How do the elements of your production work together to create a sense of 'branding'?
Me and my team created three main product that we tried to follow as one, in order to create a communion between them and to make clear to the audience that all tree products are each a piece from a big puzzle, that have a unique style and represents certain themes and issues: the digipack, the website and the music video.
From the perspective of James E Walker- branding and graphic design artist, – “people will see you before they hear you, and if your artwork, logos, or marketing material is not appealing, people will not click on your images, pick up your CD, or watch your videos.”- following this principle throughout our creation, we decided that we want to create a strong and ethical sense of branding for our products.
We constructed our products based on the style of the song - Sweet and on Brockhmpton’s unicity, as we wanted our products to reflect the meaning of the song and the band’s aesthetics. In order to do so, we unified all three products from using the same fonts, themes, colors, to create an interconnectedness between them and the audience to understand that they are all on the same topic. We created a sense of unity between the music video, the website and the digipak by accentuating the closeness between the models and the strong, warm colours. The visual branding fuses the message that we wanna represent together. As Brockhampton is using strong colors and contrasts to attract the audience and to create an appealing product, we followed and represented their style and also their messages that they wanna transmit through their products. We used the colors as a link between the three products, using especially orange tents as well as pink, yellow and red, all these colors representing the vitality and the outstanding courage transmitted through the video, that, especially for this genre, attracts the audience making it curious.
Leaving from the vision of strong colours, friendship and fun, we started to build por products around these principles, on the front page of the digi pack we put a photo with all the characters from cluj-that where wearing outstanding and bright outfits, as well as inside the digi pack we placed a photo with the models from Timisoara, staying together, here the predominant colour allate being composed from orange, grey and blue, so we created the design of the CD with the same colour palette to create a visual interconnectedness. In contrast with the rest of the digi pack, the back photo comes with a black & white effect, to create an outstanding ad unconventional effect and to attract the attention of the audience, as it can be interpreted in different ways by them, such as that the bright colours represent the youngness and the love and potential inside the teens, meanwhile the black & white photo represent the issues and the tough times that they are going through. All these elements are interconnected with the music video, as well as with the website. For the website, the main photo expresses both the lively colors: the pink graffiti from the wall and the yellow line, but also the darkness from the tunnel that perfectly represents the styles of contrasts of Brockhampton. We selected carefully the photos for both the digipack and the website in order to portray the same message and feeling that we transmitted through the music video. Also, me and my team decided to create an Instagram account for the music video in order to promote and get easier in touch with the audience, as nowadays a lot of teens and our target audience is active on the platform. For the music video especially, in order to receive suggestions and ideas from our audience we created a questionnaire in which they could complete their suggestions and things they like in a video that we afterwards, included in the final creation, in order to be receptive to the audience preferences and being open to feedback, was a major step in creating a relationship with the audience, and also attract more. Regarding the connection with the audience, in all the three products, most of the time, the models are looking directly at the audience, the eye contact creating a personal experience with the audience and a stronger connection.
We based the music video on the principle of equality, in order also to enforce the idea and also to attract more women in our audience, because, usually, there are lots of males listening to hip-hop genre.
All these elements we combined in our music promotion package are part of a seamless whole which strongly reinforce the band's distinctive label and authenticity. Throughout the branding we created, we are able to pass on to the audience the theme of rebellion, fun, and issues that teens have nowadays, but especially the essence of friendship and equality.
- Iasmina Caramidariu
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