Blog 7: Artist Branding

danliu3
Dec 12, 2023
2 min read

Updated: Mar 30, 2024

Branding research:

Initial research on 1975 and David bowie

PPT

The OTHER LOOK

Beside the avant grade artistic vibe, a comedic core is also taken from artist Weird Al.

Mandatory Fun

Initial brain storm: On the artist image

The Yellow Cordon

Key things to pick up:

Element of performing art - artist perona

Unified colour scheme - yellow

Caution sign and isolation suit

This is an experiment on the presentation of the protagonist of 'Lemon tree’. A figure that symbolizes 'isolation'. As shown in the preliminary sketches, the character wears a yellow rain suit, a plastic suit with this reflective texture, which also alludes to the lower-class uniform of a janitor. The suit, however, was inlaid with gold silk and silver appliques, thus creating a juxtaposition of luxury and banality. It's a parallel to the way I am educated. I am told to act humble, to not flaunt about anything that I have, but I every single part of my skin is decorated with wealth and power that shine through no matter what disguise I put up. The key part of the outfit came down to the yellow caution sign he carried, which he would always carry along with him in the world, and which he would use as a barrier against 'danger' whenever anyone approached him. I personally find this quite similar to my own personality, a sensitive and vulnerable person who wants to protect himself and not allow others to invade his space. At the same time, once the stranger enters the ‘field’, he is also a rule maker, a controller of other’s life.

Political interpretation:

As the name of the persona 'Yellow Cordon' and the name of the original sone 'Lemon Tree', both contain the colour yellow. It is reasonable to make some meanings about Asian skin colour, which linked to the various Asian hate issues. In this case, the phrase of 'Yellow cordon' indicate to the danger of Asian, or Asian being powerful and threatening. I would analyze this in the context similar to black rappers using the 'N word' to mock and express the oppression from racism. In this case, the song - Lemon Tree expresses an implicit depression to the reality. Stranded by regulation and conventional values. Therefore, we often approach the world by using a sarcastic attitude, which rending all meanings unserious, for the purpose to calm the lost identity.

(People going on parade to disagree with the relationship between the Chinese politics on Hong Kong)

(Chinese people rebelling against the quarantine regulation from the Central government)

Mood board

Fashion links

While thinking about the political side of the outfit, there is also a strong link to the fashion industry. This starting point gives us opportunities to develop advertisement and links. The brand 'Balenciaga' is referenced, giving a bunch of memes that surround its avant-garde nature. We choose the material of plastic suit, which is used a lot by large fashion brand in their designs.

Just like in this Balenciaga fashion show, we created this industrial feeling - untidy and loose while feeling 'high class', criticizing the weird understanding of art.