Cameron House Records Design & Branding CAMERON HOUSE RECORDS PROMO 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
Designer John Tisdall-Designer, Mike Nugent
Released July 2011

Credits & Description

Category: Promotional Item Design
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Associate Creative Director/Art Director: Jaimes Zentil (BBDO Toronto)
Designer: John Tisdall (BBDO Toronto)
Designer: Mike Nugent (BBDO Toronto)
Media placement: promotional item - T-Shirt - In-store - June 1, 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 shirts 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 shirt, while visually arresting, should feel part of the Cameron House Records personality.

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 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.