At the end of the third semester it’s time for annual project Triptych. This is an exciting moment for second year branders, designers and managers as they merge together and create a brand based on two icons within 2.5 weeks. Reporter Zoë spoke to Jitske from the “Catalyst” group. She is a manager who developed her creative writing and visual communication skills during the project.
Article by Zoë Akihary.
Second year Fashion & Management student Jitske.
Could you tell us a little bit about yourself and something you expected to learn from Triptych?
My name is Jitske and I’m a second year Fashion & Management student. We have just finished Triptych and I didn’t expect to be so sad that it’s over! During the project my aim was to develop my visual communication skills. Our group had an overload of branders, so it was easy for me to get involved and help throughout the process. As a manager I’m not used to go very in-depth with the visualisation and internal branding part of a concept, so the branders kindly helped me with how to approach a visual by introducing me to the terms ‘denotation’ and ‘connotation’. I sat in on the brainstorm sessions of the branders, but sometimes it looked like they had such a different mindset when it came to research, concepts and visual communication. After a while I think it really did help me a lot to participate those sessions. I was prepared to go through a 3-week long hell, but after day one, I figured it’s actually very inspiring to work in such a big and mixed group.
What was for you a surprising element in the process of the project?
I didn’t expect the communication to be so clear. With almost 30 people in the group, with different opinions, I expected endless discussions all the time when we were about to make decisions. Gladly, this didn’t happen at all during Triptych. Everyone was open to the ideas of their teammates. We found a way to combine all these different thoughts into a lot of different ideas. Then, we merged all our best ideas together into a concept we all agreed on.
What was your role during Triptych?
To gain more broad experience in the fashion industry I focused more on branding within the project. I helped creating the future scenario, kept the process book up-to-date and helped writing the pitches. It was great to do something completely different from Management for a few weeks, because even after the Christmas break, I was not mentally prepared yet to work with numbers again.
Behind the scenes of the installation of Jitske’s group ‘Catalyst’.
In the second year you’re exploring your options for the flexibel programme. Did Triptych help you to find out what direction you’d like to go to?
Definitely! Next year I hope to do the minor Fashion Theories in which you research fashion with a cultural approach. This means I have to write essays, so during Triptych I wrote a lot of texts which was good practice for the future.
If you look back at the past three weeks. Was there something you would have done differently?
Well, I think sometimes we were a bit too enthusiastic, which may sound a bit odd. We threw so many creative ideas on a pile, that eventually, we had to ditch quite some elements. For us, the concept was very clear, but it was harder to follow for an outsider. So to the people for next edition of Triptych, I’d say: keep asking people from outside of AMFI, or at least outside of your group, for feedback, as they are eventually the customers who have to understand the concept.