Creative Duo Reshapes Sony Music Benelux: A Story of Innovation and Identity

Designed by CELISXJOERI

Celis Jansen and Joeri Worm, the creative duo behind the rebranding of Sony Music Benelux, have developed a new brand strategy, creative direction, and identity for this iconic music label.

This vision of care and innovation guided the creation of Sony Music's new identity, which focuses not only on supporting artists but also on fostering relationships with colleagues, partners, and pioneering music creation. The new identity, carefully crafted to respect artistic creativity, is reflected in every facet of the brand—from minor elements like presentation templates and personalized welcome screens to larger items like gift wrapping and event materials. This unified branding captures Sony Music's thoughtful and progressive ethos at every touchpoint.

For the visual identity, Celis and Joeri designed a dynamic pattern system inspired by collaboration, with subtle references to digital audio tools. This adaptable design allows Sony Music to highlight both the brand and the individual identity of the artist, offering flexibility and a distinctive visual language.

Reflecting on the process, Joeri shares:

“As a small but impactful two-person branding team, we’ve been shaping Sony Music Benelux’s new brand direction from within. This immersive approach has enabled us to drive meaningful change internally, igniting a new wave of innovation. We’re excited to share some of the results, though this journey has only just begun.”

Since 2020, CELISXJOERI has worked closely with Sony Music Benelux, demonstrating how effective branding can transform a music label. As a small, dynamic team, they integrate deeply within the company to understand its needs and deliver solutions that drive progress. By staying close to the organization, they gain insights into its challenges and opportunities, enabling them to offer practical branding solutions while fostering innovation and enhancing company culture.

Their dual role as Heads of Branding has enabled them to lead two key initiatives: the rebranding of Sony Music Benelux, with a focus on corporate brand innovation, and the establishment of a dedicated branding department for music artists. This collaboration has helped shape the future of Sony Music Benelux's branding, and they are grateful for the trust that has been placed in them.

Celis Jansen and Joeri Worm, are a creative duo passionate about branding, blending entrepreneurial insight with consumer-focused strategies to create visionary brand experiences. Partners in life and work since 2010, they have been professionally collaborating since 2019, helping select brands shape their future.

Joeri Worm, former owner and creative director of MENDO bookstore, excels in translating strategy into impactful visuals and guiding brand direction for start-ups and scale-ups. Celis Jansen, an experienced art director with a background in advertising, specializes in conceptual storytelling and creating strategic, long-term solutions.

Together, they combine big-agency expertise with personalized attention, focusing on authenticity, emotional clarity, and standout design. They tailor each project by assembling expert teams to meet specific branding needs, ensuring impactful results.

Fun fact: They balance work and family life while raising their two children, ages 3 and 5.

Client: Sony Music Benelux

Creative Direction: CELISXJOERI
Design: CELISXJOERI
Strategy and Copy: Bob van Leeuwen
Webdesign & Development: Lama Lama
Motion Design: Kreukvrij

A special thanks to: Rafael Deprost  & Calvin Pausania

Creative Duo Reshapes Sony Music Benelux: A Story of Innovation and Identity

Designed by CELISXJOERI

Celis Jansen and Joeri Worm, the creative duo behind the rebranding of Sony Music Benelux, have developed a new brand strategy, creative direction, and identity for this iconic music label.

This vision of care and innovation guided the creation of Sony Music's new identity, which focuses not only on supporting artists but also on fostering relationships with colleagues, partners, and pioneering music creation. The new identity, carefully crafted to respect artistic creativity, is reflected in every facet of the brand—from minor elements like presentation templates and personalized welcome screens to larger items like gift wrapping and event materials. This unified branding captures Sony Music's thoughtful and progressive ethos at every touchpoint.

For the visual identity, Celis and Joeri designed a dynamic pattern system inspired by collaboration, with subtle references to digital audio tools. This adaptable design allows Sony Music to highlight both the brand and the individual identity of the artist, offering flexibility and a distinctive visual language.

Reflecting on the process, Joeri shares:

“As a small but impactful two-person branding team, we’ve been shaping Sony Music Benelux’s new brand direction from within. This immersive approach has enabled us to drive meaningful change internally, igniting a new wave of innovation. We’re excited to share some of the results, though this journey has only just begun.”

Since 2020, CELISXJOERI has worked closely with Sony Music Benelux, demonstrating how effective branding can transform a music label. As a small, dynamic team, they integrate deeply within the company to understand its needs and deliver solutions that drive progress. By staying close to the organization, they gain insights into its challenges and opportunities, enabling them to offer practical branding solutions while fostering innovation and enhancing company culture.

Their dual role as Heads of Branding has enabled them to lead two key initiatives: the rebranding of Sony Music Benelux, with a focus on corporate brand innovation, and the establishment of a dedicated branding department for music artists. This collaboration has helped shape the future of Sony Music Benelux's branding, and they are grateful for the trust that has been placed in them.

Celis Jansen and Joeri Worm, are a creative duo passionate about branding, blending entrepreneurial insight with consumer-focused strategies to create visionary brand experiences. Partners in life and work since 2010, they have been professionally collaborating since 2019, helping select brands shape their future.

Joeri Worm, former owner and creative director of MENDO bookstore, excels in translating strategy into impactful visuals and guiding brand direction for start-ups and scale-ups. Celis Jansen, an experienced art director with a background in advertising, specializes in conceptual storytelling and creating strategic, long-term solutions.

Together, they combine big-agency expertise with personalized attention, focusing on authenticity, emotional clarity, and standout design. They tailor each project by assembling expert teams to meet specific branding needs, ensuring impactful results.

Fun fact: They balance work and family life while raising their two children, ages 3 and 5.

Client: Sony Music Benelux

Creative Direction: CELISXJOERI
Design: CELISXJOERI
Strategy and Copy: Bob van Leeuwen
Webdesign & Development: Lama Lama
Motion Design: Kreukvrij

A special thanks to: Rafael Deprost  & Calvin Pausania