Brand identity

Evaluation - Brand identity:
What we believe our distinctive brand identity comprises is a sense of the mundane and the ordinary realities of inner-city life crossing paths with the surreal, bizarre and dangerous. We tried to convey this message through the use not only of our short film, but also through our magazine article and our poster.

We did this in a number of different ways, such as the strong use of the colours black and red, to connote a sense of menace and dread and the strong, gothic-like presentation of the title, which is also presented with overtones of black and red and is very much in keeping with the tone of our film.

The title Hell is Round the Corner, moreover, effectively suggests the idea of a doomed journey, in which the Dammy character is going to run literally and metaphorically into the face of Death, the Grim Reaper figure, which the killer’s character arguably embodies.

The main images deployed across both print tasks both highlight the main character’s naivety, the sense of impending violence, the claustrophobic atmosphere and the predatory position of the killer as he stalks his victim.

The tone of the review in our magazine article, which makes mention of “a bunch of manically scary, giggling children and a rabid, snarling dog,” is, arguably, in stark contrast with the documentary style look and feel that we were also looking to achieve. When combined, all of these elements, in our view, successfully communicate to our target audience a sense of brand identity which, considering their backgrounds, lifestyles and tastes, as youthful, urban dwellers with an interest in horror and thriller films, will successfully appeal to them and persuade them to seek out and watch this film.