De-construct has been appointed to develop an on-and off-line brand for music retailer and record label Carbon, as the company moves to reposition itself as a broader entertainment-based offering.
The New York-based label has a presence in the London, Glasgow and Dublin stores of US retailer Urban Outfitters. It sells white label records and DVDs in a dedicated section of the outlets, as well as providing the music environment for the whole store.
According to Carbon founding partner Jan Mehmet, the label is about to embark on an ‘aggressive year’ of profile-building, aimed at repositioning itself as an entertainment brand, as opposed to independent record label.
‘We want to move music retail away from racking and towards interactivity,’ he explains.
The initial thrust of De-construct’s brief will be the revamping of Carbon’s logo.
The group will also design visual tools for a range of in-store graphics, point-of-sale materials and interactive installations, as well as sleeve designs, print marketing and packaging design for the label.
The digital specialist will also overhaul the website, for which it has been tasked with generating creative content that appeals to both a business and consumer audience.
Deconstruct is currently working on a generic sleeve design for a major April release, the creative ingredients of which are likely to be exploited across all media.
De-construct won the commission after being invited to submit ideas on the basis of an existing relationship.