Another strong link is the graphics between the digipak and the magazine advert, the thick black geometrical borders/patterns are an undeniable link and this helps the promotional package to tie together.
It is important to have a consistent campaign because the products need to be easily, and quickly identifiable as linking to Siyah. I believe that they work well together as a promotional package due to the fact that they all reference the same themes and this links them neatly together, the strongest link between all three products is probably the photographic link between my digipak and my music video, I did this to really emphasise and solidify their connection.
I wanted to keep my digipak and magazine advert simple because it was in the interest of my target audience. I also believe this adds to her brand image because it shows that she is effortlessly classic and polished, hence another reason why her clothing in the music video is simple, I wanted her to appear like a modern day, Audrey Hepburn or Marilyn Monroe, if you Google either of these women their appearance and consequently brand image is all very classic and simple, nothing overtly…
Another way in which I distanced her from her back up dancers was through a difference in appearance, she is wearing all black and her hair and make-up is done, this tool is used by Beyoncé in her Single Ladies video, it just emphasises that there is a difference between her and her dancers.
I created a star persona for my protagonist because as theorist Richard Dyer states it is important to create this persona so that it appeals to the target audience and so our protagonist is also seen as a commodity that can be used to sell products, in my case her digipak. I created this star brand image through lots of close ups throughout my music video, this establishes that she is the most important dancer.
Star Image. Siyah’s brand image is like a 21st century version of classic beautiful women such as Marilyn Monroe and Audrey Hepburn. I wanted her to be admired and respected through her empowering and passionate dance and the way in which she is breaking away from the norm (the other dancers).
Another thing all my products have in common is simplicity, none of my work is overcomplicated or messy. My magazine advert and digipak are especially simple thanks to my consistent colour scheme and clear, bold fonts. My music video does not have a plot or narrative and is instead more conceptual; we used a ballet.
Roses. After deciding that our music video needed more symbolism and choosing red roses to do this, I was inspired to keep this symbolism across my ancillary products, hence why I edited a picture of Siyah onto a bed of flowers. The roses are key iconography when also creating an attractive brand image as they symbolise and suggest that she is wanted. They also help emphasise her brand image and exaggerate her 'classic' beauty through this cliché symbol which epitomises desire.
Black and White. I used these two colours across all my products; my music video, digipak and magazine advert. The fact that I've used a monochrome across all areas shows that I have really recognised the importance of creating a consistent brand identity across multiple products and keeping this identity recognisable across the promotional package. Monochrome is also used to emphasise her timelessly elegant brand image, because it is a style that never goes out of fashion.
Helvetica. This is the font I used for the smaller print in my digipak and magazine advert. It is widely recognised by my target audience as a 'cool' and 'indie' font that can often be found on tumblr, this helps my target audience make quick associations with other products that they enjoy and like; such as something they saw on a blog, or The XX's albums. This helps 'sell' the products as it assures our audience that our album is 'hip' and current.