Inkahoots

Before strategic branding, before big-data analytics and lifestyle quantification, before modernism verses postmodernism, and long before Pepsi sponsored stadium rock tours, is a weird, sliding feeling in the gut. A completely subjective but undeniably real physical trespass on habit guarded senses. A rare moment of elevation to a strange truth. This is where it starts. A Grapus poster. A painting by someone called Clifford Possum Tjapaltjarri or Velazquez, or by someone called Phase2. A Jenny Holzer electronic billboard. A Vaughn Oliver record cover. In a school library. In a record store. On the street. An encounter that itches to be reborn. Designers crave to provoke these moments with our own work – often before we are even aware there is a profession that can accommodate us. Truthfully, how many designers only burn to shift a unit, or grow a profit? (Don't answer that.)