Brief 4: Record Store Day - Brief

The brief was undertaken as a collaborative project between myself and Rowan, we wrote the brief in order to utilise our skill sets in a way that would complement our own design talents while appearing cohesive under one resolution. We wanted something that would be fun to work on and work well with rowans tactile style and my own design direction, this culminated in initial inspiration to develop a resolution for Record Store Day.

This works appropriately as I work with a lot of campaign briefs while rowan tends to focus on hand rendered tactile mediums, we quickly established a screen printed resolution would complement the brief as vinyl music is bought for its appreciation of the medium and experience of listening to music through the vinyl process, this will effectively complement the resolution as the tactile nature of screen printing is similar in its appreciation for the process and links to the authenticity of both platforms. Rowan is a proficient screen printer while I have only engaged with the process during mandatory briefs however I am keen to establish a strong final resolution that explores new mediums and processes. Our initial insights into the brief were to extend it into a live client lead brief, choosing one of the independent music stores in Leeds to create a campaign to excite the target audience and celebrate the resurgence of vinyl music. 

We established a relatively quick turn around time for the brief allowing ourselves a week for planning and designing and a further week for producing the physical outcomes, this time management appears reasonable for the workload and will ensure we have an appropriate time to produce the resolutions and ensure we are not rushed. Establishing the target audience was difficult as vinyl music is recently undergoing a resurgence and a new generation of younger vinyl supporters are emerging therefore identifying an objective age range is unfeasible instead we decided to focus on the vinyl culture and underground aesthetic as our inspiration for the brief. This identifies a tone of voice that promotes authenticity, a quirky design aesthetic, and a sense of credibility to engage the campaigns audience.