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In a unique text most relevant to our times, Brooklyn-based designer and creative director Beat Kaspar Baudenbacher dives into the pros and cons of a social structure driven by branding. A complex and visually provocative foray into the way we become our environment--from our products to our politics--Somewhere Yes takes us on a journey designed to make us question the intentionality of our choices, the depth of our kindness, and our very belonging as a species on this planet. Branding has the capacity to promote human connection but instead often fosters division and detachment. Yet, it doesn't have to be this way--it has simply evolved into this struggle because we've allowed our individual wants to overcome our collective needs, much like a symbol of beauty might evolve into one of fascism. Baudenbacher provides insightful ways to take apart the identity crisis we have so haphazardly put together, so that we may belong . . . better.
About the Author
Beat ("Bay-Ott") Kaspar Baudenbacher was born and raised in Switzerland. He graduated from Art Center College of Design in Pasadena, CA, with a BFA in graphic design. As Co-Founder and Chief Creative Officer of loyalkaspar, he has led its creative journey from a boutique animation studio to one of the leading branding agencies in the American entertainment space. He spends his days obsessing over what it takes for brands to tell cohesive and compelling stories across an ever-expanding universe of content and spends his nights contemplating the effects of brands on their audiences and how the two interact with each other. Beat lives in Brooklyn, NY, with his wife and sons.