Brand Identity in our Final A2 Production "Marmalady"

To create our very own brand identity to our product, we advertised our production with a slogan of which was created so that the audience would be able to remember us distinctly, this is effective to appeal to a larger audience and intrigue the viewers. A catchphrase from the production is a successful way in creating your own brand. Many indie teen coming of age films follow through with this concept. We chose a slogan that was short enough to be memorable to our production, if someone where to repeat it, you would associate it with "Marmalady" while also relating to the plot of our movie and conforming to our coming of age genre.

"Growing up is finding out who you are and what you want" we incorporated this slogan in the ending of our trailer as the camera slowly pans to the right from a birds eye view shot of our protagonist Lola lying down on the grass. We decided for Lola to narrate over this scene with the slogan at that moment as we wanted the audiences' last memory of the trailer to be this final scene with this significant catch phrase. Thus enabling it to intrigue the audience to want to watch the final production, and more likely for the audience to focus on the scene and remember the catch phrase. We purposely dragged on this scene making it slow paced in contrast to our former fast paced jump cuts.

Another evident representation of Brand identity was presenting this slogan in our film magazine, of which we created on the software "Paint.net". We presented this in a dark handwritten type of font beside the image of Lola on the front cover to suggest that it is a catch phrase Lola personally says in the movie. We decided to include the slogan in both our trailer and magazine front cover so that they link with each other and furthermore create a brand identity for marketing purposes so that our film is easily recognisable due to the use of our slogan. This marketing method has been used with several other Hollywood block buster films such as "Taken" in the famous quote "I will find you....and I will kill you". Other productions such as Teen Comedy "17 Again" include a slogan in their Movie Poster "Who says you're only young once?"

Our brand was well established through our ancillary texts. Prior to creating a magazine, it was imperative that we made our magazine seem that of a professional standard, as if it were to really be sold nationwide. Graphology of both the movie poster and our magazine was a key aspect in creating a successful brand identity.

For example, the use of cost and a bar code on our magazine was conventional, it created a professionalism to the production. Additionally we included a subtext about what else would be available inside the issue, suggesting that it was more than just the promotion of "Marmalady".

The title in itself is a very key aspect to creating our very own brand identity. I personally came up with the idea of having a one-worder for the title of our production because they are usually associated with indie movies "Moonlight", "Lion" etc. Additionally a one worded title will grip and intrigue an audience as opposed to a long title which may be hard to remember. Marmalady suggests the characters persona, "Marma" meaning hidden, and or secret, thus suggesting the characters isolation from society and her mysterious atmospheric representation. Furthermore, the "Urban Dictionary" meaning of Marma suggests that of a male drama, so we took this aspect and related it to our own concept. Marmalady is a teen drama, in which we are introduced to drama involving a male, the love interest, so we are able to suggest this concept to an extent. However, we primarily came up with a word that had a ring to it, and was unusual in the sense that we could depict this unusual representation with the protagonist. Alternatively, the use of "Marmalady" would make the audience think of Marmalade, a jam that is of lesser preference to Strawberry jam, thus suggesting the character being that of an outcast and unliked by many.

The use of this unusual type of Production name, suggests Roland Barthe's enigma code, making the Audience question the general concept of the film, as we are oblivious to it's suggestion through its mysterious title. Thus, making the audience intrigued and want to go on and watch the movie. This type of Film title creates a conversation between viewers, for example "Have you heard of that new movie, Marmalady? It's got such an unusual name, I wanna see it." this is clever as we are enabling the audience to discuss the movie before its general release.

Institution Titles were also a big factor of our brand identity, "Le Duckelle Films" was created last year prior to our AS course, we continued with this production name as it was our own brand, therefore creating a sense of fluency in our work. Additionally, this enables our previous audience to want to see our upcoming production, as the Institution is recognisable. Le Duckelle Films was created on a software named "Paint.net" in which we used a basic font for "Le Duckelle" as minimalist is usually more appealing, and juxtaposed this with a slanted cursive font for the "films" part, which made it look professional, and created our identity. By using a white font, we were able to approach a larger genre of productions, not just horror, although there are film companies who only associate with a chosen genre, we wanted to appeal to a larger audience, our first year was a horror, and our final year was an indie coming of age trailer, we challenged this stereotype, and took it into our own hands to create a different yet successful production.

 Here is a screenshot from our AS Production, and beneath is a screenshot from our most recent production, our A2 Trailer titled "Marmalady". By using the same colouring and Institution logo, we were able to sustain our brand creating a more professional representation of our work.

 

Another aspect to creating a brand identity was evident in our Green Band for our trailer, instead of downloading a copyrighted picture of a green band, we created our own template on "Paint.net" and followed the concept of both a Red band and a Green band, to convey to our chosen genre, also, we added "Indie filmmaker association of Surrey". We mimicked that of both of these trailer bands to create our own. You will be able to see below the aspects we took from both of the bands, thus creating our final product.