This project has been my absolute favorite! It was fun to create a style that was totally different than anything I had ever done. Let me walk you through my process.

This concept began when a couple weeks ago, I said “What up gangsta fish” to my wife! I knew that this project was coming up, so I immediately started mulling it over and thinking about how I wanted it to look.

I then created some objectives

  1. Create something that would be catchy and original
  2. Use halftones
  3. Create for the target audience of those that would shop at PacSun, Tillys, or Zumiez

I began by going to to Pinterest and behance to see if I could find anything that was a gangster fish. I found absolutely nothing. Which was both a plus and a minus. Plus because this would be something totally originally but a minus because I would have no reference.

I then picked a couple different designs that I wanted to recreate their same style.

I then began figuring out what type of fish I wanted. I looked through so many fish and couldn’t find any that seemed to really fit. Then I came a across, the Pufferfish and loved this guy! The left picture is what I really based my design off of because is eyes seemed extra bulgy.

I then created my color palette and stuck to it.

Then into Illustrator! My first attempt at this guys wasn’t really feeling it for me.

The body was just off. The eyes were REALLY off. He looked more like a stoner fish than a gangster fish. So I put this guy off to the side and then came this guy!

I got some eyes that felt a lot better, putting half tones on him and the spikes. The tattoos helped a lot. Then I kept going.

Then on to the text. Finding a text that looked like actual grafitti was really hard. I wanted to find a stencil looking piece. The first attempt looked more like a Jackie Chan text.

Then I finally found the perfect text and it all came together.

I met my objectives

  1. Create something that would be catchy and original
  2. Use halftones
  3. Create for the target audience of those that would shop at PacSun, Tillys, or Zumiez

 

 

Joshua Miller

Joshua Miller

Associate Video Producer at The Soapbox Agency
Joshua Miller

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