12.15.24 – 01.08.25
The visual identity for this ad design takes inspiration from both classic sale typography and generic black shirts. The black tee takes center stage in the ad design, making it clear that the sale specifically involves fashion. Using a combination of sans-serif typography and a script font, we designed a typographic layout that both felt reminiscent of a sale and remained formally simplistic.
The typography was then mapped directly onto the shirt, as if the text were actually screen-printed. With this gesture, the ad took on a degree of playfulness and uniqueness in comparison to other concurrent event ads.
To simulate a real shirt with the lettering on top, we used a t-shirt mockup from Adobe Stock. As soon as we placed our design into the mockup, the shirt design automatically updated to feature the design, laid out across the wrinkles and folds of the shirt.
To ensure legibility, we formatted the shirt so that the dates of the events would run on the top of a prominent fold on the shirt, while the rest of the information continued across the recesses and other folds.
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