CASE STUDY 002:
YENDOR PRESENTS
Backstory
Mission
Challenge
Backstory
“YENDOR is a boutique arts organization founded by the illustrious Rodney Gilbert to address the need for integrated public art in the city of Newark. Gilbert believed arts education directly connected through the development of public art would initiate a powerful change in under resourced communities.”
I believe the team has truly embodied their founder’s coined phrase “DO THE WORK!”
Mission
Participating in the 20th Annual Newark Arts Festival, “Price ‘Ah FREEDOM Ain’t Cheap” is the title of Yendor’s visual arts exhibit that serves as an exploration of the macrocosm that is black expression. Curated by YENDOR in partnership with Launch Pad Newark and installed by Hans Lundy, the exhibit celebrates artists of African descent throughout the diaspora. This was also YENDOR’s FIRST Public Arts event since 2017 and the untimely passing of their founder, Rodney Gilbert.
Challenge
The mission was to work in collaboration with the YENDOR production team to curate a successful event. As the design lead on the production team, I needed to bring YENDOR’s vision to life through the branding of the show, the merchandise capsule collection and the advertising/marketing for PRICE ‘AH FREEDOM AINT CHEAP.
AFTERTHOUGHTS: The timeline was short to make this happen but the success of the show would not have been possible without every single one of the production team. (You guys really deserve some appreciation.) Let me tell you, it wasn’t easy. From the feedback of the event though, I’d like to think Rodney would be very proud of not only his mentees but this cultural experience that was put together.
Check below for the drop.
Price ‘Ah FREEDOM presented an opportunity for the YENDOR team to break free from the usual constraints of themed exhibitions and present their most authentic work, be it experimental or tightly researched. Yendor’s hope is to remove barriers of expression and to facilitate the artist expressing themselves in ways they may not have been able to do for quite some time.
Interestingly enough, not only was this YENDOR’s first show in almost 4 years, this was their absolute first merch drop! Honestly looking back, it was such a crazy honor to put it together for them but I felt right at home crafting something special. After running through some design options, the team decided on the pieces shown below.
Sounds by BRWNSAGEMUSIC.
Promotional by Yours Truly.
I decided to print the garments on soft Mid-Weight Pullovers which are PERFECT for Fall weather. The hoodies featured a 3D Puff Print on selected colorways (BLACK, PURPLE & PINK) and Direct To Garment applicants on the remaining (GREY & ROYAL). I had a lot of fun not only designing but exploring different printing techniques within the overall garment design. Each hoodie was branded with a sleeve hit and a custom neck label. The capsule collection also featured YENDOR Insignia Embroidered beanies.
The Grey Hoodie in particular, namely the “JUANXCLUSIVE” was created in collaboration with YENDOR’s very own mentee, Juan. (Find him below rockin his design.) Helping Juan bring his vision to the material world is what its all about! It was a real treat to visualize that for him but I hope that it also inspired him to continue leveling up his artistry. I cant wait to see what he ends up designing next!
All proceeds from the capsule collection goes directly to YENDOR’s Youth Programming.
Just another added bonus for me.
Merch Reaction Snippet
PSA: Moving forward, Ima need every client reaction to be like Nicolette's or better. LMFAO.
OPENING NIGHT !
The Opening Reception was held Friday, October 8th, 2021 at 6:30pm in the Launch Pad facility located in Downtown Newark. The turnout was a beautiful black experience. It was such a pleasure to not only be in attendance but to be a collaborator and having a hand in curating an unreal experience.
The Show Recap was shot by Kazmos.
The artwork featured in the exhibit will be on display until the end of the year or if it sold prior (information and links will be posted below). Keep an eye out on that YENDOR squad. They are doing such big things in the community and I see such big things from them in the future, I’m looking forward to the next venture. As for you, I hope you enjoyed the read…
PEACE!
