The Concept
SAY IT RIGHT.
A competition brief set by YCN and Oasis to produce a series of messages for the Oasis Creative Suite that would embody and appeal to the Oasis girl: playful, witty and feminine. The copy has been created to work across seasons, and both in store and online. Elizabeth Tyrer
OUGD603
Brief #12
YCN x Oasis
Research
Research included looking into pre existing copy for the Oasis brand, as well as exploring the copywriting and visual communication of other competing high street brands, including Topshop, Asos, and Warehouse.
Each brand’s communication featured tongue in cheek phrasing, wordplay and pop culture references, necessary to successfully reach out to and engage their key demographic: young, culturally aware females.
Elizabeth Tyrer
Brief #12
OUGD603
YCN x Oasis
Research
The formats with which high street fashion retailers seek to communicate with their consumers were also researched. Postcards are an often seen outcome for use in store as they are practical, easy to produce, and can be collected and kept.
Bold serif typography is paired with a simple layout with a focus on a luxe finish to encourage customer engagement.
Elizabeth Tyrer
Brief #12
OUGD603
YCN x Oasis
The Copy
We’ll find and deliver your size for free
Personal stylists in selected stores
Use your Paypal app to spend in store
How Fitting!
Get Personal
Appy Spending!
Student discount
Complimentary Wifi in store
Oasis gift cards
Saving Grace
Take Advantage!
Easy Giving
Delivery slots to suit the customer
The My Oasis card
We love social
Right on Time
VIP Treatment
Social Creatures
The copy I have produced is intended to immediately engage the Oasis customer with short, snappy phrases. informed by market research into competing brands, wordplay and pop culture references have been employed to create a playful, youthful tone of voice.
These short phrases are complemented by longer copy that anchors the messages and provides more detail to the customer. This copy can be seen on the postcards and the online implementation.
Elizabeth Tyrer
Brief #12
OUGD603
YCN x Oasis
The Development & Design Typefaces Display & Body
CARDO ITALIC
ABCDEFGHIJ KLMNOPQR STUVWXYZ
Postcards Examples of front and back
SOFIA PRO CONDENSED ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 @ÂŁ%&*()?!-/
Colour
C: 85 M: 89 Y: 1 K: 0
C: 19 M: 14 Y: 0 K: 0
C: 1 M: 97 Y: 82 K: 0
C: 1 M: 41 Y: 16 K: 0
C: 82 M: 63 Y: 2 K: 0
C: 30 M: 0 Y: 17 K: 0
C: 28 M: 97 Y: 48 K: 10
C: 4 M: 41 Y: 3 K: 0
The visual communication of the copy has been designed to provide a fresher, more sophisticated design approach. Vibrant, contrasting colours have been chosen as they are youthful, feminine and can works across seasons.
A distinctive serif typeface has been chosen for headline copy as it is stylish and arresting, whilst a contemporary sans serif typeface provides visual balance for body copy. The main implementation of the copy in store would be an A6 postcard format, with a luxe
Elizabeth Tyrer
Brief #12
OUGD603
matte stock and spot UV finish to encourage customer engagement. The postcards feature bold type to the front for immediate impact, whilst the back features relevant images and type, produced in duotone for visual consistency. YCN x Oasis
The Design
In store, the creative suite messages would be applied across A6 postcards and In Store iPads. Both of these are accessible and easy to implement.
Elizabeth Tyrer
OUGD603
Brief #12
YCN x Oasis
The Design
The most relevant of the creative suite messages would be seen on the home page when the customer scrolls down from the initial image.
Elizabeth Tyrer
OUGD603
Brief #12
YCN x Oasis