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.

The challenge was awareness. The objective was to build the brand beyond the gallery/venue's clientele and engage a wider audience. These shirts were part of a grass-roots campaign to promote the label at a local level.

During launch week traffic to Cameron House increased beyond capacity and several artists signed to the label. The first run of shirts were sold out in the first hour. Increased demand and subsequent foot traffic to the Cameron House generated increased CD and merchandise sales. Local media and blogs picked up this 'groundswell' and spread the word.

Known for the ant sculptures that cover the building, Cameron House's unique decor is an expression of 'old world' and the bizarre. It was important the design embrace this eclectic nature of the brand. Each shirt, while visually arresting, should feel part of the Cameron House Records personality.