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BRANDBOOK


FAKE NEWS. FAKE PICTURES. FAKE STATEMENTS. FAKE MONEY. FAKE POLITICS. Information and its meaning are changing in our world today. Unbiased facts and figures are disappearing. The information we receive is pushing us, feeding our prejudice and our own bubble. When every piece of information you consume is meant to manipulate your point of view, actual freedom of speech is gone. Antidote is the recipe against framing, encouraging you to confront the status quo. See the world through your own eyes, for you and to you. Let’s find out how trapped you are.

INTRODUCTION


CONCEPT

SCENARIO

VISION AND MISSION

SUSTAINABILITY

BRAND VALUES

MEET THE TEAM


TPECNOC


WAKE UP, THIS IS AN EMERGENCY. Don’t fool yourself.

Stand still and be aware of which information you consume. In a changing world, maintaining and protecting critical, independent thoughts is becoming more difficult. Framing is happening all around you and so unnoticed that it is hard to stay objective. People are trapped in a ‘bubble’ created by political figures and media. Antidote is there in order to wake you up, open your eyes and free you from the danger of being framed. We feel, that when you recognize and understand the way you are being manipulated, you will become more critical and autonomous. Antidote the recipe that people need to regain their autonomy.


CON CEPT


NOISSIM DNA NOISIV


VISION True freedom of speech only exists when you challenge the status quo

MISSION Antidote encourages people to challenge their assumptions


SEULAV DNARB


AUTONOMY1 DISCERNMENT2 RELATIVITY3

CORE VALUES 1

2

3

We are living in a fast changing world, where maintaining and protecting critical, independent thoughts is becoming more difficult. Antidote wants to make sure that everyone who connects with us, will have the ability to be and think independently.

Antidote strives for a world in wich opinions are free of manipulation. In order to reach that, we need to grasp what is outside our ‘frame’, and comprehend that what is obscure to us.

These days everything is relative and uncertain. Antidote places situations in perspective, by questioning and comparing them with more subjective realities.


BOLD1 PLAYFUL2 PROVOCATIVE3

EXPRESSIVE VALUES 1

2

3

With our bold and clear opinion, we draw attention to our cause. We wake people up with a honest language, clear aesthetic and unusual choices.

You do not always have to be negative to express criticism. In order to make people question their point of view, we place negative situations in a positive and playful light to emphasize the importance of it.

Telling people what they don’t want to hear and forcing them to look at their own frame, requires an emotional response. By exposing individuals to uncomforting imagery and fashion, we help them to strengthen their critical vision.


FACING1 IMPULSE2 REALIZATION3

FUNCTIONAL VALUES 1

2

3

Confronting people with issues and putting them on top of the facts, will make them aware of their environment. Antidote will make people face issues in a way no one has ever done before.

We want to make people think for themselves and give them the impulse to do so. We create a critical attitude towards new information, and make people question what is subjective or a fact.

We need people to take a critical look and be more aware. Making them realize the way they are manipulated through media and public figures. It is crucial to be autonomous.


COLOURS

C: 0 M: 99 Y: 99 K: 27 C: 0 M:12 Y: 20 K: 0 R: 254 G: 231 B: 208

C: 68 M: 36 Y: 56 K: 24 R: 81 G: 115 B: 102

R: 180 G: 18 B: 13

C: 24 M: 32 Y: 56 K: 10 R: 190 G: 161 B: 117

C: 0 M: 0 Y: 3 K: 70 R: 112 G: 111 B: 109

C: 82 M: 85 Y: 52 K: 71 R: 36 G: 25 B: 39

C: 0 M:0 Y: 0 K: 0 R: 255 G: 255 B: 255

C: 0 M:0 Y: 0 K: 100 R: 0 G: 0 B: 0


LETTERTYPE

Titels Karla

Headtext Gill Sans

Quotes Cochin

36pt Bold italic AaBbCcDdEeFf 0123456789 ,.?! ALL CAPS

9 pt Regular AaBbCcDdEeFf 0123456789 ,.?!

36 pt Regular AaBbCcDdEeFf 0123456789 ,.?!

Leading: 10,8

Leading: 43,2

Leading: 10,8

LOGO


OIRANECS


“In the future everyone will get 15 minutes of fame.’’ A quote from Andy Warhol, in which he made clear what his idea for the future was. The creation of a vision for the future is becoming more important for a brand to stay relevant. We are working on it to determine our own view on this, however to be successful you have to be prepared for anything. How does the world look like in 2028? This book can be a good tool to get an answer for this question. What is even more important to us, is to get an answer to the question: what will be the state of framing in 2028? In this scenario you will find the most probable future scenario based on research; so that we can practice the development of the future. We need to be well prepared for out future, in order to continue successful creation.


SCENARIO POSITIONING MATRIX

Digitalization

ANTIDOTE NEEDED

ONLINE ONENESS

Polarization

Pluriformity

DECONNECTED DIVERSITY

Analogization

ONE WORLD


IMPACT HIGH

6

5

4

3

IMPACT LOW

2

INSECURTIY LOW

1 INSECURITY HIGH


ANTIDOTE NEEDED - POLARIZATION AND DIGITALIZATION

‘’ Hands off our revolution’’ - Posters with this statement are seen on every corner of the streets. The 20-year-old Wendy looks at the result satisfied, after a whole day of spreading the posters there should be enough of them to grab the attention. Wendy is a part of the initiative ‘’Hands off our revolution’’, in which well known artist and activists are protesting against polarization and right populism. ‘’It is our job and duty to reinvent the social relations, that are being threatened by right-populistic governments. It is our responsibility to get together in solidarity’’, is their opinion. (1) Wendy sees her colleague walking across the street. The characteristic uniform of the brand ‘’Antidote’’ draws attention. Since a few years the brand has started the collaborate with the initiative to combat the phenomenon called ‘’Framing.’’ A technique in which you frame a story, in a way people can not resist, and take it as the truth automatically. This phenomenon will emphasize one perspective with language and image, so that other perspectives will fall away. Antidote will continue to combat this until we reach a frameless environment.

The rise of the extreme right government parties is growing bigger every day. Politicians like Wilders, Le Pen and Trump have gained increasingly more power. There has been a decreasing trust in established parties and increasing trust in smaller political parties, resulting in more government coalitions; these movements grew bigger since 2018. (2),(3) Looking at our current society now, you will see that this is more polarized in the last ten years. Every group is living in their own newsbubble, with fakenews as propaganda tool and destabilizing factor. (4) With fast digitalisation, the spreading of fakenews and the degree of framing is stronger than ever. Social media is taking big advantage of this digitalization, they offer a new way to master strategic influence. In fact everyone can influence the public opinion by this form of media. The most convincing voices are starting to dominate the public debate, no matter where they are from and whether they speak the truth or not. (5.) The democratization of the news has gone faster than we,- the generation that has grown up by the idea that everything that is printed is true,- could adapt to. The messages are getting so credible, we can not depart fake news from real news anymore.(6.)


To make sure that citizens get the right information, the central planning office came up with a new system. Digital platforms became conditioned, but soon this lead to a constraint of the internet freedom. From above, the correct information and ideas are being filtered. They are framed. By raising awareness of this in a show, Antidote made people aware of this phenomenon. Right now there is a fight for standard media classes starting from elementary school. It is important that people learn how to challenge their assumptions starting from a young age. (7) With this opinion, Antidote could not agree more. Wendy is walking down the street, when she passes a digital billboard. On the board, a commercial for the new Iphone appears. That is a coincidence, the 20-year-old could really use a new phone. Recognition technology has ensured that commercials can adapt to the type of the passerby. Camera’s register the features like age, gender, and origin, by which they can select specific preprogrammed advertisements. (8) ‘’Great, even more filter bubbles. People should not be kept away by other perspectives.’’ She thinks while she walks away irritated. (9) Not only commercials are digitalized these days, even shops are getting more caught up in the online technology.

In a few years the brand Antidote, went from a offline to a online store. One year ago the government decided that webshops are better for the environment. (10) With all the pollution, the earth was in such a dramatic state that all the brands needed to consent to this decision. The offline stores raced to online stores fast, but the tangible stores are certainly not out of sight completely. Wendy walks out of the streets and opens the doors of the building. Today Antidote is hosting the show of shows, to show off a new problem. When the polarization just started, the populistic economical plans seemed to make the financial market grow. Lots of people seemed to vote on this political parties because of the hope of financial certainty. However in the long term, uncertainty and turbulence of the currency came to the light. Because populists doubt other political currents, globalization, policy of central banks, and EU-policy, economists are starting to worry about the ending. (11) Antidote will take action today. The turbulence of the financial market will not effect Antidote, as it is not just a brand, but a well prepared brand. Because next to the selling of clothing, they focus namely on making people aware of their direct environment: awareness and activist striving will never go out of fashion.


The brand Antidote will respond to the future society of both digitalization and polarization. First of all, the store will sell their products mainly online with a webshop and all the digital aspects that make this easier. Next to that, the brand can work with the society that polarizes increasingly by digitalization. Because Antidote will teach people how to question their assumptions, they come in handy in a society where truth and own opinions are being threatened. Next to their online shop, they also have a offline store in which experiences and workshops are being offered. You can think of it as a space to have a debate or show an exhibition that fights framing. In short, our brand will go along with digitalization, but also offers the ability to stay objective and think critical in the current, political climate. We encourage others to find their own voice and become knowledgeable on their own terms, we want to be a platform that constantly challenges the conventional ‘spin’ and keeps making people think about their direct environment.

CONCLUSION


SOURCES TEXT 1. Lent, D., 2017,Topkunstenaars tegen Trump, Le Pen en Wilders. NRC, 17 februari, p. 21. 2.Veldhuyzen, J., 2017, De normalisatie van racisme moet een halte worden toegeroepen. Van: https://joop.bnnvara.nl/opinies/normalisatie-racisme-halt-toegeroepen [ datum van raadpleging: 17 januari 2018] 3. Galien,P.,2018,Knieval SP voor extreem rechts .Van: http://www.krapuul.nl/politiek-blog/topics/ xenofobie-2/2676551/knieval-sp-voor-extreemrechts/ [ datum van raadpleging: 16 januari 2018]. 4. Aben, B., 2017, Nepnieuws : De term heeft iets onschuldigs, maar levert geen neppe gevaren op.Trouw, 20 november, p. 10. 5. Schulz, M., 2017, Russisch nepnieuws? Overal is beĂŻnvloeding. Elsevier, 19 december, p.24. 6. Bendermarcher,V.,2017,Hoe de democratisering van nieuws heeft gezorgd voor een stortvloed aan fakenews Van: http://techionista.com/goedgelovig/ [ datum van raadpleging: 17 januari 2018]. 7. Schulz, M., 2017, Russisch nepnieuws? Overal is beĂŻnvloeding. Elsevier, 19 december, p.24. 8. Derks,N.,2017,Reclameborden die zich aanpassen aan de voorbijganger! Van: http://techionista.com/ reclameborden-die-zich-aanpassen-aan-de-voorbijganger/ [ datum van raadpleging: 15 januari 2018]. 9.Van Rijswijk, R., 2018, Blijven Twitter en Facebook in 2018 onze democratie bedreigen?. HP de tijd, 16 januari, p. 15. 10.Thijssen,C.,2017,Hoe een 3D-visualisatie van het lichaam online winkelen verduurzaamt.Van: http://www. duurzaambedrijfsleven.nl/digital-revolution/22025/hoe-een-3d-visualisatie-van-het-lichaam-online-winkelenverduurzaamt [ datum van raadpleging: 14 januari 2018]. 11. Ijks, L ., 2018, Het effect van populisme op uw portefeuille.Van : https://www.nu.nl/iexnl/5075495/effect-vanpopulisme-uw-portefeuille.html [ datum van raadpleging: 17 januari 2018]. 12. Noort,W., 2017, Facebook: bij hoeveel privacy-schendingen is het genoeg? NRC , 18 mei, p. 10. 13. Hadders, J ., 2016, Social service : waarom persoonlijk contact meer prioriteit krijgt.Van: https://www. frankwatching.com/archive/2016/12/12/social-service-waarom-persoonlijk-contact-meer-prioriteit-krijgt/ [ datum van raadpleging: 14 januari 2018]. 14. Couzy, F., 2017,We profiteren helemaal niet zo van digitalisering.Van : https://fd.nl/economiepolitiek/1134838/we-profiteren-helemaal-niet-zo-van-digitalisering [ datum van raadpleging: 17 januari 2018] 15.Verlouw, C., 2017, Digitalisering vraagt om nieuwe mensenrechten.Trouw, 11 mei, p. 21. 16.Tollenaere, R., 2018, Gelovigen en vrijzinnigen zijn het eens: polarisatie moet plaats maken voor verbinding. Van : http://www.nieuwsblad.be/cnt/dmf20180114_03297588 [ datum van raadpleging: 17 januari 2018] 17.Visscher, M., 2018,Waarom we onze grenzen juist open moeten gooien.Van : https://www.vn.nl/waarom-weonze-grenzen-juist-open-moeten-gooien/ [ datum van raadpleging: 16 januari 2018] 18. Roodhuyzen, D., 2018, D66 wilt met optimisme in plaats van populisme de grootste worden.Van: https:// www.omroepwest.nl/nieuws/3570164/D66-wil-met-optimisme-in-plaats-van-populisme-de-grootste-worden [ datum van raadpleging: 16 januari 2018]


YTILIBANIATSUS


The tone of voice for anything created by Antidote is set by a blend based on both materials available and the season’s concept. Color, texture, shape develop from there. In order to protect the environment from further harming and intensive dying processes Antidote is committed to adding it’s own touch by manipulating textiles. This collection is made from big companies’ leftovers such as Tommy Hilfiger and Calvin Klein that otherwise would have ended up in landfills unused and in perfect condition. A coating from leftover candle wax mixed with both hair aswell as leftover paint form other industries, creates a weird twist of playfully provocative textures. In addition to that the garments are mainly constructed by a special technique connecting all pieces with only a few side seams for stability.

SUSTAINABILITY


MAET EHT TEEM


Natália

Carla FASHION AND MANAGEMENT

FASHION AND BRANDING

Task: Models, Fashion film, Photoshoot

Task: Concept, Fashion film, Photoshoot Carlotta

Alison FASHION AND DESIGN

Task: Concept, Design, Sustainability Porchia

Maxime FASHION AND BRANDING

FASHION AND MANAGEMENT

Task: Installation

Task: Concept, BMC, Installation

Vita

Alet

SREBMEM MAET

FASHION AND DESIGN

Task: Design

FASHION AND DESIGN

FASHION AND MANAGEMENT

Task: Design

Task: Design

Marina

Charmaé FASHION AND BRANDING

FASHION AND DESIGN

Task: Concept, Brandbook

Task: Design


Tess

Bohdine

Naz FASHION AND MANAGEMENT

FASHION AND BRANDING

FASHION AND DESIGN

Task: Senario, BMC, PR/Marketing

Task: Concept, Brandbook, Fashion film, Photoshoot

Task: Design

Hannah

Beau

Mathilda FASHION AND MANAGEMENT

FASHION AND BRANDING

FASHION AND MANAGEMENT

Task: Concept, PR/Marketing, Installation, Sustainability

Task: Concept, Scenario, PR/Marketing

Task: BMC, Finance, Textiles, PR/Marketing Lizan

Malou

Ashley FASHION AND BRANDING

FASHION AND MANAGEMENT

FASHION AND MANAGEMENT

Task: Concept, Installation, Fashion film, Photoshoot

Task: Design

Task: Concept, Brandbook, Fashion film, Photoshoot CHARLOTTE

Stijn

Tobias FASHION AND MANAGEMENT

FASHION AND BRANDING

FASHION AND BRANDING

Task: Concept, Text, BMC, Design, Sustainability

Task: Teammanager, Overseer

Task: Concept, Installation

Valeria

Fieke

Fieke FASHION AND MANAGEMENT

FASHION AND BRANDING

FASHION AND MANAGEMENT

Task: Design

Task: PR/Marketing, Tumblr blog

Task: Concept, BMC, PR/Marketing


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