WOVEN BRAND VIDEO AND PHOTOGRAPHY
For Woven, a family business of antique, vintage and contemporary rugs in West Hollywood, Rebeca Méndez Studio developed a comprehensive brand identity system, which included positioning, naming & nomenclature, content development (all copy and visual elements—logotype, mark(s), graphic system, color palette, photography and videography—communication strategy, and implementation onto marketing materials, including 4 brand videos, a 224-page book Rug as Place, sales materials, product labels and packaging, and a full service website. RMS also designed the brand launch window installation and permanent outdoor signage. The gallery owners, originally from Iran, had to flee due the Iranian Revolution of 1979, and arrived in the US as refugees, and now represent an American Dream come true.
In our process to define the brand components we conducted comprehensive research on the history of the rug, on nomadism, on rug fabrication techniques, the heirloom, and what makes ‘space’ become ‘place.’ Based on the findings, we identified the rug as one of the first mobile technologies and defined the brand positioning with ‘rug as place,’ with the tagline ‘wherever I lay my rug, that’s my home’. It comes from the observation that rugs embody home, culture and comfort. On TV news interviews with Syrian refugees in makeshift camps, moving into temporary shelters, the first thing central to their new home is the handwoven rug, often the first ‘furniture’ installed. A rug gives a sense of belonging, and it was a fascinating challenge to take a technology as old as the civilization of mankind (and as Plato recognized, a pillar to its foundation), and give it a 21st century, west coast twist.
Underneath you can view the four photo/film shoots I directed in Iceland, Coso Volcanic Field and Yucca Valley in the Mohave desert, and at the Wright Ranch in Malibu. I created a Woven photographic library of about 200 images, and 4 brand films—Antique, Vintage, Contemporary/Studio Woven, and Arctic Hearth, on the contemporary nomad.
The locations in California were photographed and filmed with my longtime collaborator, the photographer and cinematographer Mike Powers. The score for each video is by composer Drew Schnurr, also a frequent collaborator.
In our process to define the brand components we conducted comprehensive research on the history of the rug, on nomadism, on rug fabrication techniques, the heirloom, and what makes ‘space’ become ‘place.’ Based on the findings, we identified the rug as one of the first mobile technologies and defined the brand positioning with ‘rug as place,’ with the tagline ‘wherever I lay my rug, that’s my home’. It comes from the observation that rugs embody home, culture and comfort. On TV news interviews with Syrian refugees in makeshift camps, moving into temporary shelters, the first thing central to their new home is the handwoven rug, often the first ‘furniture’ installed. A rug gives a sense of belonging, and it was a fascinating challenge to take a technology as old as the civilization of mankind (and as Plato recognized, a pillar to its foundation), and give it a 21st century, west coast twist.
Underneath you can view the four photo/film shoots I directed in Iceland, Coso Volcanic Field and Yucca Valley in the Mohave desert, and at the Wright Ranch in Malibu. I created a Woven photographic library of about 200 images, and 4 brand films—Antique, Vintage, Contemporary/Studio Woven, and Arctic Hearth, on the contemporary nomad.
The locations in California were photographed and filmed with my longtime collaborator, the photographer and cinematographer Mike Powers. The score for each video is by composer Drew Schnurr, also a frequent collaborator.
