Prelim Project: Statement of Intent

In the products I endeavour to produce, my intention is to present Fair Trade in open surroundings- showcasing my brand, Fair Trade Fashion, as a contemporary company, using clothing which are currently "on trend" in the fashion industry. Though as well as this, my products will also be unexampled to what is already in the current market, therefore resulting in my products standing out against products already in circulation. My product will include two billboard posters advertising my Fair Trade Clothing Company.

In my first Billboard campaign, I am going to use a single model shown with a mid-lenght body shot, slightly facing side on towards the camera. As well as this, the background to my advertisement will be an outdoor setting. My model will be positioned in front of a brick wall located outside in order to create an almost urban feel. Both poster designs will have an element of simplicity to them. My model will be wearing a particular item of clothing that will cover a part of the face to emphasise the importance of Fairtrade clothing and not the way the model herself. This will draw attention away from the model and help focus the attention towards Fair Trade Fashion and what it is about.

In my second Billboard campaign, I am using a plain white background, with my model(s) positioned in the centre standing head on towards the camera, with my slogan and the logo positioned next to each other. The print poster will include a full-length body shot; allowing my products to fully advertise and promote Fair Trade Fashion. This Adding simplicity to the advertisement whilst keeping with the urban theme image. I am going to shoot my second billboard campaign with the same model as as my first but wearing two separate outfits. Within this product I will have simple plain black clothing so I can place my logo over the top of the models. This will make a clear link to Fair Trade and the ethics behind it whilst showing casing affordable fashion.

My target audience will be in the age ranges of 16-30 and will be C1/B consumers according to the  ABC Demographics Scale. These will be consumers that are categorised as "skilled" and "professional". I feel that by aiming my Fair Trade campaign at this age range will allow me to determine what the audience is more likely to be interested in, as the creator I can do this because I am of a similar age. For example, my slogan, "Give a S**T and Wear Clothes That Matter", I feel as though that this will plea a larger interest to younger audiences because it is straight to the point and includes familiar language such as "S**T". For may young people fashion is now a major influence in their daily lives, most trying to keep up with "current trends". However, sometimes younger people are often restricted as to what they can buy because they are often limited to how much they can earn. This resulting in many young people shopping in places that are not ethnically sourced and encourage child labour, such as Primark. Therefore, my products will appeal to my target audience, as my billboard posters will present affordable clothing which many young people now have the opportunity to buy whilst making sure they are keeping to "current trends".

Till today, billboards are the largest outdoor advertisements displaying a particular product or service, meaning that it will be seen by many. So it is important that when I come to creating my designs they will be exactly the same on my billboard posters. Many viewers of my advertisement will be by passers, therefore, it is important that the message behind it is quickly recognisable and understandable to all; hence the simplicity behind both designs. However, I want to ensure that my posters are attractive and arrestive to all.