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The life as a Language.
人生が、言語になる。Bespoke 317Personal
Branding




Julan Harrel — lawyer, visionary and musician.
Born in Indianapolis. living in Chicago IL.His afro-american roots along with his endearing social feelings are transforming him into his new form. his inspiring story has led us to develop the bases of his new musical project called bespoke317. 

Our challenge was to conceptualize and develop the new brand and all its expressions towards a new ecosystem. 
B317 reveals conceptualism, functionalism and how the components of a story are transformed into components and consequent visual stimuli of semantic potential.

The project was focused on conceptualizing its history and the different milestones throughout its growth in search of an emotional conception of the process and its consequence. Music as an emblem and its content as a catalyst for the different layers of this language. the result was a powerful, scalable, versatile and multi-layered identity system that accompanies us in multiple executions in a consistent and inspiring way.


SCOPEBRANDING
ART + CREATIVE DIRECTION
PHOTO DIRECTION  + PRODUCTION
PACKAGING
VINYL DESIGN
VINYL PRODUCTION
APPAREL DESIGN
APPAREL PRODUCTION
BOOKLET DESIGN
PRINT MANAGEMENT
MERCH DESIGN
MERCH PRODUCTION
WEB DESIGN
DEVELOPMENT
SOCIAL MEDIA
MOTION GRAPHICS
ART ACTIVATION
形にする、すべてを。

THE LIFE AS A BRIEF


THREE DECADES OF EXPERIENCES —
ADVERSITY, ROOTS, RESILIENCE AND CREATIVE EXCELLENCE —
ALL CONVERGING INTO ONE IDENTITY SYSTEM.

OUR TASK: TRANSFORM A STORY INTO A VISUAL LANGUAGE.
物語が、形になる。



1.
FROM MY FIRST DAY ON EARTH, I HAVE LEARNED THAT “CHANGE IS THE ONLY CONSTANT.” -                                          - BORN TO A MAN OF COLOR AND A WHITE WOMAN, MY GENETIC ROOTS SPAN THE GLOBE, INCLUDING WEST AFRICA, ENGLAND, IRELAND, GERMANY, AND NATIVE AMERICAN ANCESTRY.


2.
IN ADDITION TO AN INHERENTLY GLOBAL COMPOSITION, WHICH HAS CONTINUED TO MANIFEST IN MY CREATIVE EFFORTS, I HAVE ALSO EXPERIENCED THE “YIN” AND “YANG” IN LIFE.  FOR EXAMPLE, MY PARENTS’ PERSONAL STRUGGLES GENERATED SUBSTANTIAL UNCERTAINTY AND LACK OF CONSISTENCY IN MY EARLY AND TEENAGE YEARS. 
 
3.
----------------- THIS INCLUDED CHANGING SCHOOLS 17 TIMES BEFORE I REACHED HIGH SCHOOL, LIVING IN HOMELESS SHELTERS, EATING AT SOUP KITCHENS, AND RELYING ON VARIOUS FORMS OF SUPPORT FOR DAY-TO-DAY NEEDS. THE AMOUNT OF INSTABILITY WAS NOT EASY IN THE MOMENT, BUT IMBUED ME WITH FORTIFYING ATTRIBUTES, INCLUDING AN ABILITY TO “CHAMELEON” IN SETTINGS REGARDLESS OF SOCIAL CONTEXT, DEVELOP A DEEPER UNDERSTANDING OF HUMAN EMOTIONS AND DESIRES, AND FORGE AN UNRELENTING RESILIENCE TO ACHIEVE MY WILDEST DREAMS.

4.
X                                    OF COURSE, THESE CHALLENGES ALSO PLANTED SEEDS OF ANGER, ANGST, SELF-DOUBT, AND IMPOSTER SYNDROME, WHICH I HAVE LARGELY OVERCOME, BUT CONTINUE TO MANAGE AS I ENTER INTO A NEW GOD CONSCIOUSNESS THAT TRANSCENDS STANDARD NOTIONS OF HUMAN HELPLESSNESS AND EXPECTATIONS OF A SAVIOR APART FROM OURSELF.
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5.
NEVERTHELESS, I AM A “BLESSED CHILD” AS THE UNIVERSE HAS CONSPIRED TO BRING MY DREAMS INTO REALITY FROM THE VERY BEGINNING. ONE OF THE MOST SIGNIFICANT EXAMPLES WAS AROUND THE TIME I WAS TRANSITIONING TO HIGH SCHOOL IN INDIANAPOLIS. DUE TO FINANCIAL TROUBLES, I DID NOT FINISH 8TH GRADE, BUT WAS STILL ABLE TO TAKE A HIGH SCHOOL ENTRANCE EXAM.
-
+B

THE MANIFESTO
CONCEPTUALIZATION ELEVATED
FROM THE EXPLORATION 
TO THE LANGUAGE






THE EVOLUTION


6.
THE SCHOOL TO WHICH I APPLIED WAS “COLLEGE PREPARATORY” AND OFFERED A LEVEL OF FINANCIAL AID, BUT DID NOT OFFER “FULL RIDE” PACKAGES. MY FAMILY KNEW WE COULD NOT AFFORD TO PAY EVEN A MODEST AMOUNT BUT MOVED FORWARD WITH THE PROCESS TO SEE WHAT POSSIBILITIES WERE ON THE TABLE. I WILL NEVER FORGET THE DAY WE RECEIVED THE FINANCIAL AID PACKAGE IN THE MAIL WITH AN EXPECTED FAMILY CONTRIBUTION OF $0.00.  IT TOOK A MOMENT TO REALIZE THIS MEANT THAT SOMEONE HAD SIGNED UP TO COVER EVERY COST AND EXPENSE FOR ME TO ATTEND HIGH SCHOOL. I LATER MET THE WOMAN AND HER FAMILY WHO MADE THIS POSSIBLE.  SHE HAS SINCE BECOME MY GODMOTHER AND TEXTS ME DAILY AT 5 AM TO CHECK IN ON ME.7.
THESE EXAMPLES FALL FAR SHORT OF ACKNOWLEDGING EVERYONE WHO HAS BLESSED ME DURING MY JOURNEY, BUT HELPS ILLUSTRATE HOW I AM INDEED AN OMO OLOGO (BLESSED CHILD).

8.
TO REWIND A BIT AND TO HELP EXPLAIN MORE OF MY CREATIVE PROCESS, I DISCOVERED CREATIVE WRITING AROUND THE AGE OF 13 AS AN OUTLET TO GRAPPLE WITH AND EXPRESS THE EMOTIONS AND EXPERIENCES ASSOCIATED WITH AN ENVIRONMENT RIFE WITH STRUGGLE, INCONSISTENCY, AND PAIN. WHILE I RECEIVED SUPPORTIVE FEEDBACK FROM THE LIMITED NUMBER OF PEOPLE I SHARED MY MOST PERSONAL THOUGHTS WITH, I DID NOT BEGIN INTENTIONALLY PURSUING A PATH AS A ART PROFESSIONAL UNTIL I WAS WELL INTO MY CAREERS AS A LEGAL PROFESSIONAL.--
9.
AS I CONTINUED TO EXPLORE THE BOUNDARIES OF MY MIND AND SOUL, I FOUND THAT CREATIVITY IN THIS SPACE IS UNLIMITED AND ROBUST – INFINITE EVEN. I EXPLORED DIFFERENT VERSIONS OF STAGE NAMES LIKE “HIDDEN TALENT” AND “N.A.P” (AS A NOD TO MY CITY’S OTHER NICKNAME, NAP TOWN).10.
HOWEVER, THOSE MONIKERS FELT HOLLOW AND LACKING DEPTH.  I’M NOT SURE WHERE EXACTLY I EXPERIENCED THE INSPIRATION FOR BESPOKE317, BUT I KNEW IN MY SPIRIT THAT THE NAME WAS PERFECTLY REPRESENTATIVE OF ME AS AN INDIVIDUAL AND CREATOR.





THE PHOTO 
PRODUCTION
BRAND EXECUTIONS
ALBUM
PACK
MERCH

Lyrics: @bespoke317
Music producer: @bowlbaytheproducer
Production: Okan AG
Art Direction Branding & Design: @hachetresele
Photo: @jasonmccoyphotography
Styling Collaboration: @lucianacartolano
Illustration: @carolina.ibanez_

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THANKS FOR WATCHING
ご覧いただき、ありがとうございます。
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