AV8 gave me the opportunity to create a brand from the ground up, ensuring all justifications are strong, relevant and supportive of the actual identity itself and the necessary outputs. I have created a solid visual brand identity which fits into the underground dance music industry’s trends and styles very well, whilst having succinctly delivered our main purpose and services to the audience - effectively communicating what the unique selling points of our brand are, which sets us aside from the rest of the market. I have focused this content in a consistent and relevant way across all outputs and platforms for the audience, encouraging as much interactivity as possible in order for the platform to continue growing into something fresh and unique.
By constantly reflecting on our proud roots - of being students with nothing but love and passion for the music - we were able to reach out to our growing young audience through the most appropriate mediums, allowing them to relate to us and respect the movement we are making and encourage that interaction and engagement with the content. This naturally lead to artists wanting to get involved and then, in turn, share it to their own audiences. I targeted these audiences through the use of print where necessary, but predominantly through boosting the pages digital presence, personality and tone of voice - in the most compelling way for the eyes of the audience.
This encouraged interaction through various innovative ways - such as the green-screen - but more than anything presented our passion and creativity first hand for similarly minded people to get involved with and become immersed within. Of which our social interaction record and audience reach data on Facebook clearly evidences this.
There were a lot of learning curves along the way - from getting over equipment malfunctions when live, to time constraints and deadlines - but overall it has been quite a well organised and pleasurable ongoing experience which I have gotten a hell of a lot out of.
I have learnt how to direct content to a social audience of a similar age to myself in an impactful and efficient manor, adapting the language used to best engage the age range and background of the demographic. Taking this even further, the project has presented me in situations were I have had to collaborate and work alongside other creatives/clients (such as DJs coming on the show). This has taught me how it is necessary to consistently adapt your approach and process to best communicate ideas and get a response from that particular creative. Not to mention developing my judgement of the appropriate tone of voice that will effectively communicate and engage the audience - without being too stiff and over-professional, but at the same time not too urban that I cannot be taken seriously in the real world. This has sculpted me as a designer making me more aware of how to adjust my personality and professionalism dependent on the client or collaboration.
I have found by solely working on a project which is close to my heart it has made my passion for graphics and motion design even stronger, allowing me to realise the ideal type of projects I’d want to work on after uni. The AV8 Project has definitely grown into something which can continue after uni, becoming a weekly/bi-weekly streaming service dependent on the lift off and free time I have! I aim to continue to collaborate through the AV8 project and interact with as many different musical and visual artists as possible - pushing the page as an interactive and vibrant platform for artistic engagement of all disciplines.
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