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Featured Artist Interview-The Social Fabric
BY
Gwendy
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Based in the UK, The Social Fabric is a dynamic and creative services agency. Not just any ordinary agency, The Social Fabric connects artists around the globe to provide their clients with provocative design solutions in the music, fashion, corporate and advertising worlds.
With a established and accomplished team of individuals from as far as Rio De Janeiro, London to New York, The Social Fabric takes immense pride in working with clients of diverse cultures and styles. Some of their awe-inspiring work has been done for major clients such as Coca Cola, Nike, NBC, as well as even branding for niche streetwear apparel such as Sunking Clothing and ubiquity.
With their aim to deliver the highest standards in design solutions, we are honoured to have such a diverse, creative and dynamic agency none other than The Social Fabric on board.
TAXI>> Hi Social Fabric! Great to have you here with us today, how was 2006 for you so far?
The Social Fabric>> Hi there, thanks for having us. 2006 has been pretty damn exciting with lots of new projects, continuous inspiration, and as always a good deal of challenges and fun.
TAXI>> The Social Fabric is such an interesting name, share with us how you guys coined up such a moniker?
The Social Fabric>> The namesake came from one of our core members Tim Laurel. He is a pioneer of multimedia in San Francisco having been there sine the early 1990’s. A project was in place for a new gallery and he was playing with the name Social Fabric. The concept really quite scientific, as each artist was to function as an individual cell but in the creative process working together as an integral part of a ‘collective DNA’. With his blessings, we snagged the namesake from him before it got used! The identity of a rotating double helix was a natural succession to communicate this complex yet quite simple idea.
TAXI>> The Social Fabric is made up of different, talented and award-winning creatives, tell us which artist you would really like on The Social Fabric.
The Social Fabric>> One of our favourite illustrators is Jasper Goodall, his style albeit mimicked quite often is extremely distinctive and sensual. He is with our friends at Big Active, and also has a wonderful bikini line called JG4B. Also there is a wonderful artist and friend, Thomas Campbell who is based in Santa Cruz, California and is well on the gallery circuit and surf scene, and is currently on contract with cult label Paul Frank.
TAXI>> You have done funky and interesting branding for clothes brands such as Sunking and Ubiquity.If the Social Fabric were to design their own clothing line, describe what style and image would it be?
The Social Fabric>> Great question. Well we have contributed to many labels and their IDs, however launching a brand is something, for the time being, we will leave to our clients. If and when the time came, our own line would be minimal and sophisticated.
TAXI>> What is The Social Fabric working on now at the moment? Can you tell us what’s coming up for 2007?
The Social Fabric>> At the moment we’re working on the website for a California based record Label as well as the new collections for a host of clothing labels we work with. Next year will see the addition of four new members including two very innovative and emerging artists; Katsuo (KatsuoDesign) and Philippe Infralligi (formerly with Age agency Brazil). We will be working on the album artwork and branding for Margin London’s 10th show and 5 year anniversary and there are also a range of F/W 2007 look books we will be working on. There are also plans for the first Social Fabric debut book showcasing our artists and highlighting our works to date.
TAXI>> Do you think The Social Fabric’s design and branding transcends boundaries?
The Social Fabric>> It’s difficult to answer definitively because ideally we try to create without boundaries from the outset. When a client has specific requirements we of course must amend this vision to fit within their boundaries. However, we often work around this criteria and deliver something non-traditional yet as effective. From a general standpoint the diversity of our artists and their individual styles would appear to transcend at the very least, cultural boundaries. Our main driving force is designing without inhibition and we are grateful to your initial comments when we launched last year; ‘The Social Fabric is a brilliant approach to versatility.’
TAXI>> What is your favourite fabric?
The Social Fabric>> Valure
TAXI>> What project do you think, made the most impact on The Social Fabric, in terms of the learning process and breaking new grounds?
The Social Fabric>> There have been a quite a few in terms of learning, as we have worked on a range of projects for a cross section of both independent and corporate clients in a variety of industries. In Spring 2005 we were approached by Sunking Clothing to provide a full design solution including the Brand ID and Website. In a highly competitive market it was important to break new ground. We spent a good deal of time on research, both on brand vision and market segmentation.Just over a year on, it would appear that we were successful as the impact of the brand continues to grow.
TAXI>> Your artists come from all over the world, some from London, New York and Paris. How do you work together on projects since you are not in the same place?
The Social Fabric>> Teleworking; iChat, FTP servers, Email, Skype. We also have concrete timelines, job sheets, and objectives that are micro-managed by an account planner.
TAXI>> Before we end, tell us where you would like a TAXI to bring you now?
The Social Fabric>> Surfers Paradise.
© 2003 - 2007 by TAXI Design Network. All rights reserved.
With a established and accomplished team of individuals from as far as Rio De Janeiro, London to New York, The Social Fabric takes immense pride in working with clients of diverse cultures and styles. Some of their awe-inspiring work has been done for major clients such as Coca Cola, Nike, NBC, as well as even branding for niche streetwear apparel such as Sunking Clothing and ubiquity.
With their aim to deliver the highest standards in design solutions, we are honoured to have such a diverse, creative and dynamic agency none other than The Social Fabric on board.
TAXI>> Hi Social Fabric! Great to have you here with us today, how was 2006 for you so far?
The Social Fabric>> Hi there, thanks for having us. 2006 has been pretty damn exciting with lots of new projects, continuous inspiration, and as always a good deal of challenges and fun.
TAXI>> The Social Fabric is such an interesting name, share with us how you guys coined up such a moniker?
The Social Fabric>> The namesake came from one of our core members Tim Laurel. He is a pioneer of multimedia in San Francisco having been there sine the early 1990’s. A project was in place for a new gallery and he was playing with the name Social Fabric. The concept really quite scientific, as each artist was to function as an individual cell but in the creative process working together as an integral part of a ‘collective DNA’. With his blessings, we snagged the namesake from him before it got used! The identity of a rotating double helix was a natural succession to communicate this complex yet quite simple idea.
TAXI>> The Social Fabric is made up of different, talented and award-winning creatives, tell us which artist you would really like on The Social Fabric.
The Social Fabric>> One of our favourite illustrators is Jasper Goodall, his style albeit mimicked quite often is extremely distinctive and sensual. He is with our friends at Big Active, and also has a wonderful bikini line called JG4B. Also there is a wonderful artist and friend, Thomas Campbell who is based in Santa Cruz, California and is well on the gallery circuit and surf scene, and is currently on contract with cult label Paul Frank.
TAXI>> You have done funky and interesting branding for clothes brands such as Sunking and Ubiquity.If the Social Fabric were to design their own clothing line, describe what style and image would it be?
The Social Fabric>> Great question. Well we have contributed to many labels and their IDs, however launching a brand is something, for the time being, we will leave to our clients. If and when the time came, our own line would be minimal and sophisticated.
TAXI>> What is The Social Fabric working on now at the moment? Can you tell us what’s coming up for 2007?
The Social Fabric>> At the moment we’re working on the website for a California based record Label as well as the new collections for a host of clothing labels we work with. Next year will see the addition of four new members including two very innovative and emerging artists; Katsuo (KatsuoDesign) and Philippe Infralligi (formerly with Age agency Brazil). We will be working on the album artwork and branding for Margin London’s 10th show and 5 year anniversary and there are also a range of F/W 2007 look books we will be working on. There are also plans for the first Social Fabric debut book showcasing our artists and highlighting our works to date.
TAXI>> Do you think The Social Fabric’s design and branding transcends boundaries?
The Social Fabric>> It’s difficult to answer definitively because ideally we try to create without boundaries from the outset. When a client has specific requirements we of course must amend this vision to fit within their boundaries. However, we often work around this criteria and deliver something non-traditional yet as effective. From a general standpoint the diversity of our artists and their individual styles would appear to transcend at the very least, cultural boundaries. Our main driving force is designing without inhibition and we are grateful to your initial comments when we launched last year; ‘The Social Fabric is a brilliant approach to versatility.’
TAXI>> What is your favourite fabric?
The Social Fabric>> Valure
TAXI>> What project do you think, made the most impact on The Social Fabric, in terms of the learning process and breaking new grounds?
The Social Fabric>> There have been a quite a few in terms of learning, as we have worked on a range of projects for a cross section of both independent and corporate clients in a variety of industries. In Spring 2005 we were approached by Sunking Clothing to provide a full design solution including the Brand ID and Website. In a highly competitive market it was important to break new ground. We spent a good deal of time on research, both on brand vision and market segmentation.Just over a year on, it would appear that we were successful as the impact of the brand continues to grow.
TAXI>> Your artists come from all over the world, some from London, New York and Paris. How do you work together on projects since you are not in the same place?
The Social Fabric>> Teleworking; iChat, FTP servers, Email, Skype. We also have concrete timelines, job sheets, and objectives that are micro-managed by an account planner.
TAXI>> Before we end, tell us where you would like a TAXI to bring you now?
The Social Fabric>> Surfers Paradise.
© 2003 - 2007 by TAXI Design Network. All rights reserved.