OUGD503 Collaborative Practice - Denim Education: Development

OUGD503 - Studio Brief 2/Collaborative Practice 

Denim Education - Development 

The illustrations that came back from Billy were really positive and would work well with the statements to create a bold engaging resolution for the user. I began by composing the illustrations from the initial sketches which created a range of creatively composed images that acted as striking focal points for the educational infographics. 

Social Responsibility - Focusing on the benefits of Gap denim in a social context I researched gaps sustainability and found they offer community based projects as well as actively look at sustainability within production such as setting at 80% waste diversion goal. The statement 'good for you great for the environment' uses the second person pronoun to almost attribute the individual to the brands sustainability pushing the brand values onto the individual. The illustration uses environmental iconography such as the leaf and the green colour palette works effectively as it creates visual connotations of the environment. 

Fabric and Technology Evolution - Implementing the use of jeans within the campaign was important to direct the focus back the the actual denim however this needed to still create continuity with the other images used within the campaign, this contrast of bums and denim works well to ensure the image works as a set however highlights the social point of denim. The tag line 'looks great, feels amazing, made to last' targets three distinguishing factors of consumers consider when buying eans, firstly that they'll make the individual look good (style), That they will feel good to wear (comfort) and thirdly that they will last a long time being produced from high quality denim so they act as an investment (lifespan) these elements promote the fabric and technologies developed by Gap and begin to suggest that it is the ultimate denim destination. 

On-trend Fits and Washes - The symmetry of the design works well with the tag line to successfully articulate this concept. The left image represents the body and how Gaps denim works with your curves and individual boy shape this is then mirrored with a pair of jeans to articulate the second part of the tag line 'and your style' this demonstrates how Gap is practical and comfortable yet remains up to date with a variety of on trend fits and styles to appeal to the contemporary audience. 

Rich denim heritage - Three distinct silhouettes modelling different styles of jeans demonstrate Gaps evolution through over the years, and create a contemporary aesthetic that will appeal to the target audience. The statement eludes to the heritage of the band which is reinforced through the tag line particularly 'since 1969' as this adds a sense of  authority the brand as it is well established having been around for so long.