New York City-based Versus partnered with BET Brand Creative to create and produce the visual identity and promotional packaging for the 25th anniversary of the BET Awards, which aired live from Los Angeles on Monday, June 9. The collaboration includes a complete show package, social media toolkit, and an out-of-home campaign designed to reflect the legacy and future of the event.

“This was an incredibly collaborative process with the BET team from the start,” said Tony Kadillak, executive producer, Versus, in a statement. “Our goal was to honor the impact of the last 25 years while creating an elegant visual system that feels elevated.”

The creative direction for this year’s milestone celebration strikes a balance between elegance and cultural pride. The package features a color palette led by light teal and salmon orange, and a fun and elegant font that pops up in unexpected places. 

The night featured such stars as Doechii, Kendrick Lamar, Nicki Minaj, Jay-Z, Beyonce and Jamie Fox. Kevin Hart did the hosting honors.  

The BET Awards brand design, promotional packaging and toolkits were led by Versus’ in-house creative, production and design teams. Those teams worked in close partnership with BET Brand Creative, which handled design and animation across the campaign as well as production.