I AM NOT A DESIGNER, BUT A PRE-DESIGNER

I AM NOT A DESIGNER, BUT A PRE-DESIGNER

Having

  • been part of it since even my professional life began,
  • been involved in many fields of activity and creative / design projects in its broadest meaning,
  • had more than once the opportunity to be committed with serious reflections on our professions, part of their history and their current relationship with our society,
  • practiced and taught Brand, Marketing and Media Strategy, together with participating to and leading design, editorial and visual projects and workshops,

My role might be considered as a STRATEGIST or, in other words, a PRE-DESIGNER that can guide or show the direction to go in most expressions and media. 

 

produuct-service

© Sophya Mantilla 2015

WORDS ARE MY BEST FRIENDS: short writing and others

schlemmer-animWhere spontaneity always comes at least second. In other words, if it is called COPY-WRITING, I am more comfortable to retake the OULIPO’s concept referenced as EXERCICE DE STYLE blended with surrealist’s ÉCRITURE AUTOMATIQUE as, most of the time, words and expressions seem to have their own lives and plural autonomy. To make it simple, I rarely need to control them except to adjust or polish them when necessary.

An “automatism” possible not from nothing but from a deep understanding that allows a sound and consistent emergence not allowed otherwise. AUTOMATISM depends indeed always on PRE-TEXTUALITIES of an entity and work has not to be done in the writing phase but in the WRITING PRE-PHASE to allow freedom afterwards. A method merely employed in any art, where all the work is to be carefully prepared.

A method particularly applied to short writing that often demands to fulfill CONDENSATION’s conditions, but also to VISUAL COMMUNICATION and, in some aspects, to BRANDS’ environments and expressions of any kind. As condensation might indeed appear as an unwanted result, together with undesirable SEMANTIC MOVES due to POLYSEMIA or mere ACTIVE, but undesired or unchosen meanings.

A method that does not impede what is known as the ACCIDENT in the creative process that merely refers to the UNEXPECTED in its most positive manner. This above description is served here as an indication and not a rigid and unique rule.

 

© Sophya Mantilla 2015
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this illustration does not promote transhumanism or robotics.
It refers only to the collage tradition. Not meant to be a metaphor,

WORDS ARE MY BEST FRIENDS: short writing and others

VISUAL, HOLISTIC DESIGN, CREATIVITY INNOVATION

VISUAL, HOLISTIC DESIGN, CREATIVITY INNOVATION

VISUAL: STILL, MOTION, ANIMATED, FICTION & NON FICTION

As a PRE-DESIGNER, I can

  • handle or co-create BOARDS for brand, style & trends, together with primary sketches,
  • investigate and prepare BRAND & product/service narrative schemes,
  • produce guidelines for
editorial1 digital-mbile-phygital video-animation
 
  • keep an eye on and help if needed at operational phases.
  • to be included: any BILLBOARDS (in/outdoor of any kind – digital/non-digital)

Ultimately, I

  • proceed to and test SEMIOTICS and SEMANTICS,
  • ensure adjustments of COMMUNICATION functions and levels,
  • This on diverse segments, situations, cultures and derivatives.

all places, channels and formats.

© Sophya Mantilla 2015

 

senses-and-design-512x667My savoir-faire and huge interest in handling holistic projects stem mainly from:

  • an overall experience of handling creative orientations and co-creating with designers and creatives of different fields,
  • repeated involvements in brand auditing and repositioning,
  • a disposal to develop both big and detailed pictures, together with its subsequent derivatives.

If DESIGN is assumed as a MATERIAL EXPRESSION and beyond, the library of expressions I have been involved in embraces our 5 sensory receptors.

If DESIGN is assumed as EXPERIENCESINTERACTIONS and FUNCTIONS, the fields that have been mine so far are:

  • brand at all its touch points,
  • products and services,
  • partnerships.

 

© Sophya Mantilla 2015

creativityMany ways and processes lead to creative & innovation. It is also perceivable some fields, conditions and mindset allow it to happen more easily than others.

This does not mean they lead to an everyday-based newness. They can however favor the regular emergence of new ways to perceive things as a starter.

MORE

Art in honor of Mondrian 

© Sophya Mantilla 2015

VISUAL BRAND IDENTITY MAP

Further  to aBrand-Identity-Map-e1429914960595 major repositioning and re-branding experience, I, as a brand and marketing professional who collaborated with designers through many manners, and MIGUEL MANTILLA, a graphic designer who had developed numerous visual brand and institutional identities, started and shared a reflection on what an identity was made of and its different forms of expression.

From this work, supported by a key bibliography, but most of all by our respective experiences, we gave birth to what is called today the Brand Identity Map. In French, la “Carte d’Identité[s] Visuelle[s]”. © Miguel & Sophya Mantilla

After gathering the sources, scanning the tradition and the different manifestation that a Visual Brand Identity can adopt, we reached the conclusion that there were several categories of brand identities to be taken into account in both brand and marketing strategy’s approach.

Their visual expression being then a consequence of a well understood reality analyzed from different focus and led to adopt static or “PROTÉIFORME” (protean), in other words ‘dynamic forms’.

These latter identity can actually be dispatched nto 2 major typologies:
I. Dynamic Identities
II. Static but plural identities

Brand-Identity-Map-e1429914960595
In 2014, 2 major works appear to be the nicest incarnation of these possibilities:

FE BLUE serpenting blue

FUNCTION ENGENEERING  for its simple form.

SERPENTINE GALLERY for its updatable or seasonable form. An already existing form but rare  in printed format only.

 

Brand-Identity-Map-e1429914960595
Plurality often stems from the need to express not only a broadly compounded entity, but also from the decision to give an existence of its own to each component.
 
 
mit blue edp blue 

MIT  [2014], after its first steps in 2011: EDP by Sagmeister

A form which roots can also be found in UNILEVER‘s logotype.  

VISUAL BRAND IDENTITY MAP

 pieces of worki-art collectionmy instagramtwitter delirium  hors concours
 
 
 

© Sophya Mantilla 2015