The course stimulated
and widened my mind to other platforms and creative thinking
venues whilst
bestowing me with an opportunity
to approach design, brand strategy and marketing as well as ‘Sensory,
Imagination & Emotional' design. This
idea and engagement continues to resonate deeply within all my
creative pursuits and has played
a crucial role in my career and successes to date.
I feel deeply
indebted to this course: Thanks for your unrelenting support
and encouragement,
for sharing those long-to-be-treasured
insights and the academic ethos deployed all throughout a
course that provided me with the tools necessary to dare tread
the
meanders of the world of design with determination. Impelled both by instinct and the need to search for a sense of
creative integrity, I have endeavoured to challenge the convention
and the pigeon holing by the ground hogs of establishments, and push
the creative and design process to new areas.
Passion
As some one who had
a passion for sculpture and experimental print making, I was led
to believe studying visual communication and specialising in graphic
design would be the route to a stable life out of a recession tarnished
economy.
I had no satisfaction conforming to the doctrine
that was presented, and I was fascinated to take a 3D approach
to a
2D subject matter,
therefore did not fit ‘their’ mould, thank the heavens
as I probably would be an artworker with quark express as my weapon,
or ‘indesign’ in today’s arena.
So what did the
course enable me to do to overcome my concerns?
Online phenomena
It allowed me
to get in touch with a more meaningful reality, a Zeitgeist
if you like. I created and brought the world the
pioneering
digital
platform www.bboy.co.uk as my MA Project (it's original format
of 1999-2002). An online phenomena that served as a digital
platform and showcase for new and raw talents from urban and
hip hop culture,
and diversified to capture the performance arts, photography,
alongside the anonymity of graffiti writers, cutting edge dee
jays and hardcore
bboys. The open mic approach to the article section successfully
captured urban forward thinking journalists and commentary
voyeurs, resulting in a rich and opinionated webazine, that
was live and
freshly
published. The events listings for independent musicians and
promoters gave rise to live calendar for their upcoming events.
Averaging
8000-12000 hits per day was astounding.
bboy.co.uk
bboy.co.uk without the site
and its ethos the elite few would have continued to rule...thank
you to all those
tribute sites that continue
to emulate and pay homage to this format, that provide a voice, showcase
and platform for many instead of few and not just the flavours of
the moment.
My involvement in the programme led to me being
commissioned to write a book about studying Art & Design through Higher Education
systems in the UK. This was a totally unexpected reward the commission
was aware my stance would revolve around the urge to establish the
truth. I was able to bring to their attention that the game of devising
something to get somewhere in order to satisfy the expectations predetermined
by the system would not necessarily translate into success and happiness.
My approach would therefore be to highlight and recommend selecting
courses and study methods that would best suit the aspirations of
the would-be higher education student. On my first visit to the Tate
Modern London, I was overwhelmed to see this book showcased on a
stand in their shop.
On completion of the manuscript I ventured
across the pond the Atlantic that is to 'The USA', San Francisco,
here commissioned
by Interior Spatial Design Studios to bring that (as they would
say) 'Euro' quirky, twist and spark to their commissions.
This turned
out to be ideal creative line of work and an opportunity to become
acclimatized to living in the Bay Area.
Sponsorship
Here I secured a rare sponsorship
working visa with the extremist of Apparel Brands 'Fox Racing Inc',
even though Levi's at the time would have relished at the my accepting
their initial opportunity offer.
Fox Racing Inc presented a spear
head and ownership role for their graphic driven sports apparel
collections.
Working alongside designers with immense passion
for extreme sports and performance design, and to truly push
and test
beyond known
limits, was the most dynamic way to be initiated and enter the
world of Apparel
and Fashion.
With America's post Twin Tower blues I yearned
to be part of a zestier life and state of being, and was
sought out by
the Pepe Jeans London’s International headquarters in Spain.
Their
Retiro based mansion housed the design studio for the Southern
Hemisphere Markets, then soon became the hub for all markets.
Here
I was not only brought in for my approach to design and apparel
but also to push graphic, print and application processes, for
my knowledge and understanding of production gained working in
USA become
a priceless asset.
The Creative Director capitalised and on my
approach with marketing and creative strategies and I became
his assistant, yet simultaneously
was responsible for bringing a fresh and contemporary handle to
womenswear graphics and prints, and to push applications and embellishments
across product categories. Key product styles were featuring alongside
D&G and Gucci by Vogue and Elle magazine to name a few.
Returning home
I returned
to home soils to a British diehard brand 'Ben Sherman' where they
saw the potential of the intense light, fresh approach and enthusiasm
I contained. Everyone agreed that it could be applied to their
clothing ranges bringing the brand beyond the tiredness of where
they were
at. Unfortunately, the reality of their brands position and approach
was stifling not the place for the wealth of energy and creativity
I had to offer the world of fashion.
The London based brand ‘Firetrap’ offered
me open-mindedness which I fully embraced. Partaking of the design
and new developments process of this brand allowed me to truly
spread my wings and create the subversive sculpture of cloth for
the evolving
modern day fashionistas with their appreciation of finesse and
high regard for details of surprise and delight.
Pride
And now after over
five years as designer through to Head of Design & Menswear
Collections, by my unique approach to the creative process of fashion
product, brand strategy and positioning, I can take pride in having
contributed with my knowledge, passion and expertise to catapult ‘Firetrap’ into
the global brand presence it is benefiting from. A status that
comes with enhanced credibility, reputation of quality and finesse,
and
ultimately a platform and set of values which is my legacy to them,
that will continue to be their launch pad for uptime seasons and
the designers and creatives they will house.
The world waits the
new rise of this conscious entity (Me) that people wish to commodify,
have their brand, collections, on trend yet uniquely and seductively
positioned within the fierce market place, and yet be highly respected.
Professional Career:
Firetrap, London
- Head Of Design & Menswear Collections
2004 - 2009
Ben Sherman, London - Menswear Designer 2003 – 2004
Pepe Jeans
London, Madrid - Senior Graphic Designer / Assistant
To Art Director 2002 - 2003
Fox Racing Inc,
California - Senior Graphic Designer 2000 – 2002
Freelance Spatial Designer In And Around
The Bay Area
(San Francisco) 2000
www.Bboy.Co.Uk -
London - Art Director 1999 – 2001
Trotman Publishing
- Author - 2000
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