The prompt that created this brand is deceptively simple: reimagine Fordistas. Break it, bend it, color it, change it… make it yours. Full control, and one month to develop it.
Fordistas itself was the mystery of the known-unknown:
a shape-shifting multiplatform art-plus-[x] project based out of Miami. On first contact, it was tough to pin down what it was. In retrospect the conversation both the invitation and the management of the project are all truly what the brand is about. If the purpose of art is, as James Baldwin says, to “lay bare the questions that have been hidden by the answers”, then this project started off by trying to answer to “what is Fordistas about?” In form and in process— the invisible layers that circumscribe the content of this book—it became clear that they’re about becoming a stage, a spotlight, a microphone.
As a designer, the core ritual of branding lies in discovering the identity of ideas. Projects, companies, organizations, bake sales, itinerant galleries all have a soul to discover, extract and condense into their truest form. This exploration started much in the same way, with one crucial difference: it’s up to the designer to invent this new reality.