Identity — 2025 — Vinyl subscription club
Velvet Static
A rebrand that made a vinyl club sound as good as it looks.
The brief
Velvet Static had 4,000 loyal subscribers and a logo that looked like a podcast about taxes. Growth had flatlined because nobody shared something they weren't proud to be seen with.
The move
We rebuilt the identity around the physical ritual of vinyl — concentric grooves, sleeve-sized typography, liner-note copywriting. Every monthly drop became a collectible object, not a shipment.
The noise
The unboxing became the marketing. Subscribers started posting their deliveries unprompted, and the waitlist did the rest.
Measured, or it didn't happen
+212%
subscriber growth in 9 months
38%
of signups from member referrals
4.2s
average homepage dwell, up from 0.9
Next project
Kelp & Co.