The document discusses how synergy was created between a music video, poster, and band website to effectively establish a brand. Specific elements like the band's logo, location shots, and affiliated music companies were consistently featured across products. A house style with matching colors and formats presented a coherent brand image. Feedback was planned during the construction stage to coordinate synergy that recognized the band across multiple mediums.

1. Q2: How effective is the
combination of your main product
and ancillary texts?
I feel that the synergy between the main product and the ancillary
texts is responsible for an effective relationship between the
medias,because
a brand was created.
Lew Parker

2. Why is branding important?
Branding is a way of clearly highlighting what makes your product or
service different to, and more attractive than, your competitors'. Synergy
can therefore be seen as a response to the need for effective branding.
These are the four elements required for a successful branding project:
• The big idea - The big idea is the starting point for any branding project. It is a
summary of your business' or product's 'personality', and what makes it different. This
was developed during the planning and research stages.
• Vision - An understanding of where your business is going, or where you want it to
go, so you can plan your journey. Your vision may be large scale - such as switching
the emphasis of your business from one core area to another - or simple, such as
offering an existing product in a completely new way.
• Values – Clarifies what your business stands for. Your values are an important part of
how people see your business, so this communication is important in the product.
• Personality - When you start communicating your brand to consumers, you will also
be expressing the personality of your company through the tone, language and
design you use.

3. Recognition of existing Synergy within the Music Industry.
When researching into the combination of existing music videos, the promotional photography
featured on posters and the artist’s website, I identified that there were often several
underlying features used to maintain continuity across the medias. This was a convention that
I decided was necessary to include throughout all of the products so that the audience could
easily group them under one brand image.
Examples of this include:

4. ‘House Style’
During my research I came across the term ‘House Style’.
What is it?
A style guide is a set of standards for the writing and design of documents, either for
general use or for a specific publication. The style guide provides consistency in style
and formatting of a document. Many publication use style guides to demonstrate the
preferred layout and formatting of a published page. They often are extremely
detailed in specifying, for example, which fonts and colours to use. Such guides allow
a large design team to produce visually consistent work for the organization.
Why is it important?
The quality of the corporate identity reflected in all printed matters and all online
marketing emphasizes the excellence of your products and your business attitude.
The colours have to match and the design must be original. The house style must
reflect your branding strategy and the values of the brand.

5. Plan of Synergy
Made during the construction stage of the product and ancillary texts.

6. Synergy of the main product and ancillary tasks.
Music Video
• The Music Video was a good basis to start generating forms of synergy that could be adapted across the 2
ancillary tasks.
• Use of the band’s logo drew attention to brand immediately within the opening seconds of the video.
•By using the MTV Logo, this conformed to a ‘real life’ production company that would often host Britpop/rock
bands on their TV channel, ‘MTV Rocks’.
• The shot scene above is an example of a ‘notion of looking into the camera lens’ (1 of Andrew Goodwin’s 7
characteristics when addressing music video theory.)

7. Poster • I then took the still shot from the Music Video
and used this as the main photograph for the
poster.
• I retained use of the band’s logo that had been
shown at the start of the Music Video.
• I also featured the MTV Logoalong with
affiliated music/magazine companies and
endorsements (shown at the bottom). This was
done to credit the idea of creating an official
London Relentless Garage poster.
•Therefore I used the official ‘Relentless’ logo; a
company that is associated with endorsing bands
as well as owning the London music venue.
• I also used the name of a real Relentless
Garage promoter, ‘Silver Bullet Promotions’
and their logo (shown in the top-right corner).
• The front cover of the band’s album was also
put in the top-left corner of the poster. This put an
emphasis on the event as being an ‘album
release show’.

8. Wix Website
The website then took
content from the Music
Video and Poster, which
drew attention to the
synergy of the products.
•Band Logo– Use of
Photoshop to put the logo
onto the wall, thus
created identity on the
homepage.
• Featuring the Music
Video in the top corner
on autoplay, drew
attention to another
media that the fans
would be acquainted
with.
• The poster was also included to draw attention to the album release show, as the band’s only current
show. This was significant to the whole project because it brought all three products: the video, website
and poster, together onto the homepage. The video had provided exposure of the band in co-
ordation with the release of their album, which was promoted by the poster.
• The main photograph was also taken down the same street as the Still from the Music Video (shown
on the poster) and this therefore bears resemblance.
•Across the website I used a similar colour scheme to the poster.

9. The ‘Releases’
page featured
the band’s
album cover,
which had
been featured
on the poster
that promoted
the release of
it.
The ‘Video’
page drew
attention to the
recently
released Music
Video as well
as other music
videos from the
band’s back
catalogue.

10. The merchandise from the ‘Store’ page reflected further considerations of planned
synergy.
• The
band’s
logo was
put onto
the T-shirt,
Shirt and
Polo.
Research into Psychographics showed me that my target audience are often associated
with wearing Oxford Shirts, Polo Shirts and, in some cases, Tie-Dye T-shirts as part of the
Britpop Culture.
In the store, my audience were able to
purchase Tickets to the album release
show that had been the focus of the
poster.
The effective
photography from the
homepage was available
to buy as an A2 Poster,
(suitable size for
bedroom walls).
The mug was a
nice British
Gimmick, that
used a
commonly
coined phrase.

11. The photography in the
Gallery was also taken in
one of the same locations
the music video was shot.
This creating synergy
between these two
products. The stone walls
and floor were iconic mise-
en-scene that was
demonstrated in the music
video and poster.
Across the different
products I maintained
using Close ups and Mid-
shots, which I found was a
popular convention of
posters, websites and
music videos during my
research.
The copyrighting on the
bottom of each website
page also linked with the
Geffen logo on the poster.

12. Effectively establishing a
brand.
With all of the Synergy taken into account, I felt that a brand was
established and the combination of the main product and ancillary tasks
was effective.
I chose to adopt this particular aesthetic seen across the products,
because of the various interlinks that could be made as the project
progressed and I began working on the ancillary tasks. Brand awareness
and the construction of the band’s image was split across the three products
down the many different avenues, for example: how the merchandise was
catered to this specific audience and how it increased awareness of the
brand.
I also upheld a desired House Style across the website and poster which
feature similar colour schemes to one another.