As part of my final major project on stereotypes and the categorisation of people, I decided to explore creating a campaign – allowing me to be able to group a variety of outcomes I have been developing into a clearer body of work (in the same way I’d been questioning the process of defining people – I didn’t really want to define a single outcome for my work, which had developed conceptually in a number of directions).
Inspired by the origin of the term “stereotype” – a printing process, I decided to explore ways of reproducing a kind of branding, probably logo, that would tie in nicely with my theme. Inspired by my research into categories, boxes and categorising tick-lists, I developed a bold, confining square (or box) image as a representation of the act of stereotyping – (that being the image that some of the work I had developed used overlapping images of people, denying their identity) – which, with my intention of questioning and, hopefully, breaking some of these ways of categorising, I visually broke. The broken box logo worked pretty well, but the process of stamping the logo created quite a more interesting kind of image – one that wouldn’t ever be identical. Conceptually, I kind of like the fact that, like people, the identity of my campaign was changing and subtly varied (once you start to consider it more closely, at least).