SHY CHANNEL / ORIGINAL FICTIONAL CAMPAIGN

The city clocks out.
You don’t.

For the people whose best work happens after everyone else leaves.

The campaign truth

Positioning: Workwear with an after-hours point of view.
Primary action: Find your night shift
Core message: BUILT FOR AFTER.

Three distinct creative directions

These explore different symbols and strategic cues. They are separate routes, not color swaps. The applications use the existing selected portfolio identity; the alternatives are included for comparison.

Shift cut direction — **Shift cut**
An N made from the diagonal handoff between two shifts.

Time stamp direction — **Time stamp**
A typographic stamp informed by clocking in, with an open counter.

Woven signal direction — **Woven signal**
Interlocking parallel strokes designed for a label at garment scale.

The visual logic

A sharp diagonal comes from the change of shift. It becomes the poster cut, the tag edge and the motion cue.
Acid yellow carries the message. Black canvas and concrete keep the workwear world tactile.
The first action is to explore the collection. A campaign should make the product easy to find.

Identity and usage

Use the selected master symbol from the identity sample. Preserve proportions. Clear space: at least one eighth of symbol width on all sides. Check the mark at 24 pixels and print a physical proof before committing. Never stretch, add unapproved effects or place essential text on busy imagery.

Display: Impact, Arial Black, sans-serif. Body: Arial, sans-serif. Fonts are system references, not supplied font files; verify commercial rights and substitute deliberately before production.

Role	HEX	RGB
Primary	#f0ef30	240, 239, 48
Ink	#151719	21, 23, 25
Paper	#eee9dd	238, 233, 221
Accent	#db5d38	219, 93, 56
Supporting	#71756a	113, 117, 106

Use dark ink on paper for body copy. Color values are screen specifications; CMYK and spot-color matching require a printer profile and physical proof.

Six connected applications

Social portrait · SVG download

Photography direction

After-hours workwear editorial with a black canvas jacket and acid-yellow detail. Use tactile materials, natural gestures and motivated light. Preserve human anatomy and realistic texture. The art-directed photo in the website is a generated concept visualization; the vector application files are original code-authored artwork. No third-party font or stock license is bundled.

First 30 days

01–03	Establish the idea Introduce the campaign message through the poster and portrait post.
04–07	Show the detail Use a close-up and the physical application to explain the brand code.
08–14	Make the action clear Find your night shift through the branded customer flow.
15–21	Answer the hesitation Explain the offer and what happens after the next step.
22–30	Refine with evidence Compare attention, qualified inquiries and task completion. Do not infer revenue from views.

File inventory and handoff

Six editable SVG applications; three alternative logo-direction SVG studies; this guide; campaign.json; README.txt. Garment hangtag / 60 × 100 mm concept. Applications are editable design proofs, not press-ready production files. Before print: confirm physical size, bleed, safe area, CMYK, font outlining and supplier requirements. Mobile and email SVGs are visual design examples, not executable email or storefront code.

This is fictional concept work, with no claimed client commission, trademark clearance or measured business result.

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