OBJECTIVE:
Roundabout Records is a new record and music store concept opening here in Detroit, Michigan. They came to me to help build out their brand from scratch. With the resurgence in vinyl records sales over the last decade I thought this was a great opportunity. We settled on a direction that is a subtle nod to the automotive/driving culture of the city and blending that with strong music iconography. As a record collector myself, the end result is a store that feels like somewhere I want to be spending a lot of time and money.
PROJECT SCOPE:
Develop a logo/identity
Brand voice
Merch mockups
Supportive illustrations
Photography
PROCESS
As stoked as I was for this project, I wanted to make sure I put the time in to deliver my best branding/identity to this point. When a client approaches me for this kind of work I take the time to sit with them and discuss the objectives of the new brand. Then I take that info and do a deep dive researching to build out some concepts to show the client. When I get the direction approved then I move into the design/writing phase.
— Tie the brand to Detroit through look, feel, and voice
— Keep designs simple so they can work across multiple applications
— Make sure it appeals to a younger group of passionate vinyl record collectors
INSPIRATION
The name of the brand is inspired by a traffic circle or also known as a roundabout. In my research I came across this unique blue sign which is internationally recognized as a mini roundabout. The idea that it is small plays well for a local shop. Upon further digging I found that the first mini roundabout in the US was proposed to go in a small town in Michigan called Dimondale. To bring in a musical element I chose to go with a 45rpm record adapter. The shape is very circular with three exits like a roundabout might have. Every collector has one for their turntable as it is essential to play those smaller single records. Being so instantly recognizable made it an easy decision to include it into the building of the brand.
— Mix Motown and The Motor City
— Colors needs to simple yet bold
— Visuals need to stop you like a traffic sign would
