One Rise East Workshops are a chance for our team to move away from their macs, get back to basics and try their hand at some unconventional forms of ideation.
The most recent challenge was designed to encourage the team to think about what is it is to brand something, how this can be achieved within strict limitations and confinements and how processes of reverse engineering and deconstruction can help simplify and develop design concepts.
Each member was first told to bring in a book of design inspiration that personally spoke to them, it could be about design, art, photography, fiction, non-fiction, religion etc, just as long as they could explain why they chose it. The next step was to randomly swap books and be assigned an ambiguous word. These were; pressure, mint, grind, strands, redemption & traces, and the purpose of this would all become clear.
Your book is the client and the word is their new identity, brand it.
Moving the workshop to the ‘stress free’ environment of the kids learning centre in Walthamstow Library, each member was instructed to mind map in teams and discuss the subjects they had with the aim of creating a bridge between the two. The point of this was to illustrate how connecting two apparently random subjects was possible and how this process can open up new conceptual directions to creative briefs. From there they were told to break off and create a simple proposal for their clients new identity by the end of the day, under the strict philosophy of taking risks and not being afraid to fail.
The end results were fascinating, in-depth and at times hilariously convoluted. These ranged from connecting ‘traces’ and ‘tennis’ to grass stains, ‘pressure’ and ‘failure’ to humans, ‘architecture’ and ‘grind’ to diamonds, ‘New York subway’ and ‘redemption’ to rising up, ‘Swiss type’ and ‘strands’ to the alphabet and at one point bridging ‘mint’ to ‘lettering’ by comparing different lengths of herbs!
Importantly these were conceptual conclusions to extremely challenging briefs. The workshop illustrates how branding is reducing something complex to a single entity, and how this is just one way to reach that conclusion.
Here’s to the next one!
Written by Laurie