Proud Creative 

was formed in June 2005 as a creatively led multidisciplinary design studio based in London.

"We understand that there’s always a story to tell and it’s rarely at the surface of the brief. To arrive at the true challenge we get below the surface; we interrogate, research and ask questions (lots of questions).

Our communications stand apart from the complexities of life, rather than add to them. It’s about being clear and focussed in what we’re saying, without underestimating the audience. We remove unnecessary elements and strip out the clutter.

It’s not just what you say, it’s how you show it. People not only need to hear what you are saying, they need to feel what you’re asking them to feel. Customers must be able to relate to your brand on several levels.

Positive communication unifies your consumers and gels them to your brand – people like things that make them feel happy.

Ergonomics is the study of how physical matter interacts with humans. Brand ergonomics is how intangible or emotional property fits with our lives.

Practicing brand ergonomics helps us create a tangible and emotional link to consumers, resulting in a connection that the end user doesn’t necessarily remember starting — and can’t imagine ending."

 

Source: Proud Creative's website

 

 

Proud Creative, london, design

Reading

VJ: Audio-Visual Art + VJ Culture (2006) edited by D-Fuse. A major change has taken place at dance clubs worldwide: the advent of the VJ. Once the term denoted the presenter who introduced music videos on MTV, but now it defines an artist who creates and mixes video, live and in sync to music, whether at dance clubs and raves or art galleries and festivals. This book is an in-depth look at the artists at the forefront of this dynamic audio-visual experience. (Laurence King Publishing)

Audio-Vision: Sound on Screen (1994) by French critic and composer Michel Chion reassesses audiovisual media since the revolutionary 1927 debut of recorded sound in cinema, shedding crucial light on the mutual relationship between sound and image in audiovisual perception. (Colombia University Press)

Rewind, Play, Fast Forward (2010) – The Past, Present and Future of the Music Video by Henry Keazor, Thorsten Wübbena (eds.) brings together different disciplines as well as journalists, museum curators and gallery owners in order to take a discussion of the past and present of the music video as an opportunity to reflect upon suited methodological approaches to this genre and to allow a glimpse into its future. (transcript Verlag)

 

SEE ALSO

Art That Moves: The Work of Len Lye (2009) by Roger Horrocks, author of the best-selling and critically acclaimed 2001 Len Lye: A biography, shifts the focus from Len Lye's life to his art practice and innovative aesthetic theories about "the art of motion," which continue to be relevant today. Going beyond a general introduction to Len Lye and his artistic importance, this in-depth book offers a detailed study of his aesthetics of motion, analyzing how these theories were embodied in his sculptures and films. (Amazon)

Konzerthaus Dortmund: Typofonie (2006) by Hamburg-based design studio tisch eins.

Andreas Nilsson (1973) is an artist and director based in Sweden. He graduated with a MFA in 2000 from the art academy of Gothenburg. Andreas Nilsson started out as a music video director in 2003 by doing the videos for his friends in the band The Knife. He is also the artist behind their visual concept for the Silent Shout tour. (Digital Arts)

Eye 76 (2010) is Eye's first-ever special issue on the dynamic and continually inspiring sector of design for music. Designers are in a privileged position to add visual drama to music; to make it more understandable and enjoyable; to communicate the intangible essence of vibrating air molecules into the worlds of words, images and moving graphics. Design can make music look good, but when they really work together you have magic. (Eye magazine)

Rimantas Lukavicius (KORB) (*1983) is a Lithuanian CGI director. He started to experiment with motion graphics in 2001 and studied Photo/Media in Vilnius Art Academy. His short film Ku Ku won the Best Animated Short film at the 5th KaraFilm Festival. In 2005 Rimantas Lukavicius founded KORB to integrate visual effects, motion design, live action and mixed media. The Vilnius based company works for worldwide brands. (KORB)