Television personality Robert Verdi commissioned a digital ad design for the Robert Verdi & Friends Mega Fashion Sale, where Verdi and others sold high-end designer clothes from the closets of stylists in NYC.Visual Identity
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 part of the shirt design. With this gesture, the ad took on a degree of playfulness and uniqueness in comparison to other generic event ads.
Typography
For the title of the sale, we used Sign Painter Brush, a font with a hand-painted style similar to the sale designs you’d see painted on a storefront or on a car windshield. We contrasted this flowing, handwriting-style font with Helvetica, a more machine-like font, for the subsequent logistical information about the event. The difference in font created a contrast in style, where the sale title took on a playful mood while the event information below remained relatively neutral.
Shirt
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 of the shirt.