A fellow designer told me once that he doesn't appreciate gradients in design. I wondered why, because I just love them and I may try not to overuse them, but sometimes I can't help myself.
In a world where everything seems to be flat colors, I think gradients add a bit of life to the designs we do. Yes, it also makes them feel current, modern, but more importantly, they add a nice elegant look if properly used.  Â
On the image above, you can see the process I used to create the background and identity colors for this campaign. I set myself to be a little playful and imaginative with the distribution of colors. However, in general I was just being curious.
I usually picture a design in my head (or my notebook) before I go ahead and design it in the computer, but here I simply started exploring options. The colors were selected beforehand and so I only had to see how to integrate them within one design. My final gradient consists of one plain blue background, a blurred brush of yellow, a framed pattern and a film of overlaid dark blue.Â
So once that background was sorted, it was time to add the copy. I tend to be very minimalistic when it comes to text, but in this design, I had to be. With all those colors, gradients and overlays, I didn't want to overcomplicate the main guy in my design, the title. Â I created a simple title, with increased kerning for extra legibility and finally designed a GIF animation that catches your eye and guides it through the artwork with ease.Â
And then there is the landing page for the campaign. Again, very straight forward. Here I thought, if I catch you with the colors and funkiness of the main banner, then the rest should be pretty simple, pretty familiar. And so that's what was accomplished, a campaign-themed page that serves the purpose of guiding the customer through all the deals and products presented.
I'm particularly happy with this design because it reminded me how much exploration adds to a design. Without that level of curiosity, I don't know if I would've arrived at the same quality of design.
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