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I BUILT
THE RTD
WHAT IF...
A NEW GENERATION ACTUALLY WANTED?
I STARTED WITH
THEY NEVER HAD ONE IDENTITY
THE
AUDIENCE
GAVE US
THE ANSWER.
They had
They
mixed it up
No audience.
Everyone
has their own mix
ma
I DIDN'T JUST START WITH THE DESIGN
Because the audience wasn't looking for another brand telling them who to be.
They valued self-expression and fluid identity.
PEOPLE
CULTURE
Because the audience wasn't looking for another brand telling them who to be.
BEHAVIOUR
Because the audience wasn't looking for another brand telling them who to be.
They valued self-expression and fluid identity.
OCCASIONS
Because the audience wasn't looking for another brand telling them who to be.
Because the audience wasn't looking for another brand telling them who to be.
They valued self-expression and fluid identity.
THEN THE BRAND
Because the audience wasn't looking for another brand telling them who to be. They valued self-expression and fluid identity.
EVERYONE HAS THEIR OWN MIX.
MEET THE CREATIVE FOUNDER
DEXTER RADEBE
No heritage.
No hype.
No history.
Just an opportunity.
THAT'S WHEN I SAW
BRAND WITH
NO HISTORY.
No audience
No audience.
Which meant there was nothing to protect.
And that is actually an exciting designer/founder thought.
Because you're not constrained by legacy.
You have permission to invent.
No audience.
It's a design principle.
NOT SIMPLY
A CAMPAIGN LINE
THERE IS NO
SINGLE WAY
TO VIEW YOURSELF.
So MXD shouldn't look,
soundor behave one way either.
BUT ONE IDEA DOESN'T BUILD A BRAND.
I needed a system capable of making thousands of decisions feel like one brand.
SO I BUILT THE ENGINE.
8 QUESTIONS
1 STANDARD
100 DAYS
PIWRCME
⟨ 42°·17′·Φ⁻¹″ , −073°·π·09′ ⟩
ME
⟨ −18°·√13·27″ , 146°·e⁻¹·04′ ⟩
THIS IS THE
FORMULA
ME
PI
⟨ −18°·√13·27″ , 146°·e⁻¹·04′ ⟩
PICKING UP
WORTH
MAKE THE FINISHED
PRODUCT MEANINGFUL
EXPLORE MORE
UNMIS
TAKABLE.
GIVE IT AN UNMISTAKABLE
POINT OF VIEW.
EXPLORE MORE
MADE IT
A WORLD.
GAVE THE BRAND SOMEWHERE TO LIVE
EXPLORE MORE
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OR SOMEWHAT DISTINCTIVE
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GIVE PEOPLE
SOMETHING TO DO.
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SOMETHING BACK.
GIVE CULTURE
FEEL.
MADE IT
OR SOMEWHAT DISTINCTIVE
OR SOMEWHAT DISTINCTIVE
OR SOMEWHAT DISTINCTIVE
MADE IT
MATTER
EXPLORE MORE
MADE IT
MADE IT
BUT ONE IDEA DOESN'T BUILD A BRAND.
I needed a system capable of making thousands of decisions feel like one brand.
ULTRA 26 AFTERMOVIE
Conceptualiser
Script writer
Creative Director
Production House
Dexter Radebe
Dexter Radebe
Dexter Radebe
Hello Collab
MANIFESTO
I needed a system capable of making thousands of decisions feel like one brand.
ULTRA 26 AFTERMOVIE
Conceptualiser
Script writer
Creative Director
Production House
Dexter Radebe
Dexter Radebe
Dexter Radebe
Hello Collab
MAKE THE FINISHED
PRODUCT MEANINGFUL
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