Branding — Heed: Easing Through Listening.
The objective of this project is to create a brand story that parodies current affairs that surrounds us. The brand 'Heed' was created to represent the cyber hack on Sony”s network systems that released confidential information and files in retaliation for the 2014 action comedy movie 'The Interview' by North Korean hackers. Read more about the incident: link.
Creative Approach & Challenges
There are 3 deliverables:
• A silkscreen print with a minimum of 2 colours of size 40 X 28mm on a appropriate paper choice of size 50 X 38 mm.
• A cleansing agent label that informs the issues and how it will aid in resolving to the consumer.
• 2 pieces of A3 sized fun promotional brochure cum poster (double sided printing) containing inspired brand story, information, illustration, images, and other additional contents behind the response.
Outcome 1: Silkscreen Response
Silkscreen is an affordable way to mass print onto different mediums. The challenge of this particular silkscreening will be the accurate positioning of each layer as visibility through the screen would be nearly impossible after applying the paint. Various colours have to be mixed to achieve the desired outcome.
The artwork is derived to provide a sense of the origin of the issue and aims to communicates it effectively. The choice of graphic is selected to mimic North Korean propaganda posters and the colours are extracted from actual posters itself.
Outcome 2: Packaging Application
For this outcome, a brand story is created to represent a cleaning agent of either a softener, detergent or bleach, which is chosen as a solution to the current issue . The metaphorical representation of a softener is chosen as a product to brand
the US-North Korea relation after the Sony Pictures hack. The softener is a household product that is added during laundry to make the clothes feel softer during wear. In this case, the softener works as an agent to calm both countries down instead of generating rhetorics that are useless in salvaging the situation.
The brand 'Heed' is created to represent the softener, which product is best used when strong headed individuals will not compromise to each other when their interests are at stake. The slogan 'Easing Through Listening' is also created to reinforce the brand name.
Outcome 3: Promotional Brochure
For this outcome, a promotional brochure was designed to interpret the contents that serves as a communication channel between the product and the consumers. The brochure also features the issues represented by the brand and works in tandem with the softener’s packaging.
One requirement of the outcome is to have an International Typographic Style design which the use of grids will aid one in presenting the content in a clear and functional manner. The colour chosen in the brochure are representative of North Korea’s State flag. The typeface, Akzidenz-Grotesk Next was used as it was used heavily in the Modernist era and is also bold enough to be used in representation of North Korea.
