The Serino project was a fantastic opportunity for my creative release, having been approached by Serino himself to produce a music website which will establish and identify the genre of music online, was exciting.

The project was extremely challenging as there was no real existing corporate identity, logos or artwork, let a lone a concept in which they wanted to pursue.  Thus all material had to be designed and fabricated from scratch. 

As with any of my projects stemmed research, inspiration and planning, often stated to my students fail to plan and plan to fail.  Admittedly when designing websites I try not to consider or observe other exiting sites online, simply due to originality and creativity.  My aim is to attempt to produce uniqueness, a creative solution to a creative problem.  My inspiration stems from car design, architecture, modern art, motion design, film and most importantly music, fashion and photography.

In short I am one of those individuals who simply see the world differently, in a search for an ongoing pursuit in creativity I collect things of interest in a large wooden box, elements and objects of interest which are intended to lead to inspiration.  My box is a treasure trove of various objects, which I have collected from around the world ranging from newspaper cuttings, pictures from objects found on a beach, tribal ornaments and fabrics – as you could imagine my box has grown in size over the years.  When having creative block, I refer back to my box for inspiration or to trigger some wave of thought in which I can pursue or conduct some reconnaissance.  It is the same formula in which film directors use from time to time, although they follow such practises religiously.           

The positive element to this project was I had total creative freedom, the only limiting factor was the small budget.  Conclusively I decided to pursue a simplistic design sustaining a colour scheme which is visually engaging, interactive and refreshing.  I wanted to produce a design which best reflected the type and style of music.  Resulted in fabrication and fusion of chic meets regularity, I also decided to go for a wash of monotone blacks as this element reflected Mr Serino himself – draped in a black fitted coat as if he had walked directly out from a Sopranos film set.

I also took many shots around London at dusk and dawn my two favourite times of day. The natural lighting which these two crucial times omit are simply breath taking reflecting off the imposing architecture and modern cars in London.  Above all I wanted the design for the Serino Project to be vibrant and commercially associated, which was achieved brilliantly if you consider how similar designs, colours and creativity is captured in music videos in particular with Kanye West & Common.  When I saw these music videos latter emerge (Kanye West - Amercian Boy/ Home Coming) after I had completed the Serino Project I had a lasting smile…

Videos by Kanye West shot in with similar concept/design and coloration.

Posted: May 17th, 2008 under My Blog.
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