With over five stores around regional Victoria, Capricorn Records closed it’s doors after 35 years in the business. They had battled the decline of the retail market and took a hit from the rise of the downloads and streaming services. Capricorn still had plenty to offer and wanted to stay relevant.
After 35 years Capricorn Records closed its doors. Once a familiar name with more than five stores throughout the region, the independent retailer stood firm through shifting tides in the music industry. As physical retail declined and digital downloads and streaming services gained prominence, Capricorn faced mounting pressure to adapt.
With the closing of the stores, I wanted to keep the stores relevant: launching a website to bring Capricorn’s rich catalogue and community spirit online. The goal was to create a digital space that honored the store’s legacy—offering vinyl, CDs, and curated collections—while embracing the new way people discover and buy music. Though the physical stores are gone, the effort reflected a deep-rooted desire to evolve rather than disappear.
To keep the legacy alive I completed a re-brand and development of an e-commerce website. Using the existing database I was able to launch a re-brand with eDM's and built an online social media presence. Developed a digital campaign using targeted ads. The campaign also launched with promotional material such as street posters, press ads and a full suite of brand collateral.
My Involvements
– Identity Design
– Creative Direction
– Social Content
– Photography
– Print Design
– Website Design & Development
– e-commerce Management
– Identity Design
– Creative Direction
– Social Content
– Photography
– Print Design
– Website Design & Development
– e-commerce Management
