Digipak Draft 3

Our third Digipak Draft

Digipak PDF file attached to first image.

Above are our four digipak panes, which include a front cover, two inside covers and a back cover. I am very happy with my third draft. After getting feedback from my teacher through a screen castify, myself and Kita were able to identify areas that we wanted to change and how to improve our digipak. We have completed all of our targets from our teachers feedback, and are happy with the third draft.

Our digipak in CD casing

Our digipak has been printed out and put in cd casing so we can see how it looks in a professional way. Once printed and put in the casing, Kita and I could see the areas that we loved of our digipak. Overall, we are really happy with the outcome of our digipak, and we feel that our target audience would buy the digipak due to choosing specific generic conventions which would stand out to our audience that listen to this genre of music.

Audience tally

I created a straw poll where peers of ours could decide what genre they believe our digipak is based on. The results are very positive, meaning we have gotten a preferred reading across to our target audience, and we feel that we have created a digipak which replicates our chosen genre well. The specific brand elements and generic conventions have suggested to our target audience what genre our digipak is. However, we have also included unconventional features in our digipak, so we are happy that more peers identified our chosen genre, although we understand why some chose pop, as they are very similar and contain some of the same generic conventions.

Digipak Draft 2

Our second Digipak Draft

Digipak PDF file attached to first image.

Above are all 4 of our digipak panes, which include the front cover, two inside covers and the back cover. I am really pleased with our second draft, as we have changed a few things from our first draft to improve the overall look of our digipak.

We have changed the typeface on the front to a more bold typeface, which will stand out and catch our target audience’s eye, due to there being a drop shadow behind the album name too. We have also changed the typeface on the back cover, to an easier to read typeface, which is still maintaining the typical typeface our genre includes. We have changed the colour of our typefaces from black to yellow, where we chose a complimentary colour to the pink satin, to make both of the colours stand out. We have also smoothed our star’s hair on the front cover, to give our digipak a more professional outcome.

Feedback from teacher

Above is a screencastify from our teacher issuing myself and Kita feedback on our second draft of our digipak. Our teacher really loved our second draft, and believed it fitted in with our themes of glamour and power. However, there are areas for improvement, which I have listed below.

Targets for improvement:

  • Colour correct her lip colour
  • Change the typeface on the front cover, make it a bit less bold and try alternative fonts
  • Add the artist name on the front cover to make it an unconventional feature
  • Work on colour correction on the third cover so it matches the other covers or possibly add other design features or change that cover completely to a different image
  • Change the typeface of the tracklist on the back cover to a simple and elegant font
  • Get rid of the numbers on the back cover, make it unconventional
  • Look at the record company logo as it’s cropped at the moment and change position of barcode on cover

Digipak Draft 1

Our first Digipak Draft

Digipak PDF file attached to first image.

Above are 3 of our digipak panes, which include the front cover, an inside cover and the back cover. I am really pleased with this draft as it is exactly what I was intending to include in the first draft.

I am really happy with the colours used, the pink satin fabric really stands out against the model and her tones which makes our digipak enticing and makes it stand out. The mise-en-scene is perfect for our genre and key themes, which are power and glamour, as her makeup, hair and outfits are glamorous and the poses and angles she is in portray her power. The lighting in our shots is very effective, as it highlight her main features as well as picking up the brightly coloured pink satin, giving a powerful contrast to our covers.

I have created a powerpoint above detailing my own self assessment of my first draft, comparing it to previous students work, so that I can understand how my audience will interact with my digipak, which will give me a preferred reading of my star. I believe that my work is currently at a B grade, and will work on my further drafts to improve using the feedback I have set myself below.

I have set myself a few targets for my next draft:

  • I need to smooth out her hair in the front cover so it looks more sleek
  • Look at the the font used for the front cover and possibly change it?
  • Change the colour of the writing to a colour which compliments the pink satin
  • Add in another inside cover of gold jewellery, to portray the glamorous side to our star

Evaluation of shoot

Photos from shoot

Above are four of our favourite shots from the shoot.

I feel that our shoot went really well, and that our aims were met. We included the specific mise-en-scene relevant to our genre, and most of our shots were well-lit, which brightened our star’s key features and tones to enhance the quality of our shots. We managed to take a wide range of photos, with a vast range of shots including close ups, mid shots and aerial shots which we can choose from.

Referring back to our PMA was very helpful, as we could see exactly what we were intending to do in our shoot, which made our shoot quicker and easier, as we knew exactly what to bring and how to dress and portray our star, through the types of poses and her key themes, which are glamour and power.

Contact Sheet

Our Contact Sheets


Above are our contact sheets for our first digipak shoot. Myself and Kita feel that we have portrayed our star image and mise-en-scene brilliantly, by picking outfits and props that are stereotypical for our genre, and including good lighting which highlights her tones and key features. Portraying our star image was vital to Kita and I, as our star image is what’s going to capture our target audience’s attention, so we included key genre conventions in our shoot, such as satin sheets, dresses and jewelry.

We aimed to get a wide range of shots, including close ups, mid shots and aerial shots of our star, and ensured that most of the shots were in focus so we could pick our four favourites from a wider range of photos. We also aimed for our mise-en-scene to be typical of our genre, which is why we included jewelry, a slick ponytail and dresses, and for our lighting to illuminate the key features and tones of our star.

We feel that we met all of our aims, as our mise-en-scene was perfectly portrayed as typical conventions of our genre, and we got a vast range of different shots, most of which were in focus and had good lighting, which highlighted the key features and tones of our star.

Photoshoot / Design Production Meeting and Risk Assessment


PDF file attached to first screenshot



Above is Kita and I’s Production Meeting Agenda for our Digipak shoot. It is important to always make a production meeting agenda, as it outlines exactly what you need for the shoot. It aims to keep you organised so you know where to be at what time, and what to bring with you. It is vital that everything is brought to the shoot, so that the star image and brand image can be created, and the PMA helps this to happen.

Risk Assessment


PDF file attached to screenshot

Above is myself and Kita’s risk assessment. Risk assessments are very important as they highlight possible risks that could occur, so that we can understand how best to safely take shots for our digipak. It also shows where and when we are filming, so our teacher knows where we are so if he needs to find us, he is able to.

Aims for the shoot

Our aims for the shoot is that we take plenty of images, so that we can really grasp the idea of the star image. We also aim to portray our mise-en-scene correctly, so that our brand image will be shown and so our target audience knows the key themes we are trying to portray, which are glamour and power. We are aiming to take a wide variety of different shots and angles, such as aerial shots, close ups, mid shots and canted angle shots. These aims will ensure that we have met our criteria for the shoot, which is portraying our star image and focusing on portraying our mise-en-scene through our range of shots.

Hand drawn mockup

In order to create our digipak album, we had to sketch out some ideas for the front and back covers. Below are myself and Kita’s two ideas, which follow the same conventions. These ideas both maintain our key themes, power and glamour which also compliment our genre of R&B. We wanted to focus on our star image, by creating clear and concise covers which represents our genre and conventions well. We feel that our audience will be able to decode our digipak due to the fact that it contains themes that our audience are interested in, and our audience are of similar ages with similar cultures to our star. This is key because we want our target audience to decode our digipak covers the same way as we have, which will give us a preferred reading, of how our audience viewed our product.

Whilst making these mock ups, it made me realise that this task was all about conventions, and how developing them can get a preferred reading. We are including technical conventions which are elements that are always included eg. barcode, copyright, track lists but also generic conventions, such as bold colours and simple typefaces, which are only typical conventions of our chosen genre, R&B. We want to challenge some of these conventions, by portraying a different type of mise-en-scene; a more glamorous side to the R&B genre. However, we are making sure to still include our generic conventions, so our target audience can still decode our digipak.

Branding Moodboard

Our moodboard

Made with Padlet

In order to create our digipak, Kita and I created a joint padlet which include inspirations and key ideas of how we’re going to create our digipak. We have picked 6 genre conventions which we’re looking at in more depth: colour schemes, mise-en-scene, graphics, similar covers, typefaces and images. Breaking our ideas down into 6 sections will help us gain more of an understanding of how we’re going to portray our brand image and key conventions to our target audience.

When an audience consume a media text defined by a generic label, they have certain expectations of the text. We aim to involve these expectations in our digipak, known as the repertoire of elements, which our target audience will be able to decode as they are interested in the R&B genre, and the typical generic conventions.

By creating this padlet, it helped us reflect and think more about our genre and it’s demographics in depth, and also the generic conventions that come along with it.

Digipak Conventions Analysis

When creating our digipaks, there are three main questions or criteria that we need to consider and evaluate:

  • What do they have in common?
  • What are the forms (technical elements for all covers)?
  • What are the generic conventions (designs particular to your chosen genre of music)?

My Analysis

This is my first analysis on the conventions of a digipak cover. I chose to analyse Kali Uchis’ album ‘isolation’ as I found this album very visually appealing, and I am a big fan of her music. When analysing the key conventions on a digipak cover, I had to think about the key forms, the technical elements on the cover typical of all genres, but also the generic conventions which are only typical of my chosen genre which is R&B.

I have learnt from this task that different genres of music have completely different technical elements on the covers of their albums, and it has made me realise how different generic conventions are, in relation to what genre of music the artist makes, and how differently artists portray them.

This will help me when creating my digipak as I know what key technical elements to include which are typical of all genres, such as the name of the album, illustrations, barcode, tracklist and copyright information and also the generic conventions which are typical of the R&B genre I am studying, which are bold fonts, bold colours and simple typefaces.

Our Mission Statement – The Package Brand

Marketing strategy and mission statement:

Above is a slideshow created by myself and Kita on our marketing strategies and our mission statement for our star. Included in the slideshow are key conventions we want to include in our digipack such as audience demographics, competition we need to be aware of and our unique selling point, which is how we are aiming to sell our star and her star image to our target audience. We have also included some key ideas from a widely recognised media theorist, Richard Dyer who presented his ideas about star image in a book he wrote in 1979 called ‘Stars’. We have linked back how these ideas about star image can be used in relation to our star in our slideshow above.