Nascentdesign - Italian Brand AgencyNascentdesign - Italian Brand Agency
7 min reading
The Brand Dispatch

April 2024

Paris Olympics. The artist's Olympic gesture.

Artist Ugo Gattoni, who has previously worked with luxury brands such as Cartier and Hermès, was commissioned by the International Olympic Committee to create an image for the Paris 2024 Olympics which begin in a few months.

Gattoni spent more than 2,000 hours on the posters, enriching them with Where's Wally?-style details. On the one hand, the extreme meticulousness of realistic details, including all the tournament events and other emblems that recall the Games, such as the Paris 2024 logo and the Phryges mascots. On the other hand, the artist's visionary nature transformed the urban landscape into a fantastic scene, where the French capital is connected to a body of water. The "Parisian" sea represents Marseille where the Olympic torch will arrive by boat before the relay takes it to Paris, while the wave symbolizes the island of Tahiti which will host some events. Joachim Roncin, head of design for Paris 2024, emphasizes that he wanted to involve an artist with a purely artisanal process.

From here a question arises: would AI have been able to create something similar? Similar probably yes, identical definitely no. The artistic one remains a process that cannot be virtually simulated.

AAA(I). Vocal trainer wanted.

Hundreds of advertisements with AI-related job requests are published every day. Several concern the figure of "trainer" of voice assistants. Until a few years ago there were only two large ecosystems: Amazon with Alexa and Google with Google Assistant. Today there are various third-party operators who can design new voice systems to give increasingly useful and innovative functions. What in the world of Alexa are called skills and in the world of Google are called actions.

How is vocal intelligence born? The first step is to define the objectives you want to achieve and therefore the type of application to design. Subsequently, the Conversation Design is defined, i.e. the map of all the possible ramifications, of all the possible actions that the user can do within the voice app, with the related dialogues and finally, the final phase, that of actual technical implementation.

A trainer's job may be to repeat words and phrases hundreds of times. He may be asked to speak slowly, speak quickly, or say the same thing with different intentions. Speakers are often hired on recruitment platforms such as Upwork, but due to privacy issues, third-party companies do not always know how their voice will be used.

If the work of a voice actor may already seem like a somewhat alienating experience, giving one's voice to an artificial intelligence that still doesn't really know "what it will do when it grows up" can be considered one of the most unpredictable, challenging and at high risk.

Peachaus Naked Talks. “Imagine your audience in their underwear.”

Peachaus, a new English clothing and lingerie brand, has a mission to help women feel comfortable in their own skin and have the courage to be themselves in everyday life.

With the Naked Talk initiative, Peachaus decides to communicate its positioning in a provocative way starting from a rather common anxiety: that of public speaking. The advice most often given to shy speakers is to imagine that the audience is naked and Peachaus takes this literally by inviting four speakers to speak in front of a female audience dressed exclusively in the brand's underwear. An event that aims to help women find the courage to face the uncomfortable situations they face and to "find their comfort zone".

In collaboration with an all-female production team from independent creative agency DUDE London, the film 'Naked Talks' encourages women not to be ashamed, to reveal themselves to an audience who are doing the same thing: they are stripping away their fears. And in the meantime it helps the brand get noticed ahead of the opening of its first physical store in London.

The Southeast Asian Types. Typography is culture.

Austroasiatic, Austronesian, Hmong–Mien, Kra–Dai, Sino-Tibetan are some of the official languages ​​of South East Asia, all different from each other even in writing. Indeed, the Asian geographical region has very complex and diverse writing systems, shaped by the interconnected but unique histories of its nations.

Launched by Further Reading, the editorial arm of the Indonesian design studio Each Other Company, The Southeast Asian Types is a magazine created to give more voice, indeed more character, to the typography of this culturally very heterogeneous part of the world. The goal of the magazine is to map the typography of the entire region, collecting all the characters, conversations and reports that also explain the context.

The first issue presents a method for bridging connections within this creative ecosystem, with the aim of highlighting the diverse typographic practices of South East Asia, so that they can also thrive in a global cultural sphere.
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