“Being authentic” is one of the most used phrases when it comes to branding. But what is “authenticity”? If authenticity is “the revealing of one’s true self” then, then, perhaps a better question would be 1. Is there ever a true self?; and 2. Do people even want to see it?
Some of Brancoprata’s work
What my dear friends Andre and Sofia of BrancoPrata call creative exercises, is a very effective way to demonstrate greatness without being constrained by a limiting brief. They will come up with a creative exercise that demonstrates all the elements of good taste and, without having necessarily any specific client commissioning the project, they will imagine and create a project that is totally unconstrained by a limiting client brief.
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