Design, reverse engineering

Tide Will Clean Up

Our final big project for my Visual Communications class was to take an advertisement from the real world, examine all of its properties and recreate an ad that could go along with the same campaign.

I chose an ad campaign that was visually appealing to me and maybe a bit out of the norm for a typical ad for the company. It’s from Tide and message is that Tide will clean your clothes so well it could clean the stripes off of a zebra or the spots off a leopard. This is appealing to a wide audience and everyone, not just moms wash their clothes and want them to be clean and bright.

We were asked to include a breakdown of the ad and our new ad on an InDesign slide. This would allow us to use all of the different programs we used this semester (InDesign, Illustrator, and Photoshop) into one project. Here is my slide presentation:

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You can download a PDF of the slide here: Slide Design

I chose to use a different tagline but I one I thought would work and is important to people who want their white’s bright! I was trying to think of an animal that was already white and found this cute polar bear that was consistent with the other animal designs. I fixed him up a bit in Photoshop and then brought all of the elements together in Illustrator to create the ad. I’m pretty happy with the result and think it fits consistently with the original ads. Let me know what you think!

Design

Thor Uses Estwing!

This week we were instructed to make an advertisement combining elements in Photoshop. We had a project generator that decided our product and demographics. The product I was given was a hammer to sell to 18-24 year old males with a high school diploma. I chose Estwing as the brand.

Keeping my young male audience in mind, I threw around a couple of ideas like using the Minecraft hammer somehow and another with a young man hanging up a found street sign with a hammer is his first apartment as art. But ultimately I went with the idea of Thor holding an Estwing hammer and having the slogan be “Take on that project like a superhero”.

We had to use Photoshop to join a few elements together. I found this cool picture of Thor swinging his hammer and got rid of the background.AoU_Thor_0001

Then I found an Estwing hammer on their website. I got rid of Thor’s hammer and photoshopped the Estwing hammer into his hand.

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I found a cool, simple background of blue but that highlights him in the center. I then added text and this is what I came up with:

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I used a font that I had called American Captain that looked like a superhero font but not too kitschy. I thought it looked strong. I used a bit of a drop shadow for a slightly 3D look. The Estwing logo had one as well. Then I  added the tagline “Hammers for Heroes”. I used the What the Font website to find a  font similar to the Estwing logo. I also loved that Estwing has a wing in the logo and Thor classically has wings on his helmet.

Next we needed to adapt our ad to work in different advertising mediums. I was given magazines and blogs.

I chose to do a half-page ad for a magazine that measures 8.5 x 5.5. I didn’t have to change it up too much. Just some cropping off the bottom. Here is that ad:

Hammer Ad Magazine

Then I had to adapt it for a blog which is 300 x 250 px. Here is that ad:

Hammer Ad Blog

Could probably use a little more tweeking, but I think they turned out ok.

I am really enjoying getting to know my way around Photoshop and while I still have a lot to learn it feels great to accomplish something like this. Who knew that Thor used an Estwing? I think it looks pretty good on him.

 

 

Design, reverse engineering

Macaroni Grillin’ Fonts

This is a recent email advertisement I received from the Macaroni Grill restaurant and I thought it showed great diversity with the three different font typefaces used.

Font #1: The first font used is a handwritten Script font. It could be categorized as script because it is a script, but I think it could also be categorized as a decorative font because it is so informal.

Font #2: The second font is a nice bold Sans Serif font. There are no serifs and it is a mono-weight font.This is one of my favorite fonts right now and used in all caps. It’s a great contrast to a script font.

Font #3: The last font is an Oldtype font used in the ad copy. It has serifs and thick to thin lines. It’s easy to read and doesn’t compete with the stand out fonts.

Macaroni Grill advertisers did a great job of using a variety of fonts in their ad that have contrast and play well together. They repeated the use of both the script and the sans serif font to provide consistency and used a nice, readable oldstyle font for the ad copy.