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Victrola Records
Role
Art Director
Date
Spring 2025
Campaign Highlights
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
My creative team and I worked together to develop our larger team's branding. Inspired by our topic of true knowledge, I was inspired by the concept of a "parallax". Much like how where you're standing affects your view of something, the different perspectives of a team allow for a full view of a topic that enables success.
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!
Team Web Bios
I wrote the web bios for my team's section of the Mojo Ad website. I sent out a questionnaire and met with members of my team to develop their bios.
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. I also 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.
Narrative and Insights
I worked with my team's strategists to craft our final presentation's narrative and insights. Our presentation dived into how YAYAs (Young and Young Adult/18-24 years old) constitute true knowledge.
Planet of Academia Post
Planet of Tech Post
Planet of Tech Video
Learner's Odyssey Campaign Posts
I worked with my team's art directors and strategists to write the statistics in each of the graphics and videos, as well as the captions for each of the posts.
Planet of Life Post
Planet of Academia Video
Team J-School Instagram Takeover
I wrote copy for our team as we took the Mizzou J-School's Instagram for a day. I wrote our beginning and end-of-day social posts, as well as copy for the Instagram story.
Instagram Story Q&A
Beginning-of-Day Post
End-of-Day Post
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