The document discusses establishing a brand identity for the film "Soft Focus" through various media products including a teaser trailer, poster, and magazine cover. A key part of the brand identity is using the color purple throughout, featuring the protagonist Lucy, and including imagery of a camera to reference the film's narrative. A handwritten font is used consistently, and taglines like "A Story of Friendship" are meant to suggest the film's themes. While the magazine cover focuses more on promoting the actress, the teaser and poster aim to present the same narrative and genre of a teen drama to link the brand identity across media.

1. Evaluation Question 2
How effective is the combination of your main product and
ancillary texts?

2. The Importance of Brand Identity
When creating media products for a film, it is crucial that a brand
identity is created. This will usually entail a range of factors which
will contribute towards this. Such as:
• Font
• Colour
• Imaging
• Taglines
All of these factors will contribute towards the films identity in a
range of ways. There are a range of benefits when creating a
identity for your film within media products. However a key part of
this is that iconography must also be created within the products,
this will enable your film or media product to be easily identified by
your target audience so that they are aware when they see your
poster or your teaser trailer they know that it is advertising the
same film.

3. Brand Identity Example- JUNO
For the film JUNO, the brand identity for this film has been created through the media package which has been made to advertise and
promote this film. There is an ongoing theme of Orange and white stripes is used throughout the trailer and the film poster. This
technique of brand identity enables the audience to be able to connect both elements together. This stems from the t-shirt which Juno
is wearing in the trailer and on the poster.
The typeface of the title is used throughout the trailer and the poster however is not used on the magazine cover I think that the cover
is used to advertise the actress who plays Juno instead of the movie. The main character and her significant other are used on the
poster to create a link to the film and to also establish to the audience that the film is about their relationship. We can also gather that
the plot is suggested through "Juno" standing at a sideways position this suggests a further plot and the films narrative.The teaser
trailer and the poster suggest the genre due to the repletion of the appearance of a boy and girl. Their age also radiates the genre of a
Teen Drama this also is shown through the frequent setting of a school in the teaser trailer which is a convention of this particular
genre.
All of the media products suggest the same narrative through the link to the people who appear on the poster and in the teaser trailer
she is also used on the magazine cover but is not in the costumes which are shown in the trailer of poster. However the text on the
cover uses "rebel teen" to establish the general narrative of the film. These media products do not all represent the characters in the
same way due to the concentration on the actress in the magazine cover. However, both the teaser trailer and poster portray the male
love interest to be a very naive person which emphasizes the overall plot of having a child at a young age.
The Magazine cover is different to the other promotional options as it is not promoting the film in the same way as they are speaking
to the actress who plays Juno instead of just speaking about the film on its own so this promotional technique is much more personal
in comparison to the others which are styled in the films graphics and style. So the magazine is not just promoting the film it is
promoting other things as well.
https://www.youtube.com/watch?v=K0SKf0K3bxg

4. Our Media Products
https://www.youtube.com/wa
tch?v=MGeH_1BUY84

5. Establishing Our Brand Identity
To establish the brand identity of Soft Focus, we wanted to concentrate on a
colour scheme and use our protagonist as the "face" of the film to link to
the basic conventions of a Brand Identity. A selection of our brand identities
features included:
• Colour Purple
• The Camera
• Handwritten Font
• Lucy (Protagonist)
• Emphasis of Friendship.

6. Brand Identity- Colours
To create the brand identity of Soft Focus a crucial feature of this is creating a colour theme in
which our audience will be able to easily relate to our film. We thought that the connotations
and the subtlety of Purple and its different tones was very fitting to the personality of our
protagonist.
The colour purple is seen to be reflection of creativity and ambition, which we believe to be
some of the key characteristics of Lucy our protagonist. The colour which we have used within
the Teaser Trailer and the Poster were a deep purple and a pastel purple as they contrast with
each other greatly they still complement each other due to the boldness and subtlety of both
colours.
A more lavender toned purple can be seen as much more feminine and elegant, this however is
not represented within Lucy as she is a very reserved person due to her issues of O.C.D
The colours which are used on the magazine cover contrast to the ones used on the other
products however, a common theme of pink/blue tones are used, these colours when placed
next to the magazine cover they appear to suit this colour palette. The three images along the
side are all of the colour palettes which were used within each of the media products. This
shows that the majority of colour tones and families all related.
The Teaser Trailer
The Poster
The Magazine

7. Brand Identity- Fonts
Within our Teaser Trailer and Poster for our "logo" of the film we decided to use the
font Houseplant as it created a very rugged look to the title which would be
expected to be more soft and subtle. This font was used within our teaser trailer
when the film's title was revealed, we also used this font for the majority of the film
poster including the tagline and the text in the background of the poster. This them
would create a flow within the poster and make it look more aesthetically pleasing.
The font which was used in other aspects of our media products was predominantly
COCOGOOSE, this font is very simple which is why it was important to use a font that
would not clash with our primary font. By using this font it did not stand out as much
and was only used for more technical information about the films release and
advertisement instead of the films theme. This font was used over all of our
promotional aspects as we wanted to create a slight link between the three, even
though it is known that most films do not create a brand identity link with a
magazine cover.

8. Brand Identity- Images
Within brand identity, imagery is crucial in allowing the audience of
the film to be persuaded to watch the film. As, if a high quality image
which represents the protagonist well will usually attract more
people to want to look into the film and maybe see it. The images
which are used within the media products needs to relate towards
each other and contain the same people within the images to create
continuity.
In our group we wanted to use the protagonist in our images and no one else,
this ensures that she is placed in the spotlight and introduced to the audience.
As she is a much quieter character due to her personal issues we wanted her
to be the “center of our audiences attention” as she can be overlooked.
To ensure that all of our images that were used connected we also shot them
on filming day so that Lucy would look the same in all of the products, we also
kept the clothes the same as well to emphasize this. The images which we
used were very similar to the images seen in other Teen Drama’s with their
positioning and non verbal communication of the protagonist. We wanted to
include the element of the camera which is a running theme and key aspect of
the film throughout and within all of the media products. This was done
subtlety however it was noticeable so that the film can be related to a certain
subject or object, this is similar to JUNO as within the trailer and poster an
ongoing theme is of her Orange striped top and her pregnant stomach, these
are both emphasized within the trailer and poster, due to her standing
sideways to emphasize this and that the colour orange is used throughout.

9. Brand Identity- Taglines
To create continuity and identity within films, a tagline or certain words are
used that could relate to a certain aspect of the films plot. These will be used
frequently in media products to create a link between them and emphasize a
brand identity.
To ensure that our film was taken more seriously, we wanted to concentrate on the
more real life issues which are bought foreword within our idea. Such as the ongoing
disorder of OCD which Lucy has been diagnosed with, we wanted to highlight this more
in the media products as they present a more visual way of doing this. Such as in our
poster in the background of this we inserted some words which relate to how Lucy is
seen by her peers.
A Story of Friendship, stems from a very basic plot of teen dramas which usually explore
friendship and their issues, this is a small component in the story of Lucy and how she
deals with her disorder as she finds it difficult to trust people.
Finally, adding to this for our slogan of the film we wanted to play on the fact that Lucy
is normal she just has a disorder which is an extension of herself. We produced ”An
Ordinary Girl with No Ordinary Disorder” this is a way in which we believed that Lucy
would describe herself as she wishes to fit in however her disorder can affect this
sometimes.

10. Do Our Media Products Link Together?
Do each of your products suggest the same genre?
Within all of our media products they portray the genre of a Teen Drama this is due to the colours which we chose and the person within
the image. The image features a teen which is a very basic indication that the overall genre of our film is a Teen Drama.
Do each of your products suggest the same narrative themes?
The narrative themes of our film is shown throughout all of the media products, less so for the Magazine Cover as the Text promotes the
actress more than the film but we have used the prop of the camera to still insert a link. However, within our poster and teaser trailer we
have ensured that the same narrative is present by including aspects of the story which are featured within our teaser on the poster so that
it is equally informative. This was developed further due to the words in the background of the poster and the voiceover in our teaser
trailer.
Do each of your products represent characters (and possibly places) in similar ways?
In all of our media products we have ensured that we use the same character within them to familiarize the audience with our protagonist,
this also the case as we want the audience to feel more trusting of Lucy and will want to get to know the others such as Zoe.
Do each of your three products clearly 'speak' to and appeal to the same target audience?
The target audience of our film is a young adult age range who could be outsiders themselves due to previous research, I believe that all of
our media products attract this generation due to the themes which are present and how we have visually constructed the products. This is
also obtained due to us using a very popular genre for Young Adults and that we have built the narrative around the personalities of who
we want to see our film as they could connect or relate to the story of Lucy.