Conceptual Evaluation

Alt Group

"Art is preserved, Design is consumed."

Dean poole was my favorite speaker at the agideas conference 2010. He is the creative director at Alt group, a multi-disciplinary design studio based in Auckland, New Zealand.

The group revolves around its four principals who all graduated from art school and bring their experience to design. Initially trained as a sculptor, Dean says at the conference that the difference between the two disciplines is the way it's received: "Art is preserved, Design is consumed."

Specialized in intellectual property, the group has won many awards since their existence and not only their designs are sophisticated and effective but communicate great concepts with smart ideas that communicates well to the audience. I like how they use pair of threes as a concept and how their communicate that to people. In doing so, they create a bigger name for their company and they showcase a unique personality and style.

The concept of threes all started up with the three names Hudson, Gavin and Martin. Its amazing how from this little idea, they come up with a great concept. They eventually came up with some "threes.

• "lights, camera, action."
• rock, paper, scissors.
• jump, skip, hop.
• straw, sticks, bricks.
• reading, willing, able.

Its also clever how they implement the idea of threes in their color palette. As shown on the image on the left Red, Green and Blue (RGB) were used. All their work are consistent as they it is easily noticeable how concept of threes is applied effectively with smart little ideas.

Bibliography

http://www.agda.com.au/news/national/6/new-zealand%27s-alt-group-can-be-a-mysterious-breed/year/2007

http://www.septemberindustry.co.uk/alt-group-hudson-gavin-martin-identity/

http://img2.scoop.co.nz/stories/images/0902/ee176d6f378bbfe2e0e7.jpeg