MADS branding proposal

Think of branding as the yin and yang.- On the left are the core ideologies which includes core values (3 unique qualities and unique principles) and core purpose “Why are you doing what you are doing and what you want to do” that create the brand evocation.

- On the right is the envision future, “What I want to do.” The big, hairy audacious goal (the purpose of the exhibition) and vivid description (unique selling point).

Unique qualities to MADS:1. How we think. FRINGE EXPLORER2. How we feel. CURIOUS INSTIGATOR (tone of voice: honest, smart, confident, subtle and fun)3. What is the tangible. THOUGHTS INTO ACTIONS (portals to the future)

Branding core values

Portal = gatewaysPortal = links/ connection of distant locations or dimensionsPortal = leaving via the other instantlyPortal = surrealPortal = surprise and unknown

The portal concept is a theme that can apply to communication tools, exhibition space, marketing plan, selling points, etc.

Tone of voice: (Our attitude) honest, smart, confident, subtle and fun.

proposal 1 portal as magic

The design is based on the concept of “magic”.

A magician’s hat works as a portal that transforms something into something else or as a portal that simply makes/creates things.

This metaphor depicts who we are and what we do as MADS. We use different media (tools and portals) to make/create and transform ideas.

Magic is all about portals; creation, transformation, unpacking, disappearance, reappearance, tools, ideas, ambiguity, performance, surprise, etc.

These can be used as decorative elements within the exhibition space...

MA DESIGN STUDIES // DEGREE SHOW

WHERE THE MAGIC HAPPENS

December 6 to 9 // 2010 // Lethaby Gallery // Rooms 1, 2, 3, 4, & 5

Central Saint Martins School of Art & Design // Southampton Row

Private View11am - 6pm 5pm - 9pm5pm 11am - 6pm 11am - 6pm

Public ViewOpening Public View Public View

6 7 8 9THURSWEDTUES 7TUESMON

proposal 2 portal as blender

MADS being like a blender - an alchemist transforming everything we put in it into a new/unknown flavor. It can be related to the MADS journey, the process of unpacking, being creative and having an element of surprise at the end.

-Squash it: squashing relates to the idea of unpacking, and forgetting about what we know to be able to learn again.

-Squeeze it: squeezing relates to the idea of being creative and pushing ourselves to the maximum in order to extract the best.

-Blend it: blending relates to the idea of mixing everything we have un-learned and learned in order to put together magnificent projects!

The “blender” element can be used in different ways for the exhibitions. For example, since it’s going to be uber-cold in December, we could be serving soup cups (relating to the idea of blends).

MA DESIGN STUDIES DEGREE SHOWCentral Saint Martins School Of Art & Design, Southampton Row December 3 To 8 2010 π The Truman Brewery, Shoreditch

proposal 3 portals in everyday objects

Character: he is our potential target audience. (investors, future partners)So we want to include that hint in the way we communicate our idea of portal.

A portal in science fiction and fantasy, is a magical or technological doorway that connects two distant locations, whether separated by time or more commonly, space. It usually consists of two or more gateways, with an object entering one gateway leaving via the other instantaneously.

We choose every day life to symbolize that we can find a portal maybe in everywhere, were we don’t expect it.

This mood board represent the concept through a serie of 4 posters. The same artwork but different objects that represent portals. Each object is connect through strings to the other one.

The reason why we pick everyday objects because our projects work as portals, we offer new way to look at the ordinary objects. Everyday objects symbolize gateway to enter any dimension.

The reason why we pick everyday objects because our projects work as portals, we offer new way to look at the ordinary objects. Everyday objects symbolize gateway to enter any dimension.

ImportantThey are not the final posters or visuals and there are still changes to be done. This is our first approach. We wanted to give dimension to the portal concept through this visuals, but they must be worked on yet.