For my artifact I chose to create a direct mail piece/brochure. I wanted to keep it simple and easy to read while conveying information about the brand; such as, attitudes and ideas along with displaying some of their products. By using this simple format, I believe Levity's target audience could be reached better. Levity Apparel didn't have a brochure to critique, so I went to their website's store to compose a better way they could display themselves through a print medium. Their web store was very bland and contained their products on a plain white background seated in rows of three without any form of visual design. So here is my version of what a print store, brochure, could look like. Please excuse the black border as it wouldn't crop out with out messing up the format.
The first two pages are the beginning of the brochure or could be broken down as a single card with a front and a back. On the front the abstract artwork acts as ground separating the levity apparel logo and the hat for viewers to perceive a figure ground relationship.
It all begins with the company logo, motto, and clear course of action to follow.
Next is page three where some product is shown and a piece of art to accompany it. The photo's blue sky gives contrast to the maroon side of the print.
The next page is a product plug that is matched to the style guide. The recurring white text boxes act
as a visual frame and guides readers eyes.
These last two pages convey messages about the brand and encourage interaction through social media. Video thumb nails are shown in the second to last page, even though this is a print medium a viewer could see them as a poster to come visit the company's YouTube channel since they depict a sense of movement or could show a more visuals about the brands values and attitudes. And in the last page there is another call to action along with a photo of a mail box that could justify the wording "order today" or it could be seen as a actual representation of social media messages.
* Page five added to post 12:26, 12/6/2015. Thinking more about this page, a QR code would have made a nice touch.
The deeper I got into creating this artifact the more appreciation I found for the print medium. I tried to implement gestalt principles, like proximity and similarity while keeping a good sense of balance; however, relaying a message at the same time turned out to be difficult without creating a cluttered composition.
I shot all the pictures included in this piece except for the images of clothing and logos.
