Georgie Duffy NEA Brief: Print media Mini Brief

Mini Brief issue date 02/01/2018

You will create a poster for Calvin Klein, a fragrance which is non gender specific. Traditionally the product is aimed at the youth (15 – 35) market and is presented against a white background. For the purpose of this brief you will photograph your subject(s) in a studio setting and location of your choice. You will emphasize the non-gender specific nature of the product. The brief requires that you will create a layout template and including an image of the product, a New brand Logo with an image of at least two individuals to emphasize the gender-neutral nature of the brand.

Link file for demographics https://prezi.com/hnijsuasyemr/calvin-klein-one/

Planning…

o Create a design layout

o Produce a Calvin Klein logo

o Photograph the product

o Photograph the models

o Create a final poster layout

models- james, samir, joe
katy, megan, marcie, caiti

Examples

CK1 is a unisex perfume, marketed towards men and women 15-35. The way the women in the pictures are standing is very masculine, such as the thumbs in belt hooks (typical of sheriffs, cowboys). The colours used are very neutral, yellow-toned black and white (almost sepia). This shows that the perfume is for both genders and the colours make it non-gender specific.

The difference between this and CK2 is that in CK2 instead of being plain and boring with "non-gender specific colours" they decided to use a lot of different and saturated colours for the backgrounds/images to show it is all inclusive which I think is better than non-inclusive.

LOGO AND STRAPLINE

•strapline - un pour tout le monde, pour vous Deux, Per entrambi, unis ensemble

I used different fonts similar to the original CK one logo, they're all sans-serif as I thought the serif fonts made the logo look too old and not modern as Calvin Klein is a modern brand.

I chose the third one down as I thought it was the most aesthetic. This is the logo I will be putting on my studio shoot as I think it matches well with the clean background.

For this logo I used a series of different lines all put together in photoshop. To make it more interesting I added lines trailing off to the top and to the right. This is a personalized sans-serif font, giving it a sleek modern feel.