Red Collar Records: The exclusively punk music label
Challenge:
1. Create and develop a brand from the ground up.
2. Identify unique brand identity
3. Emphasize brand identity through advertising and graphic design.
Brand Identity:
1. Everything sucks. We know.
2. Urban, dangerous, invasive.
3. Status quo sucks. Break it.
Goals:
1. Harness the frustration our audience feels.
2. Make consumers feel understood. Agreed with. Make their feelings justified.
3. Drive consumers to a genre they’ve never heard of. Open their minds to a type of song that they wouldn’t expect to like.
