Recreating an Ad, Creative Expression & Representation

Skateboarding isn’t just a sport, it’s a lifestyle that has a lot of art being worn and skated to the apparel and the boards that we skate with every day. Popular skate brands are more than passion, they embody a lifestyle and culture. I wanted to explore the visual design principles behind two skateboard-themed advertisements. The original ad, produced by Vans, will be analyzed for its effective use of design elements, color, and typography. Additionally, I’ll showcase my own redesigned ad inspired by the original and highlight how it maintains a cohesive connection to the Vans campaign.

The original Ad

The image used in this analysis is part of a Vans advertisement campaign from 2005, photographed on Batavia Street, Orange, CA, 92655. Vans® is a registered trademark of Vans, Inc. All rights to the advertisement, including design and photography, are owned by Vans, Inc. This image is used under fair use for educational and analytical purposes only.

 Design Principles (Contrast, Repetition, Alignment, Proximity)

The original ad effectively uses contrast through light and dark tones, drawing the viewer’s attention to the central figures and the “Vans” logo. Using such contrasting colors from the background and the skater’s appearance creates a contrast that stands out and helps with the darker grittier picture. Repetition is seen in the graffiti-style elements, reinforcing a consistent urban, rebellious theme that ties in with the skating culture at this time. The alignment of the text and visual elements creates balance while having the skaters and text unifies and centers them in the center of the ad.

Lighting is important to help create these heavily saturated effects with the light source coming behind the skaters to help make them and the urban area pop and have more contrast. There are complementary colors and repeating colors in both the background and the skaters.

Color

The muted yet vibrant color palette reflects the gritty, urban environment culture. The use of purples, blues, and yellows conveys a bold, energetic vibe that aligns with the brand’s youthful audience. The skater’s shirt on the left, even though basic in nature, stands out and grabs the viewer’s attention with the graffiti design but the bold orange neon design that fits with the overall color scheme.

Typography

The typography in the original ad features bold fonts that convey strength and simplicity. The text “What the natives wear” emphasizes being authentic skateboarding and fitting in. This appeals to both new and established skateboarders as it’s trend-setting what the skateboarding community wears.

Created Ad

The assets used to create this ad were developed solely for educational purposes, and I do not claim or hold any rights to the properties depicted. The Vans® logo is a registered trademark of Vans, Inc., and all rights are retained by the trademark holder.

The stock photo used in this ad was legally purchased from iStock:
Source: Skateboarders Taking a Rest in Skate Park Stock Photo. iStock. Retrieved from iStock.com (Stock Photo ID: [Insert Photo ID Here]).
All copyrights for the image are held by iStock and its respective photographers.

Design principles

In my redesigned ad, contrast is emphasized between the natural textures of concrete, wood, and nature in the background. Though this picture is stylized differently, resonates with the current generation of skateboards. I used different elements to still connect and relate to the previous ad but with an emphasis on modernism. The contrast, though in this picture is lighter, relates to the original logo of using light and dark tones to help the urban area and the skaters pop. It’s important to note, outlined in purple, the brand recognition of the shoes to help establish the connection between Vans.

Repetition is used in the longboard elements and leg positioning, creating a cohesive picture. The alignment of the text with the vertical skateboard directs the viewer’s eye, along with the urban lines to bring the viewer into and out of the picture naturally through the design. The Proximity between the Vans logo, skateboard, and skaters reinforces the connection between the brand and the lifestyle it promotes.

Color

The color palette is earthy and neutral, reflecting the outdoor, rugged nature of skateboarding, and showing off the urban style landscape through the background and as a grounding element to the skateboarders. The skater on the left is wearing complementary colors of earthy natural tones that help compliment the skater on the right’s simplistic clothing. Both complement each environment by having contrasting styles.

Typography

The typography is bold and modern, similar to the original ad. The text “Gear up like a local. Ride like a pro” appeals to both newcomers and seasoned skateboarders, creating an inclusive message.

Conclusion

Both the original and redesigned ads effectively communicate Vans’ brand message: skateboarding is not just a sport, it’s a lifestyle. Both ads try to capture the lifestyle and nature that is skateboards and show a slice of their life. Through the strategic use of design principles, color choices, and typography, each ad appeals to the rebellious, creative spirit that is part of the skateboarding community.