DESIGNER

Johnny Jung

PROFILE/DESCRIPTION

Brand: Uniqlo x KAWS

Uniqlo is a Japanese casual clothing company and KAWS is a brand by an American artist famous for his designs featuring figures with Xed out eyes. The two have a collaboration which includes T-shirts and sweaters featuring drawings of the signature KAWS figures. I am advertising three of the T-shirts, displaying each unique design in a different advertisement. Many will see the Uniqlo x KAWS collaboration as a fashion trend geared towards teenagers and young adults, especially popular amongst the 15-35 year old Asian population. I am targeting people who are already familiar with the KAWS brand and understand the hype behind it, rather than people who do not know what the brand is already.

I propose my bus shelter advertisement to be posted in 95122, San Jose, CA, since a great portion of the population are young adults and around one third are Asian. This location’s average income is high enough that many residents would be able to afford the new Uniqlo x KAWS products. The 95122 area is also densely populated and has a good mix of residential and shopping districts.

 

Brand Advantages:

• Trendy
• Widespread popularity (amongst young adults)

Brand Attributes:

• Artsy
• Modern
• Clean

Brand Experience:

• Hype
• Fashionable
• Clean

GOALS

I hope to create an advertisement that highlights the three different KAWS designs for the collaboration’s T-shirts. The T-shirts feature a KAWS-drawn figure and some also include a background design. The center focus of my advertisement will be the figure and I will create/expand the background to fill the rest of the advertisement. As this advertisement is designed for people who already know about the KAWS brand and are also familiar with Uniqlo clothing, there will not be much writing describing what the products are. Since the KAWS brand is notorious for its XX logo, I will be sure to make the figures’ Xed out eyes noticeable and include the Uniqlo and KAWS branding at the bottom, along with a website link to purchase the products.