Conviction Records. Music with purpose.
Conviction Records is a social enterprise and record label focused on supporting people affected by crime, addiction, and violence. Its aim is to offer a credible alternative to criminality by providing transferable skills, creative pathways, and long-term opportunities through music.
The label launched in Scotland with support from the US, backed by American music executive Eric McLellan, former right-hand man to legendary A&R Seymour Stein, whose signings include Talking Heads, The Smiths, and Madonna.
As branding partner, we were involved from the outset. Working across strategy, identity, and visual language, we helped establish a brand that could sit confidently alongside major international record labels while remaining grounded in Conviction’s social mission.
WHAT WE DELIVERED
· 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