Brand Expression for RCA Records
What happens after the record label rebrands?
After Hours presents its RCA Records project as the work that follows a rebrand: translating a renewed identity into the label’s everyday presence. Rather than describing the creation of the core identity, the project focuses on brand expression, social design, content series and merchandise. Its starting point is RCA’s musical heritage, with David Bowie and Nina Simone named as examples of the artists associated with the label. The credited team includes agency Josephmark, creative director Alex Naghavi and design lead Meghan Armstrong. Motion credits go to Tim Lovett, Dan Rice and Ryan McShane, with Mackenzie Kruvant leading content and Val Moon producing the work. Together, the listed disciplines show how the project carries an established brand into recurring communications and physical merchandise.
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Insights
- The project’s stated scope begins after the rebrand, distinguishing brand implementation from the creation of the core identity.
- Social design and content series turn the identity into repeatable communications formats.
- Merchandise extends the expression into physical objects alongside digital content.
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