Permanent Records
Dig all day. Stay for the show.
A gig-poster campaign for a record store that becomes a bar and a stage after dark — a vinyl groove turning into a beam of light.
Campaign direction · Hero + story design · Rollout plan
Dig all day. Stay for the show.
Why this line, for this business.
The business
Permanent Records Roadhouse in Cypress Park is a record store, bar and live venue in one room — described as the first of its kind in Los Angeles.
The goal
Say the whole proposition in one image: come for the crates, stay for the band. One poster that works for the shop, the bar and any show.
The central idea
The record and the stage are the same object. A vinyl disc, seen edge-on, loses its grooves into a single beam of stage light. Daytime becomes nighttime in one gesture; the headline just says it out loud.
One object, two rooms.
No crates, no bar, no crowd. The disc-into-light device carries the store/venue idea on its own so it never misrepresents the space.
Gig-poster type.
A heavy condensed grotesk in warm white against black, with small typewriter details — the vernacular of show flyers, tightened up.
Tungsten, not neon.
One warm orange beam on a black field. It reads as stage light and as the glow of a bar, and it prints cheaply as two colors.
A poster you can staple anywhere.
The device is reusable: the beam can point at a date, a band name or a sale. Keep the black field and the condensed type, and every show flyer looks like it came from the same room.
Black field, disc-to-beam device, condensed grotesk headline, one red rule, typewriter CTA.
Headline, date line and what the beam illuminates. Beam color can shift warm-to-red for special shows.
Landscape puts the disc left and type right. Vertical stacks the beam full-height behind the headline.
Two formats.
One identity.
The landscape hero and the vertical story were designed together so the campaign reads the same on a website banner and on a phone. This is the completed, deliverable artwork; everything in section 05 builds on it.
The poster,
switched on.
Image-to-video from the finished story still (minimax/h3-max). Typography is held static so the clip reads as a poster coming to life, not a re-render.
Words that match
the pictures.
Starter copy in the campaign’s voice — a headline, a supporting line, three social captions and an email subject. Written to show the tone; the business would refine every line.
Dig all day. Stay for the show.
Supporting lineRecord store by day. Bar and stage by night. One room, no cover for the crates.
Call to actionSee what’s on
- Flip through the bins. Then flip the lights. Dig all day, stay for the show.
- Used records, cold drinks, loud bands. See what’s on this week.
- The only record store in LA where the needle drops twice.
Dig all day. Stay for the show — this week at the Roadhouse
Completed assets.
Proposed extensions.
The two completed pieces are the complimentary concept. The rest is how the idea could grow if the business wants to take it further — each would be scoped separately and built from approved brand assets.
Campaign hero · 3:2
The landscape design on the board above.
Vertical story · 9:16
Story version with the beam running full height.
Motion cut · 9:16
Six-second vertical loop for Reels and Stories: the disc turns, the groove flares into the beam, the headline holds.
Show-flyer template
Same device with a date, lineup and door time dropped into the beam — one flyer per show.
Window poster + bar coaster
Two-color print versions for the storefront and the bar top.
The flyer template is the real win: every show announcement inherits the same device, and the room gets a look.
Project scope & production notes
What this study covers
Campaign idea
Visual direction
Hero + vertical story design
Sample copy and rollout plan
Created as a complimentary, self-initiated concept and shared with the business as a proposal.
What it is not
An independent concept for a real business, created without its involvement. The artwork is AI-assisted and illustrative; it does not depict the venue, its stock or any artist.
No commission, client approval or measured results exist for this work. Motion, print and email items in the rollout are proposals only.
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