Services
Artist/Writer in Residence
Improving Critical Thinking
Brand-Artist Matchmaking
Cultural Programming
LEARNING & DEVELOPMENT
Inspired by critical and creative thinking that is common currency in the artworld, these training courses help re-frame brand questions, re-boot creativity and sharpen (self) critical reflexes.
CREATIVE SEMIOTICS
Designed for marketeers who need to breathe new creative life into congested category communications, Creative Semiotics helps them find unexplored “white spaces ” in which to play.
Riffing off work by linguist Ferdinand de Saussure and philosopher Roland Barthes, Creative Semiotics gives participants the tools to “decode “communications and pinpoint emerging trends.
Outcomes: creativity reboot, new inroads to communication innovation
SPONTANEITY BOOT CAMP
Designed to cultivate spontaneity in think-on-your-feet situations, the Spontaneity Boot Camp fine-tunes mental strategies of content structure for speakers under stress.
Method: A writer prompts group members to generate a 60-second spoken reaction to a randomly chosen word.
Participants’ speeches are filmed and jointly critiqued: structure, flow, logic, word choice, engagement level.
BRAND ENHANCEMENT
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THE ARTIST IN RESIDENCE
Tech giants Facebook and Google both have programmes for artists who “live ” on their campuses. For Facebook, it is a way of exposing non-art-savvy employees to “creative play.” For Google, it is a chance for the brand to testand develop new AI and VR tools.
In both cases, the result of the residency is a work that the artist may not have had the opportunity to create elsewhere.
UPDATE: On 30 May 2019, Facebook announced the hire of former Guggenheim Foundation director of global comms Tina Vaz to direct FB AIR. Details here.
ARTIST-AS-A-THINKER over ARTIST-AS-A-MAKER
In these and many other artist / brand collaborations, the artist is seen primarily as a maker. Juniper Mind proposes a new kind of residency that would capitalize on the artist’s thinking—rather than her making—-talents.
REFRAMING
Sensitive to stimuli in ways operational brand folk simply aren’t, artists could help re-frame questions and address pain points that have long dogged retailers.
How would an artist re-think visual and sonic stimuli in a store? How would s/he navigate the emotional contours of the site?
How would s/he understand journeys, movement, scale, intimacy, the crowd, fatigue, queues?
We believe an artist’s sustained engagement with a space will positively contribute to enhancing a consumer’s experience.
OUTCOMES
