Project Brief, Written

I chose Above and Beyond because the electronic, dance music scene has such a particular direction of imagery.  Ive been to many rock, metal concerts including Download festival in 2013 but I want to know what I can create within the dance scene.

Below is my written brief:

For my independent I would like to design and re-brand for band Dj’s Above & Beyond.  They are a British based electronic dance music group.  They own their own radio show called Group Therapy Radio in which every week broadcast to over 30 million listeners globally.  When they hit a 150^th episode in September they will be performing ABGT150 (Above & Beyond Group Therapy 150) a live show in a specific place around the world. (First was London, second was New York).  I would like to design and create a series of promotion posters for this milestone event as It’s considered a huge step in Above & Beyond’s trance music career.  I want to make the posters visually very exciting and engaging as fans have been waiting for this passionate moment for a long time.  In the dance/trance music scene, Above & Beyond are a very well respected & successful group. Being the first British electronic dance group to sell out an American venue, Madison Square Gardens in New York, preforming AGBT100. 

My plans for the posters are to create a series of four posters.  These are to individually combine the selected cities’ culture & dance music culture and bring them together to make a visually engaging design.  I will do this in a way what will emphasis how amazing this event is going to be and they will all link together as a series.  I will also combine bright, colourful tones of colour to demonstrate the lights and lasers used in the shows.  As my audience is worldwide, I will have to choose my style carefully which will fit and work on a global scale. 

Alongside the posters, I want to create a minute and a half video promoting the event, suggesting this will be a memorable and special show which wouldn’t want to be missed.  I will use sourced video content plus, various affects which I will create myself in AfterEffects.  I will also use previous shows and events combined with my own style to come across as an exciting, non missable event.  I want to come across as dramatic and create a sense of excitement throughout all pieces.  I will use a combination of Photoshop, Illutsrator and After effects.

I would also like to re design their own music label logos, AnjunaBeats, AnjunaDeep and Group Therapy Radio. I will do this considering their background, music genre using the gestalt principles as my main inspiration to create a graphically pleasing design that’s easy on the eye.

Outcomes:

A series of Four posters

A minute and a half video using sourced content plus my own added affects

Three reproduced Logos

I finalised these ideas with George and Andrew and I had the go-ahead to get started.

I have 8 weeks to produce these outcomes and it might be tight considering I have many pieces to make.