A2 Media

1. QUESTION 2:HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN
PRODUCT AND ANCILLARY TEXTS?

2. Importance
of
Brand
Identity
From the early stages of my research, it was clear that my
promotional package needed to be linked in a highly visual
and sophisticated way in order to create the strong brand
identity needed to increase the reputation of the band
and more importantly the sales of the album.

3. Font and
Typeface
• Although I had no text present in my main music video, I was determined to
keep the typefaces consistent across the ancillary products.This would allow
the audience to easily identify a number of important conventions.The band
name in particular also acts as a logo that serves to represent the band in the
absence of their picture.Therefore by choosing a rigid font, with sharp edges, I
am portraying the overall style of the band themselves without reference to a
particular song.
• It is important to me that I chose a different font for the band name
and album title in order to create a clear distinction between the two.
• The remaining fonts, particularly the ‘hand-written’ style of the album title and sub-
headings where intended to connote the slightly more personal tone of the album
and music video track, “Lucy”.

4. Images
• The images used in the ancillary products were chosen specifically as a visual
representation of the emotions and tone that I aimed to convey throughout
the music video.The facial expressions shown throughout all the products are
frequently shown to be despairing or mournful in order to provide a
relationship between the visuals across the package and the music the package
is intending to promote.
• The interior of the digipak contains images of the church ground that featured
heavily throughout the music video. Church grounds already have a distinct
association with the theme of death, which inspired me to use the path that
the brother in the music video clearly walks, to create a metaphorical journey
through the grief and contemplation of losing a loved one.
• As I planned the digipak after completing my principle filming, I did not do my
photo shoot for the ancillary products at the same time. However, to ensure
the visuals remained similar, I made sure the pictures were shot under the
same lighting and weather conditions.

5. Colours
• Due to the overall tone and theme of my package relating to the binary
opposition of life and death, I relied a lot on aspects of mise-en-scene in order
to convey these aspects to the audience in a more professional way.
• Carried across all three forms, was the white dress worn by the character of
“Lucy”, my intention here was to signify a pure and angelic persona that not
only reflects the obvious young age but also the positive connotation of being
seen as “at peace”.
• This directly contrasts the black clothing worn by the brother, representing his
despair and regret (again a direct representation of the lyrics of the title track).
• The majority of the printed products are black in colour to represent is as the
stronger emotion conveyed by the package and the one that the audience are
most likely to associate themselves with.

6. Iconography
• Iconography is important when trying to establish a brand identity to an
audience.As such it was a significant aim of mine to include it across the three
products. Unlike the logo font, I believed the iconography should bare
representations to both the band and the tones of the album I have designed.
• The single rose, I felt, fit this criteria nicely as the roses were mentioned
specially as a flower of choice throughout the song.Visually, the rose has
connotations which could be attributed to the rock genre due to their striking
red colour where it can be seen as imposing in a similar to the loud volumes of
rock music.
• Roses are also notable for having thorns along the stem, which could
symbolically represent the danger and aggression associated with the genre.
• Ultimately, this allows the fan base and any potential additions to the audience
to clearly recognise the fundamental genre of the album.

7. Overall
Effectivenes
s• Overall, I believe that the promotional package ties together well in its aim promote both the band and them album to both a new and
established audience.
• These views of my own have been supported by a number of examples of audience feedback. Whilst gaining this feedback, it is clearly seen
through the questions I have asked that creating a strong brand identity has been a key aim from the outset.
• The feedback was generally consistent in suggesting that by following key genre conventions such as specific colours and typefaces, that the
genre of the products could be immediately recognised.
• Whilst the pictures and iconography were identified and commended across the package as strong features that convey the appropriate and
intended tone.