Initially inspired by the concept of the home and our basic human needs, I wanted to focus on what that means to different individuals and how our 'wants' and 'needs' have switched throughout the last year.
Always an inquisitive soul, trend has been a subject that has always intrigued me. That's why I chose to focus my last year of university on the concept of trend and how it has developed due to the recent pandemic.
This then developed into taking a look at how trend has also had to adapt because of COVID-19. Individuals are focusing heavily on brands that choose to create a meaningful relationship with their consumer, instead of just trying to get them to buy. The opportunity of consumer owned platforms has risen drastically due to this, showing how prominent the power shift is.
Because of these shifts, I decided to create a publication that reflected this and that's how Sage was born. It is the practise of taking a considered approach to decision making, a guide to help brands to make the right decisions for them. For some time now, we have been forced into a one size fits all template, and that doesn't work for each and every brand. Focusing on four pillars, these act as the foundation of Sage.
The four pillars of Sage are its foundation; they are to be carefully considered with each choice. Without taking into account the basic human needs, how can we be truly fulfilled? And without evolution, we end up stuck, questioning why we aren’t growing and flourishing like others are. Authenticity is used as a front, without rhyme or reason and creativity is replicated, imitated - this should be accepted. To take a holistic approach is to take a step back and consider all aspects, something we quite often forget to do.