FOR ANGEL STUDIOS: The Journey PART TWO (AD6606) by Sophie Taylor

PART TWO

BOOK INTENTION WHAT IS ‘FOR ANGEL STUDIOS’? BUILDING MY NARRATIVE CONSUMER

8-9 10-11 12-27 28

CONSUMER PSYCHOLOGY

29-31

SWOT ANALYSIS

32-33

INTENDED OUTCOMES

MARKETING STRATEGY

35-39

CONCLUDING PART TWO

40-41

REFERENCES

42-43

n // intention // intention // intention // intention // intention // intention // intention // intention // intention // intention // intention // intention // intention // intention // intention // intention //

THE INTENTION BEHIND THIS BOOK IS TO GIVE FURTHER INSIGHT INTO MY JOURNEY, BUILDING FOR ANGEL STUDIOS. HERE WE ARE EXPLORING THE FINAL CONCEPT OF FOR ANGEL STUDIOS IN MORE DETAIL, FOLLOWING ON FROM THE ORIGINAL IDEAS BEHIND IT AND THE RESEARCH THAT FOLLOWS AND BUILDING A PROMOTIONAL CAMPAIGN/STRATEGY.

intention // intention // intention // intention // intention // intention // intention // intention // intention /

FOR ANGEL STUDIOS moving forward, is a creative studio with the intention of working with and for brands, in a collaborative effort to build new and exciting forms of visual media. Using a brand identifiers to build media packages, to communicate through a lens of which would resonate with the brands consumer. Filling a gap within the market for meaningful and emotionally connective media, telling a brands story rather than the intention being advertising, data collection or something being done merely for the sake of it so to speak.

// what is for angel studios? // what is for angel studios? // what is for angel studios? // what is for angel studios? // what is for angel studios? // what is for angel studios? // what is for angel studios? // w

In order to build a clearer vision of what FOR ANGEL STUDIOS is, I felt it necessary to apply the 20x20 method to the brand. This entails choosing 20 words of which apply to the story of my studio to create a better understanding for a consumer. Of the twenty, I condensed it down and chose ten of which best represented FOR ANGEL STUDIOS.

1) MEDIA 2) STORYTELLING 3) CREATIVITY 4) CURATION 5) COLLABORATION 6) FANTASY 7) FUTUREPROOFING 8) DIGILOG/DIGILOGUE 9) WONDERLAND 10) SICKY MAG 13

rative // building my narrative // building my narrative // building my narrative // building my narrative //

1) MEDIA

FOR ANGEL STUDIOS presents to a consumer new ways of making media exciting. The idea of futureproofing media within fashion was never a specific medium, but more a better attitude in regards to young creatives. FOR ANGEL STUDIOS builds media for brands and holds opportunities for newer creatives to get involved.

arrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrati

2) STORYTELLING

Within the media of which FOR ANGEL STUDIOS will build, storytelling is the biggest intention for the brand. Creating media with meaning, allowing brands to communicate their identity through a clearer lens to their consumer and giving them the floor to extent the emotional bond they present as available.

3) CREATIVITY

Coming up with ways that brands can communicate themselves with their consumers, through research into the brands current consumer interests and looking at how these mediums are predicted to advance, allowing brands to stay ahead of the curve and keeping their consumers interested and invested.

building my narrative // building my narrative // building my narrative // bui

4) CURATION

Curation of research – this, along with storytelling is integral to allowing FOR ANGEL STUDIOS to build with brands through an informed light.

ilding my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative //

This was an obvious choice for my creative studio, working through the essence of collaboration in building community, and spreading the message of importance for creative storytelling in media.

rative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my narrative

5) COLLABORATION

6) FANTASY

FOR ANGEL STUDIOS intends to help brands bring their concepts to life, no matter how realistic or unrealistic the story may be. The concept of fantasy is something that has applied to myself throughout my journey as a creative individual, so this is engrained within the visual DNA of FOR ANGEL STUDIOS.

tive // building my narrative // building my narrative // building my narrative // building my narrative //

arrative // building my narrative // building my narrative // building my narrative //

7) FUTUREPROOFING

The intention of FOR ANGEL STUDIOS is to ensure that brands have the ability of providing longevity. Building meaningful connections and understanding with their consumer is something that research has shown me is vital for a brands survival, especially in a day and age where consumers are exposed to fast changing trends through means of social platforms such as TikTok. This is something we aim to aid.

FOR ANGEL STUDIOS operates through digital and physical mediums. For example, our usage of phone and DSLR cameras, but also Polaroid and disposable cameras, building a raw process to show development.

8) DIGILOG/DIGILOGUE

9) WONDERLAND

Opening the floodgates so to speak on visual capabilities, making brands visions come to life

building my narrative // building my narrative // building my narrative // building my narrative // building my narrative // building my n

10) SICKYMAG

Unique way of visual communication in terms of editorial

er // consumer psychology // consumer // consumer psychology // consumer // consumer psychology // consumer // consumer psychology // consumer // consumer psychology //

Consumer within FOR ANGEL STUDIOS is more of a relative subject, due to the nature of what we offer. Consumer research has consisted of looking at what brands are doing right and wrong, and what they are looking for, whereas more specific generation based consumer research has taken place within the building of specific media packages. This is the understanding that FOR ANGEL STUDIOS can cater to brands who have differing consumers, enabling us to offer them something they need, but then also something of which their consumer will take interest within and pride in owning, viewing, and sharing.

consumer // consumer psychology // consumer // consumer psychology // consumer // consumer psycholog

The importance of emotional relatability was established earlier in this writing, with the contrast between meaningful media and media born from data. I did further research into the attraction to emotion and meaning within consumer behaviour. “A brand is just a mental representation of a product in consumers’ minds. Therefore, consumers are more likely to become loyal customers if that mental representation is rich with emotional content rather than just featuring the attributes of a product.” (Perzynska, 2022) explained it best in an article from Survicate.

Antonio Damasio is a neuroscientist who’s primary field revolves around the concept of neurobiology, and he “…argues that emotion is a necessary ingredient to almost all decisions.” (Murray Ph.D, 2013). Damasio’s work into emotion and decision making was of interest, directly relevant to consumer psychology and behaviour. Consumers are naturally more attracted to name-based products, discovered through these same studies of emotion and decision making. This is relevant, as through changing FOR ANGEL STUDIOS to work with and for brands rather than a stand alone

Through reflecting, you can see how fashion media is mirroring attitudes towards garments and sustainability. To explain this hypothesis, fast fashion is growing because of consistent shoppers, people buying something for an event at a low cost which they won’t wear again, in the same way that many forms of media are churning out repetitive material due to short, positive data responses. It is suggested that building emotional connection with the clothes you buy is a solution to the sustainability crisis, referable to the Make Do and Mend era during the Second World War. FOR ANGEL STUDIOS working with named brands will execute emotional connectivity, building a drive and desire for more meaningful content.

This will aid brands, allowing them to grow this connection through sharing their story and identity, in a genuine and authentic way, similarly to the concept of heritage brands.

sychology // consumer // consumer psychology // consumer // consumer psychology // consumer // consumer psychology // consumer // consumer psychology //

vessel, the recognisable names we would work with would attract a consumer through emotional relatability.

To strengthen my creative media studio, I put together a SWOT analysis;

STRENGTHS: • Unique vision – having a unique selling point identified means that we have something new to offer, intriguing for brands to get involved. • Forward thinking - Basing our USP off of the personal brief of futureproofing fashion media means we can enable brands to get ahead of the curve, as it offers relevance and solidity in survival. • Values – the brand values of FOR ANGEL STUDIOS are strong, and through research prove to be consumer attractors by nature. There is always a demand for media, and as good quality media becomes harder to find, the better we will grow.

// swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis //

WEAKNESSES:

• Starting small – beginning as a small fish in a big pond, we will need to push to allow growth and to ensure that we can make a name for us. • Big media companies – larger companies have more money and reputation.

• Market gaps identified – through offering a service which fills a gap within the market means we have a different take to give. • Consumer driven – as consumer behaviours change, so can we. We intend to make for the people, rather than financial gain. • Working with brands – through working with brands, it will enable us to gain traction and build a reputation. • Media for the future – built for the future, we won’t shy away from change, when in fact we will be ready for it head on.

THREAT: • Consumer behaviours – should consumer psychology and behaviours change, it could affect the relevance of our brand ethos. Based on our USP, this realistically is the only viable threat.

ot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis // swot analysis //

OPPORTUNITY:

Once I had solidified the concept of what I desired FOR ANGEL STUDIOS to be, I needed to identify ways I could visually demonstrate and communicate it. As a creative, I have identified that I like to engage with all aspects of visual content creation – from the styling to the taking of the photograph, from the creative direction behind a video to putting together self-shot content piece by piece.

I decided that I wanted to create multiple media packages, displaying my ability to narrate brands of different levels through their own identifiers. This would essentially represent how FOR ANGEL STUDIOS would work in the real world, beyond existing as merely just a concept.

To decide on what brands I would build figurative visual packages for, I reflected back over my time at university to investigate which names held the most influence over me and my style of creativity, and I also looked at what brands I resonate with on a personal level through the Brand Me project. My original line up plan consists of TANK Magazine, END. Clothing, MOTEL ROCKS, Balenciaga and Simone Rocha, though this may be subject to change.

A key aspect to this journey, is ensuring that FOR ANGEL STUDIOS is promoted and marketed in an appropriate, positive and correct manner. So far, I have identified a problem within the industry and built FOR ANGEL STUDIOS to serve as a solution, engaged with the idea of consumer and consumer psychology to strengthen the solution, pieced together a SWOT analysis, and built my identity & narrative.

The next step, is to build a strategy to promote this, as award winning brand strategist Anneli Hansson once said, “marketing speaks to the mind. Branding speaks to the heart”. I have decided to apply the principle of the 7 p’s of promotion marketing mix as a strategy guide.

Process is highly reliant on communication and negotiation. Research being a focal point for the process.

PLACE: FOR ANGEL STUDIOS will be accessible from online, many consumers are digital natives these days, Forbes sharing statistics proving “…consumers have become accustomed to finding what they want online. According to a Salesforce survey, 85% of consumers conduct research before they make a purchase online, and among the most used channels for research are websites (74%) and social media (38%).” (Paun, 2020), and therefore so are the people behind a large majority of brands. The article referenced states “digital presence gives your brand an ideal platform to communicate with consumers. It gives you the opportunity to set the narrative on who you are as a brand and set yourself apart from competitors”,(Paun, 2020) which solidifies the digital existence of FOR ANGEL STUDIOS. This presence will be readily available on many platforms, ensuring we reach as many digital touchpoints as we can.

strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing stra

PROCESS:

rketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy // marke

PEOPLE: People behind FOR ANGEL STUDIOS consists of myself, creative director. As the brand grows, it will be imperative to bring people on board to join the team. These individuals must share an understanding of the values behind the studio, as they are key to the DNA and “will help to attract and keep customers, employees, suppliers and investors.” (bigidea, n.d.). Bringing on creative talent will also allow us at FOR ANGEL STUDIOS to support lesser-known creatives, giving them a place to grow and a platform to showcase the skills they can bring to the table.

PRICE: Price is something which admittedly, is more of a difficult subject to have a specific answer for, due to the nature of the brands offering. Different brands at different market levels will have different price points, but also different communication requirements. This will be negotiated at point of planning. Once we have a reputation, it will be easier to navigate.

PHYSICAL EVIDENCE: For physical evidence, the branding will be included on media outcomes. Beyond this, our evidence will be a mix of physical and digital outcomes, subject to the needs of the brands we will be working with.

marketing strategy // marketing strategy // marketing strategy // marketing strategy // marketing strategy /

PROMOTION: Using our visuals to build engaging content to share via digital touch points such as Instagram. LinkedIn is also a platform I intend to utilise, reaching industry networks to focus on genuine connections and engagement. I’d also like to look at ways to build hype for FOR ANGEL STUDIOS, using futuristic methods of communication in order to continue with my futureproofing intentions. Marketing hologram fans are an example of this, it’s been a keen interest of mine since I learnt about them in a previous project, as “there is no limit to the use of holograms. Basically, it’s your imagination” (Neweb Labs, 2021). PUMA are an example of a company of whom have engaged with hologram fans, a 360 display of a new trainer they were releasing back in 2020.

PRODUCT: Product outcome would be the packages designed for the brands.

Now, having a solid foundation and identity, and marketing & promotional response to FOR ANGEL STUDIOS, I now feel stable to move forward onto creating tangible outcomes to represent FOR ANGEL STUDIOS.

o // concluding part two // concluding part two // concluding part two // concluding part two // concluding part two // concluding part two // concluding part two // concluding part two // concluding part tw

After taking new research on board and discussing my ideas with industry, it became apparent that I needed to build a new framework for FOR ANGEL STUDIOS. In this part, I went into detail about the new nature for the creative media studio and took a business plan type approach.

Paun, G. (2020). Council Post: Building A Brand: Why A Strong Digital Presence Matters. Forbes, from https://www.forbes.com/ sites/forbesagencycouncil/2020/07/02/building-a-brand-why-astrong-digital-presence-matters/?sh=21e9914149f2.

bigidea. Brand value definition: what are your brand values?. Big Idea Brand Marketing., from https://big-idea.biz/brand-values/ brand-value-definition/.

Murray Ph.D, N. (2013). How Emotions Influence What We Buy. Psychology Today., from https://www.psychologytoday.com/us/blog/ inside-the-consumer-mind/201302/how-emotions-influence-what-webuy#:~:text=But%20for%20consumers%2C%20perhaps%20the%20most%20 important%20characteristic,between%20fight%20or%20flight%20to%20 ensure%20our%20self-preservation.

Perzynska, K. (2022). How to Use Emotions to Improve Customer Experience. Survicate, from https://survicate.com/customerexperience/emotional-customer-experience/.

Neweb Labs. (2021). What is a Hologram and How to Use Them in Marketing. Neweb Labs., from https://neweblabs.com/hologrammarketing.