Time & Project Management

Me being organised(ish)

COP Practical: Branding the Campaign

Branding ISSUU

Lush Website/Aesthetic 

I started out looking at Lush's existing brand image, it's online presence and aesthetic. Although I am making a completely new campaign, it still has to be in keeping with Lush's brand image, as ultimately it is a way of promoting them.

Logo Experiments

Remaining with Lush's brand aesthetic, I made some logo experiments. I used the bold type that Lush use in their logo, however did not want to completely copy. I played with the idea of the black apron, as seen in stores/workers uniforms/behind the scenes, and found it really symbolic of something being crafted and 'made'. Despite thinking the apron was a really effective motif, the shape of the logo was really awkward so I decided against it. 

Authentic Arty Textures

These experiments were really a way of trying to incorporate some fun into my basic logo, and also make reference to creativity, digital art and craft. I used a range of Custom photoshop brushes to create different Art like textures, however I felt that I needed to make more of a link to DIGITAL art and not just art in general.

Illustrative Quality

This was one of my favourite outcomes from the experiments, and I think it looks the most effective. From the colours to the textural quality of the image behind, I think it's overall a beautiful logo/typeface for the campaign. 

HOWEVER 

The image that I added to the text was part of the authenticity experiment, and using it in my logo (to be printed, and reproduced throughout the campaign) would devalue the image and completely contradict the campaign, making it less authentic. 

Reference to Photoshop

In response to the previous reflection of the logo, I decided it would be more appropriate to keep it simple and blank(?), to mirror the concept of the artists adding the visual element. So I chose to go with the classic check pattern, that in photoshop indicates a blank canvas, to communicate digital art creation. 

 Final logo Designs

These logos are just a development from the previous, using reference to photoshop and digital creation, however I was told that the use of bold capital letters looks too 'clunky' and a bit aggressive, so I went with lowercase font which has a friendlier approach. 

Banner Designs

These were just a development from my logo, presenting ways that my logo could be applied. I really like the aesthetic of these banners and think that they communicate everything they need to. Also I like the way that the bright orange colour is quite different to the neutral pastel colours seen on the rest of Lush's website, which provides the contrast between hand-made cosmetics and digital art creation. 

COP: Branding Theory Research - Why is Authenticity so Important?

Why perceptions of brand integrity matter

The challenge of credible place branding

Brand authenticity

"consumers choose to buy or not buy based on how real they perceive an offering to be” (Gilmore & Pine ll, 2007, p. 1). Companies appears to have detected this consumer desire for the real and for the authentic, and have responded by using the word ”authentic” at random when they describe their own products and brands in advertising campaigns. “Authentic Mexican Food” (appendix 6), “Authentic Tools” (Appendix 7) etc. The word has invaded branding campaigns in close to every kind of B2C business in the market. But the fact that a company has to say it is authentic proves that it is in fact inauthentic (Gilmore & Pine ll, 2007), which reveals a lack, in some companies’, understanding of the meaning of the word, and consequently also in how brand authenticity can be rendered in the consumers’ perception.

http://pure.au.dk/portal-asb-student/files/69756266/Brand_Authenticity_f_rdig.pdf

"Authentic brands have a “powerful mystique or aura” (Beverland, 2009, p. 37) through which they connect with their customers in a deeper way compared to conventional brands."

"Mass-marketed objects are often perceived as inherently untrue, because they serve the commercial aims of the manufacturer, rather than pursuing higher and more universal values. In addition, products comply with economies of scale and thus are replicated to reach wide markets, while the authentic object is a unique piece that is almost artistic (Leigh, Peters, & Shelton, 2006)"

http://www.cluteinstitute.com/ojs/index.php/JABR/article/viewFile/9240/9279

Authenticity subverts Mass Production 

COP Practical: Video Experimentation

With this image I experimented with the explicit digital aesthetic, disregarding any custom brushes/attempts to look handmade;

 

Looks too rushed, however has the innocent quality seen in Hockney's iPad Art. This was purely an experiment to see, when accompanied by a video of the process, how value is created when every brush stroke is recorded and displayed.

I think this concept is interesting because it shows the journey that was undergone to reach the final stage, which helps the audience understand the work that has gone into the image, therefore adding value to a digitally created piece. And also I feel like THIS CREATES AURA.

In terms of promoting values of authenticity and craft, I feel that my final outcomes need to display work that has had a large amount of time go into it, despite it being digitally created. I am happy that I have been able to create a video however, as it will be a key component in the final window display, which creates a more honest view of the product created - what you see is what you get. 

Feedback

- I got some good feedback about this little exhibition I created and how it does create authenticity. 

- Things that look digital are taken for granted and just assumed that they are mass produced/reproduced images so the when it is an original makes you think.

- The video helps you to understand that the artist is making it, and the computer doesn't do all the work?

Mimesis - A threat to the message?

When experimenting digitally with drawing, I have been using custom brushes to create my images, that mimic the aesthetic of physical mediums, e.g Charcoal, Crayon or Pastel. 

Through my research I came across the term 'Mimesis'; 

"Mimesis is one of the oldest and most central terms in literary, art and media theory. The term mimesis (Greek: __ from __) is often translated in English as “imitation” or “representation.” The word has been used to describe the relation between an original object and a representation that attempts to imitate that original."

It is important to note that the custom brushes I am using, from Kyle T Webster, are very representative of this term. However It is argued that Mimicry especially in the context of aesthetic can appear false and dishonest. 

"Mimetic or Representational works of art are false representations"

- Plato's Symposium: A readers Guide by Thomas L. Cooksey

The concept of false/tacky looking aesthetics can be seen in a lot of Photoshop's functions;

A screencap from 

https://designshack.net/articles/graphics/5-former-design-trends-that-arent-cool-anymore-so-stop-using-them/

This has really got me thinking about the idea of mimicry and how it will be perceived, especially in my outcomes. As the essence of my project is based on creating authenticity and honesty within digital art, I feel that it may be threatening to the outcome of the work if I continue/allow artists to use the custom brushes? Would it have a more powerful message if they could only utilise the digital aesthetic of the digital and pixels, as seen in Hockney's iPad Art?

I am currently torn between creating aesthetically pleasing images using the brushes and images that convey meaning through medium. I will experiment with the techniques seen in Hockney's ipad drawings. 

COP Practical: How to create Aura?

As Walter Benjamin states in 'Work of Art In the Age of Mechanical Reproduction', that mechanically reproduced work, loses Aura as it is reproduced;

"The aura is an effect of a work of art being uniquely present in time and space. It is connected to the idea of authenticity. A reproduced artwork is never fully present. If there is no original, it is never fully present anywhere. Authenticity cannot be reproduced, and disappears when everything is reproduced. Benjamin thinks that even the original is depreciated, because it is no longer unique." 

https://ceasefiremagazine.co.uk/walter-benjamin-art-aura-authenticity/

The idea behind my project focuses solely on challenging Benjamin's theory through exploring ways that a piece of art created digitally can be authentic and have 'aura'. In the modern age where design technology has become available, it is important to acknowledge the fact that to be successful(job wise), artists must be willing to adapt and utilise new technology, as seen in David Hockney's iPad Drawings; therefore it is essential to analyse ways that the key element of authenticity can be created through digital means + INNOVATION.

In my recent tutorial, I received some feedback on my digital experimentations with the empty frames I created previously. The reaction to the images were that they felt very direct and expressive, which in some ways communicated a sense of 'Aura'. The subject matter of this particular image also made the connection between the values I am trying to promote, and the labour force behind it which has made a really well informed image. Despite it being on screen, the image encapsulates everything that I am wanting to achieve with the project, and is something that I need to drive further. 

How to prove authenticity?

I came across the concept of a Certificate of Authenticity, something that validates and establishes the originality of an item. 

I feel that already I have implemented an idea of validation through the creation of my art form(below). However I feel that based on the information presented on the a certificate, I would like to develop it. 

Tutorial Feedback

Alot of 'Goods' but mainly because my project isn't really finished. Some really good points about how to develop and link my arguments/synthesise. 

My organisation was a topic raised because of how I am working along side Uni which is having an effect on my time and management. 

Focus Group 3/12/12

To conduct some Primary Research I took part in a focus group of 10 people, in which various topics were discussed. My discussion was based on Authenticity, these are some of the responses I got:

What does Authenticity mean to you?

- wooden floors, traditional fireplaces
- honesty 
- authenticity is a good personality trait, trustworthy
- real life, first hand experience
- Unique and Original

Is Authenticity in Branding important to you as a consumer?

- Authentic aesthetic is really popular at the moment, its nostalgic
- "It's trendy which makes me want to buy it"
- Nothing to hide, no alterior motive 
- what you see is what you get?


If so, Why is it important?

- makes you trust the product and want to buy it
- Quality, made the way it should be 

Not massively helpful, but backs up my argument that brand authenticity is a key element. Some of the connotations of Authenticity were really interesting aswell, e.g wooden floors.

COP Practical: Experimentation

PURELY EXPERIMENTATION FOR WHAT THE FINAL POSTER COULD LOOK LIKE

On top of my blank poster layout that I created previously, I started to add some drawings based on the reference material I had gathered. To create the images I used custom brushes that had a feel of pastelly/chalk like medium, which added to the experimental expressiveness of the images. I think all these drawings are awful, but effective in terms of getting an idea of what some of my final outcome could look like. 

These images were all very quick and direct, mostly mark making on the page. However, to communicate the value of authenticity and craft having gone into something, I need to experiment with a style of drawing that takes alot more time and consideration, to truly convey the intended message.

This is a mockup of what my poster would be displayed like in order to communicate to the audience. I intend to use a screen next to my poster in order to display the drawing process and the journey that the image undertook to be where it is that the audience is seeing it. I think this whole process adds authenticity and helps the audience to understand the effort, and time that went into it (Marx Labour Theory of Value), in order to hopefully add value to a piece of digital work, which is ultimately what my project is all about. 

COP Practical: Reference Material

I'm starting to think about what kind of images the artists could create for the campaign. I think that a really appropriate topic would be to create an images based on the labour/workforce behind each product. Who makes them, how they are made, and what goes into them. I want to think about the message that images based on this theme will convey about the brand, what I was looking into previously. 

 

From this, I've also come to find that 'Behind the scenes'/'How its made' videos provide authenticity because it shows the whole process and makes the audience understand the work that goes into them, linking with marx's labour theory of value. This will be another of my techniques that I will employ in my campaign.

In response to the reference material, i did some quick expressive studies of ingredients used in the products. I really like the expressive quality as it feels alot more direct and authentic. I don't think the images are that effective and definitely in need of refinement, however I do like the slightly muted colour palette. To develop/test my ideas, I did a mockup poster for the campaign that my project could become. I like the simple layout of the poster and the textural quality in the background, and I think the colours look really effective. It still has the digital quality that I am trying to subtly avoid, but I think that is created through the use of the bold typeface.