It is important that all of our products work well together as they should essential form a package together. The advertisements and music video are used to promote the digipak, so it is important that the consumer recognises the links between the products. All of the products are essentially also advertising the band as a whole, so maintaining key traits is vital.
|Kevin Cummins- Joy Division|
The use of black and white was the key thing we used throughout our work. Not just because of the time period, but because of the way it suited the mood of the band, it was something we established as an essential technique from a very early date in the project. Anton Corbijn said of making Control black and white "...my memory of Joy Division is very black and white. If you look at the visuals that are available of Joy Division, especially stills, I would say it’s almost 99% black and white...their record sleeves were black and white, and the way they dressed was quite grey zoned. So, I felt this was the right way to think of Joy Division."(IndieLondon.co.uk).
Further than just the photography, we stylised the actual graphics of the advert & digipak to also be desaturated. As a tribute to the Ian Curtis biopic Control, on the double page spread edition of the advert we used a pink HMV font. This is the same colour scheme as used for the advertising of that film.
|An example of one of our advert developments.|
The same actor features on the digipak and in the music video. This actor is dressed the same throughout all the images. Sharing similarities with the late Ian Curtis, we felt that this protagonist could be potentially iconic. It would also draw clear comparisons between the digipak and the "Disorder" video, meaning that any potential consumers would recognise it instantly.
Likewise the locations featured are the same. We took extreme care when location scouting to find settings which suited the concept and mood of the band. The concept for the video was essentially same as for the album so it made perfect sense to again link the two. This was all part of creating a branding for the new album release. The photographs which feature on the advert are also taken at the same location. We felt these particular set of images linked very strong to classic Joy Division artwork.
Closer. This is the most iconic of Joy Division's logos, so it was something that would help audiences hopefully after being interested in our album, work backwards and buy the original Joy Division releases. The serif font suits Joy Division perfectly, so there was no need to change their original font.
|The release of PlusMinus was met with heavy criticism.|
We found when researching Joy Division's existing releases that fans had reacted badly to the artwork feature on the collection of 7" vinyls entitled "+-: The Singles". We used the negative feedback attributed to that particular release to drive forward our own work. A lot of the criticism for that album was that the artwork strayed too far away from the Joy Division brand. Whilst maintaining that we were trying to target a youth audience, we felt that this could be done at the same time as making sure our artwork linked to Kevin Cummins' successful work at giving Joy Division an individuality not seen anywhere else in the industry.