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2bodyproject · 3 months ago

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Corp Zomphis, 2020s Design Speculation

I want to talk about Corp Memphis again— that corporate style of gangly, dead-eyed characters trapped in a neoliberal purgatory, posed between pot plants and spreadsheets.

I don't need to go too far into describing it. Heaven knows there are already so many takes on it that you're probably sick of hearing about it. However, I think a succinct description of it can be found at the end of that Wired magazine article from a few years back:

Wired: Corporate Memphis: The Tech Industry’s Favourite New Art Style

"But, despite all this, it may not be worth lamenting the immense reach of Corporate Memphis or the design possibilities we’ve been deprived of because of it. The style is, after all, simply a reflection of big tech, and how it has constructed a world with users on one side and executives on the other.

A more interesting and visually rich digital space would mean more than coming up with a new illustration style—it would require a change in how the tech economy is run. Until then, Corporate Memphis is likely to stick around, bendy arms and all."

This touches on why Corporate Memphis looks the way it does: it's a reflection of the material reality it's made in and the economic conditions it serves.

To work in a design job today often involves being a "multi-practitioner"— corp speak for a jack of all trades. You might have multiple platforms to manage, need to create a mix of media (motion graphics, branding, illustrations, etc.), and produce multiple pieces of content, all for some pointless product consumed by placated consumers.

And that’s all in a day's work, to be repeated the next. It's gruelling, unforgiving, mind-numbing work—especially if you take pride in what you do. Life doesn't become easier, but it does become bearable if the medium you're working in isn't fighting against you. A style that can work across platforms, can be easy enough for anyone in the department to use, but versatile enough to allow effort when there's time and money. It's homogeneous to the point where the messy, qualitative complications of art direction don't come into play. You can download a vector stock or make it in-house with relative ease and speed, and it looks good enough. The consumer, despite being fatigued by it all, seems to find it good enough. And that's what marks the style really: it's "good enough." It's a style linked to speed and practicality in the face of intense demand and pressure, low industry wages, accessible skills for entry levels, and high corporate barriers as everything's locked within Adobe's infrastructure.

But its strength as this homogeneous vector glob style, with its lack of any real individual identity, is also its biggest weakness. Although I'm sure some designers might enjoy working in this style, it's not really a style designed for creative individual expression. It's called "corporate" for a reason. If you want something different, you might be tempted to try freelancing...

Outside the corporate design department, you might think you're finally free to create in your own style, no longer having to work in that dreaded Corporate Memphis one anymore. But it’s hard enough to work in your own individual style under the best of circumstances. That's because the whole economy is based on the same structures of endless content production for algorithmically optimised consumption that allowed Corp Memphis to thrive, so you're still facing familiar obstacles—creating vast amounts of content, quickly, for wide and insatiable consumer audiences. So, in a way, we have this algorithm-enforced market of content, favouring those who have optimised their style to be better seen by it. It's no wonder Corporate Memphis has endured past its welcome.

However, despite all that, illustrators and artists still plod on. They end up making stuff, somehow navigating these systems— either playing them like a fiddle, outright rejecting them, or going accelerationist about it, like with something such as Corecore. Self-expression can take many forms, and that potential untapped capital value is tantalisingly mouthwatering to corporate capitalists.

Corp Memphis is optimised to a fault. It's too polished, too automated, and fits too well with the well-oiled design apparatus. Thus, it's developed a semiotics to reflect this—it's cheap and it's perceived as cheap. That's why an art director (typically) won’t just stick some Corp Memphis imagine on an album cover or use it to illustrate a particular lifestyle magazine. It wouldn't suit it, it's signalling the wrong stuff. Culture, art, ideas, aesthetics are reflected in work created by practitioners with an artistic vision, or that taps into what's going on in the present. And this is reflected in their art style, something Corp Memphis can't easily do, if at all.

That's why there's still a kind of fringe freelance industry with a speciality in design identity, otherwise known in the industry as "creatives", albeit small and closely gatekept by the likes of legacy institutions such as Goldsmiths and corporate industry leaders like The HudsonBec Group. If a corporation needs design to be spiced up with some kind of creative identity, it'll turn to these agencies or freelancers from this background rather than use Corp Memphis.

But the sad thing is how a corporation doesn't have total control over the process and thus can't control the value and pricing since they have to deal with hiring these pesky freelancers. But how does a corporation even know who to hire? With moodboards, of course! It’s easier to hire someone in-house with "good taste," who can simply curate hot practitioners to hire, like a dragon collecting .png gems. Although a corporation will try to get the best deal it can, these pesky freelancers can potentially negotiate a price for themselves, especially if they’re some big shot who holds a lot of cultural capital.

But another benefit of a moodboard is that it can be converted into a design guide. Simply share the sorts of designers and illustrators that a corporation dreams of hiring but with a cheaper designer, and ask if they can copy the desired style for less. Failing that, they can just outright steal the style anyway. If the creator is small enough, who cares?

But the value and cultural capital that corporations must seek outside their infrastructure, the very thing Corp Memphis cannot do, comes at the price of what Corp Memphis can do. Freelancers are annoying to corporations. They’re inconsistent, outside their remit, and expensive—since any level of lost capital is an expense. And worse of all, they don’t own them. Work made in-house in a corporation is completely theirs to be used forever, however they see fit. A freelance gig is limited to the contract, and typically you have to keep paying for different uses, or pay a lot if it’s expected to be used for something big.

How dare these skilled workers... sorry, freelancers, leverage themselves. If only we, the corporation, could control and treat the work of freelanced art direction like we do Corporate Memphis. Well, maybe we can—with AI.

AI is a whole can of worms of its own. But I will outline how AI shares a lot with Corp Memphis in terms of mechanics, but it's not "good enough" like Corp Memphis is in terms of its aesthetics.

Let's put it like this, if Corp Memphis is above a stock image, which is above clip art, which is above a farting Elsa asset-flip mobile game, then AI-generated images are below that, sharing the same disdainful semiotics of a YouTube thumbnail. AI renders are synonymous with trash, with viewers combing over images seeking out any sniff of AI to decry it. This is, of course, unfortunate for corporations, because AI is wonderfully cheap and efficient to produce. The problem with even "the best" AI is that it still reeks of AI, because it's trained on relatively limited data sets that are the wrong semiotics that corporations typically use and that their consumers are typically familiar with. It's not consistent with typical standards and trends. But even the AI art styles synonymous with AI are really that of unfortunate ArtStation artists whose work has been stolen, scraped, and trained into these models. But none of it is directed, follows trends, or should I say, reflects trends favoured by brands.

Design industry standard work is also bolstered by their industry standing. Their "credibility" sets them apart from, as Mark Zuckerberg puts it, the worthless creators and publishers who ‘overestimate their value’. Sure Zuckerberg might say design is worthless, but let's not forget that Facebook Alegria, the design language developed for Facebook by the mega studio Buck Design in 2017, pretty much started Corp Memphis! I don't know how much that would have cost Zuck, but given how huge Buck is, I don't know, close to $1 million if I had to speculate. So what Zuck is actually saying is you are worthless, without your titles and industry standing, and are ripe for the scrapping.

I still think it would appear crass to the wider public if someone as tactless as Zuck were to steal wholesale from something like It’s Nice That's list of featured artists, due to the "prestigious" tutelage and culture capital of such trendy practitioners. Good luck if you're on your own though.

There's also the issue of copyright. I've no idea how litigious David Rudnick is, maybe he wouldn't even mind, but perhaps it would be legally safer to just hire a copycat of him rather than train an AI on his work. There's no shortage of copycats of him after all, and they'd probably do a better job than AI anyway.

No, a corporation if it wants to avoid all this mess will instead use AI this way:

Step One: Moodboarism

Directed by their little Pinterest moodboards and Instagram saves, a corporation will find the next latest and strongest trend that they want to utilise, be it Y2K or whatever's current on the human ant colony-as-algorithm site, Carri Institute's aesthetics.

Step Two: The Sellout

Hire an on trend freelancer with a large sack of money marked with a dollar sign to do a year's worth of graphic content in a particular on trend style. This is all then fed into their in-house AI database model.

Step Three: Rise and Grind

It's then handed over to the in-house sweatshop graphic designers as the latest toolset that they have to use. They're now tasked with grinding out prompts in this trendy style with the consistency, efficiency, and speed once only achievable with Corp Memphis.

So congratulations, now we have AI that isn't generic Facebook shrimp Jesus trash; it'll be its own unique trash. And sure, perhaps some AI artefacts might come through, but that's what the in-house graphic designers are for— to Photoshop those fingers. The corp no longer needs to put up with some meddlesome expensive freelance art director, as the AI model is consistent enough that someone in-house can direct it, just like Corporate Memphis. And even then, if it still comes across as AI-ish, the hope is that for the general public, it's "good enough", just like Corp... You get the idea.

And this is possible because a freelancers' perceived autonomous strength as corporate mercenaries is also their biggest weakness. They think they can dance with the devil and win, making essentially veneers for capitalists, never once thinking the corporations will one day come to extract capital from them too. Corporate Memphis is never going to die; it's going to mutate into a corporate zombie... Corp Zomphis?

Why bother hiring individual skilled freelancers to do a job in a specific style when you have a year's worth of art, seeded by one of them, to prompt out your own "unique" designs in their style. It's more efficient and cheaper to approach design as a egragore hungry for its next feed, rather than pay for a single illustration. But you'll just have to trust me when I say that I'm not making this up; annual hires to train their own ai is genuinely what big corporation are doing.

But what about the industry, are they just gonna let it happen? I don't know. But I think freelancers don't typically see themselves as a working class, but instead as individualistic, competitive even, little businesses. This is why I think corps will be able to steamroll over freelance designers and illustrators with AI driven Corp Zomphis, because there's no solidarity amongst designers and illustrators, unlike US animators with their union and perception of themsleves as workers. If one freelancer rejects that devil deal to make the annual quantity of prompt feed for a corp, then the next hire will. I remember even hearing the AoI stressing how it wasn't a union, as if union was a dirty word. Instead it's existence is to help one interface with their corporate client overload. Well, soon enough that interfacing will be about betraying your industry freelance brethren to a corporate egragore, basically turning everything into a potential Corporate Memphis reskin.

If Corporate Memphis is the design logic of the economy of the 2010s, then I wouldn't be surprised to see people nostalgic for it in the future, if the speculative 2020s model I've described turns out to be true.

#good. read this

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