Despite the overused terms, great design makes sense, and it makes a difference. Design, when seen as a service, has a greater chance of becoming trivial, lacking consideration. Those brands that place emphasis on design, and see it as a necessity and not a service, are in the business of producing culture, as opposed to consumption. Gilgamesh endeavors to work with healthy brands who appreciate this perspective, and therefore have the power to influence culture, possibly change the world in some small way.
Cuneiform clay tablet. Ancient Sumeria (3100-2900 BC).
This Cuneiform tablet was an ancient ledger, likely inscribed during the reign of the mythical Sumerian king, Gilgamesh. It is an early example of written language, visual communication, recorded history, and the distribution of ideas. It is a testament to how information can be manipulated; how truth becomes legend, and legend evolves into myth. It is also, arguably, an ancestor to the fields we know today as Graphic Design and Typography. This chunk of rock-turned-matrix is symbolic of what Gilgamesh as a studio stands for.
The method behind the madness?
Gilgamesh’s workflow helps to keep a grip on things and maintain perspective. Cutting corners always leads to long delays, and whilst good design may require time and money, bad design often costs far more. Process matters and before working together it is important to understand the way that Gilgamesh functions.
1
COMPREHENSION
Every great project needs a foundation. From the introductory brief to research and planning processes, and building relationships – a holistic understanding of any given project needs to be achieved.
2
CONTEXT
Wholeness in understanding should lead to findings, based upon solid observation skills. Findings should evolve into insights, and clear context should be the result; creating a defined path that starts with insights and ends with a core concept.
3
COMMUNICATION
A creative strategy needs to kick-in once context has been realised, piecing together a design system, tactical approach, tone-of-voice, and visual language – all leading to a grounded positioning and clear message.
4
CONCEPT
The bridge between strategy and creativity, a concept is the backbone of any given project. When comprehension, context, and communication are coherent, flowing into a resolved positioning and message, the culmination should be a solid concept.
5
CONTENT
Once a concrete concept has been formulated it becomes possible to craft relevant and meaningful content. From the chosen channels to the touchpoints within them, aesthetically pleasing and ethically appealing content falls in line with the relatable story that a concept will seed.
6
CRAFT
A well-resolved execution always manifests itself when craft is based on a strong concept (substance, or story). A project based squarely on craft alone (surface, or style) always lacks substance. Gilgamesh strives to strike a balance between substance and surface, always choosing quality over quantity.
Gilgamesh is a culture machine that prioritises quality over quantity.
Never underestimate the value of understatement. Great design is often understated and therefore overlooked by those who lack vision. Design makes things better than they need to be. It’s not about style, it’s about language. Forget about design thinking, vision will help your brand speak this language, and here are a few reasons why you should always keep design in mind.
Culturally aware brands who have worked with Gilgamesh.
Contact
+27 (0)72 383 5091
shane@gilgamesh.co.za
Featured artwork: Piero Manzoni – Artist’s Shit (1961)
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