Create a student brand campaign
By Pavandeep Singh
Gobold Text Bebas Neue Helvectica Neue Light Helvectica Neue Medium
Helvectica Neue Bold
Text
Some of the text that I found that are useful and stand out. I think that these would look good but also looking at the brand guideline that I have receive from Gap. In there it shows the text they use is Helvetica Neue (light, medium and bold) So from this I was thinking to try use some of these in my posters, to try link to the original front. My aim is to try make the posters stand out so I have been looking at front that are bold but have that slight stretch to them like the Gap logo. The closest one I have found that I liked best is the gobold text.
Colours These are some colours that I have looked at from the research that I have done into the Gap social media. A lot of the colours that I found they use are pastel and summery colours. So from this I am looking at using the colours on the left in to some of the posters and window signs.
One of the Gap stores I had a look at as the one in Leeds. I went in to see what kind of posters they already had and the kind of space they had to add posters and indoor signs. As I was walking around I could see that they had a lot off yellow and peach colours inside the shop. Also from there posters they used a lot of red. They had a big window frontage, which had me thinking about image posters to make something more e y e catching to students and passing customers.
To s t a r t o f f w i t h I w a s thinking to use some of the images that Gap use f o r t h e re s o c i a l m e d i a s t o get people looking at the images and understanding where they have come from. Recycling the old Gap work and try making them into something fresh.
Leeds Gap Shop
This is the 1st concept I came up with this it started off looking like the one on the bottom left. I do like the positioning of this but it felt as if there was something missing from the bottom left poster. From tying different things I came to the conclusion to place the Gap logo I the top and then enlarge the quote from the bottom. W i t h t h i s p o s t e r I w a s looking at adding an image at the back but every image I t r i e d t h e f o n t was hard to see, so I started to edit the image i n t o c o l o u r s . A s i s t a r t e d t o w o r k w i t h this I couldn’t find a colour that would work well. In the images o n the top you can see that dark colours m a d e the image hard to read but when there was a lighter colour is made it more readable, b u t i t w a s n ’ t t h e r i g h t t h i n g I w a s l o o k i n g f o r.
S- Situation Promoting and advertising student d i s c o u n t f o r f r e s h e r ’s w e e k O- Objectives P romot e/ Ad ver t ise S- Strategy Where/how to advertise/promote? T- Ta c t i c s How to advertise/ promote? A-Actions Sorting out everything out, creating posters and flyers. Having advertising on billboards and bus shelters. C- Control Managing the out come, making sure it is working and hitting the right audience.
I created a S.W.O.T analysis with students from Leeds and Huddersfield. I asked them what they think about GAP and what their Strengths, Weakness, Opportunities and Threats. The questions I asked were: Why would you shop at Gap? Have you ever purchased an item from gap for your self or a friend/ relative? Where do you shop other then Gap? Why do you think students don’t shop at Gap?
Weaknesses – what students said
- It isn’t really the 1st place I would look for clothing - They are less attractive in clothing I would rather shop at something similar like H&M and Primark, as it is cheap. - It isn’t trendy as Top Man, River Island and Zara, Gap don’t have that fashion touch as these companies have. - It doesn’t look like somewhere student would Top threats that Gap would have are competing shop often with top fashion retailers like; H&M, Zara, Primark, - To me Gap sells the same things every year. Top Man and River Island.
Threats-
Strengths- what students said Opportunities - They have nice simple clothing for summer with their bright colour selection. - ‘I used to wear there clothing as a child and have a good selection for children, it is where I get most of my nieces and nephews clothing’ - There denim selection is good - They have some very nice dresses for summer - Because it is a company, which has been around for many years and is trust worthy for their denim and soft touch cotton materials.
S.W.O.T
From the promotion of 25% student discount the opportunities Gap would gain are: -Maximise GAPs income/profit margins -Gain new customers -Become more visible to the target market i.e. shoppers.
student discount
Fresher’s Week 2015
25%
student discount
Fresher’s Week 2015
25%
By Pavandeep Singh