Thoughts

Artificial Intelligence (AI) is progressing at a rapid pace; impacting industries on a universal scale and initiating a future revolution on a whole host of processes in the visual-creative world.  AI softwares are already able to generate completely new pieces of art, growing more complex in look & application day by day. Though current AI tech still has it’s limitations – essentially we must give AI a brief, a list of parameters inputted by humans for an algorithm to process. With this in mind, today’s  AI ‘process of creation’ seems somewhat like a lifeless, mathematical equation – as it continues to make an impact, could we come to miss the magic born from the organic nature of traditional creativity?

The evolving landscape of wellness culture is leading to individuals and brands dismissing toxicity and creating new narratives to what ‘wellness’ means. A shift towards fitness and wellness culture over the pandemic came from many people finding new ways to spend their time during lockdown. In the wake of coronavirus, an estimated over two thirds of people (64%) found exercising as a priority. We saw the likes of Joe Wicks, ‘The Nations PE Teacher’, go viral by helping keep children fit with online classes whilst self-isolating as well as more recent trends on TikTok, such as  “that girl”which glorifies socializing less and exercising more.

As Caroline Criado Perez attests in her book ‘Invisible Women’, we live in a world which for the most part, was designed for men. Inventions across industries have long been male-dominated, and while 33% of published scientific discoveries were by majority-female research teams back in 2010, these teams received just 16.2% of patents.  34 years, or an entire generation ago, this figure was 6.3% – indicative of a disappointingly low improvement.

Music has multiple benefits. It is a very powerful tool in changing a person’s mood and stimulating past memories. It is also proven to help reduce anxiety, blood pressure, as well as improve sleep quality and mental alertness. But what about creativity?

We love a good fashion collaboration here at the Yard. Our Yardsters are never short of originality in the office when it comes to style, and this collaboration with Adidas and Balenciaga certainly makes returning to the office look cooler than ever. On the campaign we see model Hadid perched on corner of a desk in a Manhattan skyscraper, modelling oversized t-shirts, hourglass handbags, and long tube socks.

Times have changed and so has TYC, as a team we are proud to share with you our own studio rebrand. Showcasing our unparalleled passion for design, forging forms + feelings that challenge sectors, bound with our commitment to client success.

We’re now living in a world where it isn’t a nice-to-have, but a necessity that brands not only have an authentic purpose, but they live it.

Often a trend comes along that feels very much ‘in the moment’ whether that be in fashion, interiors or design. But that’s a trend right? Most trends are reoccurring; they are everywhere for a year or so and then they fade into obscurity, ready to re-emerge in 10 years time.

I recently read a book by Marie Boulanger who explores how typography perpetuates gender stereotypes. The designer highlights how bold and confident lettering is often associated with masculinity, while delicate and ornamental typography tends to be deemed feminine.

The Yard Creative – The next adventure

Want to take an innovative approach to fitness and wellness? Well, experience Repose, the fitness centre that offers disciplines from around the globe that benefit both mind and body. Repose have carefully curated a selection of premium fitness and wellness techniques in a state-of-the-art environment, to offer you a unique health sanctuary within London. Repose aim to redefine fitness through well-being and optimise your body’s full potential.

If there’s one lesson that we can share with anyone is that never doubt the power of research. Although markets are dynamic, it’s still important to understand the scene that you’re delving into. Here at The Yard Creative, we provide accurate and in-depth solutions to help catapult our clients toward success. We love working with people who want to challenge themselves and their markets.

Here at The Yard Creative, we like to get our hands dirty and do the work. We brought the yard to the office quite literally with our latest team social activity, making plant babies. Now everyone has a new miniature plant buddy to keep them company whilst we knuckle down and do what we do best. We also took the time to tend to our existing office plant friends, and gave them some much needed attention, love, and care. No plant gets left behind!