Jacob McPherson

putting the ‘fun’ in functional design :)


Design
           Undead Press
       Limelight      
       Don’t Be Square
       Park Ave CD’s Rebrand
       Gut Health

Illustration
       Boogie Nights
       Burn Out
       Thriller
       
Typefaces 
       Chadbourn
       Fang Gothic
       TypeO

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Park Ave CD’s Rebrand


Objective: Honor Park Ave CD’s original logo, while updating it and contextualizing it within a new visual identity system, so that they can better communicate and serve the local music scene. 

Scope: Logo and Visual Brand Identity Systems / Landing Page / Poster Series


Project Description:

Park Ave CD’s is one of America’s most succesful independently owned record stores. Local to Orlando in Audubon Park, Park Ave CD’s has been actively serving the community since 1984. They support local artists, both musicians and visual artists, through selling their products and music in store. They sell not only music, but have a wide seleciton of books and zines from local artists. Park Ave CD’s supports local nonprofits and charitable organizations through their “community days,” in which a portion of their profits are donated.

Park Ave CD’s needs a new visual identity system to better communicate their role they have played in Orlando. With a focus on the punk music scene for inspiration, the identity system I created calls back to the zine movement in the 70’s and 80’s. Accessibility and inclusivity is baked into the nature of the zine since they are notably cheap to make, often photocopied, and have a DIY look. Zines connected the fan to the artist to create community.  The punk look in my rebrand draws from the existing maximalist energy of Park Ave CD’s and will create deeper connections to its community.

01 New Mark

                                                                                                                           
Proposed
Current


02 The Visual Identity




Mars Red
#EE0D0D
Jet Black
#00000
Comet White
#FFFFF
Zine Pink
#FF8BAA
Sunburst Yellow
#FFF66B


03 Application





04 Poster Series


04.1    The Process

For this print edition I created 26 posters with the constraint that they all had to be different compositions, while utulizing the same four screens. This constraint forced me to push the prints in really interesting directions and hone in on that zine, DIY feel of the punk aesthetic. To make the posters different, I often rotated the paper on the press to acheiv different angles and I also tore paper and glued it on top of the posters. Some of the prints I even drew on with crayons. 




04.2    The Final Edition






04.3    Promotional Reel



This project was completed under the supervision of art director, Rhett Withey, at Bigeye agency in Orlando during my internship. A huge thank you to Rhett for providing valuable feedback and pushing me beyond my ordinary approach to design. Thank you to the creative team for showing me your process and letting me join in on the creation of client deliverables. Thank you Bigeye for being so hospitable and encouraging!