CHRISTOPHER HOWLETT ENTERPRISE: THIS IS NOT ART BUT DESIGN
MELBOURNE, BRISBANE, 2006-10
Online, Print, Identity, Branding, PR
Christopher Howlett Enterprise: this is not art but design was a process-driven conceptual artwork initiated in 2005. The project transformed the artist’s studio practice into a functioning design business through participation in the New Enterprise Incentive Scheme (NEIS), a self-employment program funded by the Department of Education, Employment and Workplace Relations (DEEWR). The NEIS program supports eligible participants in establishing and operating their own businesses as a pathway toward financial independence from Centrelink.
above: Business Card (back), 2006-2010. Promotional Print Design.
The project deliberately collapsed the distinction between contemporary art and commercial design by adopting a business model as its primary artistic framework. In doing so, it critically examined the role contemporary art occupies within the emerging discourse of the “creative industries.”
Beginning in Melbourne in 2005, Christopher Howlett Enterprise: this is not art but design developed as a time-based conceptual performance informed by the relational aesthetics of French theorist Nicolas Bourriaud. Bourriaud describes relational art as a set of practices that take “the whole of human relations and their social context” as their point of departure, rather than the production of autonomous objects. The project also engaged critically with debates surrounding critical design, particularly the argument that much design practice remains “affirmative design”—reinforcing existing social and economic structures rather than challenging them.
above: Business Card (Front), 2006-2010. Promotional Print Design.
Through this framework, Christopher Howlett Enterprise: this is not art but design questioned the role of the artist and the function of the studio while exploring the theoretical connections between relational aesthetics and critical design. As part of the project, the artist also participated in the Centrelink-approved NEIS program, typically intended to support long-term unemployed participants in establishing new enterprises.
In 2006, this research materialised in the launch of an interactive design studio, Post Studio Arts.com. The studio extended the project’s investigation by mapping ideas from contemporary aesthetic discourse and 1960s post-studio art practices onto the operational structure of a design business.
Post Studio Arts.com emerged directly from the earlier internet-based project Christopher Howlett Enterprise: this is not art but design, which reframed the artist’s practice as a brand. The studio subsequently collaborated with a number of clients to realise a range of design campaigns.
CLIENT LIST
CLIENT: BINARY BLUE
Campaign: Corporate Induction Module Design | Medium: Photoshop
PSA worked with the Binary Blue on a concept design for an educational game to induct new ABC employees to the overall local and national corporate structure of the Australian Broadcasting Corporation.
CLIENT: DIGITAL HARBOUR
Campaign: Online PR | Medium: Corporate copywriting
PSA worked with Digital Harbour on two online corporate copywriting articles promoting the new technology hub and its current activities. PSA interviewed strategic tenants operating within the hub as well as an artist working on the upcoming unveiling of his new digital public artwork integrated into the 5 Star Green Star site of the building. Digital Harbour is a thriving technology hub that has been modelled on some of the world’s most successful technology precincts.
Client: GAME DEVELOPER’S ASSOCIATION OF AUSTRALIA (GDAA)
Campaign: Game Connect: Asia Pacific Conference | Medium: Internet
PSA worked with the GDAA on their new website design for their annual Game Connect: Asia Pacific Conference to be held in Melbourne in November 2007. PSA designed their new website around the branding of their present Game Connect logo and colour scheme. The site includes an introductory clip of GCAP 2006, online registration and a host of other information regarding their upcoming conference.
Client: MIRROR MARKETING & EVENTS
Campaign: The Great Aussie BBQ III | Medium: E-newsletter, Print and Illustration
PSA worked with the Mirror Marketing and Events on the illustration, print and e-newsletter designs for The Great Aussie BBQ III to be held in San Francisco during The Game Developers Conference in 2008.
Client: CONSULTING ELEMENTS
Campaign: Online branding | Medium: Internet
PSA worked with Consulting Elements on their online presence with the development of a new brochure website reflecting their core business beliefs. Consulting Elements primary focus is to provide strategic management and technology consulting services and deliver high value advice as well as the ability to implement technology solutions.
Client: GAME DEVELOPER’S ASSOCIATION OF AUSTRALIA (GDAA)
Campaign: Online branding and identity | Medium: Internet and Print
PSA worked with the GDAA on their new branding for their website and business card design. PSA created their branding around the abstracted shape of a game controller and a pinball maze motif. The website is currently in the process of being updated with their new content for 2007.
Client: GLOBALBLUE SOLUTIONS
Campaign: Corporate identity | Medium: Internet, Print and DVD
PSA worked with GlobalBLUE on both their online presence and offline brand identity. GlobalBLUE Solutions primary focus was to provide strategic management and consulting solutions to the Aero Space and aviation industry. PSA custom designed a brand identity which ran consistently across print, internet and DVD.
Client: THE DOMAIN
Campaign: Online PR
PSA worked with Mirror Marketing and Events to deliver a YouTube channel prompting and raising the online profile for The Domain which is an IT networking event. The Domain is the networking evening for the digital communication and technology industry, where people can get together over a few drinks, share industry experiences, gain insight from our celebrity interviews, and have a bit of fun.
Client: OPEN CHANNEL
Campaign: Online Branding and Brochure Design | Medium: Internet and Print
PSA worked with Open Channel to develop their new online presence with new web and brochure design for their upcoming film courses to be held in Melbourne docklands.
