The fours P's of marketing are four key elements that a designer to reach their target audience and create the most effective design for that target audience. The four P's are product, place, promotion and price. Product focuses upon the product(s) that is being marketed, looking at the quality and features of it so that you properly are informed what the product does and why someone might buy it. Place, looks at where the locations are that the product is available. This helps make sure that product is actually available in the area you are promoting it in and ensures convenience. Promotion highlights the different ways to market the product and shows which type of marketing would be most suitable which ensures visibility from the right target audience. Finally, price which looks upon the pricing of the product and whether it is a price customers will be willing to pay for the product. Strategies like discounts are particularly effective when trying to attract customers but still trying to make a profit. 

I also decided to make an advertisement for Sports Direct as a whole and took a picture of the whole store and the various different deals within it. For this, I also decided to hide the text behind elements in the picture. I chose to do this as it creates a sense of mystery and keeps viewers wondering, peaking their interest and creating curiosity. To do this, I duplicated the layer of the original picture and removed everything behind the shoes close up by hiding the original layer and carefully removing everything with the eraser tool Then, when you make the first layer visible again, the image looks the same. Now, you can place text in between the two layers so it gives the text behind the shoes effect. For the text, I decided to use visual hierarchy and make the name of the company in a bold sans-serif font to highlight the name to the audience and make it immediately clear what the advert is about. The font stands out to the young target audience as it presents the brand as trendy and simple which links in with current trends. However, to help it differentiate from other adverts I added the slogan briefly going over the name in a serif font. This keeps the link to the target audience whilst also adding further mystery and showing to their viewers that it is still luxury clothing and can compete with others in the industry. For the colouring, I chose red, blue and white. I did this as it is the company colours of Sports Direct and are very recognizable and popular to the point where if someone didn't read the words they would still be able to know who made the advert.

A- Andrex 

B- BT

C- Caburys 

D- Dove

E- Elf

F-

G-

H- Harrods 

I- 

J-

K- Kliner 

L-

M- Morrison's

N- NHS 

O-

P-

Q-

R- Rolls Royce

S- Sainsburys 

T- Tesco 

U- Urban Outfitters

Superlatives

The Aida model is a "model that identifies the stages that an individual goes through during the process of purchasing a product or service." (https://corporatefinanceinstitute.com/resources/management/aida-model-marketing).  The Aida model has four stages, attention, interest, desire and action. The goal of attention is capture the audiences attention. To do this, designers would use eye-catching images, vibrant test, bold text - anything that stands out. This, then links to the next part of the model, interest; after their attention has been drawn, the goal of interest is to engage the viewer. This is done by using appealing information or something compelling. Then, desire; the purpose of desire is to create a connection with the viewer to make them want the product by showcasing and emphasizing elements of the product. Finally, action. Action is trying to get the audience to take the specific action and buy the product which is being sold.  

David Airey is a well-known graphic design and author who specializes in logo design and brand identity. He has written several different influential books, which share his thoughts and provide insight into designing a good logo. Airey believes that making a logo is not about just making something that is visually appealing but also about making something memorable, which links to and makes a viewer create an emotion connection to a brand. Overall, his approach to logo design is about longevity, focusing on logo designs which can survive for a long period of time effectively representing a brands identity.

For the colour of the year this year, Pantone chose Mocha Mousse a shade of brown. This is significant as Pantones colour of the year commonly determines the colour things are made as it forces the colour on trend, which means across the year the colour will be used more and more. Therefore, the popularity of the colour will mean creating designs where this colour is prominent will boost sales. Overall, I find the colour of the year surprising as brown itself is not a very popular colour and one which doesn't go well with many other colours. Furthermore, the colour doesn't have any significance from the year as nothing happened where this colour is an important factor of it. However, like previous years, the colour will most likely dictate design trends and will be prominent factor of the marketing this year. 

To have a valid place for me to post the social media content, I needed a to set up a social media platform. I chose Instagram as all the advertising I was doing involved images and no videos, which out of all the platforms, works best for Instagram as most other platforms work best with videos. For the profile picture, I chose my second logo design as the purpose it was designed for was to fit the dimensions of a profile picture. The logo presents a modern and sophisticated look to the brand which works well for a primarily clothing brand as most people prefer their clothes to be associated with luxurious and stylish rather than affordable. Additionally, I added a bio saying "home to the best kits in the world". Adding a bio allows you to briefly attempt to entice a viewer into looking into your page and exploring more of your posts. Through my bio, the viewer will see the superlative of "best" and want to see for themselves if it is truly the best, making them explore your posts. Overall, Instagram and social media allows you promote your brand to wider audiences and primarily younger audiences. 

For my second logo, I decided to go for a more modern trend in logos and connect two of the letters as it presents a simple and modern way to create a logo. Furthermore, the dimensions of the logo will fit far better in a social media profile picture than a seven letter would. I chose to do L and N as when pronouncing the name you pronounce it La-nes-ra so those are those two most prominent sounds in the word which will increase recognition of the brand as people will be able to more easily tell which companies logo this is. I chose black for the lettering as black signifies professionalism and sophistication, which links to the company as they create luxury kits which are expensive and therefore want to be presented in a way that justifies their price.

However, on its own I felt the logo was basic and possibly didn't show the creativity of the brand. So, I decided to outline the letters with straight vertical and horizontal lines. Straight lines connote strength and commitment which helps viewers associate this to the brand and connect the love of their club to brand. Commitment shows the brands values as people who buy the shirts for the teams they support are committed to that club and so it helps show that the brand is also committed to try and the make the best kit possible for the fans and customers.

Once completed, the logo looked like this. To make it as attractive as possible, I made sure that all of the outlines were all exactly the same distance from the letter. I did this as it shows the company as a more thoughtful company rather than a company that doesn't even care enough to make their logo professional. Furthermore, the parts of the 'n' left without an outline is intentional as I tried it with an outline and it looked to congested and overwhelming but the gap in outline also presents a sense of mystery which might get viewers wondering why there is a gap there. Finally, I added an extra line connecting the design and filling in a bit of white space. Additionally, it adds the mystery element and just makes the logo look more appealing. 

For this logo, I tried to create a more professional and fancy logo. Therefore, for the text font I chose a serif font. The serif font targets older audiences as it appears more fancy. However, as the target audience is younger audiences I chose the font Cochin as it is still a serif font but has less flicks than a normal serif font which means younger audiences can also appreciate it. I chose black for the text colour as it presents the brand more professional and shows importance. 

On it own however, the text would to be too basic so I decided to put 3 red pentagons at the start of the word. I chose to do it at the start of the word as it stands out more and highlight the wording better. Pentagons is suitable shape choice because they symbolize "complexity, balance, and harmony"                           (https://pixcap.com). This aligns the brand with these positive connotations and shows to viewers that the brand embodies those qualities.

Then, I decided to adjust the kerning of each individual letter so that they all connected together. This reinforces the idea of community and that everyone who wears the clothes is apart of one big community. Adjusting the kerning, also allows the design flow better from each letter as they are all connected together. 

Eventually, the design came out to look like this. The design effectively represents the brand values and shows the creativity of the company. However, for me, it doesn't have the correct vibe for this type of industry. This is because of the typeface as I dont think it works for the company and maybe doesn't attract the right audience. But, this shows the importance of planning and creating lots of different drafts before creating the final piece as it allows you explore all the different areas possible. On the other hand, I could see the logo for a company of a more formal nature like a bank company because it shows elegance and gives the impression of luxury. 

After making the home kit, I wanted to make a away kit. Therefore, I used the same template I used for the home kit and just changed the colours using the magic wand and paint bucket tool. Away kits usually have no relation to what the team stands or anything to do with its colours so there was no need to follow the brand colours like the home kit. Therefore, I just decide whatever style or colour I wanted. So, I went for the main colour as blue, I did this as blue represents trust and loyalty. This is important for a something people care about as for something you care about you would also trust it and using blue helps symbolize that and further builds brand loyalty and trust to my company. Like the home shirt, I used a darker blue to show all the different creases. This makes the design more realistic and presents a more natural and more accurate design of how the shirt would actually look. 

Front 

For this post, I wanted to use a footballer as a model for the kit. I wanted to do this as using someone famous uses ethos and makes something more credible and trustworthy. This is because people have a connection with these people as they like their personality or something about them, which makes them more likely to trust them. The player I chose, (Bukayo Saka) is a perfect person to model the kit as he plays for the team and is known for being nice and is well liked amongst all football fans rather than just Arsenal fans - appealing to neutral fans as well. Furthermore, this season, he was considered one of the best in the world so this publicity will make it easier to sell the kit. To start the production, I found an image where he was modelling the current kit and pasted it onto Photoshop where I colour the background in the red. I did this as Arsenal is associated with red and recognized all across the world for this colour so it was vital the background be that, whilst also presenting passion and highlighting tradition. 

Then, I removed the kit from him by using the magic wand tool to select all the areas where his skin was showing and deleting all of the rest of the layer. I did this because it allows me to put the kit on underneath his arms as if I didn't do this then the kit would just be over him rather than making it look like he is wearing it. Having him wearing it, presents a more accurate look of what it would like and gives the advert a more professional and real look. 

Next, I added the kit. To add the kit, I copied the kit from the first social media post and resized it so the shirt holes lined up with his body parts. As you can see, his arms are now in front of the kit, making it a better representation of what he would like if it was real. The colour of the background matches the colours of the kit which allows the post to be more visually appealing to viewers and therefore stand out more.

Finally, I added the text. I chose to not include the logo, as from similar styles of advertising as this they commonly dont include the logo as to seem more minimalist and modern so I just included the name of the player. For the text, I used the same gold colour as it links to the kit and also the badge of the club. Through the red and gold, passionate and luxury emotions of advert are presented and people immediately know just from a glance that the post will have something to do with Arsenal, peaking the interest of football fans. Additionally, I made the text a bold sans-serif font. This makes it more appealing to the younger generations, the younger generations who will be the ones using Instagram and will the be the ones seeing and interacting with the advertisement. Therefore, it is a good way to draw viewers in. 

As it was a social media post, I uploaded it to Instagram where the bright colours and bold text will be bound to peak the interest of some people. Furthermore, I added hashtags on the post so that the post is shown to people who would actually be interested in it. This is because if a, for instance, a basketball fan saw the post then the post wouldn't interest them. However, the hashtags associate the advertisement with these topics allowing it to be seen by the correct audience. Also, I added a caption asking viewers to "Join Saka in wearing the NEW Arsenal home kit". Highlighting the "new" allows the attention to be brought to that word, which will get the viewer interested as everyone likes new things. 

For my fourth post, I wanted to a new sport and decided to go with basketball for its vast popularity in the states. Many companies similar to mine sign athletes, this means that the athlete is paid to only wear your companies clothing and promote your brand through their popularity. This is an effective way bring your brand to life and adding some brand personality to your brand. However, this means that it is important to carefully pick who to promote your brand because if you picked someone is falling out of the spotlight or maybe someone who has a bad reputation then this person will represent your brand is the wrong way. Therefore, it is vital you pick someone who is well liked, still relevant and a good person. So, I picked the basketball player Luka Doncic. Doncic is a younger basketball player who is currently one of the best in the NBA and is very liked amongst all the fans. This makes a good person to represent the brand as his popularity will bring attention to the brand and the fact that he is young helps for the future as he still has a lot of his career left where he can become even better and grow with the company. 

To make the post more creative and eye-catching, I used the slicing tool. The slicing tool allows you to add a modern and creative look making the image stand out more. Furthermore, it gives a sense of movement and energy, which fits in with the sports theme of the post. To do this, I used the polygonal lasso tool to select different parts of his body and then slightly moved it to give the cut look. However, I left his face untouched as it is important the viewer can tell who it is or the advertisement would be pointless. Overall, the doing this to the image creates a unique aesthetic and almost three dimensional appearance by immediately grabbing the attention and presenting the dynamic energy of the athlete in motion. Additionally, this type of design is perfect for sports related posts as it symbolizes speed, power and amplifies the sense of action. 

Then, I added the text. For the colours, I took the hexcode from the basketball for my logo and the hexcodes from the kit for the rest of the text. For the logo, I made it orange and put it in the top left. I did this as the orange stands out from the rest of the post whilst still presenting the basketball theme through the iconic orange that most people associate the sport with. I put it in the top left as it it is the first thing people see and after looking at Doncic the viewer will immediately know the link between the two and therefore be more interested in the post as they will want to find the link between the two. Then, I added "official lanesra athlete" in a lighter blue above Doncics' name. This makes it stand out more next to the name but I used visual hierarchy skills to make his name the main point of the advert so the viewer will first read his name then will read the additional information. For his name, I used a darker blue to link to the two types of blue on his kit and help it feel more natural in the advert. Additionally, I added the cut through his name only to highlight it even more and give his name a more stylish look. 

To finish off, I used the burn and dodge tool to give the different fragments more detail and make it look more natural and three dimensional. This helps highlight the different fragments of him as you use the burn tool on the edges to make it darker - presenting a shadow like look - and use the dodge tool in the middle to help enforce the shadow design and make it look more like someone is shining light on it. 

Finally, I posted it to Instagram. Instagram is the best place for this advertisement as it is, without a doubt, targeted to younger audiences as the fragmented look, sans-serif text font, bright colours and vibrant imagery work far better for a social media post. This is because to and older audience this may seem overwhelming and wont work for them at all however for the younger generations an advertisement like this will look cool and interest them. Additionally, I added a caption and hashtags to make sure that it reaches the correct audience and draw them in with a engaging headline. 

For this post, I wanted to do another post where I used an athlete and signed them to my company. Doing this means, the athlete would be paid to wear the brands clothing and used to promote the brand. Therefore, it is important you pick someone whose popular and known as a good person in order to present your brand in a good light. This time, I decided to pick Lebron James. James is the most known basketball player maybe ever and widely regarded as the best ever. This makes him a suitable candidate for the company as his skill has made him the biggest name in the basketball world and helped him build up a large fan base. 

The first change I made removing the background from James to allow me to add a new background and include other assets that would look out of place. To do this, I used the select subject button and it selected James and then all I had to do was press CMD + X to delete the background and copy the selected area.

Then, I added a different picture of James from behind. To do this, I copied the image and removed the background. Next, I moved the original over to the left more so that both picture fit in the advert together and so it didn't feel overcrowded. Having the two pictures of him, show a dynamic contrast as the left picture shows him in action and the right showing his identity and presence. Furthermore, it gives the advertisement more depth and layering as the the pictures are taken from different angles making the design less flat and therefore more engaging. Doing this emphasizes his jersey and name, with the front facing picture creating a personal connection with the viewer as you can see his face. 

Next, I added the background. The Lakers, (the team James plays for) are know for their iconic yellow, purple and white brand colours. Therefore, it was important for the design to feel cohesive and personal that it included the brand colours as they convey more than just brightness, they also convey the brand personality. Additionally, to make the background more eye catching and outstanding I added four diagonal lines using the Lakers colours. Each line represents one of James' championship rings. Furthermore, diagonal lines convey movement and energy in shape theory, which fits the athletic and fast paced theme of the advertisement and basketball. Also, I left some space in the top right where the logo would fit perfectly. Overall, the background is detailed enough to add interest but not so overwhelming that it distracts from the main images. 

To remove the last of the unused space, I added my logo in the top right. I purposefully left this space as I tried it with and extra line and the design looked overcrowded, so I thought what the space could be used for and came to this conclusion. To further push the brand personality, I used the same purple and white from the background to help the post link together better. Additionally, this shows to Lakers fans that the brand is associated with their team and by using the colours helps viewer build a connection and brand loyalty with our brand. 

To finish production, I added the text. I used a bold sans-serif font as a advertisement like this is targeted towards the younger generations and as it is going on a social media platform it needs to stand out. Sana-serif works for this post as younger audiences tend to prefer this type of font style as it is presented as more modern and stylish. Originally, I had the text as just purple to link with the rest of the advert. However, readability was hard so I added the black underlay to help it stand out more and be more readable. Although, looking at it now, I may of changed the position of the "athlete" part of the text as, to me, it feels slightly out of place. 

Finally, I posted the advertisement to Instagram where bold text, vibrant imagery and bright colours will easily catch the attention of of basketball fans. However, to make sure it got to the right audience, I used hashtags related to the topic to make sure it reaches the right audience. Additionally, I added the caption of "Lebrons wearing our clothes now, why arent you?". This includes the audience and makes them feel more involved and by making them think about the answer to the question the post becomes more memorable. 

For this advertisement, I made another billboard where the idea was to use a famous athlete and create some form of limited edition product around them. As I had only done three sports so far, I wanted to do a different one and I chose tennis because very big and popular sport where there are lots of different products and opportunities to create a advert. For the athlete, I chose Novak Djokovic because it is main consensus amongst tennis fans that he is the best or atleast the most successful. This makes him a perfect person to create a advertisement around because, although he is getting older, he is still very good and still competing at the top level. Furthermore, with all of his success, comes fame and fame means that many fans will idolize and look up at him, so using him will be perfect in motivating certain people to purchase the product. 

To start the production, I gave Djokovic the motion blur effect. To do this, I had to duplicate the original image and use the eraser tool to leave only Djokovic. Then, I duplicated the layer with just Djokovic on and lowered the opacity on both of them. Finally, I slightly moved them away from his body to create the ghosting effect. This effect mimics rapid movement, which enhances the energetic feel of the advertisement. This makes the advertisement more eye-catching and helps the viewer remember it as this effect is less common. Also, I used the spot healing brush to remove the branding from his shirt and racket as it allowed my to add my own design and branding without it being confusing to the viewer. 

Next, I used the hexcode of red from his shirt and used it to make my logo the same red. This helps give the billboard a more fluent and symmetrical look and highlights the passion, intensity and dominance that he shows when playing. Then, I added it to the top left because it is the first place the viewer looks, so they immediately know who made the billboard and go through looking at the rest of the post with that knowledge in their head. Furthermore, I added my logo onto his shirt and racket to present that equipment he is using was made by our company. 

Now, I made the background darker and made the tennis racket more prominent in the design. To make the background darker I made a new layer and used the paint bucket tool to colour it black. After this, I lowered the opacity of it to make the background darker. This forces attention to Djokovic and creates a more dramatic atmosphere where he is the central figure with no distractions. Additionally, I used the magic wand and paint bucket tool to made the racket red. This helps it stand out more on a dark background and makes original and unique to my brand rather than a different brands. 

Then, I added the text. For the text, I made it alternate between red and blue on each line linking to the colours on his kit as I used the same hexcode from that shirt. Having the colours alternate on different lines makes it look more interesting and grabs the attention of the viewer. Furthermore, the bold sans-serif font makes the design powerful and unmissable as it is positioned around his body. However, attention will mainly be drawn to the large "OUT NOW" as the size and 3d look makes it prominent on the design. I did this because underneath there is the website where the products are sold and people can buy them from. This advert uses the Aida model by first grabbing the Attention of the viewer with the popular athlete being the main subject. Then, their Interest is built up by ghost effect and dark background and mixing with the bold text they are made the Desire the product. Finally, the call to action comes as the last thing the viewer will see as the website directs them to where they need to buy it. 

Finally, I went onto mockuptree.com and downloaded a mockup to put the billboard in. This presents a realistic example of what it would like it was actually used as a billboard and allows you to change anything if necessary. Overall, I think the billboard captures the the right emotions and could successfully influence someone into getting these products if it was real.