Self Actualisation

Respond to the notion of “New Agency” What New Agency comes from complete Global Reset? 

The term ‘New’ means ‘of recent origin, production, purchase, etc.; having but lately come or been brought into being’ but it can also mean ‘of a kind now existing or appearing for the first time; novel’. These are definitions presented by a dictionary. So what is the application to the world that we are presented with? I believe new means better, that comes with adapting and adjusting pre-existing processes, be that technology, the working world and even in personal aspiration and that is how I perceive the notion of ‘New Agency’ in a complete Global Reset.


To force reset a computer you hold down the off button, an iPhone you hold down the power button with the volume up these are all actions that are natural to us. What happens when the world is forced to reset? As a human race we were forced to reset, it came with adapting and adjusting to a new normal. Over the last couple of months the notion of ‘when will life go back to to the way it was?’ Has been thrown around. The harsh reality is that it will be a long time before things go completely, if ever, back to the way things were. The world however continues to turn and us as a human race have shown incredible strides in adapting to our ‘New World’, especially in the creative Industry. 


When looking at the working world around me it is clear that they have done their own resets. With TV studios making testing regular so our favourite TV shows can still be filmed. A clear example of this is ‘This Morning’ a British daytime television programme on ITV. Both presenters Philip Schofield and Holly Willoughby observe social distancing throughout the program. The programme has also adapted presenting styles through socially distanced guests and most importantly the all important video calls. It has allowed the show to remain running smoothly even in the peak of lockdown, we as viewers are still able to enjoy all the previous content just in a new style. Many Production Companies face the same issue and with regular COVID testing it means that some actors and presenters are able to create ‘bubbles’ where they can safely work and still produce content. Something I am interested in seeing play out is this years ‘I’m a Celebrity get me out of here!’, to adjust to guidelines ITV have changed locations from Australia to Wales due to travel restrictions, they have also been constantly testing the contestants who are currently self isolated before the shows launch on the 15th of November. I believe these are all examples of 
‘New Agency’ as they demonstrate adapting to the complications presented to us due to the Global Pandemic. I believe it also sparks a sense of hope and comfort in a new normal as these are all things that we know well that are adjusting to a new world.


During my first Internship I was able to get a taste of the new working world first hand. I worked with a Creative Agency on a Project for Netflix. I was working under a creative director who would arrange 2 weekly meetings over the phone to give me feedback on my progress. I quickly learned how to articulate my work over the phone while accompanying it with a pdf. I was able to produce work that I am now proud to put into my portfolio and I can say that it was created in the midst of a Global Pandemic.


Another key aspect of New Agency is how much self start companies and independent companies are thriving. People have taken existing skills to start new initiatives. A lot of people, including creatives, needed more time to make their small dreams a reality. Lockdown has given them that time. A primary case study is the start up company I am working for right now. A couple who has been thinking about starting their own product line for a long time are now working towards launching their products early 2021. I have been appointed as a designer for their small company. I am currently responsible for packaging design as well as possibly creating assets for social media and their website. Working from home has presented its own challenges though I am loving every minute. I have been able to become a lot more confident presenting though a camera. Communication has always been one of my strong points and though initially I found communication through technology a challenge I have been able to develop my skills as well as learn new techniques. In addition to refining skill I have also been trying to adapt my own career goals to adhere to this new world. I had always dreamed on sitting at my own desk in an office working for a company as a designer. That has not been possible however by taking my own initiative I have taken an area of my house and turned it into ‘my own personal desk’ what was once a dining table no one used it is now a make shift desk with my laptop and my notebook. I have become my own agent of design by making personal changes in my creative practise to make my ambition a current reality.


When talking about personal projects this new world has also inspired me to pursue my own creative project. I had never thought that I would aspire to be my own boss. However I am currently working towards my own collaborative start up. We aim to create a support system to help aspiring creatives. I have been able to use my skills that I have developed while remote working to coordinate meetings and create substantial work that we aim to get going in December. How have I changed as a designer? I am no longer someone who has a narrow view of where I want to end up in the creative industry and I guess I have the Global Pandemic to thank (words I never thought I would say).


The creative industry has always been an important aspect of our world. I believe it acts as a form of security and we as creatives are the drive to that security. 

Defining your purpose? How can you bring your passion, vision and experienceto life within your practice?

Maslow’s Hierarchy of Needs emphasises the idea that one has an innate drive to reach their full potential. Self actualisation is essential to be to change and develop as a person, which leads to one being satisfied. That is exactly what this year is about, I want to be able to prove to people that you can practice what you love and be satisfied through various experiences and pursuing different passions. I have so far been able to do this by starting passion projects and working with companies who acknowledge my worth as a designer.I hope to continue to do this and eventually define my purpose as a creative.

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