22 Feb THE STORY BEHIND THE AEROPLANE PEAKS
Creating something for yourself, as a creative, can be more daunting than you think. You are usually bound by so many constraints when working for your clients, whether it be budgets, deadlines, CI guides or the strategic platform and objectives. When the opportunity arises to create your own brand and design, you get so excited you feel like a kid about to go on a Reggies Rush (those who grew up in South Africa in the 90s would know what I mean #KTV), but what really happens is you sit there staring at a clean page for at least 30 minutes, frozen and afraid. It’s like watching a chimpanzee that has been in captivity for years, walking free for the first time; excited but overwhelmed. Well that was kind of how I was feeling.
The only way to get passed this is to get shit on the page. Anything. Our goal was to create a visual identity for our new brand, HFFH. Something that would represent us, and maybe become somewhat recognisable in a world where standing out from the clutter is the ideal. About 3 weeks and plenty of drawings later, we were at a place where we had a vague idea of what we wanted, but the icons on the page were as inspiring as the page itself. At that point, we walked away, which is something I hate to do but it had to be done. We needed another layer; we needed to dig little deeper. As it usually happens, after a day or two away from a project, an idea fell right into place. Cut back to a few months earlier, Chanel and I wrote, on small pieces of paper, what we wanted to achieve on this year-long sabbatical. We folded them into tiny paper aeroplanes and sent them off. This memory moulded the look of out CI and made it more personal for us.
Below is a snapshot of the journey – the birthing of the aeroplane peaks.