Randall Media Factory
Branding for an international film and music production company
Client:
Randall Media Factory
Industry:
Multimedia production
Services:
Branding, Print
Challenge:
Attempt to build up several business branches without an umbrella brand. No obvious connection between the individual business units. Lack of trust within the target group.
What we did:
Development and establishment of an umbrella brand including visually associated sub-brands. Visual merging of all business units.
Result:
Eightfold increase in revenue for the Randall Records sub-brand, instant recognition and high trust within the target group in the entire brand.
Randall Media Factory (London, UK and Innsbruck, Austria) offers high-quality multimedia services and is divided into two business units. Randall Records, founded in 2010, is a record label specializing in electronic dance music and audio productions, as well as DJ performances. Randall Films, founded in 2015, specializes in high-quality film productions.
The branding concept we created for Randall Records resulted in an eightfold increase in DJ revenue for lead act C Randall. Based on this concept, we developed a holistic branding for Randall Films and Randall Media Factory. This created the umbrella brand Randall Media Factory with the sub-brands Randall Films and Randall Records.
A thorough online search revealed that the Randall family crest includes three lions. Furthermore, the English coat of arms also features lions. Therefore, a lion was incorporated into the logo. The lion's straight lines and sharp edges lend the logo a certain power and represent the company's strength and trustworthiness. The emphasis is on the word "Randall," so we chose the Code bold font. The words "Media Factory" needed less emphasis, so we used the Code light font. This system allows for a consistent design for other purposes (e.g., Randall Films, Randall Records, Randall Events, Randall Merchandising, etc.). The Randall Media Factory logo serves as a kind of base form for Randall Records and Randall Films. In addition to the Code bold and Code light fonts in our branding, we chose the PT Sans and PT Sans Narrow font families. Both fonts are clean and straightforward, emphasizing a modern business style.
The lines in the Randall Records logo symbolize records from which a lion emerges. The colored logo variant is a purple gradient, as purple represents nightlife, magic, and creativity, as well as evoking twilight. The filmstrip in the Randall Films logo represents the film production business. The colored logo variant is a blue gradient. Blue underscores the entrepreneurial nature of Randall Films (its clients are primarily business customers), represents blue skies during location shoots, and adds a fresh touch to the straight lines of the logo shape.
The tilted rectangle in the colorful logos adds an extra dose of dynamism to the branding and increases recognition. The logo shape was also incorporated into the business cards, making them even more eye-catching and increasing the company's recognition. The corporate design manual for this client project can be viewed here.
"I wasn't really familiar with corporate design, so I thought I didn't need something like that. But then I decided to pay a little more for a complete corporate design. Now I'm simply overwhelmed by the result that HCG has achieved for me. The philosophy behind my company was perfectly translated into the new design concept. It was a pleasure working with HCG, and you could really see all the passion that Helene puts into her work."
Ashley Wiggins
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