Project overview
Conviction Records is a social enterprise and record label dedicated to transforming lives affected by crime, addiction and violence. The label aims to offer an alternative to criminality and give people a range of transferable skills and opportunities. The project was launched with the support of American music supremo Eric McLellan, former right hand man to the legendary A&R mogul Seymour Stein whose signings include Talking Heads, The Smiths and Madonna.
As branding partner we were involved from the outset. Initially launching in Scotland with support from America we developed a brand identity and visual language that would sit next to any major international record label.
What we did
Brand identity
Messaging
Merch design
Social content
Guidelines
Posters
Establishing credibility and a sense of purpose was crucial. With the vinyl in the icon forming an initial C for ‘Conviction’ the identity becomes playful and memorable. This is balanced with a weighty authoritative extended sans serif. The colour palette and messaging strike a bold, measured tone with black and white being paired with bright orange (inspired by the US prison system uniforms) alongside softer lilac and brown shades.
‘When I got the idea for Conviction Records Kerr Vernon was my first and only choice. He grasps exactly what you’re looking for and arrives at a design very quickly which encapsulates the message in an engaging and contemporary way. The branding for Conviction Records does, we believe, have a clean, global and distinctive feel which communicates what we do at first glance. We’re really delighted. The ‘packaging’ around our concept is critical and it fits so well with our mission’.
Jill Brown, Founder and Musician