; it refracts, multiplies, and bursts into vibrant color across every surface. We translated that phenomenon into a sound-reactive design system where light fractures and pulses in rhythm, creating shifting spectrums that move with the music. These refracted forms allowed the identity to feel electric, immersive, and alive—mirroring both the sonic energy of Apple Music and the
showmanship Usher brings to the Super Bowl stage.  Design Team:
Philip Cronerud
Ash Mendez
Patty Toner
Scott Langer
Ben Clark
Creative Team:
Siavosh Zabeti
JC Abbruzzi
Scott McDaniel
Carlos Estrada
Gautier Fage
Ash Mendez
Ruth Bellotti
Alex Romans
Sarah Zuckley
Director and photographer:
Daniel Sanwald
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