Noumen Studio, an architecture and design collective, aspires to elevate human life through innovative design methodologies grounded in interdisciplinary research and philosophical insights. In my role as art director, I was tasked with creating their brand identity, incorporating my background in philosophy to infuse a sense of depth and spirituality.
The Problem:
The most challenging aspect of this project was the visualization of aura forms. Noumen Studio wished to go beyond mere icons or images and sought captivating visuals that could effectively represent various aura types. They also sought my assistance in conceptualizing and defining these auras. As for logo, it was meant to be simple, yet visualizing auras itself.
The Solution:
The Concept:
In the realm of architecture, philosophy and design converge in the quest to create spaces that evoke positive auras and address negative ones. The fusion of philosophical insights into human emotions and architectural creativity allows Noumen Studio to embark on a journey that bridges the abstract and the tangible, where design becomes a vessel for the human experience.
The Logo :
I crafted a custom "N" that embodied fluidity, simplicity, and a touch of spirituality. This abstract design set the tone for a brand that sought to connect the ethereal with the tangible.
Positive and Negative Aura Forms:
Instead of distinguishing just positive and negative aura, I went with the forms of each, and came up with six types each.
Positive Aura Forms:
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Love: Represented by a red and yellow blur, love's aura is a warm embrace that signifies affection and connection between individuals.
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Hope: Signified by a blue blur with white particles, the hope aura embodies optimism and the anticipation of brighter possibilities.
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Loyalty: Illustrated as two humans enveloped in an orange and green blur with mirroring sections, loyalty reflects steadfast commitment and mutual trust.
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Serenity: Depicted as a human in a lotus pose, surrounded by light blue and yellow, serenity embodies inner peace and harmony.
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Joy: Presented with a human displaying open hands within a yellow blur, joy radiates exuberance and positivity.
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Euphoria: Visualized as a purple wavy blur, euphoria represents an elevated state of happiness and bliss. This was my favorite part, since philosophically, euphoria can be seen as the pinnacle of human emotion, transcending the mundane.
Negative Aura Forms:
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Anger: Conveyed by a standing human enveloped in a dark brown and yellow blur, anger symbolizes intense emotional turmoil.
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Unmotivated Sadness: Captured as a human in a dark blue wavy blur, unmotivated sadness depicts melancholy without a clear cause. T
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Addiction: Portrayed through a light orange blur with poisonous green wavy forms, addiction highlights the destructive nature of dependency.
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Self Doubt: Presented as a sitting human with dark brown and purple wavy blur, self-doubt represents internal conflict and uncertainty. As philosophers delve into the intricacies of self-doubt as it pertains to our perception of reality, I went with intense waves, to visualize this alteration of the perception.
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Deceitful: Visualized as a poisonous yellow and orange blur, deceitful aura embodies manipulation and falsehood.
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Jealousy: Conveyed by a light brown and pink hue, jealousy radiates envy and insecurity.
The challenge was to deliver the idea of aura types in a way that users would deeply connect with. To achieve this, I used my knowledge of philosophical and psychological concepts to make the auras relatable to human experiences. By giving each aura a distinct visual identity and grounding them in philosophical context, my aim was to evoke empathy and understanding among users, inviting them to explore the intricate relationship between emotions, architecture, and the human spirit.
Designing Imagery:
In the quest to encapsulate the essence of aura forms, I delved into abstract imagery to evoke distinct emotions and energies. Despite the absence of color, the black and white compositions carried profound significance. I wanted to engage users on a visceral level, allowing them to intuitively grasp the essence of each aura type.
Positive Aura Forms:
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Waves: The representation of waves exuded tranquility and harmony. Even in grayscale, the undulating forms conveyed a sense of fluidity and balance, mirroring the soothing rhythms of nature. These waves resonate with viewers, radiating positivity and serenity.
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Vibrations: Vibrations were visualized as dynamic yet harmonious patterns. The grayscale portrayal retained the sense of energy and vitality, inviting viewers to connect with the concept of positive life force. These vibrations were a palpable embodiment of harmony and vitality.
Negative Aura Forms:
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Shattered Forms: Shattered forms are unsettling even in their monochromatic rendition. The fractured, jagged lines hinted at discord and chaos. In grayscale, the image conveyed the disintegration of energy, mirroring the turmoil often associated with negative emotions.
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Poisonous Organism: The grayscale interpretation of poisonous organisms emitted an eerie and ominous aura. The absence of color didn't diminish the sense of toxicity; rather, it heightened the unsettling nature of the image. This representation was a stark reminder of the dangers lurking within negative emotions.
These abstract images transcended the limitations of color, allowing users to discern their distinct energies and emotions. While black and white, they became powerful tools for evoking emotions and sparking contemplation.
Results and Impact:
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Overwhelmingly positive feedback from users
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70% Increase in brand recognition
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500% Increase in social media engagement: The aura forms became a viral sensation on social media platforms, leading to a remarkable 500% increase in user engagement across various social channels. The content was shared to multiple platforms by the users themselves, including Pinterest, WeHeartIt, Instagram, etc.
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45% Increase in client inquiries
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80% Of users engaged with aura insights
In conclusion, with Noumen Studio and their designers, we successfully translated complex philosophical and psychological concepts into visually engaging aura forms. Each form reflects a unique emotional or psychological state, bridging the gap between the abstract and the tangible. By infusing depth and spirituality into our design choices, we've enabled Noumen Studio to connect with their audience on a profound level, using architecture to enhance human life.