Brand Identity: Eliza Doolittle

To make sure we are marketing our artist to our target audience effectively, we have been looking at new artists like Eliza Doolittle for inspiration and how her brand identity attracts her audience.

In the past 10+ years, institutions and artists have been finding it difficult to sell their music to consumers. Therefore, the art of brand identity has been introduced into the music industry to appeal and sell music.

Signed to the Parlophone records, Eliza Doolittle's debut single went to number 3 in the UK charts and featured 'pack up' that went up in the top 5 UK singles charts. As a new artist entering the competitive streak of music, her aim is to address her target audience (16-25 females) and establish herself as an unique, niche individual.

Released in july 2010, her self titled album uses mixed media - illustration and photograph. Images of lips, stone henge and a volcano suggest that this album is full of surprises, themes and points of views through her songs. A pastel colour palette suggests a young, vibrant individual who will present these emotions through her songs.  Brand identity isn't only the way you present yourself through music videos, but also how you present yourself as a person. Here, she launches her album at Selfridges, London. By wearing orange and pink together, her cute ensemble suggests a care free and youthful attitude. This iconography can be carried throughout her singing career because over time she will be recognised for her style, music and personality.

This is the cover for her single 'rollerblades'. Yellow connotates happiness and youth. This cleverly thought out idea of having wheels painted on the wall to make it look like Eliza Doolittle is wearing rollerblades is very effective when portraying the message of individuality. 

The cover for single 'Pack Up'. The theme of the typography has itself been influenced by the name of the song; by the way lots of feelings are collaged into the words. This suggests that the song will discuss many issues and Eliza Doolittle will have a 'tip' or resolution for them. An example in her lyrics is 'pack up your troubles in your old kit bag and bury them beneath the sea'. As a role model her audience, in the uses and gratifications theory: the audience can have a personal identity towards the cd cover itself and relate to the artist's work.

Throughout her cd cover designs there has been the same font for her name. This typography has become a logo in itself and has become recognisable by music consumers. The way her 'i's are smaller than the rest of the text suggests an innocence about the artists as well as the way it looks hand rendered is very effective because it seems care-free.

Eliza Doolittle's brand identity is also reflected in the way her music videos are edited: slow paced and wipe transitions by pushing one frame onto the other to establish a strong continuity. This is seen in her music video 'Skinny Genes' where stop and go animation is also used to give a childlike vibe that suggests fun - like the artist herself.