Friday, August 15, 2008

Personality Profile

Some of you may have noticed our print advertisement in this month's issue of Juice Magazine.

The idea behind the print ad is to highlight personalities that embody the core that we reach out to. Cultured, well-informed, educated people with substance, opinion and a dash of edge. We intend to feature them through the ads with hope of directing readers onto our blog so they can further understand these individuals and what they stand for.

For the month of August, we chose to feature Daryl Chan who's been key in the progress of the store. We chose to start at a grassroots level for the first issue.

Starting off with a diploma in Industrial design he then realized that the idea of focusing on one field was restricting and eventually went on to further his interest in Graphics on his own. The move gave him the opportunity to subsequently explore different channels of design as well as search for and exploit his unique qualities. He firmly holds that in today's world, designers need to be flexible enough to gear up for the most innovative and demanding challenges.

He also speaks of the value system between designers and viewers that is created by such a demanding and competitive field. Daryl maintains that viewers need to embrace the value of good design and the point of differentiation that a designer brings to the table in their approach. Instead of looking for a designer to simply fill a job, viewers need to seek out potential designers based on common ground. This ensures that a project will look more like a well executed solution rather than a "job" done. Call it "Rejection of Ostentation" if you will.

Daryl chose to work here for similar reasons.

He picked Julian Red to feature in the print ad because of their quiet yet substance-packed approach towards their work. He responds to everything from the presentation of their video look book to the quality of their denim. All this without asking for too much attention.

Look out for more print ads in the near future. They're costly but full of story.

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