1/5 Concept Development
Fruits When I was thinking about a concept for the service messages I searched various ideas, I then looked up the term women- as this was the target audience. I did this as I was thinking about ideas of inspirational women from the past, however when I looked the first thing I noticed was women’s body shape types. The more I looked into these shapes, I realized a lot where named after fruits. I thought that fruits would give a strong and fresh visual look of our response. I also thought about fruit and their idioms. And so I decided that the messages would be fruit-themed and that they would be represented by their matching fruit, for example; pear-shaped, a pear. Amy Hill
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2/5 Type Decisions
Keep Calm
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@£$%&*():”<>?{}[];’\/.,
Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@£$%^&*():”<>?{}[];’\/., Amy Hill
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For the brief I also made myself in charge of selecting the rights fonts, I did this as I felt I had more knowledge, experience and awareness of type and I consider myself to be very type orientated. When looking for a font to act as the header I found ‘Keep Calm’, a bold sans-serif, which is quite rounded friendly and fun, I felt that it was appropriate to our vibrant messages, as well as this it was heavy enough to be seen at a distance and the colours stood out. As for the subtitles/ body copy I selected ‘Century Gothic’, a lighter weight sansserif, that had the same aesthetic values as Keep Calm, yet it was a little more modern and sophisticated looking. The font choices I felt where successful and they work well with one another. OUGD503
3/5 Layout
Alongside the font choice, I also had the job of arranging the posters. I decided upon an A3 landscape, I chose from my own experiences of working in retail, and the visit to Oasis itself. Initially I had the idea that I wanted the type on the poster to be white, as the fruits where very vibrant and bright and I wanted the imagery to be a main focal point. However I felt that the type became lost within the photograph behind. And so I changed the type to central alignment, Finally I decided upon a white circle and the type inside, all central, and this seemed to work best. I made the fruit saying the largest, this was to attract the audiences attention and give out a fun and friendly feel, I then had the Oasis logo the second focal point in the hierarchy as it reinforces the brand. And then the actual message, which was also made more personal via a question and answer system. However further on in the brief I had to change the posters from landscape to portrait as they didnâ&#x20AC;&#x2122;t fit in with the Oasis store. Amy Hill
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4/5 Print - Leaflet
Fruit Shapes Guide I thought about how we could further the concept, I felt that the body-shapes/fruit could work in-store and online. I thought that the audience would engage more with the messages if they where more personal and as they had been inspired by body types, I felt that it was appropriate to make these shapes accessible in-store, I designed a pocket-sized leaflet/guide that explains what each of the shapes are, I used the photographs of the fruit as the background and this created a very strong and vibrant aesthetic which was inviting. I also connected the fruits to the back of the fold-out concertina by relating a statement to the following shape, they where also colour co-ordinated to reinforce the particular fruit. This guide would be free in-store and coincides with clothes tags designed by Melissa. Amy Hill
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5/5 Digital Design
As well as the print side of the brief I also looked into the online/ digital aspect. I thought about how the concept could work online, and how may the messages work too. And so I looked online at the oasis website, I thought that the most appropriate way of showing the messages would be to keep them as their original layout and fit them to the rectangle ans square shapes on the actual website, they would change on a rotational basis. Furthermore fruit symbols would also be visible on the website as part of the online shopping experience, signifying to the user what fruit shape the item is mostly appropriate for, they would work like a key. I also incorporated social media, by showing what a post may look like from @ oasisfashion and how they could promote their messages and the concept, as well as this they could change simple things like cover photos on Facebook and Twitter, which just reminds the audience of the fruit/body shapes concept. Amy Hill
Individual Boards for Collaborative Work
OUGD503