Select a once-prominent brand that is now defunct. Assess any remaining brand equity and develop a proposal about what relevance this company could have in the market today and where a new offering of that brand might gain traction. Develop and pitch a new offering.
Our team chose Victrola, the 1920’s gramophone. Even today the Victrola gramophone shape remains iconic in representing music. However, we chose to bring forward the revolutionary aspect of both the brand and the technology.
Victrola Mix is a product/service that, using today’s best technology, records live music shows at popular venues and festivals around the world and transmits them, via the MIX device, to people’s personal spaces. Members of the MIX community host and attend parties, or MIXES, centered around live music shows. Shows can be purchased by venue or artist. Each show is transmitted through the device with the finest audio/video quality to enable the most transcendent live music experiences.
Logo Design: Brand mark mimics the shape of the gramophone, and the overlapping translucent layers create a 3 dimensional effect which implies the technology behind the service and product.
Branded House Concepts & Designs for The Mixer Community: Great parties centered around music are the lifeblood of Victrola Mix. Members of this community are called MIXERS or MIX-MASTER depending on their level of access and whether or not they own a device.
Product Concept: Speaker design/shape is taken from an existing product to demonstrate the concept of projector and subwoofer combination.
Roles: Brand Strategist and Design Lead
Team: Eda Goksel, Rachel Gold, Pamela Steiner
*Created for Brand Strategy Studio, MBA in Design Strategy at CCA, 2013