ougd303warpsecretpresentationboards

Martyn WoolleyGraphic Design BA (Hons).OUGD 303 FMP

Warp records // Secret label. www.martynwoolley.com [email protected] +44 (0) 7921 130 398

Warp Records // Secret label -

From this brief I wanted to gain skills in creating a brand and an identity looking at how to market the ideas and see how far I could push them. I also wanted to improve my typography skills within layout and type design as well as focusing on idea based solutions to the brief rather than solely aesthetic.

From this i have learnt 1. How to create a concept for a brand and what it stands for and does. 2. How to creatively apply the brands ethos in the design. 3. How to assess a re- write a brief so it can be resolved to it’s full potential. 4. How to develop, select and manipulate ideas and concepts through to realisation.





The Mark -

The mark is secret in it’s self unless your told it spells the word out it is hard to figure it out your self. It has been influenced by the QR codes used with the identity and also from the bitmap typeface used within the identity.

The Typeface -

The typeface used is an old bitmap font 5pxBus this typeface was design to only be used at 5px size but when size is increased the type still works and gives of a feel of technology.

Using this typeface and only using it on analogue creates a juxtapose comment on the way music is listened to and bought in the modern world.

Secret 6 month colour plan -

Each release will see a colour change the first month yellow and the last month magenta. This way the identity colour changes but the design will keep consistent and uniform so it becomes memorable.

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The Mark -

Just to make it clear the mark is made up of abstract barcode style elements to match with the use of Qr codes. Unless your told about the logo you wouldn’t necessarily be able to read it.

The idea is to create a word of mouth, underground community making people talk more about music, get more excited about it& search for it rather than getting given it on a plate.



Promotion -

The promotion of the brand would start with legal gorilla style advertising.

This will create a intriguing response from the target audience and will create a ‘buzz’ about the brand with the underground music community.

Each poster will represent a release each coming out every two months.

Placement -

The advertising will be present within UK major inner city areas where youth culture and underground music culture is present.

This can be on poster stands, hoardings and it legitimate poster areas.

The use of repetition send the message home in a ‘plugging’ style manner.

Each colour will represent each dubplate release again showing visually consistency through out the brand identity.



The Secret Website -

After the advertising has been scanned it will take you to the secret website where dubplates can be bought.

The website is only accessible through QR codes. This is an elitist system but who hasn’t got a smart phone these days and who won’t have a smart phone in 5 years time?

Each time the Qr code is scanned PHP creates a new url making it a super secret site.

On the site you can buy the dubplates, get the secret party app and check out the blog and see who’s involved with secret.

The look of the site is clean and minimal to keep visually consistency with the rest of the identity.



The Secret Dubplate Range -

Here is the proposed range of secret’s super dubplates.

Each month a new poster ad is put up and the ‘people in the know’ scan the code and get access to secret website where a dubplate can be bought.

Spec -

1 Colour Screen PrintCMYK Digi Print12” PVC Deluxe Bag 400gLined Disco BagVinyl Sticker

The Packaging -

Rather than your average gatefold LTD vinyl or a glamorized foil blocked print these are no nonsense stylish functional packages.





The Secret I-phone Application -

This app will be available to download once the customer has bought a secret dubplate.

It will notify the customer of Secret party’s that will be announced a short time before they happen. They will happen in all major cities around the uk.

Think ‘acid house’ parties but with a more digital edge.



At The Party -

To keep things secret and to keep spreading the brand message when artist’s play they will play behind a screen the artists identity can only be revealed through using the qr code.

This creates a customer interactive not only between each other but also with the brand and the client.

Scan Qr code to find out who’s playing.

ougd303warpsecretpresentationboards

Documents

fmpwarp records secret

type design

bitmap typeface

underground music culture

underground music community

identity colour changes

way music

month colour plan