Wisconsin’s famous record shop, Strictly Discs, sold in 2024. To show his commitment to the store, the new owner hosted a community event for Record Store Day, an annual celebration of independently owned record shops. We created a custom visual identity for the event, paying homage to the store’s traditions while also pushing the visualization into the modern recordhead era. The merch featuring the new identity sold out in minutes and the store had its largest sales day in its 36-year history.