Dua Lipa began planning the project in early 2015. She released singles, accompanied by music videos in order to raise awareness of herself as an artist.

30th October 2015

6th May 2016

26th August 2016

The music videos serve a purpose. They promote her single which, in turn, promotes her identity and her album

Dua Lipa's website and youtube channel promote her latest single and music video.

From this, I found that Dua Lipa's promotional package is synergistic. The three digipaks are consistent as they display her name, which itself becomes a brand and a constant visual motif. The focal image on the third digipak is the banner image on her youtube page as well as her profile picture. The website also uses her name as an logo in the top left. The website plays the music video and has direct links to iTunes as well as her social media platforms. This directs the audience to the various different aspects of her promotional campaign and presents her bold personality as her star image, encouraging the audience to like her and spend money on her album. The music video, digipak and website are used in conjunction with each other as a promotional package for the studio album.