Project Type: Branding, Web Design
Role: Lead Designer
Client: The University of Texas at Arlington
Skills:
- Market research
- Graphic design
- UX design
- Branding
Summary:
Wild Horse Records is a brand concept proposed to the University of Texas at Arlington music label. It was designed to indirectly tie back to the UTA brand, but also function as a standalone brand. Our goal was to position Wild Horse Records as the Music Maverick, willing to take risks and push the boundaries of the music industry in order to provide a new experience for artists and listeners.
My Responsibilities:
During this project, I performed industry/user research alongside my team, designed the brand identity and crafted the strategy for the brand’s website.
Overview
Background:
Musical mavericks
The UTA Music Record at the University of Texas at Arlington was looking to relaunch their label.
Maverick music-makers now have an outlet to explore the business side of the music industry through the Department of Music’s new Record Label, UTA Records. The UTA Music Record Label produces music created by UTA and the surrounding Arlington community. As an auxiliary product, the label also trains university students to work at record labels professionally.
The Challenge:
Laying down the foundation
The UTA Music Record Label is the new kid on the block. With very little online presence, no produced works readily available and zero branding, UTA Music Record Label has a clean slate. Our team has been tasked with creating the UTA Music Record Label branding and image, as well as generating an advertising campaign to launch the new branding. The primary marketing objectives are to relaunch the UTA Music Record Label with new branding, including a new name, new online presence and a homespun Maverick “feel.”
Research
Competitive Analysis:
University record labels have the same functions as a traditional record label, but with different strategies. Their mission is typically to give their students an opportunity to experience working in a record label from various positions. Not only do they try to sign student music artists, some of the record labels even employ students on the administrative side. Unispan Records at Hofstra University hires students to work in A&R (Artist and Repertoire), marketing, promotion, radio, distribution, artist management, etc.
Varying from one to another, university record labels typically sign 1-5 artists a year. Once signed, they help with recording, distribution and marketing.
Opportunities
- There aren’t any university record labels in the North Texas area.
- The DFW metroplex has a very active music scene.
- The student-ran record label at UT Austin is a hobby product and doesn’t offer a professional environment for student workers to gain experience.
Concept Development:
Wild Horse Records is the Music Maverick, willing to take risks and push the boundaries of the music industry in order to provide a new experience for artists and listeners. Due to its current state of having a clean and blank slate, Wild Horse Records is prepared to educate and prepare its musicians, artists and staff for the real world with its diverse team of faculty and students, and to create an established image for the record.
The Solution
Scope:
After research into the competition and identifying the mission and goals, I created a cohesive brand system for the record label for use online and offline.
The goals for the branding system were:
- Reference subtly back to the UT Arlington parent brand
- Visually describe the product
- Have a bold, modern style
Iterations:
Influenced by the UT Arlington mascot, a maverick horse, I designed a logo that utilize the horseshoe symbol. It also served to represent the strong, cowboy image of the brand. We started out with three versions using various styles, but moved forward with the first option because of its modernity.
Brand System:
Brand System in Use:
