OUR ART DERIVES FROM PURPOSETypically, the process of creating a work of art starts with nothing, a blank canvas. A work of art stems from a view or opinion or feeling that the artist holds within him or herself.
They create the art to share that feeling with others, to allow the viewers to relate to it, learn from it or be inspired by it. The most renowned (and successful) works of art today are those that establish the strongest emotional bond between the artist and their audience.
By contrast, when a designer at VIGOR sets out to create a new piece, we almost always have a fixed starting point, whether a message, an image, an idea or an action. Our job isn’t always to invent something new, but to communicate something that already exists, for a purpose.
That purpose is almost always to motivate the audience to do something: buy a product, use a service, visit a location, learn certain information. The most successful designs are those that most effectively communicate their message and motivate their consumers to carry out a task.