Communication strategy: Mister Gada
Mister Gada brand logo
How communication theory works in the field of design
Within communication theory, design is understood not as decoration but as a system of meaning production. Communication is not limited to verbal language — it operates through symbols, visual codes, narratives, platforms, and repeated interactions. In this sense, design functions as a mediator between the sender and the audience, organizing how meanings are encoded, transmitted, and decoded. The course Communication Theory reframes communication as a contextual, interactive, and culturally embedded process. When applied to design, this means that visual choices are never neutral. Typography, slogans, color, composition, and platform logic participate in shaping identity, norms, and expectations.
MG SS 26 campaign
Streetwear branding, in particular, operates at the intersection of interpersonal, group, and mass communication. Clothing becomes a symbolic message that travels with the body and communicates identity without verbal explanation. A printed phrase or visual reference acts as a semiotic shortcut — a compressed narrative that signals belonging, ambition, irony, or resistance.
MG SS 26 collection
For Mister Gada, communication theory allows us to understand design as identity performance. Provocative slogans such as «Being VIP is a hard job» or «Showgirl hustlin» are not informational statements; they are symbolic claims. They function as rhetorical devices that frame hustle, glamour, and self-worth as everyday practices.
The designer, therefore, operates within multiple theoretical layers at once: - semiotic (design as a system of signs), - sociocultural (design as part of everyday practices), - rhetorical (design as persuasion), - critical (design as participation in power and consumer ideology). Communication theory bridges abstract academic concepts and concrete design decisions by offering a structured way to predict how visual communication will be interpreted, internalized, and reproduced by the audience.
Presentation of the brand for a general audience
Mister Gada is a streetwear brand for girls who live fast, work hard, and dream big. We create T-shirts, long sleeves, crop tops, and dresses with bold, ironic, and provocative prints — phrases that feel like thoughts you already had but never said out loud. Our clothes speak the language of hustle, glamour, confidence, and self-irony. Mister Gada is not about pretending to be someone else. It’s about feeling like the main character of your own life.
Mister Gada’s tops
We show real moments: walking through the city, late nights, workdays, parties, boredom, ambition, money talks and self-belief. That’s why our main platforms are TikTok, Instagram, and Telegram — spaces where life is shown as it is, not as a polished commercial. Our audience is made up of girls who see themselves as: IT-girls, hustlers, future celebrities, VIPs — even before the status arrives. Mister Gada gives you a visual language to express that mindset. You don’t wait for success — you dress like it already happened. Mister Gada — glam & hustling energy, every day.
Street promotions of Mister Gada
Presentation of the brand for a professional audience
Mister Gada is a digital-first streetwear brand constructed as a communication ecosystem, not merely a fashion label. The brand operates through symbolic messaging, platform-specific rhetoric, and identity-driven community building. Brand positioning: Mister Gada occupies the intersection of streetwear, digital culture, and aspirational identity performance. It competes not only with clothing brands, but with identity substitutes: influencers, lifestyle aesthetics, social media personas, and cultural narratives of success. Communication logic - Clothing functions as a mobile communication channel. - Prints act as semiotic triggers that communicate confidence, irony, and ambition. - Visual content is structured as life-based storytelling and campaign advertising.
What is MG about
Audience and community The brand targets young women who actively construct their identity online. Through repeated symbolic references, Mister Gada forms a common identity community, where shared language, aesthetics, and attitudes define group belonging. Persuasion architecture: - Peripheral persuasion (ELM): visual salience, tone, attitude, aesthetic confidence. - Central persuasion: repetition of narratives about hustle, visibility, and self-value. - Narrative paradigm: life presented as a continuous story of becoming «VIP».
Example of communication with audience
Mister Gada’s moodboards
Mister Gada’s moodboards
Platform strategy - TikTok: trend participation, visibility, emotional resonance. - Instagram: visual identity, aspiration framing. - Telegram: insider communication, loyalty, direct dialogue.
PR and dialogue Mister Gada applies dialogic communication principles by maintaining ongoing interaction with followers and encouraging participation, reposts, and identity co-creation. Professionally, the brand is designed as a scalable communication system where meaning, not just product, drives engagement and loyalty.
MG TikTok
Visual Identity Colors: pink, red, black
the Mister Gada’s assortment in branded colours
Fonts: Jost for text information Ariel for headings
MG fonts
How communication theory served as the basis for creating the presentations
Audience segmentation - The general audience presentation relies on emotional appeal, identification, and visual storytelling. This corresponds to the peripheral route of the Elaboration Likelihood Model. - The professional presentation follows the central route, offering structured explanations, strategic logic, and theoretical grounding. Interpersonal and group communication Politeness theory and social exchange theory explain how provocative language can strengthen in-group intimacy rather than cause rejection. Symbolic convergence theory explains how shared slogans and visuals create a common fantasy of the «IT-girl hustler lifestyle».
MG Branding
Mass communication and media effects Cultivation theory helps explain how repeated exposure to glamour and hustle narratives normalizes certain ideals of success. Uses and gratifications theory explains why the audience actively seeks this content for identity reinforcement and self-expression. Social media theory Affordance theory guided platform selection. TikTok, Instagram, and Telegram were chosen for their capacity to support visibility, performance, remixing, and direct interaction.
Critical communication theory Inspired by the Frankfurt School and critical theory, the project treats Mister Gada as a participant in consumer culture that simultaneously exaggerates and ironizes capitalist values such as money, status, and productivity. This creates space for reflection while maintaining desirability. Across all stages, communication theory transformed intuitive creative choices into a coherent, predictable, and academically grounded communication architecture.
Literature and sources of images
The project is based on materials from the Communication Theory course.
Craig, R. T. (1999). Communication Theory as a Field. Griffin, E., Ledbetter, A., & Sparks, G. A First Look at Communication Theory.
McLuhan, M. Understanding Media: The Extensions of Man. Habermas, J. The Structural Transformation of the Public Sphere. Petty, R. E., & Cacioppo, J. T.
Communication and Persuasion. Goffman, E. The Presentation of Self in Everyday Life. Katz, E., Blumler, J. G., & Gurevitch, M. Uses and Gratifications Research.
- TikTok street-style and lifestyle references (educational use)
- Royalty-free images from Unsplash and Pexels
- Original visual materials created specifically for the Mister Gada project
*Official site of Mister Gada
