The candidate created a brand identity for their fictional band "Indigo" through consistency across their main music video product and ancillary magazine advert and digipak texts. Elements like typography, logo, color palette, and imagery were carried over to represent the psychedelic genre and establish expectations. Feedback showed the combination of products effectively conveyed a strong sense of branding and allowed most viewers to understand the preferred meaning through the consistent representation of the frontwoman Nancy and themes of uncertainty.

1. Amy Taylor
Candidate 3129
Centre 16607
Evaluation
Question 2
How effective is the
combination of your main
product and ancillary texts?

2. Brand Identity
❖ Forming a brand identity is important in order to
promote artists so they can be recognised, for instance,
through iconic images, logos, artwork or merch.
❖ An example of this is the Rolling Stones’ logo.
❖ Audiences consume brands which signify themselves,
which is why it is necessary to relate my products to a
specific subculture and represent the genre well
throughout my main and ancillary products.

3. Textual Analysis - branding
❖ I analysed Nothing But
Thieves’ digipak,
magazine advert and
website in order to
determine how they
created their brand
identity.
❖ They used conventions
such as the typography,
band name/logo, main
image, colour palette and
record company.

4. Typography and Logo
❖ I used this research to guide me
when including these conventions in
my own products.
❖ The typography of my band
name/logo ‘Indigo’ is the same
across my three products, which is
effective, as this allows the audience
to recognise the artist and products
they are affiliated with.
❖ An existing example would be Arctic
Monkeys’ typography which is
instantly recognisable. This is due to
the fact they have established their
brand identity in the music industry.

5. Colour Palette and Genre
A strong sense of brand identity is also
established within the colour scheme of the
products. In Nothing But Thieves’ products,
Levi-Strauss’ binary opposition theory was
adhered to by the contrast of light and dark,
which is evident in both of their albums.
Therefore, this convention is incorporated into
their brand image.
I decided to use a purple colour scheme, as
this anchors the psychedelic genre, as well
as connoting spirituality and romance, relating
to my preferred reading (Stuart Hall).
I adhered to the binary opposition
theory, as the glow effect in
Photoshop allowed me to create a
hazy effect around Nancy. This
represents her dream-like vs normal
state (conscious vs unconscious),
which is an element of psychedelic
subculture.

6. ❖ The colour palette of my music video, digipak and magazine advert
was effective, as it directly relates to my artist’s genre, which
establishes the brand identity. The audience form expectations of the
band once they are associated with specific genres and ideologies
(Blumler & Katz uses and gratification theory).
❖ I have continued to anchor the indie and psychedelic genre in my
products to establish the brand image by including a record label
which signs many indie artists.
❖ Additionally, I took inspiration from My Bloody Valentine, using
editing techniques featured in their music videos to achieve the fades
and overlays. This is an example of intertextuality (Julia Kristeva).

7. Therefore, I challenged conventions by
having Nancy represent the frontman
rather than the male singer himself.
For their album ‘Uncertainty’, Nancy is
the brand image, as she is the talent
portrayed in the music video, digipak
and magazine advert.
Using Nancy as the face of the album
was effective, as it provides continuity
between my main and ancillary
products.
Henry Jenkins states that genres should
be explored and conventions should not
be followed as strict rules.

8. ❖ The combination of my music video, digipak and
magazine advert interact to produce a greater effect,
primarily to promote the artist to a larger audience.
❖ The music video and magazine advert promote the
album by including conventions mentioned
previously, which link all the products to one specific
identity.
Synergy is used between the music video, digipak & magazine advert in order to
increase audience consumption, as these different forms of media can access a
larger audience over a period of time
Synergy

9. How did my audience feedback
suggest the combination of my
products were effective?
❖ 100% of respondents claimed there was a strong sense of branding in my
main and ancillary products. Most people commented on the consistency
of the purple tones and the artist being featured in all products. The slow-
paced editing of the music video and my talent looking down, uncertain and
contemplative, represents the preferred meaning.
❖ My brand identity anchored my preferred meaning, as 64% decoded my
preferred meaning whilst the other 36% expressed a negotiated reading.