The brief was to create an integrated campaign that articulates the Ted Baker brand in one of these four categories; watches, eyewear, footwear and fragrances. Free to work in any media and it can be displayed in the store swell as in the public domain. Using the Ted baker logo within the designs, free to work in any style and using any media. The requirements for the brief were simply 4 posters relating to the certain category we had chosen. Anything else provided would be optional extras. These posters would support the brand and help push the boundaries in terms of styling, attention to detail and quality.
Sources of research were initially just images online, billboards etc.. I found with Ted Baker that their advertising campaigns were pretty limited. In Cabot Circus there's a Ted Baker store with a few bits and bobs dotted around but they don't sell glasses anyway so most of my research was left to depending on online resources. My research consisted of images with Ray-ban, their campaign 'Never Hide' is really well known and is very recognised, really different posters are designed which is shown in my research.
My final ideas were very professional and I feel they related to the brand, I felt they were quite strong. Using Photoshop I played about with imagery and layers, I chose a few high resolution images which I overlaid and edited in Photoshop. Then I chose a border which I also overlaid and played about with, I wanted a grungey feel but at the same time I wanted it to be simplistic, similar to the work i would imagine Ted Baker to look like/And want to put up around shops etc..
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After experimenting with backgrounds, I finally came up with one final browny/cream coloured type background with a black border, I then edited this in Photoshop and then played around with effects and eventually came up with inverting it and then playing about with the colours, finally I had a red, blue, green and black one. I then started playing about with vectors of glasses and chose 4 different pairs of glasses online and then drew around them with the pen tool.
Initially I had live traced them and then live painted, but I felt drawing them with the pen tool was much more accurate and precise, it also meant it was easier to edit the colours if I did need to change the colours for whatever reason. I would've preferred to have the posters at a bigger scale, maybe A2 as I feel in a shop these would suit the shop more rather than an A3 poster, it's not massively noticeable. I used bright colours which had been lowered in saturation so they didn't stand out so much. I sed the typeface future which was the closest to the Ted Baker Logo typeface as I could get. I used 2 taglines; including "essential eyewear" and "eye candy". I wanted to keep what I was saying professional. The posters all flowed and kept certain things the same, meaning the layout, typeface, background style and positioning of the text. Throughout this brief I took a different approach to how I would normally, I visited the Ted Baker shop because the posters would be if printed, put up around the store in bigger.
The targeted audience are lovers of glasses, Ted Baker or not. I wanted to keep a simplistic feel but at the same time make it very professional, which is different to a lot of the work I would usually produce. I learnt certain simple things in Photoshop which I didn't know before, 'overlaying' etc. I feel I have successfully met the brief and produced some nice final outcomes which meet the requirements and are aesthetically pleasing.
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