Finding new meaning

At the RCA I decided not to make new work, deciding instead to edit things – find new meaning. Focusing on editing for so long taught me one principle – image and copy relationships are unstable at best.

For a project set by Rick Poynor on genetic engineering I took 8 months of Vogue Covers and cut away to reveal new messages. The 9th month was a collage of the discarded pieces making up the given text.

Robin Derrick the photographer and creative director of Vogue left me a note on the work at my end of year show asking 'Oi, where's my caption!'. We ended up working together on a project for Levi's.

Published in Eye no. 22 vol. 6, 1996

All The Rise of Mountain Culture → A Place for Transformational Fidelity → A New Definition of Forever → The Spirit of Collaboration → A Marque for a Flying Car → Protecting the Oceans → The Spirit of Joy → The Race to Make Clean Air → The language of the product → Using resources to their full potential → Product to Market to Nature Fit → Index #1 – Flattening → eBay – Connecting Brand, Product & Service → A modern transportation network → Brands can be organized through patterns → Misseeing → A channel for Discovery → Rethinking Restoration Hardware → Canary – disrupting security → The Identity is the Interface → Minimum means → nook – building a last-to-market product → Constructing Brand and Product Together → A killer app for Nokia → Repositioning Aston Martin → Uncovering a design system → Watching Te levi's ion → Revisiting the Guardian → Nike – The art of the poster → Nike – Products in motion → Trying to understand advertising → Working at M&Co → Landing a job with Tibor → Experimenting in Dutch design → Finding new meaning → It all started here → I've been very lucky →

The Rise of Mountain Culture → A Place for Transformational Fidelity → A New Definition of Forever → The Spirit of Collaboration → A Marque for a Flying Car → Protecting the Oceans → The Spirit of Joy → The Race to Make Clean Air → The language of the product → Using resources to their full potential → Product to Market to Nature Fit → Index #1 – Flattening → eBay – Connecting Brand, Product & Service → A modern transportation network → Brands can be organized through patterns → Misseeing → A channel for Discovery → Rethinking Restoration Hardware → Canary – disrupting security → The Identity is the Interface → Minimum means → nook – building a last-to-market product → Constructing Brand and Product Together → A killer app for Nokia → Repositioning Aston Martin → Uncovering a design system → Watching Te levi's ion → Revisiting the Guardian → Nike – The art of the poster → Nike – Products in motion → Trying to understand advertising → Working at M&Co → Landing a job with Tibor → Experimenting in Dutch design → Finding new meaning → It all started here → I've been very lucky →

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