ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Category
UX / UI / User Interface Design
Annual ID
ADC102_INT019B
About the Work
RCA is at a pivotal point in its journey, seeking a brand identity that reflects its past, current and future legacy while also claiming its unique place in the market as an artist-first label. RCA asked us to create a new visual identity and a fresh approach to their tone of voice and content strategy. The brand needed to inspire fresh ideas for connecting with fans and artists, and adapt as their initiatives and vision as tastemakers grow. The RCA brand has been around for over 100 years, so our challenge was to create a brand identity that speaks to the artists of the future without diminishing the legacy.
The first step was to change the RCA name from Radio Corp America to Records Culture Art. Next, we set out to develop the brand strategy, creating a wild new type system, and flexing experimental graphic approaches. While we did do some logo exploration, ultimately we felt the original RCA logo held so much existing brand equity,we couldn’t move away from it. But that didn’t stop us from remixing the logo in playful ways to help give new life to the brand.
When it came time to roll out the new brand on the website we wanted to capture the essence of the evolution from a traditional record label to a catalyst for culture — by realising the vision of the new acronym, "Records, Culture, Art." With this tagline as a guiding ethos, we designed an edgy, experimental website that integrated motion and interactive elements including a variable typeface.
One of these experiential moments can be seen on the 404 page, which is a witty appropriation of the Roland SP-404 beat sampler, where you can interact with the page and mix and match beats to create your own eclectic track.
The first step was to change the RCA name from Radio Corp America to Records Culture Art. Next, we set out to develop the brand strategy, creating a wild new type system, and flexing experimental graphic approaches. While we did do some logo exploration, ultimately we felt the original RCA logo held so much existing brand equity,we couldn’t move away from it. But that didn’t stop us from remixing the logo in playful ways to help give new life to the brand.
When it came time to roll out the new brand on the website we wanted to capture the essence of the evolution from a traditional record label to a catalyst for culture — by realising the vision of the new acronym, "Records, Culture, Art." With this tagline as a guiding ethos, we designed an edgy, experimental website that integrated motion and interactive elements including a variable typeface.
One of these experiential moments can be seen on the 404 page, which is a witty appropriation of the Roland SP-404 beat sampler, where you can interact with the page and mix and match beats to create your own eclectic track.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Josephmark
Creative Director
Alex Naghavi
Designer
Shy Trutwein
Jasmine Gallagher
Producer
Val Moon
Content Lead
Mackenzie Kruvant
Design Lead
Meghan Armstrong
Illustration
Robert Engvall
Motion
Tim Lovett
Dan Rice
Ryan McShane
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