Case Study

Project Overview.

The main idea of this project was to either revise and recreate a previous assignment, or to create a concept in an area of special interest for us. That something could be a website, ad campaign, packaging project, or brand guide and icon kit. For my personal assignemnt I wanted to create something I have had my eyes set on for a while, a shoe ad based on the Y2K era of style for my favorite pair of shoes. I really thought the Y2K aspect of this would lead me to some very cool creations and final results.

Research and Discovery

To start, I needed photos of the shoes I wanted to create an ad for, a mood board giving examples of popular Y2K ads, a color guide and typography guide, and finally a sketch or two for some main ideas.

Design Process

I started off strong with two main ideas that I had sketched out in my usual, almost caveman looking sketching and writing. Based on my sketching I had two ideas that I was very split between, and was having trouble choosing which path to take. Then the great idea of doing them both hit me, it is an ad campaign after all so it would make sense for there to be more than just one ad. The first idea I wanted to teach myself about the Envelope Warp tool with a grid. Having a interesting warped grid effect behind the main subject, the pair of shoes in this case, would quickly draw attention. Then a large, serif font with a funny quip or quote at the top to help with the attention grab, and some informative text on the bottom to top it off.

My second plan followed the idea with a large shoe in the center with an interesting grid pattern behind it. But this time i planned on putting the name of the shoe sitting large right behind it, almost peaking out from the top. From there I decided that the company name along the top and information on the bottom with the company logo would be a great layout to top it off.

The Workflow

After deciding both of the posters were something I wanted to create, I got right to it. Starting with the backgrounds which were simply just large rectangles with neutral tones and photoshop filter effects on them to add some texture. Focusing on the first poster from there, I drew out a grid using the grid tool, then used Envelope Warp -> Warp With Mesh to be able to freely adjust the grid lines and create a very interesting, Y2K feeling pattern to act as a background for my main subject. The main subject for the first poster is the New Balance 9060, which I imported a photo for and used image trace to stylize it. From there I added in the information about the show across 2 columns on the bottom, and a funny quip on the top to tie it all together. A last second addition was adding two, much smaller, images of the shoes beneath the main photo to provide some different angles.

Final Results

Reflection and Learning

I learned a few pretty useful tools and lessons from this assignment. The first and most obvious is the Envelope Warp Tool, and how it affects shapes and grids. I also reinforced my learnings of color theory with the backgrounds and typography with the choices for the typefaces. Lastly I learned a lot about the Y2K style of ad, something that I've always wanted to try designing in.

For the second poster I took a different approach. I made a secondary smaller rectangular background with the Sponge Photoshop effect on it to place the image of a different pair of shoes on. This time the New Balance 530s were the main feature. I placed the numbers "530" in a large point size behind the shoes to create a fun layered effect. Instead of a funny quip or quote on the top of this poster ad, I decided to stick with the fun stacking effect and put the company name on the top with the words "New" and "Balance" stacking slightly one on top of the other. I added a similar grid pattern behind the shoes, but without as many lines and no Envelope Warp effect. Then I added the information about the shoes near the bottom, along with the company logo. Lastly I added a few, much smaller photos of the pair of 530 shoes peaking out from two spots on the poster to give it some more to look at.