Design > Graphic Design & Design Crafts
BBDO NORTH AMERICA, Toronto / CAMERON HOUSE RECORDS / 2012
Overview
Credits
BriefExplanation
Cameron House, an established venue and gallery for young artists and musicians launched their own record label – Cameron House Records – to nurture and promote these artists. The brief was to establish an identity and brand voice for the label. The client was adamant the work should reflect the 'independent' nature of the label, that this was not a major but small and 'ground-level' label.
ClientBriefOrObjective
The challenge was awareness. The objective was to build the brand beyond the gallery/venue's clientele and engage a wider audience. The new brand was part of a grass-roots campaign to promote the label at a local level.
Effectiveness
During launch week, traffic to Cameron House increased beyond capacity and several artists signed to the label. Shirts and posters featuring the new brand sold out almost instantly. Increased demand and subsequent foot traffic to the Cameron House generated increased CD and merchandise sales. Local media and blogs picked up the this 'groundswell' and spread the word.
Execution
Known for the ant sculptures that cover the building, Cameron House's unique décor is an expression of 'old world' and the bizarre. It was important the design embrace this eclectic nature of the brand.
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