ABOUT

Electric Fetus is a record store located in Minneapolis, MN. It was founded in 1968 and has a legacy and reputation within the Twin Cities' music scene as an advocate for local music as well as nationally popular music. Electric Fetus buys and sells vinyl, helps people discover new music, as well as acts a live music venue for concerts.

CHALLENGE

Electric Fetus Records currently only operates out of a physical retail store. In the age of music streaming and online shopping, EFR requires a comprehensive brand identity that includes an online retail store to buy and sell vinyl records as well as diversifying their market through writing music reviews.

CHALLENGE

Electric Fetus Records currently only operates out of a physical retail store. In the age of music streaming and online shopping, EFR requires a comprehensive brand identity that includes an online retail store to buy and sell vinyl records as well as diversifying their market through writing music reviews.

PERSONAS

PERSONA ONE: The Young Enthusiast
Name: Jamison
Occupation: Barista (Aspiring Musician)
Age: 25-30
About: Jamison is already interested in music and wants to grow his knowledge of the new and best music as well as classic and influential music. He is new collector of vinyl but loves to add to his collection. He recently graduated from school and is still working as a barista and spends much of his free time on his personal music. His consumption of music is a hybrid of online and traditional listening.

PERSONA TWO: The Collector
Name: Craig
Occupation: High School Music Teacher
Age: 45-55
About: Craig is an older gentleman and music enthusiast of the rock and roll he grew up with. He is an avid vinyl collector and does not interact with music online. He is a former member of a rock band and highly values live music. If live music is not available, he goes for the next best thing, an original pressing of his favorite band. He is a dad and wishes to connect to his children through his deep love for music.

PERSONA THREE: School of Rock
Name: Jayla 
Occupation: Student
Age: 18-25 
About: Jayla is young and in school. She is extremely interested in fashion, art, the environment, and most importantly music. She loves listening to music online but is looking to experience the joy of collecting and listening to vinyl records. She is interested in reading about music and sharing it with her friends online. Loves festivals and the fashion and feel of live music experiences.

STRATEGY

Electric Fetus Records must apply a comprehensive brand identity to the company in order to stand out and connect with its local community, which happens to be its main consumer while also expanding its online presence as an authority in music reviews and news. The brand must reflect the tradition of contemporary music styles of the 20th and 21st centuries as well as bring the brand into the modern age of music and the internet.

LOGO

The current logo for Electric Fetus is cluttered and too complicated. Electric Fetus needs a new mark to appeal to a wider audience. Simple, modern, Iconic, and versatile is the goal for the new mark.

OLD

NEW

COLOR & TYPE

TAGLINE AND AD CAMPAIGN

TAGLINE: To further develop the brand identity a tagline was created to be used across all mediums... "Raising Up Music". The thought behind that tagline was the idea of a fetus and the ideas associated with raising children and the act of raising or elevating something in society. Raising Up Music speaks to Electric Fetus' desire to elevate the thing they love most to a lofty and honorable place in society.

CONCEPT: The idea with the ad campaign was to build on the brand’s name, Electric Fetus and play off of the it’s tagline “Raising Up Music” Models were posed in family portraits with their “kids”. Each record is a pun for the term of endearment used for children.

WEB

WEBSITE: In order for Electric Fetus to be real competitor in the online music industry, a new web design is needed. The website highlights all the things the EFR has to offer from music reviews to store info, to a shopping page to order vinyl records and merchandise.

SPOTIFY PLAYLISTS

PLAYLISTS: Curated Spotify playlists each month in order to engage with a younger audience online as well as advertise the availability of physical records to buy in store or online. Each month a new playlist is released. The template for the digital cover of the playlists employs the branding guidelines on photography and displays the versatility of the logo with the photographic style.

APPLIED BRANDING

LET'S CHAT.

SUP@HEYREAG.COM

LET'S CHAT.