Overview

Kevin Hart hosts a celebration of Black culture, with a special 25th anniversary celebration of 106 & Park, and honors for Jamie Foxx, Mariah Carey, Snoop Dogg and Kirk Franklin. This year, we transformed the show’s identity into a black-tie experience.

Role & Responsibilities

Role: Art Director
Responsibilities: Partnered with Versus to bring a refreshed design system to life for one of culture’s most iconic award shows. As Art Director, I was responsible for implementing the design system across all static assets, from high-visibility out-of-home placements to digital campaigns. I also art directed environmental design to ensure a cohesive experience across physical and digital touch points. My contributions helped establish a unified, elevated identity that positioned the BET Awards as both timeless and forward-looking.

Process & Development

Guided our internal design team in translating the design system into a wide range of static applications. I directed designers on the execution of out-of-home and digital assets, ensuring consistency, clarity, and impact across formats. By maintaining a strong throughline from the core system to every deliverable, I helped shape a cohesive brand presence that extended into the broader campaign and experiential design.

Final Deliverables

- Key Art - Social Assets - Digital Ads - Out-of-Home - Experiential

reflection

This rebrand elevated the BET Awards as a black-tie cultural tentpole, modernizing the show’s visual language to both honor its legacy and deepen audience engagement.

Credits

Agency / Versus
VP, Design / Chris Scarlata
Creative Director / Eric Franklin
Project Manager / Jess Hernandez
Motion Design Directors / Jun Lee, Luis Moya
Designers / JJ Raskin, Noelle Mullins
Animators / Gabrielle Garbe, Lily Feng, Victor Lau

©BET Media Group