"to remind, to commemorate."
There is a sea of what is common as well as uncommon in the world of branding personalities we see everyday. MOMENT™ is one such "background" project that is not commonly associated as an entirely finished product per se; but more to serve an awareness of all things around our lives.
There is something I need to emphasize other than good simple, iconography - I need to illustrate branding personalities as two things - respect and discipline. These personify my ways of curating and composing set storylines, with as little technical superficial extras on top; whether it be effects, or excessive re-mastering processes. At the same time, the context and purpose of what I consider essential in putting myself in the minds of a listener - gradual anticipation.
When we sit back and listen to a compilation we always anticipate for something to happen. Either we are conscious of this thought process or not - it's evident through our own emotion of how we respond to the music we listen to, as a sequence from one to another.
This, I believe also - coincides with the general aim and goal of any DJ or set composer - you create that feeling of anticipation. Your audience reacts to that anticipation. You are the centre of attention of the very orchestra that you gradually craft, piece by piece until a complete picture or a story or a visual branding awareness then; are ultimately formed.
Hence, these are what formed the essence of formulating the iconography and design of that vision. Simplicity, sincerity honesty, and transparency.
Simplicity alone does not make a good enough inspiration in this project; the context and reasoning to justify the need for simplicity needs to be more than just a perfectly crafted, abstract visual design. Because otherwise, the audience will react accordingly as just that - an abstract personality.
Throughout the ten years of its' subtle development, the influences upon project goes more than just an overview gathering of visual trends and what is possible from a tangible / technical delivery and style perspective, but the big, other half that help to complete these all comes from the musical references & inspirations themselves.
In terms of tangible visual deliveries I took great notice and appreciation towards Cocoon - as a record label and a publisher of its' own compilations and event productions. Founded, managed and run by Sven Väth - Cocoon' is truly the only one such example that impresses me with two outstanding features - strict sense of discipline, and certain formulaic consistency. Found rare among the biggest and largest of local retailers; simplicity is; in itself - is all that it required to make a lasting statement.
This on its' own excels at simply one thing - in that the branding personality is aesthetically vibrant and strong, but with very little connotative-qualities; other than the concrete marks itself. Simplicity in its' purpose from this alone may not be convincing enough as a sole source of inspiration for this project. The context and reasoning to justify the need for simplicity has to be more than just a perfectly crafted, abstract visual design. Otherwise the "substance" behind this as absorbed from the audience would simply be just that - an abstract visualisation of something else undefined.
The MOMENT project needs to have a lasting purpose and emotive reasoning of why it existed in the first place. And this is something that cannot be found simply by external visual stimuli, a certain aesthetic treatment or "style" but has to be somehow initiated and gathered from the heart as a response.
The only way to discover this; was to go back listening to the music itself. Such is a moment back in late 2012, a newly discovered genre once again have left me in awe; as witnessed through Clara Hill's album "All that I can provide". Nu-Soul, as a genre - opened this boundaries of elusive listening whereby nothing is bounded or determined by a certain technical signature.
But as an emotive context; that album provided me an important way to "remind" ourselves of anything is deemed significant in our lives. This later, became a story I later became convinced to illustrate further in the MOMENT™'s re-brand development.
THE PAPER FOLD
The icon itself; may not seem to be so revolutionary as a visual idea; but to portray something that combines all those concrete as well as intangible personalities together was a challenging and time-intensive process.
So, following from the above; I have gathered the aural inspiration as the backdrop of this project and the message behind it:
to remind in memory. A sonic reminder of all things significant. A special happening of all things around us.
How do you permanently record and restore a moment of history? You either try your best to instill it deep down into your implicit memory; or you try to store it by means of writing and recording. The same goes for recording a note; as a way of reminding yourself that this is such an event or a moment that is important for you to keep note of; either for now, tomorrow or even forever.
It is based from this sole psychological act of reminding ourselves; that I have decided to use a slight-quarter fold of a piece of paper; as a symbology / iconic tribute to journalism; and in turn - simply history itself. Why as simple as a folded piece of paper? Because it is an instrument that portrays respect, and of all - a way to record any aspect of life's history.