Florence and the Machine Official Site

Earlier on in my research into brand identity I looked at Florences' website, this was just before the release of her second album Ceremonials. Her website was then based around her first album release 'Lungs' continuing the brand identity of the lungs design overlayed onto her chest, and general eery house style.

The site then had a link to the 'Ceremonials' page which was an all black page with just the Ceremonials album cover and release date on. This was a great way to give fans and sneak peak into her new brand identity and advertise when the album was available for download and to buy.

Now the Ceremonials album is released Florences' site has had a brand identity overhaul. Throughout many of Florence's performances since the release of her second album tall windows have been a running theme, almost like church windows with white angelic lighting and dancers in soft floating dresses with contemporary choreography.

Whereas Florence has portrayed a very strong, yet still elegant woman in her performances. She seems to have replaced her old fancy, floaty ways to a more controlled, power on stage and I think this is all very cleverly linked in with the brand identity through her Ceremonials album and website. I have noticed that the Florence and the Machine title has stayed the same from the start as with the majority of artists, this gives the audience a sense of familiarity.

The brand identity from performances, personality, tracks and the album is all reflected on the official website. For instance the windows on the home page http://florenceandthemachine.net/ frame the page changing to pastel purples, green and yellow also changing images to coincide with the colours. This gives the page a sense of continuity throughout.

The home page also shows links to Florences recent events/appearances and a window showing the official video for her single 'No' as well as ten main links to other pages on the site. They are as follows; Home, news, blog, about, media, video, gallery, live, sign up, flotique and members.

I have had a look at each page and although the information and topic changes on each page the exterior design stays exactly the same. This is a simple yet effective way of continuing the House style throughout the website and could potentially be an idea for my website as I wont have to create an image for each page I will simply just have to create an interesting continuous brand identity to carry on throughout the pages.