This is a style guide for further images in the campaign. This will ensure all major features of the campaign will be kept consistent.

StyleGuide

In addition to the print based images previously posted, I have finalized the alphabet that can be distributed via Facebook “tagging”. This will boost additional hits on the ecommerce site. It is of the same style as the other images to match the campaign. This viral image can be altered to easily distribute promotions and sales.

Combining my research with idea 2 I have decided to use word play in the final set of images. Instead of using word play puzzles, I have incorporate Deceived within puzzles. I found that word play puzzles like the Silk Cut and B&H campaigns were hard to replicate using the single word Deceived. Although I have come up with a series of ideas I find the puzzle either too loose or so simple they are cheesy (in the case of the golf tee). The cigarette campaigns also rely on their recognizable brand colour palette, as Decieved Clothing’s is fairly simple it is hard establish that connection of identity in the images. Instead I have focused on images that suggest trickery yet the brand is clearly understandable. This is also supported by the brand being new and its audience needing to understand it. The larger cigarette campaigns are reinforcing there known identity instead of introducing something new.
The final set of images are based on word games, and in the eyes of the target audience could be seen as quirky/retro. Using a the idea of something traditional for something new is deliberately jarring on the audience therefor makes it recogniseable. As most of Deceived Clothing and the brands the shop stocks are aimed at young open minded and creative individuals this retro feel is relatable, yet conveys the brand. (click to enlarge)

After producing a series of ideas using basic text I decided to make an aplhabet in the Deceived typeface. This can be up loaded to Facebook and people can tag each other with their initials. The web address on the bottom of the image promotes the online store.

These ideas are based on text message slang. They are suited to the age of my target audience, as they understand the messages, yet cancel out an older audience, giving it a “cool” factor and deceiving some of the audience. Images such as “wtf deceived” wtf meaning “what the fuck” are risque and make the brand look edgy. These images could be used as they are in a viral campaign or as fully printed adverts. In the case of a viral campaign they could be simply printed out and applied on notice boards or wallpaper pasted onto walls (similar to grafitti). This would add the urban underground style of the brand to the images. Alternatively the web address could be added to the bottom and the pieces could be displayed in a more traditional manner.