OUGD503 Collaborative Practice - Colour Development

OUGD503 - Studio Brief 2/Collaborative Practice 

Colour Development

These colour developments became more extensive as the development progressed. I reviewed the brand guidelines document within the project pack to ensure these designs were compatible with Gaps regulations. The logo had to be slightly altered to ensure there was adequate free space surrounding the logo and Helvetica Neue was used for the typography as this is gaps corporate typeface of choice. 

Confident these designs would work with Gap's guidelines I started to implement the colour palette. This design used all the identified colours to represent the diversity and individuality of Gap's denim. This works well highlighting points made within the brief such as the customers profile was bold and confident. This concept also includes the concept of a  'boundary-less world' and 'diverse cultures and beliefs' Gap wants their brand and customers to represent. These illustrations successfully articulate this providing no objectification of body size, shape, race, colour making the campaign extremely ethical and inclusive that will allow everyone to identify with due to its playful diversity. 

Talking with billy we really liked the implementation of the colour palette however this design is too busy the colours making it difficult to interpret and the number of illustrations make it difficult to understand at a glance. 

Working on the faults of the previous design I reduced the number of illustrations and composed them in more of a set grid. Identifying the range of tonal blues within the colour palette I isolated these and placed them within the design to create a bold tonal design that was minimal in its aesthetic but created a bold engaging visual that articulated the concept and would appeal to the consumer profile provided within the brief. Evaluating this design the only potential complication would be if we were to later overlay denim onto the bums in which case the blue denim may blend to subtly into the to bodies making it less effective. 

With this in mind I created the same design isolating the warm colours within our colour palette. I found this was the most successful design as the warm colours posed against the pale blue background and added more diversity mixing pinks, peaches, yellows and greens more accurately highlighting the different shapes sizes and individuality of each bum. If overlaid with denim these would contrast nicely ensuring the design still stood out. This design effectively uses eye-catching visual content that that would transition seamlessly across Gaps range of social media to create a bold engaging concept that would appeal to the younger demographic due to its dramatic difference to gaps previous marketing campaigns to forcefully re-direct its attention to a younger audience.