Brand Positioning

Target Audience

• Highly educated music enthusiasts aged 25-35.

• Active participants in underground music scenes.

• Vinyl record collectors and audiophiles.

• Experience-driven quality seekers.

Market Positioning
"A premium house music label from the Gold Coast, specialising in digital and vinyl releases."

Brand Personality

• Progressive yet approachable.

• Professional while maintaining underground authenticity.

• Sophisticated yet accessible.

Project Challenge

Core Problem
Establishing a unique and memorable brand positioning for a new record label in an increasingly competitive music market.

Specific Challenges

• Achieving brand differentiation in a highly saturated electronic music in globel market.

• Precisely reaching and attracting highly educated, discerning young audiences.

• Creating a visual experience system that matches the immersive quality of House music

• Maintaining underground culture authenticity while ensuring commercial viability.

Strategic Solutions

Core Concept: Sensory Resonance
Materializing the physical vibrations and psychedelic experience of music through visual language, creating an immersive brand experience that integrates sight and sound. We transform sound frequencies, rhythms, and energy into visible visual elements, making the brand not just seen, but felt.

Design Principles

• Visualized Sound Waves: Using op art and motion graphics to express audio vibration frequencies

• Immersive Experience: Creating visual intensity through color and form that matches musical emotions

• Intelligent Minimalism: Communicating with highly-educated audiences through precise design language

• Underground Spirit: Maintaining raw, authentic underground genes within commercial design

Execution Strategy

• Developing hypnotic rotating visual symbols

• Utilizing fluorescent color schemes to create energy and tech aesthetics

• Enhancing visual impact through motion design

• Establishing a complete brand touchpoint experience system

Visual System Showcase

Logo Design

• Core Icon: A dynamic Op-Art circle, creating a sense of visual vibration.

• Logo Lock-up: Icon + "Source Records" wordmark.

• Animated Version: A continuous rotation, enhancing the psychedelic experience.

Color System

• Fluorescent Pink – Represents energy and passion.

• Fluorescent Cyan – Represents technology and calm.

• Deep Black – Provides contrast and depth.

Core Applications

Vinyl Label Design