PERSONAL BRANDING

P E R S O N A L I D E N T I T Y

-

STUDENT ASSIGNMENT

PANGOLIN AWARD WINNER 2018:

- BEST CONCEPTUAL APPLICATION

- MOST SUCCESSFUL VISUAL COMMUNICATION PROJECT (CRYSTAL TROPHY)

Concept: As students, we were given the task of developing our own personal corporate identity, along with marketing collateral and a portfolio that demonstrates what we are capable of. As a conceptual exercise, we started off by analysing ‘who we are as creatives’, ‘what is our approach do design?’, ‘what personal style have we developed?’ I found myself struggling to find definitive answers to these questions, and an existential crisis ensued as I realised I had none.

'The nihilism and indecisiveness of creativity.’

The definition of creativity is most commonly described as the use of imagination or original ideas to create something; inventiveness. As a visual artist, my individual perspective of creativity differs in that I believe that there are no original ideas and it actually involves extracting different existing ideas and forms, rearranging, breaking them apart and combining them into new compositions and expressions. This postmodern approach to design has leaded me to experiment in different styles throughout my studies, mixing, re-creating and redefining according to various sources of inspiration. Although I have this open-minded view and approach, I still find myself gravitating to certain structures and unspoken rules of design drawing from a modernist approach. This has also resulted in an ongoing indecisiveness in my design process, as I am forever striving to learn different mediums, methods and qualities in the existing world of art and design that I am personally drawn to. I am always over-thinking, over-critical and never satisfied with the work I produce, but looking at it as an advantage, it means that I have a willingness to continuously learn different techniques, to push myself in multiple directions and ultimately have flexibility in my skills as a designer.

This whole idea or concept is portrayed in my personal CI through multiple versions of 2 varying designs used across all media. There's a theme that even though it's a bit of an eclectic mess, there is a sense of harmony and eventual decision making. Everything figuratively and literally fits together in multiple pieces also giving the impression that there are multiple possibilities.