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Victrola Records
Role
Art Director
Date
Spring 2025
For my Victrola campaign, I was instructed to do a complete visual recreation of the brand. I redesigned the brand's logo, the print ads, the website design, and created an experiential pop-up event.
Ask:
Make Victrola relevant to 18-to-24 year olds.
Insight:
Younger consumers love the classic feel of records and turn to music as a way of building community.
Idea:
Lean into Victrola's brand history to establish it as the classic vinyl brand and position as a celebration of vinyl culture and the community that emerges from it.
Logo Redesign/Print Ads
With the new Victrola logo, I aimed to pay homage to the 1920s-roots of the brand. I used an art-deco font and classic, refined colors. I also created a typeface of dancing letters to celebrate the community and the joy that emerge from listening to music. For my print ad, I wanted to further tap into the joyful and community-oriented nature of music. As I drank a Coke during brainstorming, my drink gave me the idea to turn fizz bubbles into music notes. I organized a photoshoot for the ad with a couple of my friends and reorganized the shelves in my living room to include my own personal records. I used Adobe Illustrator for both the logo and print ads.
Website Redesign
For the new Victrola website, I was instructed to focus on creating an interactive website that went beyond normal website structures. I wanted to emulate the vibe of an actual record store. Hovering above each box will cause the record at the front of the box to slightly rise up and cause a featured song from the album to begin playing. Users can see which song is playing in the navigation bar of the website. Users simply click on the record to see the next one.
There are pieces of music memorabilia on the page referencing different artists, genres, and events in music. Pressing on one will take a user to a subpage focused on that artist or genre. Users are able to drag records they want into the shopping cart on the far right. Click the link on the homepage slide to see the full redesigned website!
Guerrilla/Experential Extension
For my final assignment of the semester, I had to create a guerrilla marketing extension. Inspired by Lorde’s performance in Washington Square Park, I made a giant record player stage that slowly rotates to allow for 360-degree views from the audience. To fully connect the campaign, I added a record stand similar to the store on the website and added a drink stand to allude to the print ads. At the drink stand, the drinks are named after Lorde songs to match the individual performance. For example, a Honey Deuce, famously served at the U.S. Open, is called a “Tennis Court”, after the Lorde song. This assignment taught me how to create cohesive and connected campaigns.
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