Milk! Records

Milk! Records is a Melbourne-based, artist-run label that was started by Courtney Barnett & Jen Cloher in 2012. With limited resources, Milk Records were in need of consultation and direction on refining their digital presence. The objective was to provide clarity on their use of branding across digital platforms, showcase their offering as a label and incorporate an online store that also had inventory and reporting capabilities.

The brief was to work with their current ecosystem, providing direction on refining and unifying their online presence. The ultimate goal was to increase efficiency and streamline their tech stack while also increasing online sales. With a limited budget, it was clear that capitalising on existing technology was going to be a key element in shaping the direction of the project. Shopify was the answer in this case, covering the needs of inventory and reporting capabilities. The next challenge was tightening up the online brand presence, showcasing the artists and enabling them to tell their story.

Focusing on the artists and bands of Milk! Records was the core intention behind the creative approach. Utilising an existing Shopify theme with some customisation kept costs at bay and provided the foundation for a highly visual experience. The back end of Shopify provided the appropriate resources for inventory and reporting, answering a core element of the brief. Additional direction and consultation was included to refine social media and other digital platforms in order to strengthen the brand presence.