How do you brand a concert series that can happen on anybody's tour?

(RED)NIGHTS is a different type of benefit concert.

Any artist can put it on. They just have to pick a night from their tour and donate their proceeds to fight AIDS through (RED).

We built the brand using bold, simple language and iconic nods to music.

We took over TV screens to bring our brand inside the venues.

And we extended the events into content - from both us & fans.

We created a collaborative brand with a strong, cohesive voice and aesthetic across mediums.