for whom the bell curves...
There is a long-held belief in the design world, often summed up as such..."Design has a purpose & fine art has no purpose". But the design world is evolving to understand that each potential, singular customer, must feel a connection with the brands they choose to 'brand' themselves with.
Our founder is a practitioner of both fine art and design. We can clearly see that there are, in fact, many parallels between both arenas, if the balance is juuuust right. The most poignant one ties into our previous assumption, that fine art creates a connection and evokes feelings within the audience. We know that the osmosis between the two worlds is starting to speed up. What was once only on the fringes of their respective existence, is now being sought out in droves by an audience that wants connection, now more than ever.
As Seth Godin titled one of his (many) amazing books, 'We Are All Weird - the Rise of the Tribes and the End of Normal'...
"...billions of people [can] create their own version of culture that is something new...The opportunity lies in being the one that the weird seek out. Which means you must be weird as well."
Here at The Alt Co. our founder has always been what Godin would call 'weird'. An artist, a poet, a musician, a sub + counter culture advocate, and a fighter of injustice. So its safe to say we do NOT play by the rule book and we embrace creativity and identity as a movement.
We cultivate ideas from deep research and ‘play’. Concepts need to be allowed to breathe and grow. Align your purpose with your audience. Your reason for being and your market should be sewn into the very fibre of your identity, in all it's forms.
If you don't stand out for something, your audience won't know how to spot you in the crowd.
