Context of Practice: Brief

Title: No Brand

I intend to communicate the relationship between:

1. consumer culture
2. branding and identity
3. manipulation of media
4. fashion culture
5. language of consumerism

I intend to

promote a brand which informs on consumer culture

A group of

young consumers who are fashion and brand conscience 

that

consumer culture manipulates us against ourselves

In order to achieve this I will produce

brand promotional material - lookbook / poster / business card / voucher / flyer

I found that writing a brief in other modules really helped me clear my head and understand exactly what I wanted to do therefore I thought I would do it with this one.

The Brief
Consumer culture has been manipulating people into believing various promises through consumption of products. Create a brand which represents this manipulation using contextual references from your research.

Background

"We've reached a point in our civilization where counterculture has mutated into a self-obsessed aesthetic vacuum. So while hipsterdom is the end product of all prior countercultures, it’s been stripped of its subversion and originality." Adbusters

The world has been sucked of it's originality through mass production and consumption of products. Consumer culture has become consumption for its own sake through mass media and the promises of consumer culture not being met for consumers. Instead of it fulfilling spiritual or aesthetic desires it creates empty promises that leave the consumers more depressed and insecure. This culture has consumed us and has led to the objectification of people in society where they become a product of consumer culture through there consumerism.

Considerations
Consider what market of consumer culture your brand will be and how can this be represented in it's identity and design. The outcomes of your products need to represent the theoretical approach you are taking to this subject.

Target Audience
Young and easily influenced people who aren't aware of there manipulation and the cultural references they are projecting in there purchases.

Tone of Voice
A heavily mass produced image that projects the nature of the market eg. fashion is cheap, trendy, modern or technology is modern, expensive, current etc.

Mandatory Requirements
A theoretical and contextual approach shown through your design and content in an appropriate formatted publication.

Deliverables
A publication