Georges St. Pierre signed on with Under Armour in 2009 to support their “I Will” campaign. Since 2009, he has represented Under Armour as he trains. This campaign has had the pleasure of showing off other athletic stars such as Arian Foster and Gina Corano as well. CEO, Kevin Plank, and Cheif Operating Officer, Kip Fulks, have lead this “great global marketing campaign”.
The designer here used principles of proximity, rule of thirds, and contrast to keep our attention and draw our eyes to the things that matter most. Placing the figure, Georges St. Pierre, on the left third of the photo not only leaves room for text. It also is more pleasing to look at. The figure is also running out of the frame which represents quick motion. Placing the name of the model in this shot close to him demonstrated the principle of proximity. We automatically assume that it is the model’s name because it is placed so close to him. The words “I Will” are white, bold, and large to show contrast. If the words were thinner, black, or small, our eyes would not be drawn to the words. Because the designer made it so large and white, it also contrasts with the smaller black text that has his name.
In this ad, there is not a specific color theme, but there is a great use of color. The designer has made the background less saturated and less vibrant for the purpose of drawing the attention to the subject. You will notice that George’s clothes are very vibrant. His vibrance also matches the vibrance of the Under Armour logo focusing our eyes on what matters most in the shot.
The main text, “I Will” is a slab serif where there is little variation from thin to thick and the serifs are square-like. “George’s St.Pierre and the Under Armour logo are in the same font family. Neither of them has serifs, and the text does not vary greatly from thick to thin. This family of text is called sans serif. Sans serif and slab serif texts in this ad work well together.
Matching the two ads was only possible by matching the same design principles. The subject in this ad is placed on the left line of the rule of thirds. Her eyes and movement are moving her to the left, out of the frame similar to the George’s St. Pierre photo. Placing her name next to her demonstrates the principle of proximity because the closeness shows us that the two objects have a relationship. The words were changed from “I Will” to “I Can,” but the similar font and contrast of the words ties the two ads together to fit the same campaign.
In order to match the colors in the two ads, I took away saturation and vibrance in the background and increased saturation in the girl. Like the original ad, the most vibrant parts of the photo are the Under Armour logo and the girl’s shirt. At first glance, your eyes bounce back and forth between these two parts of the image.
To match the original ad, I used a slab serif for the words “I Can”. I then used a sans-serif font for her name. Making the fonts look very similar to the previous ad was critical in order to make them fit the same campaign.
Because of the same use of design principles such as the placement of the figure, proximity, and contrast, the two ads start to have the same appearance. With the use of similar color patterns and text, they now look like they are in the same campaign. By ignoring any of these principles it would be more difficult to identify the relationship of the two ads.