Font: Arial, Open Sans
When I open the “Inspect” tab of the Moose Knuckles official website, I found that Moose Knuckles uses “Centra No 1”, “Arial” and “Open Sans” Fonts, but since Centra NO1 is a paid-for font, in order to maintain the same identity and similarity, I used “Arial”, “Open Sans” font families for this project.
Color: Black, White
Before starting the project, I took time to research some marketing visuals on Moose Knuckles’ Instagram posts, LinkedIn videos, and the official Moose Knuckles website in order to analyze and interpret the general mood of the Moose Knuckles’ brand.
It seems like Moose Knuckles prefer to use Black and White colour for the text, and I believe that is because Moose Knuckles wants the customers to focus on the images which represent Moose Knuckles identity and vibe.
I used the winter forest image for the project is because it can associate the words “winter”, “cold”, “snow”, “outdoors” with the Moose Knuckles brand. Therefore I prioritized this while I completing the project.
The purpose of the Display Ad is to grab and maintain the Moose Knuckles’ potential customer’s attention within a few seconds, while maintaining the chic and modern brand image of Moose Knuckles. Therefore, each frame was designed to present a singular piece of information without compromising the brand image and overwhelming the customers with too much information.
The ad starts with just the logo and the background image. At this point, I wanted to allow the Moose Knuckles’ customers to associate winter, cold, snow, and the outdoors with the brand.
Also, I’ve slowed down the speed of the animation to 1.5 seconds in order to portray Moose Knuckles’ composed image. However, the second frame appears within 3 seconds so that the ad doesn’t feel too long.
Furthermore, I’ve identified the discount amount to be the most important information I want to convey to the customers, however, there were some limitations in terms of available space within the ad. I contemplated showing both images at the same time, but decided that it would rather disperse the customer’s attention. Therefore, I utilized the FLIP animation to draw attention to the discount amounts.
Unlike the other different sized banners, the 160 x 600 banner had enough vertical space, so I included the CTA button within the second frame. I’ve also used the FLOAT animation in this specific case because I wanted to bring attention to the CTA button while not overwhelming the customers.
Finally, in order to separate the logo from the background, I’ve added the OUTER GLOW effect. Also, I’ve added the logo in every frame of the ad in order for the customers to know whose ad this is, regardless of when they started to view it.
Thank you for viewing my project.
