2025 GEMA Awards 
The Challenge

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 across 11 regions and events, including North America, Europe, Global, and the U.K., and to create the official launch and reveal film for The GEMA, a new award statuette designed to represent the evolution of entertainment marketing and become the industry's highest symbol of creative and strategic excellence.
The scope extended far beyond creating a visual identity. Following its evolution from Promax to The Global Entertainment Marketing Academy of Arts & Sciences, GEMA sought to establish a more premium, cinematic, and globally unified brand experience while honoring its legacy and deep connection to the entertainment industry.
The Statue Reveal
The Reveal film premiered at the GEMA Europe Awards at La Tabakalera in San Sebastián, Spain, where The GEMA was unveiled to the global entertainment marketing community for the first time. Following its debut, the film was showcased at GEMA ceremonies around the world, including the Wilshire Ebell Theatre in Los Angeles and The Brewery in London, helping establish The GEMA as the organization's signature symbol across its global awards platform.
The Branding  Solution

The identity system was conceived as an evolving narrative rather than a static campaign. Inspired by GEMA's "X" spotlight symbol and the theme Moving Forward, the visual language evolved throughout the year across call-for-entry campaigns, promotional materials, social media, event graphics, stage visuals, and ceremony content.
A bespoke lighting palette was created for each of the 11 regional competitions, as well as the flagship Los Angeles event. Each palette served as a distinct visual signature, giving every competition its own recognizable identity while remaining part of a cohesive global brand system.
Illuminated spotlights, faceted surfaces, cinematic motion, and evolving color palettes created a sense of anticipation and progression. Subtle visual cues embedded throughout the identity gradually foreshadowed the reveal of The GEMA statuette, transforming the entire awards season into what Creative Director Martin Ferdkin described as "a three-month title sequence leading to the stage."
The Process
The project combined creative direction, 3D design, look development, animation, lighting, rendering, compositing, editing, and sound design.

Guided by a premium visual language, every creative decision, from cinematic lighting and reflective surfaces to carefully choreographed motion, was designed to emphasize the sculptural qualities of The GEMA while building anticipation toward its final reveal.
The resulting identity system unified GEMA's international awards presence under a refined, cinematic visual language, helping position the organization alongside the world's leading entertainment institutions.
2025 GEMA Awards Branding & Statue Reveal

Client: 
The Global Entertainment Marketing Academy of Arts & Sciences (GEMA)
www.gema.org/gema

Stacy La Cotera, President
Kayla Karlsson, Director of Marketing, Content & Communications
Megan Doughty, Senior Manager, Creative Marketing​​​​​​​
Eileen Rasnake, Director of Awards and Events Operations
Paul K Lee, Sr. Director of Brand & Global Industry Initiatives
Angie Panelo, Director of Latin America & U.S. Hispanic Relations
Sergio Ortega, Director of Industry Relations & Executive Producer Content, Europe
Vanessa Sheldrick, Director of Australia-New Zealand & Africa Relations
Andy Chua, Director of Asia Relations

2025 GEMA Awards Creative Partner 
LUCIDO
Martin Ferdkin, Creative Director & 3D Animation

Music:
Megatrax
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