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0990_evolving
evolved 2020 – 2024
statement
The 0990_evolving project focuses on exploring the visuality of the digital environment. The contemporary time is strongly influenced by our presence in the web environment. The production of these specific objects within the 0990_evolving project is based on the principle of composing diverse materials, graphic elements, primarily "borrowed". It focuses on prefabricated materials or graphic directions, their rules and conventions. Transformation is an important part of object making – individual graphic and visual elements travel across different media or programs. The artist uses DIY practices while creating objects that appropriate the visuality of the design, but do not have the original purpose or meaning.
aproach
The digital environment is characterized by a fluidity in which there is nothing trully new, nor original. Graphic elements, templates, layouts or images migrate and reveal in new contexts. Marketing strategies create specific visual schemas and patterns in which each visual identity can easily fit. Nothing is authentic anymore.
The materials that make up the individual objects are mostly the waste produced during the production of promotional items.
the rules
+ analyse and use settled design rules and appropriate them
+ use circulated standards
+ use visual elements of genres or trends in graphic design
+ work with already available forms and visual elements
+ undermine individuality and originality
+ circulate particular (often appropriated) visual elements in multiple media
+ use prefabricated materials (whether material or digital)
+ transmedia approach
+ keep content/message irrelevant
+ programmatically remove meanings from visual signs
+ bricolage
+ DIY
title
The title of this project is based on the curious concept online identities. For instance, creating a social media person – which complement offline ourselves – has became in some way natural. The 0990_evolving appropriate this strategy of developing a social media ‘Alter Ego’. It doesn't try to ask how we can authentically present ourselves in an online environment. Rather, it takes this tendency and uses it as something natural to the anonymity of digital environment.
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