Abercrombie and Fitch Co. Graphic Design Project Brief

This brief was created for Abercrombie and Fitch Co. with the intent to design a Graphic Tee collection, and the digital and print marketing materials that would promote this collection. I entitled my campaign the ‘Celebrate Life Graphic Tee Collection’ with the intent to connect the proceeds of the sales to the companies philanthropic efforts.

Customer Profile

The A&F customer is a trendy young millennial who knows who they are and has a desire to express themselves through their appearance. They are independent and confident twenty somethings. Abercrombie and Fitch provides these consumers with essentials for their everyday work and school life, yet are in touch with the trends to provide pieces that appeal for weekends and special occasions. These individuals are experience driven, rely on their personal social networks, and make decisions based on their own happiness.

Concept Development

When identifying the overall mood of my design concept I wanted to focus on positive and inspirational designs that align with the independent young customers interests. Therefore I pulled brightly toned colors, inspirational statements, and a organic feel from inspiration I saw in today’s popular culture. The following inspiration was found through illustrations by Laura Supnik (Artist, Illustrator, Blogger), competitors apparel graphics (Urban Outfitters, American Eagle), as well as from a local Des Moines, IA boutique (The Vinyl Studio).

Concept Statement

This line was designed with the intent to not only spread positivity but to inspire it. In hopes of promoting celebrations of life, love and care, a percentage of profits from t-shirt sales will be donated to support local, national, and global organizations that support anti-bullying efforts. The Celebrate Life Graphic Tee Collection will foster a continuation of this particular A&F mission.