Andy Potts is a London based illustrator and motion designer originally from Kingswinford, he graduated with a BA Hons degree from Portsmouth university, and has worked at abbey road studio for 7 years as head designers, he focuses on image making, graphic design, animation and art direction This particular illustration was made in 2011 for one of his clients: New balance for the company to use for advertising in the store to show a runners experience in the city and also visual history of the company.
In this illustration and a majority of his other work Andy Potts tends to use very vibrant and energetic colors such as yellows, pinks and greens, this works well in this piece of work as the client is a trainer brand and features runners in the image therefore the illustration needs to give the message that this is a brand for people who exercise and a quite fit and energetic, so by using these bright colors it gives an electric and energized look and feel to the work and might give other people an idea of what type of products the company produces, the main technique used to create this illustration would have been done digitally on Illustrator using techniques such as collaging and by layer blending, although there are some handcrafted elements for example to get the silhouette of the people he would have had to take the photos first, as most of this illustration was done digitally I think it makes it look cleaner and more modern as there are no mistakes which may have occurred if the lines were hand drawn, it could also represent city life as thing can be very structured living in the city,The work is very well structured and planned out as its almost like a timeline of the company from right to left and shows their development of their products throughout the years.
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