The 28th Annual Screen Actors Guild Awards marked the return to a live, in person broadcast for the first time since 2020, and the moment called for an identity to match the occasion. The brief was a campaign that felt celebratory and glamorous while performing across broadcast, social, and large format print. The challenge was honoring the ceremony's legacy without slipping into nostalgia.
The identity reimagines Art Deco for a contemporary broadcast. Bold geometric forms and elegant typography reference classic Hollywood glamour while keeping the spotlight squarely where the SAG Awards belong: on the actors. The result blends timeless sophistication with modern energy.
The minimal, high-contrast layouts were designed for versatility, seamlessly adapting across social platforms and large-format print. The iconic SAG statue appears as a flat graphic at smaller scales, while taking on dimensional form for out-of-home executions, enhancing impact across every touchpoint.
This alternate approach is a more fun and eclectic take on the art deco style.
