OUGD503 Collaborative Practice - Composition Development

OUGD503 - Studio Brief 2/Collaborative Practice 

Composition Development

Talking through the concept gave me new inspiration for the development of the aesthetic and promotional media. I asked Billy to create a vast range of different bums in various sizes shapes and postures to fully articulate the concept of how GAP denim is the ultimate denim destination for every customer making the jeans personal to them. We also discussed including both male and female forms to ensure the concept appealed to both genders. From these sketches I vectorised billy resolutions so they could be easily scaled, manipulated and altered digitally to create a bold engaging aesthetic. 

With these Vectors I felt confident in beginning with the initial development creating high impact advertising graphics that would work well through social media to grab the users attention. I used a square artboard as this will most effectively utilise social media apps like instagram and twitter and also transitions well from desktop to mobile. I experimented with a range of layouts to highlight the diversity of each illustration representing how Gap denim fits all shapes and sizes making it approachable and engaging for the audience. 

1

I developed the tag line 'Denim to fit your body, brought to you by Gap' as this anchored and succinctly explained the illustrations, the emotive language using 'you' and 'your' creates a personal connection with the audience making the campaign speak to them individually, this will create a stronger consumer brand relationship if it appear to care about its customers individually resulting in higher customer loyalty and respect. The custom hashtag #mygap seamlessly continues this personal connection allowing the brand name to be delivered as a status symbol customers will be proud to represent, when they tweet/post this will deliver more of a personal message to their followers/friends showing they endorse the brand acting as word of mouth and vouching for the quality/reputation of Gap as a brand. This will work well in adopting Gap into a new demographic as if brand ambassadors start sharing this message it will be easily adopted by other users within the demographic. 

2

3

4

5

6

Experimenting with different compositions allowed me to creatively see how different I could most affectively target the user, in creating bold engaging imagery for the campaign. I avoided colour at this stage to allow myself to quickly create a range of compositions that could then be developed and accordingly, using the orange as a place marker togged a better sense of background and foreground. I took these developments to Billy and together we analysed the range, identifying the strongest concepts to develop further. We both agreed that 2 and 3 boldly highlighted the diversity within the illustrations and successfully articulated the concept. I also felt design 5 would work strongly on a phone platform as it strikingly highlights the difference between each silhouette. I will develop these designs further seeing how they react to the implementation of colour.