Woman in a beige trench coat walking down a city street

Reference found on Pinterest, saved by Ricardo Meneses. View the original pin The design belongs to its creator: use it for art direction, not as a template. Request removal

Black Friday · Story · Reference

Woman in a beige trench coat walking down a city street

A desaturated grey photo of a Georgian-style city street is the backdrop, so the model's warm camel, beige and tan outfit stands out. Giant white numerals sit behind her body, which creates depth as she walks over the digits. Lighting is soft and overcast, with an editorial fashion feel. The finish is clean and minimal, with white type only.

Palette

#6f6b69
#5e5a58
#8b7d74
#4a4643
#fdfcfc
#ad9e91

Layout: Centred vertical stack: headline at the top, then a huge white '70' behind the model, who overlaps it. The model fills the centre, and the offer, channel line and fine print are centred over the lower street area.
Typography: Wide geometric sans caps in white for the headline and offer; very heavy, oversized numerals; small spaced caps with a script ampersand; tiny bold caps for the fine print.

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photographic
typographic
minimal
street fashion model
oversized numerals
desaturated city street
chic
confident
urban

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Design an original Black Friday Instagram story for my brand, following the art direction below. It describes a reference design in full, so you don't need to see the reference.

My brand: [my brand], [what my business sells].
Language for any text on the design: English.
Size: 1080 × 1920 px (story / reel).

Art direction to follow:
- The idea: Woman in a beige trench coat walking down a city street.
- Look and feel: A desaturated grey photo of a Georgian-style city street is the backdrop, so the model's warm camel, beige and tan outfit stands out. Giant white numerals sit behind her body, which creates depth as she walks over the digits. Lighting is soft and overcast, with an editorial fashion feel. The finish is clean and minimal, with white type only.
- Layout: Centred vertical stack: headline at the top, then a huge white '70' behind the model, who overlaps it. The model fills the centre, and the offer, channel line and fine print are centred over the lower street area.
- Typography: Wide geometric sans caps in white for the headline and offer; very heavy, oversized numerals; small spaced caps with a script ampersand; tiny bold caps for the fine print.
- Colours: #6f6b69, #5e5a58, #8b7d74, #4a4643, #fdfcfc, #ad9e91 (background #5e5a58, text #fdfcfc, accent #fdfcfc).
- Mood and details: chic, confident, urban, street fashion model, oversized numerals, desaturated city street.
- Reference image, only if you can open it: https://media.uidiscovery.com/captures/creatives/6685099442710367-31f14f1bc5f0.png (if you can't, carry on from these notes; don't ask me for it).

Rules:
- Build the same kind of idea around [my brand]: make my product or service the hero, the way the reference does. Don't copy its artwork, people, products, logo or text.
- Leave a clean space for my logo. Never invent a logo, prices, phone numbers or claims.
- One strong idea, few words, and text large enough to read on a phone.

Before you design, ask me for my brand name and what my business sells. Then create the image.

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