Reece Heron
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Reece Heron

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A year after working with close friend and musician Luke Flear, We decided to revisit his online space and take a close look at his well-known brand image, which I created a year prior. As Luke was getting ready to release his debut single 'Tonight' We wanted to rebrand Luke and his image to match that of his new musical sound. Luke needed various items for his release such as a newly updated site, new images for social channels as well as an album cover and music video.
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While talking to Luke about his ideas for his new image, he mentioned that he wanted his brand identity to simply match his music. Taking this into my own hands, I decided to create a stripped back and minimal brand image to match that of his stripped back clean-sounding music. This decision resulted in choosing a basic monochromatic colour scheme consisting of only blacks and whites. These two basic highly contrasting colours represent the basic and minimal production within Lukes music, which is rare to find in the modern times.
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Digitalizing this newly conceived brand image meant that Luke's site, and other items, would have to be redeveloped from the ground up. Still using the base of Wordpress, I decided to create a simple landing page where Lukes followers would be able to view neccesarry information regarding his single and a place where they could find out where to buy or stream his music. This basic landing page still needed many skills to develop such as CSS, HTML, SEO, and Adobe XD for responsive wireframing.
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Aswell as developing digital products, basic items were still needed to effectively complete his new image. These basic but essential brand items were photos of Luke. These photos were captured using professional equipment and edited using industry standard methods and software. With the photos captured, I ensured that they would accurately reflect Lukes newly crafted brand image and did so by limiting the colour range to greyscale and adding noise for that vintage feel, which can be heard within Lukes music.
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To get Lukes single 'Tonight' the recognition it deserved. I worked with Luke to developed a marketing strategy that would work within Lukes budget constraints. This marketing strategy had to the aim of bringing more users to listen to Lukes new release while also trying to keep the cost per click (CPC) down. I found that we managed to achieve this aim fairly easy as Lukes single was heard by thousands of people, which resulted in over 5000 new followers on Facebook and on other social platforms.
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The final item to create for Lukes 'Tonight' project was a music video. This one-take video also presents the key theme of simplicity, which is clearly shown throughout this project. When editing this video I wanted Lukes new brand image to be clearly projected onto this video, hence the limited colour range and minimal effects. His video went onto gain thousands of views within the first 24 hours and tens of thousands on social platforms and his single tonight, was heard by many more. I plan to work with Luke again in the near future.
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