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Norwich students work with Sony Music

Students at Norwich University of the Arts (NUA) rubbed shoulders with the music industry elite at a BRIT Awards after-show party after being commissioned to produce a party invitation by Sony Music. BA Graphic Design students Robert Dyer, James Can and Chris Beadle met VIP guests including Harry Styles, Jessie J and Jimmy Carr at the event as they made valuable contacts for their future careers as designers.

BRIT Awards after-party invite design for Sony Music

– BRIT Awards after-party invite design for Sony Music

The project was initiated by London-based creative studio FOAM London, which set a ‘live’ creative brief to NUA graphics students to develop ideas for creating and amazing and unique invitation for the event. The invite had to be something that hadn’t been done before, to be sent to select record label staff, brands, new artists, established artists and managers.

Phil Clandillon, Creative Partner at FOAM London, says: “We were very pleased to get such a broad range of strong creative ideas from the NUA students. The winning group were very professional in their approach, and worked hard to turn a great idea into an excellent piece of work. Sony Music were very impressed with Robert, James and Chris whose commitment throughout the project was superb.”

The winning concept was a three dimensional cardboard transistor radio with an in-built audio invite chip. The students developed their idea into a final outcome at the Sony Music offices and stayed on to physically make the invites.

Rob Dyer says: “We were delighted to win the brief with such fierce competition, working in the Sony Music office was an invaluable experience for the three of us. Everyone at Sony Music and Foam were great to work with and we are thankful to have something as cool as this in our portfolios. Getting to the go to the after-party was an added bonus!”

This is the second year running that the Sony Music has set NUA students a brief to develop an after-show party invitation. Last year’s winner Matthew Callaby designed an illustrated invite pack with limited edition posters and Oyster card sleeves. After graduating last summer he has been taken on full-time as a Junior Art Director at London-based creative agency Dare.

Andy Campbell, Graphics Course Leader at NUA, adds: “The project included all the following elements that put into practice what we try to cover during the course: live brief, real clients, creative challenge, critique and review from (great!) industry practitioners, a real budget to consider and a competition edge to try to make it to the final cut. Three groups got to work at Sony, develop their presentations and then pitch to the client. Gold dust in terms of student experience, and then to top it all the winning team get mentoring to realize their ideas and see them through to production at Sony offices.”

BRIT Awards after-party invite and packaging design for Sony Music

– BRIT Awards after-party invite and packaging design for Sony Music

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