ENVY
Envy is unrelenting. There are very few that are not affected by it, especially in today’s social media climate. The obsessional nature of it takes over the lives of those affected by it and can have devastating effects on finances and lives.
Research
We identified four different stages of envy
1. Newbie - Children and teens mainly. Social media favourites like Facebook and Snapchat encourage the young to compete.
2. Envious - The general category most fall into. Envy can take many forms with this group as is its very nature. What the eye sees it beholds, credit cards and personal loans are sought to purchase bigger cars, grander houses, the newest tech gadgetry, etc all because the neighbour/friend/colleague has them. The mind hears only lack, failure, This group look at themselves and see lack.
3. Saturation - Credit cards are maxxed out, this group are at the point of exhaustion, chasing what someone else has. They obsess over what someone else has that they don’t, max their cards out, work harder, spend harder and so the cycle goes on. This group are at the point of burnout. They are at the highpoint of the envy cycle.
4. Destruction - This group have been there , hatred, debt, obsession have been their lives and they have been destroyed by it, whether it is personal debt, exhaustion, burnout or crime, this group’s lives have been destroyed
It’s time to change, to think differently, act differently and to heal. A time to quieten the external and internal dialogue and simply...
THE HUSH MANIFESTO
Envy is a character trait in every human being. Envy untethered can grow into something destructive both physically and mentally.
Hush is a lifestyle brand that offers solutions to diffuse envy and improve psychological well being which can ultimately improve quality of life.
Visual Identity
The brand look had to be uncluttered, that said clarity, not comatose. The brand should be understated but not bland, classic but current.
To achieve this, we chose natural fabrics, a mix of light and dark with elements of nature’s colours - stone, green and clay.
Pattern was kept to a minimum, shapes found in nature. Simple, pure and welcoming. Our clients require a visual detox, rest from the bombardment of images they see on a daily basis.
hush. RE-CODE:
The Concept
Mirrors in changing rooms, the gym, reflections in public spaces are all places to compare yourself with others. If you were only as thin as, tall as, beautiful as, etc...
The list of things we can envy is endless. Magazines, television, social media - they are all places of comparison, that feed envy.
RE-CODE aims to change the dialogue, to replace the incessant chatter with sanity. There truly is nothing you need, you are enough, just as you are, right now.
RE-CODE - see differently, think differently, speak differently, act differently... and repeat.
Rene Descartes summed it up when he said “I think, therefore I am”. Our thoughts feed our emotions, feed our actions and a cycle forms. What we see around is has a massive effect on how we perceive ourselves and others around us, that’s why advertising is such big business, a repetative message, subliminal -it really does sink in and sinks in deep.
RE-CODE aims to change that dialogue by rebranding the person and the home. RECODE offers a simple message - you are enough. Simple, easy to remember, true and succinct.
RE-CODE for you - a range of wearables with our message printed, embroidered and lasercut, as discrete as a whisper. Placed in areas only you can see, next to the skin, inside garments, on the shoulder. The message reversed to be viewed in reflection, upside down on hems for you to see only, inside the neck, behind your wrist. They are little reminders on the areas you focus on most, that you are enough, just as you are.
RE-CODE for the home -stripping away the visual garbage from the home. So you have basic brands - decant, neutralise, pair back and strip down. RECODE the home in little corners, the inside of boxes, on light fittings, inside cups and mugs, window and wall hangings - all reinforcing the message that you are enough.
A reminder
To be seen in reflection
a reminder when changing
reinforcement of hush brand
rotated on the shoulder
