Showing posts with label branding. Show all posts
Showing posts with label branding. Show all posts

Wednesday, 2 November 2011

Alex Smailes: Does the term 'Caribbean' or 'Island Aesthetic' mean anything to you?

Alex Smailes.
Photo by Ryan Goodman


Alex Smailes is a photographer and a Director at a Brand Engineering Agency
in Trinidad and Tobago — Abovegroup Ogilvy. 


Alex:  At first it's easy to stereotype and answer on gut reactions, such as: Barbados understands style & grace, has historic preservation laws in place, immaculate public services that work and keep organic roadside development at bay. In terms of innovation, for years they have had rain water collection and mandatory solar heating. Many areas are serviced by electrical and fibre optics underground rather than ugly overhead lines. Someone invented a garbage bin that fits into a hole in the ground with a clip lid, so dogs don't strewn rotten food and nappies over the streets each morning. Vagrants are actually part of the solution and provide a fantastic, profitable glass recycling programme. Okay – mostly human functional aspects, but ultimately it adds to the general aesthetic by allowing the environment, urban or countryside, to breathe.  



Smaller islands from old English, Dutch or French equally influence a tranquil harmonious relationship with the human footprint and the surround space people live in. It feels quieter, a sense of calm, colour palettes blend with the surrounding hills or forest. Jamaica with its hundreds of years heritage is proud and celebrate the historical classic buildings they have left. Even Haiti, Port au Prince once the richest, most developed and most strategically important island nations had almost been caught in a time vacuum and (prior to the earthquake) was still one of the most beautiful cities in the Caribbean. If you scraped away the decades of blood, sweat and tears.



Trinidad, my island of residence inspires me everyday. From handmade iron burglar proofing designs that are clearly influenced from art nouveau, deco movements. A hand painted sign at the side of the street, by someone who could not decide what he was trying to sell on such a small sign and wrote- Water nuts. I sometimes presume watermelon, sometimes coconuts depending on supplies, price or mood. For my personal work, it rains for half the year here, much of my photography work is dark, grey, moody, backdrops of unpainted breeze blocks, a recycled galvanize out of necessity not social consciousness, a wooden door now a wall.

Unfortunately, there is a greater force of distaste spreading, on the grand scale it is felt in the urban development plans of various governments, destruction of green spaces, walkways, spaces for humans to interact, eradication of historic buildings. Major design decisions are in the hands of just the wrong people and committees. On a smaller scale, one of the worst destroyers of our daily aesthetic – the deadly combination of photoshop and affordable large format vinyl printing. This will or has already destroyed our daily visual journey I'm afraid.

Thankfully I'm surrounded everyday by very talented and driven people willing to learn, push themselves and absorb from the global community when needed. They figure out how to produce work that is locally relevant, yet to international standards. I truly believe we can keep chipping away and producing great work that stands out and is noticed.


It's up to the older generation of trained creatives to share knowledge and experience, if the younger ones listen, we may be able to keep the aesthetic killers at bay for a while.


Alex worked on his first book, Trinidad and Tobago, for the first two years after returning to this country. Published by Macmillan, it was designed by Gareth and represented the first joint project between the two. Along with third partner Sam (who is now based in London), Abovegroup was formed shortly afterwards.

*Photos of Alex's book courtesy Abovegroup Ogilvy

Sunday, 23 October 2011

A Colour Story... 'South Sunday'











I have a folder on my desktop of over 2000 pictures of things I call beautiful. They range from clothes, shoes, interiors, jewelry and furniture to sites and scenes (local and foreign) all either photographed by myself, a friend or borrowed from the internet. It all inspires my design aesthetic in some way. I am curious about everything. I am excited to learn new things and I am never ashamed to say 'I Don't Know'.

As a Designer you should be curious about everything and have your mind and eye always ready to absorb because creativity is the connecting of things learnt, things developed, things evolved, things felt and things absorbed; A synthesis of things experienced with things new.


From San Fernando to the Temple in the Sea - Trinidad
  
Today was 'South Sunday' with my friends. We got up early and met to take a trip to South Trinidad so we can say hello to friends, eat some good food, take a drink or two, and enjoy the scenery and drive.

Besides needing the relaxation from my thoughts and the routine of the 'north'  I looked forward to taking random pictures of things, textures and colours from which I could pull colour palettes.


Not only is this a hobby of mine but also an excellent work practice that comes in very handywhen designing brands and Brand guides for clients at work.

Colour is also a great way to start my thought process in design if I'm not starting with word association or inspired by a font after reading the brand audit.

In my ongoing desire to pull ideas and inspiration from my life around me, it's so interesting to discover the colours around you that add such vibrancy to a palette, often in combinations and shades you may not have otherwise put together yourself. But nature combines them for you...





Temple in the Sea- Central Trinidad.





'I am Clearest when I Feel with what I Think. – Everything Inspires’ me.' 

Where do you find your inspiration?


Wednesday, 12 October 2011

Comitted To Caribbean Beauty- 'Immortelle Beauty' A Product of International Cosmetic Quality, Created for the Caribbean Woman...








In January 2011 I worked on the Identity, Branding and package Design for 'Immortelle Beauty' 

'Immortelle Beauty is  a newly formed Caribbean Cosmetic company. Immortelle Beauty strives to create elegant, safe, cost-effective, and efficacious products which appeal to all West Indian women. These products will be the bridge which connects the advanced European, Asian and North American cosmetic technologies with the Caribbean consumer. Quality products made with the Caribbean woman in mind....'

Kathryn Nurse, the creator and founder of Immortelle Beauty is a Trinidadian Woman 
to watch out for! Working with her to create her brand was an absolute joy as she was a fantastic client who like me did not see her self as limited to living on an island. Her aspirations, goals, wants, taste and expectations were tremendous. The aim was BEAUTIFUL and nothing less.

Abovegroup Ogilvy started work on this project in 2010 with an intensive brand analysis by the strategy team and then conceptualising the design began.
  
The colour palette and textures of Immortelle Beauty’s Brand was inspired by the ocean, beaches, plants; sugarcane plant, avocados, plum.
 
The aim was to create a brand that could easily rival any international brand but clearly was special and echoed tailored hints of the Caribbean.   

To read more about creating the brand for Immorettle Beauty go here


What do you think when you think about Local Brands?