Goal
Following the acquisition of Sherwood Park Music, the city’s SoundLab Studios sought to rebrand in order to better position it within the marketplace, within the local music scene, and within the hearts and minds of musicians from all walks of life, and at any stage in their artistic journey.
Situational Analysis
The new entity was now positioned to offer instrument and equipment sales in addition to practice, rehearsal, recording and gig and event space.
Unfussy Recommendations
The new brand needed to tell an epic, face-melting story worthy not just of the new company and its offerings, but also of the people whose harmonious vision brought the space to life – a duet determined to make each of us feel at home when declaring that “All are free to play here” and “All will be heard.”
Bands (and brands) may come and go, but a sense of family and community can last forever. And that’s exactly what they’ve created here: an extended family bound together by a love of music and a shared desire to preserve, protect, and honour the deep musical roots of the community. Perfectly imperfect, these roots are fed strong on the nostalgia, joys, hopes and dreams of our uncorrupted and incorrigible youth.
To so many artists, Origin Road’s studios conjure up memories of their own musical origins deep within the shag carpeted sonic temples of a thousand rumpus rooms throughout the country. Life’s journey is better with a kick-ass soundtrack. This is the road travelled back to those thrilling early times…and forward toward higher, sweeter-sounding aspirations.
There’s a certain familiar creative buzz and vibe here. A communal atmosphere that runs hot with the potential and excitement of re-found harmony, like a fat thundercloud promising to split with energy and electricity. Regardless of lot, stage or position along your musical journey, this is an open invitation to everyone from all walks of life who have ever made, or just want to make, beautiful music for the sheer love of it. And whether that rings a bell or strikes a chord, it sounds like musical and artistic success by any measurements that matter. So make yourself at home and find your way again and again. For sound travels, just follow us down the Origin Road…
Output
- Strategic Direction and Corporate Brand development
- Internal and external communications strategies
- Messaging Platform development
- Name generation and Visual Identity (logo) system creation
- Targeted advertising and marketing communications campaign conceptual development, design, and production
- Marketing collateral design and development
- Social Media and PR content creation
- Signage design and production
- Brand Standards (Playbook) / visual identity guidelines development
- Website design and development
The brand initiative and ongoing marketing campaign development was fed by extensive internal and external research, including key stakeholder workshops, and SWOT and discovery sessions.
Outcomes
Unfortunately, due to unforeseen personal circumstances, Origin Road has closed its studio doors – muffling the sweet sounds of music, and an even sweeter brand…for now.
