BRAND BOOK
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INTRODUCTION /6
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BRAND CONCEPT /8
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VISION STATEMENT /10
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MISSION STATEMENT /12
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CENTRAL VALUES /14
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FUNCTIONAL VALUES /16
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EXPRESSIVE VALUES /18
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TARGET GROUP /20
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BRAND NAME & LOGO /22
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TYPOGRAPHY & COLORS /24
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CONCLUSION /26
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SOURCES /28
INTRODUCTION
With this Brand Book FLTR wants to give you an insight on it’s core elements. Our goal is to clearly define the values we stand for through a visually appealing Brand Book filled with valuable information and imagery. As you proceed you will discover FLTR’s core identity. We divided key components of our brand into chapters. We start by giving you an overview of what our brand is about in the Brand Concept. Followed by the vision and mission statement. Right after that we will dive into our central, functional and expressive values. To help you better understand why we do what we do, we will introduce you to our target group; the contemporary tricksters. FLTR’s logo and brand name will be discussed after this. To finish up we will go into the typography and color palette’s we will be working with. We invite you to get a sneak peek into our world. It might get crazy at times, proceed with caution! :)
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BRAND CONCEPT
As a brand we want to tackle the needs of many counter-trenders that want to be part of another plane of reality. Realism is increasingly popular among other brands that promote a “genuine & authentic� lifestyle. But how authentic are they really? FLTR will offer an alternative by embracing the opposite and act as an enabler to those who feel more comfortable in altering their identities and censoring their existence in times where physical and cyber privacy are not a given. We want to pave the way towards a phygital world where the boundaries between the physical and digital blur. Our intention is to promote a lifestyle in which identities are chosen, not given. Our products will reflect the deceptive nature of our brand and it’s values. Cellophane like textiles are used to create a sense of illusion. Garments & accessories are not only made for the physical world but also for virtual manmade wonderlands. Technology is changing the future of physical identity. Some will embrace it, others will hide from it. Join us as we embrace it...
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AN ILLUSORY PLANE OF REALITY IS MUCH MORE HONEST BECAUSE WE CREATE IT.
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VISION
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MISSION
WE CHALLENGE THE GENUINE AND LOATHE REALITY BY ENABLING ALTERED IDENTITES AND SUPERFICIAL IDEALS.
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CENTRAL VALUES HYPER-REAL
Exagerated in comparison to reality
ESCAPISM
To seek distraction from the real world
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FUNCTIONAL VALUES SYNTHETIC To imitate a natural product
PHYGITAL
A mix of physical & digital
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EXPRESSIVE VALUES ALTERED IDENTITIES To choose your own disguise
SUPERFICIAL IDEALS Having cosmetic standards
ILLUSORY LIFESTYLE A life based on illusions
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TARGET GROUP
THE CONTEMPORARY TRICKSTERS In a historical context a “trickster” was someone that had special skills and used those to trick or deceive others.
Much like them, the “Contemporary Tricksters” deceive others by uploading overly perfected content to social media portraying an illusory lifestyle. You won’t find pictures of them that are not heavily edited or tampered with. They alter their identities through filters and virtual masks in an attempt to censor themselves in times where cyber security is not guaranteed. They want to create their own narratives. A superficial life where they can be who they want to be. They are the inbetweeners, living with roommates, struggling to pay rent. No steady job in the real world, but are social media promoters and web content developers behind their electronic devices. They are early adopters to technological advancements like virtual reality and everything that offers an escape from the real world.
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LOGO & BRAND NAME Our logo resembles the framework used in face recognition technology. One that maps out the prominent facial features of it’s users before they can alter their appearance through adaptive virtual masks and filters. In a way FLTR does the same by encouraging others to choose their own identities and to pursue a hyper-real lifestyle where the physical world blends with the virtual one.
FLTR
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The name of our brand “FLTR” came behind the notion of the obsession people have on uploading overly stylized content to social media through filters.
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TYPOGRAPHY & COLORS
TANGERINE
HYPER VIOLET
ALIEN
GRAPHITE
BLACKED OUT
Josefin Sans. Hil cultudam inam. Ti. Valibem adhucere aute, nis avenius dius etilienation halarbis.Num faure nonsulabus facernimilii pecta ret, eortum pulto vis vidius hoc fauro virtea nuni publium Romnihici se consula prox sul volutuus pariam nonsilin Ita egerevi vidit. Mulis concerf econerrimusa inteatque nos aut vid aus consulin din vid con vehem muntiam porur, nonsum, C. Od C. Iquo publiam, consumunc te converterem trare aure nihilium it? Aliis fue tes horunti, mena.
EARTHED ?
12 PT
ARCHIVO NARROW
LIPSTICK
25 PT UPPERCASE
JOSEFIN SANS
CYBER BLUE
60 PT UPPERCASE
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WHAT’S NEXT?
With the conclusion of this Brand Book we hope to have inspired you to be daring. To explore new identities and virtual wonderlands. We hope that you would be part of ours. The future is filled with endless possibilities. Join us in our journey to a phygital world.
Should you have any questions regarding our brand and it’s values go back to page nine of this booklet :) - FLTR
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SOURCES
LITERATURE: Werleman, H. (2017) Trend Book: Generation AWOL.
IMAGES: Werleman, H. (2017) RGB Malfunction. [Illustration]. Available at: FLTR BrandBook Werleman, H. (2017) Bebe Maya. [Photograph]. Available at: Trend Book: Generation AWOL Pierce, S. (2015) Pia Mia [Photograph]. Available at: NYLON Magazine Huseby, B. A. (2004) Around the World in a Night. [Photograph]. Available at: Dazed & Confused Magazine Brough, J. (2015) Wylie Hays [Photograph]. Available at: Vision China Magazine Pierce, S. (2017) Synesthesia. [Photograph]. Available at: 125 Magazine Nelson, J. (2017) Neon. [Photograph]. Available at: 125 Magazine Pierce, S. (2016) Limo. [Photograph]. Available at: ArtMaze Magazine Camara, C. (2015) Hands. [Photograph]. Available at: https://www.aint-bad.com/ article/2015/11/13/cru-camara/ Chirsnside, C. (2016) Fluidity. [Illustration]. Available at: http://cargocollective.com/ samchirnside/Fluidity c0q Tumblr (2016) Lean Pool. [Photograph]. Available at: http://www.tumblr.com
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Dreamware Corp (2016) Palmer’s Arcade [Photograph]. Available at: http://www. imgrum.org/user/dreamwarecorp/191283158/1276655179079441411_191283158 Sebastian, D. (2016) Tropical. [Photograph]. Available at: http://portfolio.domsebastian.com Cruz-Diez, C. (1965) Chromosaturacion. [Photograph]. Available at: http://www. partfaliaz.com/artists/chromosaturation-color-art-by-carlos-cruz-diez/ Sebring, S. (2014) Boy. [Photograph]. Available at: stevensebring.com/Portraits Thisset, S. (2015) Neon Dependance. [Photograph]. Available at: https://www. behance.net/thisset
VIDEOS Pitti Uomo 92 (2017) Boom Pitti Blooms. [Campaign]. Available at: http://www. pittimmagine.com/en/corporate/fairs/uomo/specials/boompittiblooms.html
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AMFI 2017
Hildward J.J. Werleman B1Ei
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