Ever since we moved Artifactuality’s nest out of our cozy home office into a commercial space in Montclair, NJ, we did some promotions and expose our business to the local peeps in hopes of gaining steady clientele. We had a big party inviting our friends and neighbors and the chamber of commerce. At the party, we plastered our work all over the walls – drawings, designs, paintings, ideas, photographs, AND having our video graphic design reel playing in our television set. What made Bob and I fall over was that, after all that, people still asked us: So what do you do?
We don’t sell sandwiches like Gigi next door. We don’t cut hair like Rich on the other side of the building. We come up with creative concepts, fresh ideas, make drawings, we take photographs, we make designs and images… But they still said: That’s… great… But WHAT DO YOU DO? We had people telling us that “you need to communicate in the words that people would understand.” So we do. We communicate and talk about our work through our email blasts– film, video, tv, design, drawing, photography… We do ALL THAT. We had people telling us that our emails lack focus. because we do ALL THAT…
WE ARE ARTISTS and DESIGNERS and not anything else. Here’s a stereotypical concept of what an artist does: “An artist makes pretty things, frivolous things, make paintings and do other money making things like waiting a table or selling houses in order to make a living…” That’s what my grandpa said. That’s what my father said. And that’s why my artistic brothers had to change their careers to “make a living” and support a family. Bob and I are artists, we are who we are, we are passionate for what we do and nothing can change that!
Our creative brain and our artistic skilled crafts are the core essence that contributes to what we do. We take these ideas, develop into visual images and then implement these imagery into different media and applications – film, video, television, website, printed materials, logos, corporate identity, you name it… That’s what we do.
The key word is CONCEPT. That is what distinguishes us from those who pretend to be designers only because they know how to use a Mac and dress cool to impress others.
One of our design idols are Lou Dorfsman–the master of corporate identity. For CBS, he invented a “good design” that works–the eye that witness the truth–A solid CONCEPT behind the symbol of journalism, a classic icon that lasts forever because it fits the client’s purpose… I refuse to say Lou Dorfsman “branded” CBS only because “branding” is a new catchword that I think is less than 20 years old. His work was done before the word “branding” was even heard of aside from the references of marking a livestock. Lou Dorfsman simply “designed” a good symbol with a flawless identity system with a solid CONCEPT and implemented it throughout the entire corporation. His work set a great example for later generations who studied “corporate identity” subject in design schools. But for some reason, the word “branding” started to come up in the 90’s to replace the idea of “corporate identity.” And “corporate identity” was then demoted to be only the logo design, the business cards and the stationery design… Why? When I was in design school, “corporate identity” was a designed system that covered everything from the logo to the memo pad to the coffee mug and matchbooks… What happened here?
Anyway, to conclude this blog entry, Artifactuality is composed of 2 artists (me and Bob) with lots of creative ideas and we make images and designs with solid concept that can be implemented into vast variety of media–because we create beautiful things for our clients and we make sure they work for our clients… that’s what we do.