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As the Official Creative Partner for the 2025 GEMA Awards, LUCIDO was commissioned to develop a complete global branding system for the organization’s awards competitions across 11 regions and events, including North America, Europe, Global, and the U.K.

The challenge extended far beyond creating a visual identity. GEMA was entering a new era following its evolution from Promax into The Global Entertainment Marketing Academy of Arts & Sciences. The objective was to elevate the organization into a more premium, cinematic, and globally unified brand experience while honoring its legacy and deep connection to the entertainment industry.

Developed entirely in-house at LUCIDO by Founder and Creative Director Martin Ferdkin, the identity system was conceived as an evolving narrative rather than a static campaign. Inspired by GEMA’s “X” spotlight symbol and the concept “Moving Forward,” the visual language transformed throughout the year across call-for-entry campaigns, promotional materials, social media, event graphics, stage visuals, and ceremony content.

The system used illuminated spotlights, faceted surfaces, shifting color palettes, and cinematic motion to create a sense of anticipation and progression. Subtle visual clues embedded across the campaign gradually foreshadowed the reveal of the new GEMA statue, turning the entire awards season into what Ferdkin described as “a three-month title sequence leading to the stage.”

The project culminated with the reveal film for the new GEMA statue, unveiled publicly for the first time during the GEMA Europe Awards 2025. Every element of the branding ecosystem was strategically designed to reinforce prestige, emotional resonance, and a sense of global creative community.

The identity system successfully unified GEMA’s international awards presence under a refined and cinematic visual voice while helping position the organization alongside the world’s most iconic entertainment institutions. The project also marked the continuation of an ongoing relationship that began in 2024, when LUCIDO created the official title sequence for GEMA’s inaugural awards ceremony under its new name.