NCFlorival Week 8 Presentation

7/30/2019 NCFlorival Week 8 Presentation

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My Honours project is about branding an artist, a painter, whose name is Benoist Chapel.

Benoist studied architecture in France then painting in Italy, he specialises in painting on porcelain, but also does oil painting

and a special technique of ball-pen drawing. He teaches other kinds of painting (acrylic, watercolour) but uses those more

often. His audience is composed mainly of retired ladies painting on porcelain and this is something I would like to try to help

with – broaden his audience.



Benoist taught me about art, I gained confidence and came to graphic design.

It's pretty much thanks to him that I'm here and I've left the corporate life so today I'm trying to do something for/with him. At the

time we used to call the painting studio "Le Paradis" because it was such a pleasant place. Sadly the house burnt in 2006 and a lot of

things changed from then on…



ART IS

HUMANEXPERIENCE

AESTHETICS

& ART ASEXPERIENCE

REFLECT

THE STUDIO

EXPERIENCE

WITH

BENOIST CHAPEL

TRADITIONAL

BRANDING

IMMERSIVE

/SENSORY

BRANDING

DIGITAL

EMPOWERMENT

Toile de Jouy flow

chart which reflects

what I am doing – my

own perception of

Art – philosophy

research on Art –

attempt to reflect the

studio experience via

branding – use

traditional branding

but also immersive branding and sensory

branding –

attempt to empower

Benoist's teaching withdigital means – all this

to try and create an

electronic aura.



At the beginning of the project I started working on a new brand and its identity but I quickly

realised that I should focus on the visual style before anything else, because it is going to

determine the identity and the look and shape of everything I will work on.

I've had the idea to, instead of simply displaying his artwork, composing with it and creating a

style that is influenced by artistic currents we both like.

The first one is the PreRaphaelites (some people will know the paintings of Hunt, Waterhouse,

Rossetti, Millais, etc) because their artwork was hyper-realist for the epoch and they were

contesting existing conventions - we're looking at female figures and details and colour and light…

But even more than the PreRaph I'm looking at Symbolism. There were many symbolist

painters with different painting styles but most of them had in common to paint things 'not as

they were' and imaginary things and characters.



The reason why I'm looking at Symbolism is that I think Benoist may be a Symbolist painter…

A lot of his artwork is about "The ghostly presence of beings and things", which sounds

Symbolist to me.

W at I want to o concrete y for t e visua sty e is use parts of is artwor (I've as e im to wor on some new t ings for t is in oi



from Matter to Pixels without losing the Touch?

W at I want to o concrete y for t e visua sty e is use parts of is artwor (I ve as e im to wor on some new t ings for t is, in oi

and ball-pen), do some compositions and add to them using digital ornaments, to have this Symbolist style but also give them a

Baroque feel, something a bit heavier and more modern.

Those digital ornaments I won't create on the computer - I've started to digitise things, scanning them or taking pictures - here are a

few examples of experiments.

I've also tried a bit of video and some other things as experiments…(see blog)

I think that both the things on the screen and the promotional items I'll produce will have that sort of modern baroque touch as I can't

wait to use glitter and feathers and… other things!



I've been looking at existing styles and I'm also looking at Immersive Branding and Sensory Branding.

Also, as a spontaneous follow-up to last year's module Digital Media Practice, I'm researching the theme of Digital vs Traditional,

or rather Digital for Traditional, how the two may be combined for a different kind of branding.

Not sure how much of all this will be in my final dissertation but these are subjects I'm very interested in for the project.



In anticipation of the electronic aura!

NCFlorival Week 8 Presentation

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