PPP self-branding ventures
Creatives have come up with a whole host of self-branding solutions that either bypass the need for an internship or allow a more innovative progression into a dream job via a custom made portfolio.
First, we should envision our dream future job/a realistic position achievable with a project straight out of uni:
I would like to be a midweight/junior typographer at a foundry or type first studio, preferably within Europe or the UK at first. To find this position I feel that I need not only to have a strong portfolio displaying a beautiful range of typography but also I must show innovative methods of displaying said typography. We view type increasingly digitally so removing my faces from the screen or allowing some interplay between digital and tangible mediums is important to help me stand out.
I found one example of a project that is a little similar to the examples given this morning but more specifically for typography, within this horribly dated Kickstarter campaign from 2013. Almost comically American typographer 'Chank Diesel' presents a project called the travelling font salesman. Comprising a short story of a door to door font salesman, based upon his own experience within the industry, all written in his own selection of 20 new, almost finished, typefaces form the last two years. I didn't really connect with the aesthetic of the project but this is no surprise given its age, however, the Kickstarter publication concept is good as it allows for some suspense and attention to be built up surrounding the project before its release and of course, helps out massively with funding a fairly large print run. Forcing pledges in exchange for a copy of a portfolio like this ensures that at least the final outcome is looked through and doesn't just go straight in the bin at the receiving studio. I'm not 100% sure this exact model would work as well in 2020 as there are so many similar Kickstarter campaigns for broader creatives that its easy for your link or page to get lost in the digital soup. However, if coupled with a stimulating and attention-grabbing campaign that lead to the Kickstarter page as a final destination then maybe there is potential. This could include posters or stickers or other on-street starting points or something moving if digitally sent.
https://www.kickstarter.com/projects/417863689/travelling-font-salesman-typographic-book
This is very similar to one of my personal briefs that I have set out for 603 as I intend to create a personal type foundry containing typefaces designed within my final year of study and I am still considering whether a physical or digital manifestation would be best appropriate.
Another semi-relevant concept that has been on my mind recently is producing something other than my business card to be sent around or given to clients or friends as a memento of my craft. I am very aware of the current trend of typographic scarfs, displayed best through Instagram. The scarf is a very attractive medium to use due to its unisex appeal, prominence when worn and relatively cheap production with plenty of surface area for type. For me, the two best exponents of this are @typescarf and Germany-based typography friend @isharhawkins . A few other solutions are also featured below.
Typescarf release seasonal type adorned scarfs with some kind of motif or quote on one side and their name on the other. This is a very effective way of attracting clientele as it is both personal branding and decorative aesthetic so the customer or client can either buy into it for the aesthetic alone and still advertise you or they can buy into your brand, its win-win if they're buying or wearing one at all.
Ishar Hawkins has two passions type/graphic design and football. This makes the scarf perfect for advertising his craft and his local football team as pictured below. He has also released one for personal branding that features his logo motif and a slogan, often featured on his instagram.
First, we should envision our dream future job/a realistic position achievable with a project straight out of uni:
I would like to be a midweight/junior typographer at a foundry or type first studio, preferably within Europe or the UK at first. To find this position I feel that I need not only to have a strong portfolio displaying a beautiful range of typography but also I must show innovative methods of displaying said typography. We view type increasingly digitally so removing my faces from the screen or allowing some interplay between digital and tangible mediums is important to help me stand out.
I found one example of a project that is a little similar to the examples given this morning but more specifically for typography, within this horribly dated Kickstarter campaign from 2013. Almost comically American typographer 'Chank Diesel' presents a project called the travelling font salesman. Comprising a short story of a door to door font salesman, based upon his own experience within the industry, all written in his own selection of 20 new, almost finished, typefaces form the last two years. I didn't really connect with the aesthetic of the project but this is no surprise given its age, however, the Kickstarter publication concept is good as it allows for some suspense and attention to be built up surrounding the project before its release and of course, helps out massively with funding a fairly large print run. Forcing pledges in exchange for a copy of a portfolio like this ensures that at least the final outcome is looked through and doesn't just go straight in the bin at the receiving studio. I'm not 100% sure this exact model would work as well in 2020 as there are so many similar Kickstarter campaigns for broader creatives that its easy for your link or page to get lost in the digital soup. However, if coupled with a stimulating and attention-grabbing campaign that lead to the Kickstarter page as a final destination then maybe there is potential. This could include posters or stickers or other on-street starting points or something moving if digitally sent.
https://www.kickstarter.com/projects/417863689/travelling-font-salesman-typographic-book
This is very similar to one of my personal briefs that I have set out for 603 as I intend to create a personal type foundry containing typefaces designed within my final year of study and I am still considering whether a physical or digital manifestation would be best appropriate.
Another semi-relevant concept that has been on my mind recently is producing something other than my business card to be sent around or given to clients or friends as a memento of my craft. I am very aware of the current trend of typographic scarfs, displayed best through Instagram. The scarf is a very attractive medium to use due to its unisex appeal, prominence when worn and relatively cheap production with plenty of surface area for type. For me, the two best exponents of this are @typescarf and Germany-based typography friend @isharhawkins . A few other solutions are also featured below.
Typescarf release seasonal type adorned scarfs with some kind of motif or quote on one side and their name on the other. This is a very effective way of attracting clientele as it is both personal branding and decorative aesthetic so the customer or client can either buy into it for the aesthetic alone and still advertise you or they can buy into your brand, its win-win if they're buying or wearing one at all.
Ishar Hawkins has two passions type/graphic design and football. This makes the scarf perfect for advertising his craft and his local football team as pictured below. He has also released one for personal branding that features his logo motif and a slogan, often featured on his instagram.
One very innovative piece of wearable branding created in 2019 was Jacob Wises' Klunk record sleeve. The sleeve featured a removable piece of card that can be fashioned into a striking hat. This is a very innovative method that almost cannot be copied this soon after as it received so much acknowledgement as a Jacob Wise project, however, where appropriate there could be another wearable card idea.
@Cyrille_micalle presents another beautiful type based scarf campaign, featuring his branding and semiotics in a style, of course, distinct to the French typographer. He has really monetised his branding with a big cartel shop instead of a normal website. The shop also sells tshirts from past collaborations and projects as well as a large blanket type effort and even pin badges. I think the pin badge idea has the potential to be really effective as they can be sent out so easily due to their size and upon research, they can be acquired for about £2 per badge in hard ceramic but of course, the minimum order is about 50 which could be a problem. T-shirts are kind of a nice idea but at the same time is very overdone and less likely to be worn than a scarf for example as they require more forward planning from the wearer. Perhaps an upcycle campaign using charity shop finds could be a nice, sustainable idea but also how likely are they to be worn?
I have also looked into putting personal branding and type on socks as they are an essential item that a potential client or collaborator might wear but they're less visible than a scarf. Also, the cost of producing custom socks is actually crazy! With most UK printers asking for around £18-20 per pair and overseas distributors charging still at least £8 with a hefty minimum order that would make the venture entirely unstainable.
An idea that I do like and think has potential is silk scarfs. Silk scarfs are synonymous with high fashion which is one of my secondary passions behind typography and graphic design so maybe it would suit potential and existing clientele well. From experience, silk can be quite expensive and the standard meter by meter price is around £15 for thick stuff but I know they have some cheaper bits down the market and fine silks could be as cheap as a fiver per metre. This would be an achievable price and the translucent nature of the fine silk material could be really beautiful for layering and display as a lot of light and background could show through. As long as I can find predominantly natural fibre silk for cheap then a one or two colour screen print should be quite quick and easy. Sourcing locally from Kirkgate market and the new shop just outside of it could also be a nice and sustainable link to Leeds and its rich textile history. Paying homage to my final year at university.
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