October 11

Evaluation of shoot

Our shoot went very well, even thought it was quite spontaneous, my group found we had a lot of high quality shots due to the different angles and distances we did. This helped us as we were then able to use a lot of our shoot images in our digipak draft 1 for our artist L.U.N.A.

Our favourite shots we took were:

  • A motion shot of ‘L.U.N.A’ whipping her hair to the left,
  • An extreme close up of the eyes (the purple eyeshadow made this shot stand out significantly) and we could do lots with it when editing,
  • A close up of her looking straight into the camera (The shadows and lighting complimented this shot extremely well as it made her features pop).

However when we started to edit our shots on Adobe Photoshop, we discovered we don’t have enough images of just our performer for our front cover to accurately represent our genre, and although we collated a lot of different angles and distances, we didn’t use any props or different locations, therefore my group has decided we want to do another shoot where we can do all these things.

This hopefully means after our second shoot we will have plenty of shots to use on our digipak in which we can add effects to using Adobe Photoshop and InDesign.

October 11

Production Skills Evaluation 3


During this topic, I have advanced my skills in Photoshop using filter tools to enhance specific elements of the image, my favourite tool was the Camera Raw Filter, this helped my group when creating the first images for our digipak we increased the saturation and changed the levels to make the image cool toned or warm toned, we did this when turning her eye neon pink and electric blue. I used this tool once again when selecting just the pupil to make it stand out from the white of her eyeball. I used this to reflect the electric, unique nature of the performer and their music.

I also played with effects such as the brush stroke tool however it didn’t come out too well as it didn’t match the genre of the image due to it being so close up, the brush had a major effect, this lead to it looking too heavily edited and rubbish. We tried to use liquify to photoshop our performer’s neck inwards to make her conform to social expectations. Overall I think I have advanced my skills in Adobe Photoshop and it will help us in the future when creating our second draft of our digipak.

October 3

Contact Sheets

Here are the contact sheets for our first shoot for our digipak cover. We used a variation of shot distances but our favourite were the extreme close up’s of the eye and the mid shots of our performer whipping her hair.

September 26

Feedback on Mock-Up and Targets

Once we’d done out digipak photo mock-up, we gathered some feedback form our peers as to whther or not we were achieving our aims and what we could do to improve. Below, we have compiled a load of adjectives and a collection of genres suited best to our album along with some which don’t. The most popular were Indie-Pop and R&B.

This displays clearly that we have achieved what we needed for our target audience and it was very easy for our peers to discover what our digipak was about, this feedback helped us understand what colours, typefaces and images portray of genre and adjectives best. This shows what are digipak was created for and it was easy for our peers to be able to decode the main genres and the main affects that we wanted it to have on them.

This feedback from out peers has helped us to be able to expand on what colours, typefaces and images fit the best with our genre and artist. We gathered this feedback by asking different age groups to put a tally by which adjectives and genres they thought our digipak was, we gave them two tallies each. The adjectives we used in our feedback sheet encoded our digipak well and our audience decoded our genre correctly, resulting in them having a preferred reading on our digipak, this then told us our mock-up digipak was successful.

September 24

Digipak Photo Mock-Up

Here’s our digipak mock up, we have collected existing images from the internet that we think reflect our artist well along with the genre and brand, this roughly displays how we want out digipak to look.

Above we created our digipak mock up. We added our own text to the front which was her name and the back we included songs from Sinead Harnett’s original album. We decided to use the colour yellow as it was very bold against the purple background and the two colours contrast with each other really well, this also made it easy for our target audience to read the text. We collected very simple images from the internet but we hope they are very effective to our target audience, we selected these images so it was easy for our target audience to decode what genre our digipak was, the images are simple but elegant however this contrasts with bold striking yellow font, conveying the artists outgoing, unique personality. As a group we decided that these ideologies accurately described the digipak and brand itself, however the two images inside of the digipak are really simple but effective they also portray the artists unconventional pieces of herself. The drawing of her eyes shut, display her as an ordinary person that likes to have her own privacy, it also creates a sense of mystery and the drawing of the open eyes present her confident, curious personality with her fans.

September 24

Digipak Moodboard

Here are a few photos online that my group found which we though reflected our brand the most within our genre. It represented our confident artist well, as these are the colours and props we would like to use – and this inspired us when creating our digipak. We gathered these images as my group really liked the use of the colour purple and pink artificial lighting, along with the use of one bold statement colour.

Online we found some different typefaces that we could use on our digipak, these are displayed below, they are bold and outgoing for the typeface we wanted to use which suit our R&B/Indie Pop genre quite well.


Once we’d researched our artists and we created a 3D moodboard, including the colours, props, fonts and other ideas we’d put together to form our brand image and L.U.N.A’s potential album cover. We feel like this moodboard represents the overall themes of our artist and album through their genre. The moodboard conveys the idea of our star being quite animated and joyful but quirky and the colours are to show her bubbly personality.

September 24

Digipak – Previous Students Work

The digipak I have analysed is called ‘The Ride’ by Victoria Duquemin as I really liked the colour palettes she had used. The way I assessed the digipak is by using this level ladder assessment criteria.

The look of the digipak is very digital as the front cover and inside left have been created in photoshop with the back cover being heavily edited in post production, the use of photoshop is used to create a more engaging photo for their target audience. The front cover of the digpak has been created to make the brand name stand out therefore making it easy for people to recognise whose album it is. The contrasting colours such as the white waves and blue background give the sense that the ocean is a key theme within the album. The back cover is not edited in the same way however has been photoshopped to place the fish hooks onto the image once again keeping with the theme of the sea. The mid-shot of the boy aids the audience to see his facial expression and emotion. The grey background makes the hooks look like they’re shot in a depth of field type of way which make the hooks look like they’re fading into the background. The inside left and right also fit very well into the scheme of the digipak the mid-shot of the fish and the bottles match the name of the band and also the whole aesthetic of the CD cover.

The use of mise-en-scene through the digipak creates meaning through the shades of lighting such as the different blues and greys are used to appeal to the audiences eye and to make it look ascetically pleasing to their target audience. The setting is also very important to this digipak as it highlights the title of the digipak as ‘catfish’ and ‘bottles’ run through the whole thing, as well as the theme of the ocean. The star on the digipak isn’t wearing any clothing as his costume and his hair is wavy like he has just come off the beach, that links with the theme of being at the beach. Additionally, the use of props in the different photos portray the theme of the ocean. The use of the bottles and catfish used to reflect the brand name.

The typography used within Victoria’s digipak are very small and delicate, the words are simplistic and inform the target audience of what information they need. They convey this genre well and the images and photos tell you more of a story. The back cover with the lists of songs on it also are very small and slight but they are straight to the point and tell you the song names as soon as you read it.

Finally, the colours within this album cover are all either blue or grey, this represents the theme of oceans and the beach, this clearly shows the title of the album and also the artists of the album very clearly.

Overall, I would give this digipak a level four as all of the images and colours are linked together well and it also has a running theme of the beach/oceans continuing through it. It reflects the artist and the album appropriately. Once I had peer analysed this digipak, this has helped me to realise what I need to do to achieve the higher level grades and how I can accurately target the right audience.

September 12

Mission Statement

A company’s mission statement is essentially its statement of purpose. It serves as a guide for all of the company’s decision-making and establishes aims and goals for the company to achieve. Our mission statement will impact how our digipak and website are styled. It sets the original brand’s image which is used throughout our designs.

We researched about our target audience, by looking up our music genre of R&B on YouGov, this aided us into who we needed to target with our mission statement, which are typically 12-25 year old females who enjoy the indie pop and r&b genres.

We created L.U.N.A’s mission statement to help her stand out compared to other artists and this is to display her incredible talents but how she still lives an ordinary life – so the audience can relate to her but also idolise her. Her music is a mix of different elements of genre, jumping between indie pop and the indie hiphop genre, to help her music stand out from other artists and this helps our artist to have her own unique selling point.

This is our mission statement for our digipak:

L.U.N.A’s fearless and energetic personality represents her explosive new music as it hits the charts. Focusing on her fans and moving on to their modern day manifestations, a rainbow of indie hip hop styles will be explored.  With a target audience of  14– 30 year olds, the young demographic will be exposed to her current chart topping indie pop/hip hop albums whilst new and upcoming indie artists following her work will have a platform to share their artistry and passion



September 12

Digipak Conventions Analysis

Here is my conventionas analysis. It represents which conventions work best for the genre and I will take this on board and hopefully use a few of these brands and ideas in my own digipak featuring L.U.N.A. Below is my analysis of ‘Rihanna’s’ album ‘Loud’ digipak conventions. The cover is used for the audience to decode the themes and messages within the brand, while reflecting the brands ideologies and conventions