ESTHETACORP is a design and photography project illustrating the power of Design as a consistent aesthetic whole.

In establishing a ‘brand’ no more or less valid than any other, I intend to explore and communicate the power of design-for-brand, which is a total contrast to design-for-product. Brands like Apple, Braun, Dyson and Sony; and individuals like Zaha Hadid and Karim Rashid are marked in the pages of history not by certain individual products per-se, but by a consistent and continuing development of a central aesthetic philosophy.

#architecture

A post shared by ESTHETACORP (@esthetacorp) on Apr 11, 2018 at 10:29am PDT

In my fourth year of University, inspired by observations from my year in industry, I intend to develop a style throughout all projects in order to both develop an individual style and to reflect the reality that nearly all design is done to support the business case of a wider brand, and not to sell an individual product in itself.

The brand is best expressed visually and has it’s home on instagram (@ESTHETACORP), but can be described as inspired by Richard Rodgers, Richard Sapper, Marc Rothko, Modernism, Helvetica, Brutalism and Red.