Located in Rochester, New York, the Record Archive is a music and entertainment destination that has the largest vinyl collection in the Northeast.
This guerrilla marketing campaign targets younger generations that grew up with digital streaming service like Spotify and Apple Music as their main source of music. The main goals of the campaign are to educate high school/college students and young professionals about the value of vinyl records and their impact on the music industry, as well as motivate Rochester locals to shop in-store at the Archive.
Booth Design: Grunge
Booth Design: Disco
Booth Design: Jazz
The Meant to be Heard campaign is a series of listening booths set up around the city that encourage people to sift through records of a specific genre and listen to them. The designs on the outside will correspond with the aesthetics of that era, making them easy to identify. Speakers will be connected to the records so people outside can hear what’s playing inside. Meant to be Heard positions vinyl as a timeless, lasting way to archive personal music preferences, making it meaningful and enduring. This messaging encourages our targeted younger audience to listen to music the way it was “meant to be heard”. If you visit all of the booths and get a “passport” stamped at each one, this will count as a coupon for a free record or piece of merchandise at the Archive.
Each of the booths were to designed to pay homage to the Archive's storefront. The mockups of the interior and exterior were created using Adobe Firefly and the designs themselves were created in Illustrator.
Record Archive Storefront
Mockup of Booth (Exterior)
Each of the booths were to designed to pay homage to the Archive's storefront with vinyl as a statement piece. Each booth will be created to be a comfortable listening experience. People will be encouraged to sit and enjoy the records they pick out. The mockups of the interior and exterior were created using Adobe Firefly and the designs themselves were created in Adobe Illustrator.
Mockup of Booth (Interior)
Music Passport Front
Music Passport Back
Music Passport Inside Pages
Social Media Ads (Images from Pexels)
