Neural
Conceptual Experience Design
Self-initiated project
The Brief
Pearlfisher’s ‘Once in a Blue Moon’ brief was to create a graphic identity for a new product, service, or organisation (aimed at 18-34 year olds) that draws inspiration from a rare or unique phenomenon.
The Insight
We have an innate ability to become completely immersed in thought; anytime, anywhere. However, it now takes something truly spectacular to stop us in our tracks and let our minds wander. Resorting to mindless scrolling, and killing time at any opportunity. Our brain’s ‘default mode network’ allows us to daydream endlessly. This DMN fails in Alzheimer’s sufferers.
Instead of becoming lost in thought, they remain stuck in the moment.
The Outcome
Neural is a speculative speakeasy-style, immersive and interactive space that invites the curious to let their minds wander to unexpected places. It aims to help people rediscover day dreaming from a new perspective. Fostering a greater sense of value in letting your mind wander.
The experience aims to liken the experience to a loss of the wandering mind in Alzheimer’s sufferers. Inviting a donation to support the Alzheimer’s Society.
Hinging on the insight and concept stimulus, I used abstract photography with ICM methods to create visuals whose origins are not immediately clear or are indecipherable. Taking the essence of an object and digitally enhancing/distorting the original image to produce something unknown – encouraging viewers to draw a visceral feeling with unlimited imagination and open-ended thought.
