branding
&concept
information
99% of people will read that and say that I wasted their time by saying the same thing twice. I agree, you probably will never get back the 5-10 seconds that it took for you to read that.
Logically, it also makes zero sense to repeat this idea twice. The second sentence isn’t even complete enough to be a real sentence.
But the 1% of you who read that may wonder why I added it, even though I’ve obviously shown you that I recognize the illogical reasons behind it. I want to take a caring and intentional 2-sentence approach to the work I do. Every part of the work I show is with intention, because I believe that’s what’s important.
I recently had a debate with my two best friends about how we approach our outwards brand mission statement for ad&c.We argued back and forth about sticking to the conventional 1 sentence mission statement approach, and a 2 sentence mission statement approach. At its core, it’s probably stupid to fight and bicker about such a minute difference. In fact, my best friends are correct, it is illogical and unproven to use two sentences for our MS. But that makes it much more satisfying to me to see it work and to succeed without the help of reason or logic. A brand willing to push conventional clothing and product rules should be willing to push this practice into every part of it’s branding.
Brands and people have laid a groundwork in the past to come up with a working strategy and formula that is proven to help you build a cohesive brand. Yet for me, ad&c is about not doing something based off of logic and because it’s worked in the past. Intentional products, intentional decisions. Why trust that what’s expected and accepted is the only way? One of my favorite brands— story mfg— chose to use a manifesto format (similar to this) to tell its audience of what’s important to them. Story mfg is a brand that chooses to make caring and intentional decisions that highlight craft and celebrates individuality. I would never ask our brand to write a manifesto, but I may ask us to take a leap and try a different approach to the type of brand that bases its own decisions on making money.
If you’ve read this far and still think I’m crazy or am taking this approach too far— sadly, we may not align in priorities. I could have tailored a portfolio site where I leverage the work I’ve done to get a job at a specific studio or brand; a totally correct and proven approach. Sadly, that isn’t my intention or what I want.
If you’ve read this far and are interested why I’m so passionate about intention and caring for something deeper than “it’s what’s worked”, you are the 1% of people that I wanted to find. If you’ve cared enough to listen to a 22 year old rant about intentionality when he’s never went through the hardships of life, you are the 1% that will help me get to the point I want to be at with my career.
Just as a 10 paragraph manifesto can get the same idea across as a one line zinger — the 2-sentence approach is how I’m choosing to try something new and different.
Emotion and illogical thinking isn’t going to keep me from making the perfect, reasonable product; it will help me find the people willing to help me move forward on my journey.
send me an email at chasemasakitravis@gmail.com to link &build.
to view my resume, click here.
or here.
or here.
at a mirror ... 2024