Brand identity for the film Shutter Island, for my A2 Media Coursework.

1. Brand Identity

2. IMAGES

3. BRAND IDENTITY
One notable way in which a
brand image is created is
through the use of low key
lighting. Both the poster and
the magazine employ the use
of this technique, and there
are scenes in the trailer that
do likewise. A chilling brand
image is created, which gives
the film an uneasy feel
overall.
The fog effect enhances the chilling
feel that is created through low-key
lighting. When you see fog, you think
cold, and this makes for a
strengthening of the brand image
overall.
The match is significant. On the
poster it symbolises danger
through the fact
that, conventionally, you
associate it with low key lighting.
In the trailer, the match is struck
at the point where Di Caprio is
attacked. Hence, a dangerous
brand image is presented.
The use of red and orange colours continues to create a
brand image of danger and tension. They are colours that
connote danger. On the man’s face, there are specks of
blood, giving him a dangerous feeling, and hence the film.
The red text on the magazine gives the film a dangerous
feeling likewise

4. HOW DO THESE PRODUCTS RELATE TO THE
THRILLER GENRE?
• Key features of the thriller genre are in the name. Things that thrill. This means
action, suspense, tension, chilling feelings through danger.
• All 3 products relate to the thriller genre because of low key lighting, which creates a
chilling and tense atmosphere so typical of the thriller genre. Arguably, if there was no low
key lighting, it wouldn’t be a thriller film, and it would not make the film seem chilling and
on edge.
• Colour connotations also make these products typical of the thriller genre. The movie in
question is a psychological thriller, and as such, it will mess with the mind. Danger
messes with the mind, and the use of orangey red colours for fonts and the featuring of
blood helps to give the film extremely uncomfortable connotations.
• The tense look on Di Caprio’s face, on the poster and in certain scenes in the trailer is
also typical of the thriller genre. He looks tense because he is under pressure, in a
dangerous situation. This is because of the events which are typical of a thriller film.
Avoiding very real danger, which is very difficult to overcome.

5. HOW DO THESE PRODUCTS APPEAL TO THE
TARGET AUDIENCE?
• The lead actor being used for all 3 products creates familiarity, and also builds attachment
to the actor concerned. Conceivably, members of the audience could get confused as to
who the lead actor is (because this is important to know). Therefore, this technique
appeals to the target audience because of its convenience and star appeal.
• All 3 products appeal to the target audience because of the insight they give into the film.
The two print based products, through the use of colour, lighting and the fog/cloud
effect, tells the audience that the film is conventional of the genre, which is why they are
appealing. The trailer, naturally, also does the same, and as a result, is also appealing to
the target audience because it does what it is expected to do.
• The two print based products also appeal to the target audience because of the colour
interaction. They are easy on the eye, have structured layouts, and give insight into the
film. This makes them convenient to the audience, and as a result, they are appealing.