NTHN KWK

dwell | conrad residence

big photo in white frame

grey wall

dwell | dogpatch cottage

black eiffel dining chairs (eames)

black & wood table

Johnny Ruffo | Gettin' Serious

You're perfect inside and outside Every day you get better Wheatgerm bun with tomato Betroot, onion, lettuce

Australian lamb with egg and breadcrumbs Rosemary, parsley, it's all I want Oregano, garlic and yummy capsicum And I can't make up my mind 

GAP - Repositioning / Brand Rejuvenation Exercise

So when I was on exchange last year, I was in this pretty rad class with a repositioning exercise as a final project. The brief? To reposition a sad, 'stuck' brand and kick some meaningful differentiation its way. To work with a bunch of cool strangers to procure primary research; and produce industry analyses, positioning statements and strategic plah blah blah.

Aaaaaand this bring us to what you see above. Uh, some (very) questionable mock-ups that I presented to a class of American business students. 

The main objective: getting Gap to mean something to American consumers again. To make grown adults forget that this is where their parents bought the family staples. To help give the brand a bit of extra distance between the budget and premium tiers of the company's portfolio-- Old Navy and Banana Republic. Yup.

And the positioning concept? To turn into an Urban Outfitters for Brooklyn-luvin' yuppies with too much money, but never too many chambray shirts. To design a brand keen to help young people through life's transitions: college finals, moving to the city, year long-adventures, starting a family.

Looking at these mock-ups, I can't figure out if I'm meant to be cringing or reminiscing. Pretty sure I felt like top shit when this report got graded last year. Guess it's a good reminder that I've a lot to learn... in whatever this thing is. 

Hey there, t.

M.I.A. - 'Bad Girls'

Guys, remember when M.I.A. was the Lana Del Rey of 2010?