I have been working on my own visual identity. Choosing the Empathy & Enterprise studio this year has helped me achieve a better understanding of how to construct a strong brand identity that has a fluid continuity, be it for a client or for myself.
Being heavily inspired by Gordan Matta-Clark and Sophie Calle’s work, I have worked towards what I’m calling a construction/familiarity-esk aesthetic. These 5 A3 posters work as an acknowledgement to the surroundings I have chosen to capture, emphasising the confusing depth perception of the spiral staircase and the stark black paint used in painting the metal work against the bright sky. Whilst simultaneously incorporating quite an ordinary scene, creating an air of familiarity.
I am researching the American Artist, Gordon Matta-Clark, known for his architecture work. His work always appears to be quite surreal and construction based, frequently photographed in black and white. The fact that his work is all black and white is really appealing to me, and something I wish to incorporate into my own designs.
When I started this brief I struggled to generate ideas. So I took a few steps back, and started a spider diagram about shadows. I started to realise that I have probably been over complicating my ideas. I realised that shadows themselves are really quite simple, usually seen as flat and one colour. So now I am composing my designs with few colours and dimensions. I this is working a lot better because I have taken the time to think, instead of jumping straight into composing images.
What better way to be set a brief then in the setting of Duke of Uke. A compact ukulele shop just off brick lane, we took a seat on the floor and were given a new brief. The shop was a treasure trove of ukulele, banjos and other trinkets.