The brief for this project is to design a series of 3 adverts promoting a new training shoe. I had to also create a brand name for the shoe and I had to choose either a male or female training shoe from the company website.
My target audience is the following:
• Teenagers to mid-twenties
• Outgoing and enjoy life
• Aware of fashion trends
• Live life to the full
• Enjoy music and sport
The advert should also convey ideas such as confidence, excitement, fashion-consciousness but can also appeal to more quiet and thoughtful young people.
I had to create at least ONE explicit advert and ONE implicit advert.
This is the training shoe I chose to focus my advertising campaign on.
I designed a brand logo for the trainers using bright colours so that the logo would stand out. The colours I chose because I think they represent a youthful, playful, outgoing consumer, which is essential for the brand brief. I also chose a typeface for the brand name which is clear and readable, but still looks dynamic and trendy. I chose Adobe Illustrator to design a vector graphic. I wanted a vector graphic so that the brand logo would not pixelate when resized. The logo I designed is intended to be simple but easy to read.
I have three different colour versions for the logo, which I can use to suit different print media. I have used all three in my posters as each colour lends best to the post colours used.
This is my Explicit advert which shows the product along with the brand logo, website and heading, which reads the brand name. I have aimed to display the product in a striking and dynamic way but which is not too clutttered or complicated. Based on my research for other training shoes, the product is displayed, along with the brand logo, website and/or price. I chose not to include price on my advert because I want the consumer to be swayed by the look of the product and design appeal rather than the price.
I chose a gradient background and gave the product a shadow to give some depth to the poster and to ensure that the product is the main feature. I liked the chunky typeface used for the heading and I decreased the leading to give a more contemporary look. The typeface colour matches the brand logo and is chosen to be a young, lively, bright colour, which will hopefully appeal to younger audiences.
For my logo, I chose the blue typeface as it matches the design and suits better than black or white other options.
This is one my Implicit adverts. According to implicit advertising design, the advert doesn't have the product in picture but focuses on a specific feature of the product. In this case I have chosen focus on the barefoot, minimalist design of the training show. The message I have chosen to imply is that wearing these shoes does away with heavy soles common to most training shoes and allows the wearer to tread lightly whilst running and have a closer feel for the running surface. I have attempted to imply this by showing the runner with just tyre tread on the soles of his/her feet. When combined with the poster title, which has a double meaning I think this is effective. The heading has a double meaning as it refers to treading when a person moves, and also the tyre tread on his soles.
I chose to show my main image as grayscale because this helps the tyre tread on the soles stand out more. When I tried this with the full colour image, the colour drew the focus away from the tyre tread. The grayscale also allows the brand logo and tagline to stand out more, which is important in this implicit advert. Without the tagline, the advert and implied message wouldn't work as well.
I chose a sans serif typeface and also made sure it was Upper case, as it is being used as a headline, so it must stand out. I chose the typeface called TwoFold as I think it fits the design well and also I really like the urban splash type effect on the first letters 'T' and 'L'.
I decided felt the black logo version of my brand logo worked best with this poster and also I chose to finish the post off with a border in the brand colour.
This is my second Implicit advert, which I have again chosen to imply a message which highlights a feature of the training shoe. This feature is the design of the shoe which allows the wearer to have greater balance than normal. I chose to show runners running along a tighrope between a chasm. The image is captioned with the tag line 'Redefining Limits' to represent that wearing these shoes will make the wearer be able to do things they were not able to do before and be able to perform miraculous feats easily.
I think the image is dramatic and out fo the ordinary, which hopefully will capture the readers attention. The training shoe is not featured but the reader can see the brand logo and the aim is for them to link the brand logo to the image. Hopefully they will then associate the brand will acheiving greatness or having super abilities.
I chose to use the same typeface as in my previous implicit advert. This is for two reasons; firstly because the typeface works well with the image, for the same reasons, that it looks trendy and urban, with the splash effect. Secondly by keeping the same typeface also fits in with a brand identity, which the reader will develop if they see both adverts.
I chose the brand logo with the white typeface, as this worked best with the colours of the image.
