Manifesto
FOR ESTHETES THERE IS STILL HOPE
The esthete was a connaisseur of shells. As such respected by the pragmatist. As such doomed. To paint the town, it seemed, but never to build it. To frost the cake, it seemed, but never to bake it.
Then came brands. Symbols, signals, beacons sent to fill the void left in the individual by decades of pragmatism. Beacons of purpose. Powered by ideas, not features and benefits. Positioned to live in the minds and hearts of people. Conceptualized to integrate the product with the message. Brands bred by design.
So the pragmatist learned about esthetics. That only design creates an authentic, engaging brand. That design fosters both desire and sense of self. That design is the bridge between materialism and meaning.
In a pragmatic world, design is dawning. And For Esthetes There Is Still Hope.
F.E.T.I.S.H.