Overview
Domino Records is a music record label and merchandise project focused on creating a distinctive brand identity. This project involved designing a cohesive visual experience through logo design, promotional materials, and branded merchandise that reflects the vibrant energy and cultural significance of the music industry.
Problem
- Music labels need distinctive visual identity to stand out in competitive market
- Brand must communicate cultural relevance and artistic credibility
- Design should work across multiple touchpoints: logo, merchandise, promotional materials
Goal
Create a cohesive and memorable brand identity that reflects the energy and diversity of music culture, positioning Domino Records as an innovative and culturally relevant label.
Target & Persona
Jerome (28, Music Enthusiast)
Passionate about discovering new music and supporting independent artists. Values authenticity, artistic expression, and cultural significance. Appreciates thoughtful design that reflects the music's character and energy.
Brand Strategy
Core Values: Authenticity / Cultural Relevance / Artistic Expression / Innovation
The Domino Records brand strategy emphasizes cultural connection and artistic integrity. The visual identity is designed to appeal to music enthusiasts while maintaining the credibility and sophistication expected from a respected music label.
Concept & Direction
Brand Keywords: Energy / Culture / Authenticity / Artistic / Dynamic
The visual direction combines bold geometric elements with cultural references, creating a modern aesthetic that resonates with music lovers. The brand identity adapts flexibly across different media while maintaining strong visual consistency.
Design Process
- Research on music industry branding and cultural trends
- Exploration of visual elements that represent musical energy and diversity
- Development of versatile logo system for various applications
- Design of merchandise and promotional materials
- Refinement and testing across multiple formats and touchpoints
Design Outputs
Outcome & Impact
The Domino Records brand identity successfully communicates cultural authenticity and artistic credibility. The versatile design system works effectively across logo, merchandise, and promotional materials, creating a cohesive brand presence that resonates with music enthusiasts and industry professionals.
Learnings
- Music industry branding requires balance between authenticity and professional polish
- Flexible design systems are essential for merchandise and promotional applications
- Cultural relevance is crucial for connecting with target audience
- Consistent visual language strengthens brand recognition across multiple touchpoints