Elvis Presley remains one of the most iconic performers in music history. Known for his stage presence, expressive style, and cultural influence, he has continued to inspire long after his final performance.

Ahead of the release of Baz Luhrmann’s Elvis, Sony Music Entertainment engaged STUDIO HERRSTRÖM to reimagine the visual identity of the Elvis brand. The goal was to create a flexible system that celebrated his legacy while resonating with new audiences discovering him for the first time.

The work drew from a wide spectrum of cultural references: his discography, stage sets, wardrobe, jewellery, and memorabilia. The new identity is expressive but precise—recognisably Elvis without leaning on nostalgia. It opens space for reinvention while staying grounded in the artist’s essence.

The dynamic logotype system is inspired by the neon-lettered stage from the 1968 “Comeback Special.” Expanded into a dynamic typographic system, the identity uses justified layouts, distinct hierarchy, and ornamental details referencing trading cards, posters, and ticket stubs from the '50s to '70s. It evokes the energy of a live show and the intimacy of a fan collection.

The identity was implemented across Elvis’s digital presence—including Spotify, YouTube, Instagram, and his official website—as part of a yearlong campaign. Applications included animated videos, music video covers, lyric videos, playlist covers, educational content, and campaign visuals contextualising Elvis’s influence for today’s audience.

Following the film’s release, engagement surged. Elvis’s catalogue saw a 94% increase in audio and video consumption. YouTube views grew by 59%, with “Suspicious Minds” reaching nearly 10 million views—the highest of any Elvis music video to date.

The work received recognition from both the Clio Music Awards and The Webby Awards.