Evaluation - Question 2

How successful have you been in the development of your brand identity?

SCRIPT-

Hayley- The campaign we made for our artist was successful because we managed to create and develop a strong brand identity across 3 forms, our digipack, website and music video. In our digipack we incorporated a colour scheme that was relevant to the “vintage” feel we were trying to portray for her by using a palette of browns, greens and other various neutral colours. Other elements of the mise-en-scene that contributed to the overall feel of the campaign such as the careful costume design and props such as leaves and sparklers all added to the change into a relatable, feminine, indie rock artist. Holly Hayes used to have a dark grunge rebellious identity that struggled to sell in the music industry, however we wanted to challenge ourselves and advance her look into something that would represent teenage girls.

Jennifer- After researching what is popular with the target audience of young teenage girls right now we discovered that making a personal issue aware to an audience then allows it to become relatable which then forms a relationship with the audience. This is how our basic concept of the music video was formed. As our target audience was mostly girls we wanted a strong sense of femininity across our campaign this included putting holly in things like pink dresses and props that included teddy bears. When picking the location for the girls room we wanted to reflect the feminine side of our artist and also make the change of the brand identity realistic.

Hayley- The website was another main part of our campaign that advertised the other two forms of our campaign as well as other key contributions. Our logo and font was carefully thought out considering the feedback and research we got from teenage girls in our area. After experimenting we developed our font from a bold floral to a plain sophisticated text, we then adapted from this to created a sophisticated spiralled font using the colours we chose to represent holly across the campaign. We also ensured that it was a feminine design. We used the same font throughout our website, merchandise and digipack so it became an iconic sign when branding our artist. 

Jennifer- Our focal point throughout our whole campaign is of the artist. The website background and main focal point of the digipack is a photo of the artist. Within the indie genre we wanted to follow certain conventions to ensure the audience knew the genre we were trying to portray. Focusing the campaign around the artist is a main convention of indie which we wanted to exaggerate. The location also conformed to the indie genre with basic relationships such as woodland with natural feel. The woodlands are a representation of her memories and that explains why she runs away from them. This use of presentation is common in the conventions of the Indie genre. The story line is quite artistic and creative and we wanted to have that follow through our whole campaign.