100 Days is an annual project at New York City’s School of Visual Arts that was founded by Michael Bierut. Each year, the students of the school’s Master’s in Branding Program spend 100 days documenting their process with a chosen creative endeavor. This year, we’re showcasing each student in the program by providing a peek into ten days of their project. You can keep an eye on everyone’s work in the SVA 100 Days projects gallery.
Zach White is a brand strategist leveraging his background in product design and love of culture to bring brands to life through insight and a human-centered perspective. For his 100 Day project, White asked: What if brands were high school archetypes?
In his words:
“The brands people interact with tell stories about who we are and what we value. This project explores the power of brands as reflections of identity. That idea sparked a question: if brands can say so much about people, what would it look like if brands were people?
For my 100 Days project, I reimagined iconic brands as high school archetypes. High school is the pinnacle of self-definition. It’s when we start to decide who we are and how we want to be seen. It’s a world built on perception and expression, much like branding itself.
Each bio captures the personality, reputation, and social role of a brand. Strategic and cultural insights were translated into character, exploring how brands communicate who they are beyond their products. With the help of artificial intelligence, brand language, perception, and identity were distilled into a single, vivid, lifelike snapshot. In the end, the project became a study of voice, personality and storytelling—showing how brands, like people, navigate image, influence, and the desire to be understood.“
[High school] is when we start to decide who we are and how we want to be seen. It’s a world built on perception and expression, much like branding itself.
Zach White
Find his project on Instagram at @class.of.100.
The post ‘Class of 100’: If Brands Went to High School by Zach White appeared first on PRINT Magazine.