Johnstons of Elgin - Advertising Brief

This project was part of an advertisement based brief. Johnstons of Elgin was my own choice of company, as they are local to my home town of Elgin, and I admire their company values and the reflection of these in their brand identity.

The brief required a series of new advertising material for an established company. I chose to design for a new Johnstons of Elgin collection aimed at a younger generation named Youth Days. I wanted to preserve the themes of heritage and quality, while appealing to younger age group than Johnstons perhaps normally would. To do this, I steered my design away from the frequently used typical 'Scottish landscape' imagery, such as forestry, heather and mountains for example, and used more industrial and hard textures, such as stone, brick and rust, to relate to a more modern Scottish lifestyle in the cities and man-made environments. I combined this with lots of white space, and heavily grid based layouts for a modern feel, and to allow the textures to stand out in contrast.

I designed a booklet, with the intention that it would not only be an advertisement for the collection, but an eye catching, quality item that people would want to take home with them. I used recycled paper and layers of opaque paper to give a sense of material and quality - important to the brand. I also designed a poster to accompany the booklet.