MANIFESTO 2023

b.1993

Conyers, GA

Art Director & Editor

V.Grce

To Whom It May Concern: A Letter and Manifesto by V.Grce

To Whom It May Concern,

I’m inspired by a lot. My educational background and intense study of Art History and Graphic Design significantly changed the way I approached life and my career pretty early on.

My initial go to was heavily graphic design based: Japanese, Swiss and Dutch design specifically. The strong typefaces and strict adherence to minimalist soothed me, a very anxious 19 year old, in the midst of the chaotic New York energy. The philosophy behind some of the greatest art movements, like Bauhaus and De Stijl, were strikingly based in human psychological development and paramount to my own identity’s development. It wasn’t so much of “less is more” as we often mistake minimalism for, it was more of the idea of “grounding oneself in only what you need” The concept of allowing objects and spaces to speak for themselves and tell a story without overloading the receiver. (i.e. Duchamp, Agnes Martin, Ellsworth Kelly) was refreshing.

Architecture was second, I was especially keen on Brustalist works and then it lead itself into modern and post modern works like Zaha Hadid or Rem Koolhass.

As I grew, I began to go back to my art history roots. It was nearly impossible not to. Fashion is great but it’s often left empty and void of sincerity. Whereas art, design, and architecture have history, they have intention, and focus. They can of course have their commercialized moments too, but I noticed a shift as fashion brands began to look for something to ground themselves in aside from just being clothing. I am very much into this merging of humanistic value into branding. Storytelling being the leading contributor to brand success. Second only to visual communication but even then, it’s close.

After interning and freelancing specifically for Mode Pr and shadowing under my mentor, Nick Hudson, my perception of the creative industry changed. I no longer wanted to be a part of the glamour (which is great in and of itself for those who can hack it,)— I instead wanted desperately to be behind the scenes, to build a brand, to create and manifest ideas. The importance of team work was also not lost on me, and the importance of gathering creatives to produce one good work is much better than haphazardly hiring anyone to create just anything.

My muses ranged from Li Edelkoort to Pina Bausch to Isamu Noguchi. I have learned that the success of a brand relies heavily on it’s emotional intelligence. The growth of a brand relies on consumers trust and dedication. When I consult, I encourage these aspects. When I edit or design, I focus the same, but how to relay this into an image, story, or tangible space.

If you want to know the truth to this whole art direction and editor spiel, it’s to pay attention to human nature. Even your own. Curating your life is not for the elite, it is more accessible than some would have you believe. I grew up very poor, so the importance of owning something that I could have long term, that made me feel good, that truly set well in my heart was important. I have taken this concept with me throughout all my life. “I will buy this book, this piece of art, this article of clothing because it is truly an extension of myself, and I will not ever get tired of it or throw it away.” It is an agreement with makers, artists, designers, and other creatives that you respect their craftsmanship and want to hold on to it dearly. They in turn, master their craft and provide you with something timeless. As Li Edelkoort once said, “You can feel the energy of the maker.”

It is this idea that I believe the average consumer is already headed towards, rapidly and this will not change. Not through gimmicky eco consciousness or fake “ we care” philosophies, but by going back and doing our research. There is a reason why certain art movements make you feel things the way they do, why certain sculptures and interior designs cause emotional responses. There is a reason why our information is given to us the way it is. (The use of “The Grid” design, Color Theory, Font Choices, Use of Negative Space, etc) It’s from hundreds of years of human development. As we become more aware of ourselves and the ripple effect of our choices, consciousness, intention and empathy will lead nearly all industries.