This week I put together a commissioned ad for Armadillo Shoes: a Toronto-based retailer looking to promote their “Fall Shoe Event” in t.o.night Newspaper.

The client was looking for something sleek, that would feature a fall leaf border motif. I ended up going with the prominent black and thin white lines to make it punch a little more off the page; I felt the thick black footer on the bottom would help offset the brightly-coloured leaves across the top, as well as act like a solid eye-anchoring brick when readers first look at the page.

The “50% off circle” concept was based off a few menus I’ve seen recently around town – ironically enough I even just saw the concept this evening on television in red for a McDonald’s commercial…. weird.