Cameron House Records Design & Branding CAMERON HOUSE RECORDS LAUNCH by BBDO Toronto

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Industry Consumer & Public services, Advertising agencies, Publishing, streaming & media, Business equipment & services
Media Design & Branding
Market Canada
Agency BBDO Toronto
Associate Creative Director Jaimes Zentil
Executive Creative Director Peter Ignazi, Carlos Moreno
Art Director Jaimes Zentil, John Tisdall-Designer, Mike Nugent
Designer John Tisdall-Designer, Mike Nugent
Released July 2011

Credits & Description

Category: Posters
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Writer/Art Director/Designer: John Tisdall (BBDO Toronto)
Writer/Art Director/Designer: Mike Nugent (BBDO Toronto)
Associate Creative Director/Art Director: Jaimes Zentil (BBDO Toronto)
Account Director: Rebecca Flaman (BBDO Toronto)
Media placement: Poster - In-store posters - June 23, 2011

Describe the brief from the client
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.

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

Describe how you arrived at the final design
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 poster, while visually arresting, should feel part of the Cameron House Records personality. The logo [ant holding record] reflects the strength of the independent label.

Give some indication of how successful the outcome was in the market
During launch week traffic to Cameron House increased beyond capacity and several artists signed to the label. The first run of flyposters were taken up in 30 minutes, with posts on local blogs within the hour. This resulted in subsequent flypostings being taken as quickly as they went up. This, in turn, generated demand for CD and merchandise. Local media and blogs picked up the 'groundswell' and spread the word.