‘HOW EFFECTIVE IS THE COMBINATION OF YOUR MAIN

PRODUCT AND ANCILLARY TEXTS?’

House Style• The concept of a ‘house style’ is

something that has proven extremely useful for marketing in the music business. Keeping a running theme between videos, advertising and packaging for albums creates a sense of coherence within the band’s work, and allows the audience to clearly see this and be able to associate particular features with the artist. This is something we have used in our media products.

Our Brand Identity• We have created a brand identity across

our products through a number of practices, from similar image choices, to thematic links and typography.

• For example, we used a black and white filter across all of our media products, to create a strong house style and brand identity. This alongside the images of the playground and the theme of youth in our imagery helps to create obvious synergy which will be easy for the audience to recognise.

Imagery• In our video, we use various shots of the destruction of

children’s toys, to symbolise the death of childhood. In our digipak, we used images of the playground, to keep the childish theme running throughout our products.

Typography• We chose our fonts prior to creating our digipak and advert,

to ensure we got the right feel. We decided to use the same font for the text on the digipak as we did for the advert, to keep the sense of coherence and house style. However, we chose to vary the colour of the font between our poster and our digipak back cover, as we felt the red font would stand out more on the black and white background and be easier for the audience to see. This colour is also used on the front cover of the digipak, to ensure it catches the audience’s eye, and to link between the digipak and the poster.

Theme• We used the theme of death (specifically, death of childhood)

throughout our video and ancillary texts. It is symbolised in the video through the destruction of the teddy bear, and we continued this in the digipak by using one of the shots of the teddy on the archery target. We chose to use these as death is the prominent theme in our video, and we wanted this to be reflected in our digipak and advert. This is also a common theme in the rock genre, so we decided to keep to this convention to ensure it is easily recognisable to our audience as a rock album.

Marketing• Our digipak is designed to catch the eye, with the images of the playground

and the stark black and white filter providing a strong contrast to other things on the shelf. It also creates a recognisable image which, when shown on the poster, will draw the audience in by showing them something they have seen before, and can therefore associate with the album.

• The poster also mirrors this, by ensuring the audience recognise the cover image when they see it in shops, making them more inclined to buy it. To achieve this, we used the same image that appears on the cover of our digipak as the background on the poster, which is a still from our music video. This creates a strong house style and an easily recognisable image for the audience.

• By putting an image of the album cover on the poster, we are planting the image in the head of our audience.