Critical Analysis- Ministry of sound

I started my research finding out all about Ministry of sound's background, it was first officially opened 21st September 1991 founded by Jamie Palumbo, it set itself apart from other London nightclubs of the time having a non-alcoholic bar with a 24 hour license, designed to attract an enthusiastic crowd of music lovers. The clubs name and logo are in the style of executive branches of UK government (such as Ministry of Defense) and based on the portcullis and crown. Ministry of sound are not only a music brand they also have their own clothing range, nightclubs, CD compilations, record label, vodka brand, radio channel, workout videos and perfume range.

For comparative research I have been looking at Creamfields, which is a well known major UK dance festival and started in 1998. I have been comparing there websites and there styles, Creamfields also have their own clothing range like Ministry of sounds. Also I've found out about the big London nightclubs and researched their websites to compare them to Ministry of sound. I've also collected a range of the Ministry of sound CD covers to get a feel for their style, each focus on the Ministry of sound logo, some are very simple but bright and eye catching whereas others are very vivid and use digital imagery.

I have found some past pictures that I have taken of New York City Times Square that reminded me of the Ministry of sound scene with the bright lights and big city buildings with flashing advertisements around the buildings which I plan to use in my initial ideas. The Nike iD Reuters sign advertising campaign is also seen regularly in Times Square. I have been looking at music and dance vectors that have interested me, and I have sketched some of my own ideas of the Ministry of sound logo surrounded by music vector graphics and city scapes.

I have used Youtube to look at all of Ministry of sounds television CD advertisements, and have found that Ministry of sound also have their own Youtube site (www.youtube.com/user/ministryofsounduk?blend=1). All of there advertisements have something in common, they all use bright colours, vector graphics, flashing imagery and most dancing girls. I am planning to get some stills from the videos and create my own sketches using the videos styles.

Guerilla advertising has influenced me in my design ideas, as it is unexpected and unconventional, consumers are targeted where they wouldn't be expecting, which makes the idea being marketed memorable. I have found a number of their advertisements on the internet and also I have found the book 'Guerrilla advertising: unconventional brand communication.' I like the advertisements in the underground stations such as the advertisement for Venture Communications in Toronto, which is being promoted in Toronto's underground by making a bench seem as though it is part of a skiing lift by having a digital picture behind the bench and on the floor in front, skis and snow.