Defining the design problem: 'To explore the effects of identity through the codes advertising and graphic design impacts on sense of self". This could be through photography, illustration or brand collateral perpetuating the idea of identity- just like selling a product.
As the essay discusses aspects wider than graphic design, I felt widening the target audience is necessary, as this is not just an issue for creatives, everyone is subtly being manipulated by advertising and boxed into these little distinguishable categories- the appeal needs to be for everyone, highlighting that the industry boxes people into little distinguishable groups for their own reasoning, yet we do not need to conform as individuals to the idealistic groups advertisers consider us part of.
Broadly
Online platform and one of the vice channels, aimed at 'women who know their place'.. i.e.: out of the kitchen, being empowered and creatively contributing to society. Despite this, Broadly is quite gender ambiguous in its design quality and journalism, simply highlighting an equality through pieces and visual/linguistic tone of voice. The incorporation of blue (the Internet's favourite colour and symbolic of boys colours) is contradictory to what stereotypically expect from a platform dedicated to women (as it is blue not pink). These small marks of protest against the idea society suggest that women enjoy all matter of things, not restricted by gender, age or ethnicity- we are all individuals with our own interests, and are not expected to engage with this (like pink) if they do not wish to.
This gender fluidity makes Broadly an appropriate hypothetical client as they tackle identity issues and the consumer society creatively, yet as Broadly is only an online platform, the use of print collateral would not be appropriate as a deliverable as the practical piece would turn into a feature on the Broadly Website- something I will not rule out as online communication means a boarder possible interaction, especially within western society.
AnOther
Digital creative news platform, similar to Broadly and gender ambiguous yet again. AnOther has a 'AnOther Man' as a side section, exploring non-sterotyipical representations of masculinity within design and other creative disciplines. The work they feature is not shy to deeper discussions, exploring some intellectually stimulating topics in a soft and gentle manor- similar to the issue of identity I have been exploring within my essay, making it a good fit. AnOther has print and digital distribution platforms, meaning the deliverables could be expanded is AnOther is the hypothetical client.
Since its launch in 2010, AnOthermag.com has become one of the leading websites for women's and men's fashion, art and culture. Like its sibling biannual print titles, AnOther Magazine and Another Man, the site, its team and international contributors are dedicated to communicating information in a thought-provoking, stimulating, engaging way. The site is divided into three key sections, Fashion & Beauty, Design & Living and Art & Photography, along with Loves, a stream of luxury products curated by the AnOther team and key contributors.
AnOthermag.com, AnOther Magazine and AnOther Man are part of independent publishing company Dazed Media, alongside Dazed and Dazed Digital.
Its Nice That
Online news platform where the in house team sources and features interesting work, all around creativity, the creative industries and society/culture as a broader whole. There are many creative sections Its Nice That look at, linking into the societal aspects of the research question. However, Its Nice That do produce their own articles, yet few bodies of actual work- suggesting that my practical piece would not be something Its Nice That would do. This rules them out from the client list possibilities, yet to design something which can easily fit in the 'Its Nice That' parameters.
i-D
Great as have both digital and print means of communication, as well as having the 'think pieces' section, specifically tackling issues such as identity and social issues. i-D Magazine has been in circulation since 1980, starting exploring subcultures and acting as the 'alternative' to the highly-idealistic other magazines, such as Vogue or Cosmopolitan, segmenting its brand positioning away from the market. However, i-D may not be the most appropriate client either as the quality of content has fallen into the grey area of objectivity. Rather than objectifying women (as society has established thats now not okay-) they are subjecting men and male models to physical objectification (-which is just as detrimental targeted at the opposite gender). By focusing on aspects like 'chiseled jaws and sultry stares', i-D are almost channeling the gaze and accepting it, saying that the next few pages of that article is all for scophophellia, and admiring physical 'perfection' and 'beauty', in an idealistic sense by featuring male models. It would be interesting to alter this piece, showing true beauty from a non-superficial perspective, commending supermodels on something other than physical attributes.
Looking at more fashion orientated aspects of design, looking at brand identity and advertising.
TOMS
Toms are a footwear company founded on the premise of sustainability and social responsibility through its brand strategy. For every pair of shoes you buy (at a relatively inexpensive cost) a pair goes over to a child in need in Africa, Argentina and all over South America in a 'One for One' scheme. Their message is to advance health, education and economic opportunity, launching TOMS Eyewear and partnering with other aid charities. Since setting up TOMS, the founder Blake Mycoskie was spotted by Bergorf Goodmans Director, Linda Fargo, who propelled TOMS to a global level, stocking in presitigious retailers such as the NY Store, as well as all over the internet. TOMS do not have their own stores to keep costs down, meaning the entire structure of their business model corresponds with their core ethical values. The Blue and white horizontal stripe logo subtly reflects the Argentinian flag, the country in which inspired the creators to set up the company model in this way, highlighting this company structure through graphic design.
Dazed & Confused
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