11 Sep 2009

Savvy Craft ... the Reflection

My initial idea was based on my first project .. ( Be a Friend ) a social service for the elders in our community .. while I was meeting with the elder individuals , the complaint of ( we are old , not disabled ) kept coming up.
To further develop ideas that contribute to the social life for the elders in our community, I thought of encouraging them to invest in their existing Craft skills, the elders group up in a non digital age, did lots of craft skills, because it was part of their life style.
Through research by meeting individuals, it came to the spot light that although they do have the skill, it is no longer in use, either they cont be bothered or lost patience, or their eye site has weekend and other health problems have come in between the lines of life .. they are no longer interested.
So I decided to widen the supplier Age range to the invisible domestic work force .. any body who has a skill and they are not investing in it yet ..You do the skilled crafted job .. We'll Do the marketing.
Once I read a book about the city life in Baghdad, a western historian who visited Baghdad in the 1920s, then again in the 1940s, his observation was : how the social structure had changed from only men to a mixture of men and women in the public life in the city, whey back in the 1920s, although the women where not visible, they did their role from Home .. the invisible domestic work force.
Growing up in Baghdad, with traces of the similar social structure, me and my pears have lots of hand craft skills. Being a Crafts woman myself, I highly value handmade products for many reasons:
Handmade products are usually the fruit of a hobby, starting with an interest taking the next step which is an attempt to try it our selves, so it's made with care, passion and carefully chosen materials. Frequent practice leads to high quality skill .. Crafts are incurred in all communities and all ages .. and this can be soled.
The cause I'm supporting is to promoting hand crafts to the public, as high quality approachable value for cost products, through a third party outlet that maintain constant reliable availability towards a wider course of purchasing solutions.
Currently, crafts are available mainly through art centers, community Bazaars and fairs, also in exhibitions and galleries.
These means present crafts in a package that is not all that rewarding. Bazaars and fairs held annually or on occasions. The public general impression regarding gallery exhibitions, they will be costly, the public will visit an arts exhibition for exposure and spending quality time with pears and acquaintances to widen their knowledge, then will go out for a meal, that's where the money will be spent !!!
That's where the handmade outlet should be .. a shopping center

The Branding Concept

Through research, I've found that the hand illustration has been overly used. it's conventional
It has been used to represent many business ID Branding: Organised Efforts, Group Work and Handcrafts.
My second concept :
I'm inspired by the punning meaning of Hidden Palms, an American teen drama television series that ran in 2007 in the United States. The series, created by Kevin Williamson, portrays the fictional lives of a group of teenagers and their families residing in Palm Springs, a part of California filled with palm trees hidden in the desert mountains.
Hidden Palms also means the invisible hands that created all the crafts exhibited in the outlet .. we get to keep the item we buy .. knowing there is some one out there who made it that will always be hidden .. it's those hidden hands that made it into a reality .. Hidden Palms .. is more fashionable .. more contemporary.
Then .. encouraged by my tutor to do the ID Branding research .. I Stumbled on this attractive word ( Savvy ) which is stunning, so I started to investigate it's meaning: Savvy .. is to know .. understand .. practical Know how .. experienced and well-informed .. to taste, have taste.

And found it a suitable brand name for an outlet that is supplied by experienced and well-informed craftsmen and craftswomen who will exhibit their artwork and are willing to teach others to gain a skill and related knowledge.

creating a number of designs was a joy, testing them was an eye opener, people out there give feed back and observations that did not cross my mind, which adds to the development of the brand.

My self criticism on this project ...
Every time I start to research an aspect of the project, I find new things that need to be searched which added to my knowledge as a person interested in hand crafts and as a designer.
I know it's a challenge to make it in the market .. bring it to life .. it's something I'm looking forward to.
I look at the designs I made and see more potential .. based on the variety of lines in the logo .. I'm looking forward to exploring that too.

I must always do my best ..