Recordbar Research & Strategy

THE RECORDBAR identity audit jessi wilson
Wednesday, September 12, 2012
THE RECORDBAR identity audit jessi wilson

tucked in the shopping center behind the old westport connestoga wagon, where westport meets 43rd, you can find this sign. the recordbar is a highly rated bar, restaurant, and concert venue.
We strive to provide our guests with diverse live entertainment, special events and gourmet food in a comfortable atmosphere. You'll see the best of the Kansas City music scene, as well as nationally known touring artists. You'll have the chance to create your own individual pizzas, pastas and anti-pasta platters from our menu of gourmet ingredients until midnight every night.
THE RECORDBAR vision/mission statement

their mission statement, taken directly from their website.
THE RECORDBAR website

the recordbar website exists primarily to show the events and concerts coming through every night

every event tells you who, when, how much, and displays a poster. meanwhile the mission statement, open hours, and weekly staples are listed in plaintext in a right column.

the website includes social media integration with facebook and twitter,

a map, and even the option to sign up for newsletters with your good ol email address. the focus on event programming makes even more sense when you see that their website is powered by

a company called hold my ticket.com, which uses widgets and new tech to bring box offices into the future while making it easy and fun to connect with live music in your area.
the essence of the recordbar appears * clearly in the slogan they incorporate in their logo.
the essence of the recordbar appears * clearly in the slogan they incorporate in their logo.
eat. hear.
eat! hear! enjoy! THE RECORDBAR brand essence

their essence is that you dont have to pick; you can have your dinner and your show.
THE RECORDBAR visual survey (eat)

they pride themselves on the high quality and variety of their food


and what their menu lacks in visual style,

it makes up for in copywriting and music jokes. *pizzas, for instance, are sized not in small and large but as 45s or LPs. *also, there are gangsta wraps, etc.


THE RECORDBAR visual survey (hear)

as for hear, performers come from all over

to play packed houses

THE RECORDBAR current brand elements/touchpoints

Some of the recordbars already branded elements include extremely wearable black tshirts, which mimic the language of the ubiquitous band shirt, an appropriate decision for a venue.

they also offer a cheeky sort of pink tank top and a pair of hotpants for the ladies, a decision that holds a touch of indie irony.

they also have matchbooks (which are appropriate given bar & smoking culture,) and stickers, for your car, guitar case, or anywhere else.

their identity is very consistently applied on every occasion.
THE RECORDBAR poster examples (the good, the hip, and the ugly)
another strong seat of recordbar branding comes in the form of the absolutely ubiquitous posters and yers, each bearing the recordbar name. these range from thoroughly uninspired to actually quite nice, but the best designed posters tend not to utilize the recordbar logo itself. what a missed opportunity!
THE RECORDBAR poster examples (the good, the hip, and the ugly)
another strong seat of recordbar branding comes in the form of the absolutely ubiquitous posters and yers, each bearing the recordbar name. these range from thoroughly uninspired to actually quite nice, but the best designed posters tend not to utilize the recordbar logo itself. what a missed opportunity!
BARS
zoo bar riot room the union chez charlies daveys uptown ramblers club
VENUES
beaumont club uptown theater the midland bottleneck starlight theater
RESTAURANTS
the foundry beer kitchen mccoys grinders westport flea market bar & grill
THE RECORDBAR key competitors

given its posturing as an all-in-one locale, the recordbars has three interrelated sets of competitors, whether their squaring off against bars, *venues, or *restaurants.
BARS
VENUES
RESTAURANTS

BARS
VENUES
RESTAURANTS

unexpected
THE RECORDBAR brand attributes
current brand attributes: review after review of the recordbar reveals that nobody knew it was there, nobody wouldve guessed what occupied the building in between the rst watch and dollar tree, but now that theyve experienced it, they love it.
gourmet
the food far surpasses typical bar fare and makes the recordbar into a notable restaurant in its own right.
rockin
at the same time, it was started by musicians, and remains devoted to music not just through its aesthetic but as an active venue.
loud
and whether its from ampliers or the patrons themselves, they like it to be loud.
authentic
the recordbar is the real deal. a cool bar without the posturing: they know theyve got good food, drinks, and shows without being pretentious.
THE RECORDBAR personas

current audience
current audiences include bands and music enthusiasts for concerts, music nerds for trivia, foodies for dinner, divey drinkers for booze, and indie kids for the scene. it tends toward the tattooed, the previously punk, and the new hipsters, but they dont chase anybody off.
THE BAR Jody

jody is a bartender at the union, but he knows where to go when he wakes up sunday... the recordbars bartenders brunch, from noon to ve, with a build your own bloody mary bar.
THE BRUNCH Ainsley (& friends)

ainsley and her friends meet for sunday bloody sunday brunch, too. just because they arent bartenders doesnt mean theyre up before noon.
THE BAND Jake, Brady, Tommy, & Chris

casual social nudity from saint louis has played the recordbar twice, and loves it. the crowd rocks out and has a great time and they wanna keep coming back.
THE TRIVIA Evie and Mark

evie and mark went on one awkward date to a music trivia monday last year, and they were hooked. theyve gotten a ton better since then, even winning some cash on occasion.
THE CROWD Hannah, Troy, Steph & Ian

and troy & stephs favorite band came through town to the recordbar, so they dragged their friends out on a friday night. everybody loved the scene, and theyve seen dozens of other shows since then.
unexpected gourmet rockin loud authentic
THE RECORDBAR revised brand attributes

moving forward, lets shift the attributes from descriptors into related and honed ideas. unexpectedness, while amusing, isnt a great thing to hold onto. *better to associate with noticeable quality, which doesnt depend on context. gourmets sense of high society clashes a little with the unpretentious atmosphere, *so a redirection towards taste allows for trustworthy discerning. (*rockin to rock&roll could probably go without saying.) decibel becomes more meaningful *with a dened sense of personality. and *authenticity, like rock, stays where it was: at the heart of the recordbar.
quality gourmet rockin loud authentic

quality taste rockin loud authentic

quality taste rock&roll loud authentic

quality taste rock&roll character authentic

quality taste rock&roll character authenticity

The only place in town you can eat & drink this well to such great music.
THE RECORDBAR modified mission statement

all of which result in a whittled down mission statement that sticks to the assertions already made in a way that doesnt try too hard.
great tunes & great taste, all in one place.
eat! hear! enjoy! THE RECORDBAR revised brand essence

meanwhile, the essence telescopes out from the single word imperatives into a good natured statement of the same.
survey of possible brand elements (design inspiration)
speaking of single, punctuated words... the foundry is a good example, in my mind, of a place whose identity ts the experience and the demographic of its audience. its focus is on character, and metaphor, rather than the food/drinking.
they also have an interactively organized menu on their website, which seems important for a place to whom the food means so much.
the foundrys brother the beer kitchen is another example of a solid, appropriate identity, but its visual focus is on food and drink,
very specically, without so much metaphor. both of these use their typography to handle their character in a nice way.
its also helpful, i think, to look at identities for westport itself, like this sort of rugged and old-fashioned feeling.
THE RECORDBAR objective

in conclusion, i want to help the recordbar project how authentic a good time it is despite its strip-mall location. it shouldnt have to surprise you: you should be able to get a sense of its character even from outside. its the only place in town you can get all the things you want from a night out with such high quality.
THE RECORDBAR RECORDBAR objective objective

in conclusion, i want to help the recordbar project how authentic a good time it is despite its strip-mall location. it shouldnt have to surprise you: you should be able to get a sense of its character even from outside. its the only place in town you can get all the things you want from a night out with such high quality.

Recordbar Research & Strategy

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THE RECORDBAR identity audit jessi wilson

Wednesday, September 12, 2012

THE RECORDBAR identity audit jessi wilson

THE RECORDBAR vision/mission statement

their mission statement, taken directly from their website.

THE RECORDBAR website

THE RECORDBAR website

THE RECORDBAR website

THE RECORDBAR website

THE RECORDBAR website

Wednesday, September 12, 2012

Wednesday, September 12, 2012

eat! hear! enjoy! THE RECORDBAR brand essence

THE RECORDBAR visual survey (eat)

THE RECORDBAR visual survey (eat)

THE RECORDBAR visual survey (eat)

and what their menu lacks in visual style,

THE RECORDBAR visual survey (eat)

THE RECORDBAR visual survey (eat)

THE RECORDBAR visual survey (eat)

THE RECORDBAR visual survey (hear)

as for hear, performers come from all over

THE RECORDBAR visual survey (hear)

to play packed houses

THE RECORDBAR visual survey (hear)

THE RECORDBAR current brand elements/touchpoints

THE RECORDBAR current brand elements/touchpoints

THE RECORDBAR current brand elements/touchpoints

THE RECORDBAR current brand elements/touchpoints

their identity is very consistently applied on every occasion.

THE RECORDBAR key competitors

THE RECORDBAR key competitors

THE RECORDBAR key competitors

THE RECORDBAR personas

THE BAR Jody

THE RECORDBAR personas

THE BRUNCH Ainsley (& friends)

THE RECORDBAR personas

THE BAND Jake, Brady, Tommy, & Chris

THE RECORDBAR personas

THE TRIVIA Evie and Mark

THE RECORDBAR personas

THE CROWD Hannah, Troy, Steph & Ian

THE RECORDBAR personas

unexpected gourmet rockin loud authentic

THE RECORDBAR revised brand attributes

quality gourmet rockin loud authentic

THE RECORDBAR revised brand attributes

quality taste rockin loud authentic

THE RECORDBAR revised brand attributes

quality taste rock&roll loud authentic

THE RECORDBAR revised brand attributes

quality taste rock&roll character authentic

THE RECORDBAR revised brand attributes

quality taste rock&roll character authenticity

THE RECORDBAR revised brand attributes

THE RECORDBAR modified mission statement

great tunes & great taste, all in one place.

eat! hear! enjoy! THE RECORDBAR revised brand essence

survey of possible brand elements (design inspiration)

Wednesday, September 12, 2012

Wednesday, September 12, 2012