Relevant Art
Seeking to preserve and promote minority arts in a way that benefits the women who make them.
Seeking to preserve and promote minority arts in a way that benefits the women who make them.
Company Description
Relevant Art items are produced by an enterprise-based community development project among the Nosu of Southwest China. This project provides skills training and market access to rural village women, most of whom have received little or no formal education. Profits are returned to the women in the form of fair wages, bi-annual bonuses, on-going skills training, new product development, medical insurance, and administrative support.
Project Description
The task was to create an identity system that would effectively and clearly reflect the cause that Relevant Art stood for: enabling NoSu Yi with their handicrafts. The target audience was middle-aged American women that would not only buy Relevant Art's merchandise, but commit to being supporting partners.
Step 1: Ideation
In-person interviews and questionnaires are used to help the client not only describe the company, but express the passions and motivations that drive them. Along with sketching and researching, word exercises such as word association maps are used to better grasp unique and exact imagery that would best symbolize Relevant Art.
In-person interviews and questionnaires are used to help the client not only describe the company, but express the passions and motivations that drive them. Along with sketching and researching, word exercises such as word association maps are used to better grasp unique and exact imagery that would best symbolize Relevant Art.
Step 2: Refinement
We went through three rounds to work through what was working for the client and what was not. Concepts were simplified, redrawn, and combined. The client liked the concept of hands and cultural preservation and we worked together to get to a solution.
We went through three rounds to work through what was working for the client and what was not. Concepts were simplified, redrawn, and combined. The client liked the concept of hands and cultural preservation and we worked together to get to a solution.
ROUND 1
ROUND 2
ROUND 3
FINAL
Step 4: Branding
After a logo was decided upon, a brand was created that appealed to the public as well as appropriately represent the rural and rich culture of the NoSu Yi. The brand was applied across the board to Relevant Art's promotional material (ie. business cards, product catalog, website, and etc.).
