All Power to All the Brands

The business of mixing brands and social movements is booming.

Powerful corporations are campaigning for social equality and youth democracy through slick design and perceptive marketing. All while reaping a bounty of spiked share prices, provocative public receptions, expanded markets and ‘woke’ reputations.

The world’s top sportswear manufacturer is motivating a diverse audience to show ‘em what ‘crazy’ can do, while a razor blade supplier is demanding men to take a second look in the mirror.

But what baggage or benefits do commercial interests bring to the table when mixed with serious activist conversations? And who benefits? Working with woke-washed brands can send designers and creatives into an ethical dilemma.

Colloquia Sundays went to Josephmark in Brisbane where panel and audience speculated how critically-thinking creatives can navigate the prickly relationship between brands and grassroots social movements.

Moderated by Rachael Sarra

Panel members

Dr David Sargent
Creative director at Liveworm QCA, design educator at the Queensland College of Art, Griffith University

Jenna Lee
Graphic designer, multidisciplinary artist, 2019 John Fries Award finalist, queer, mixed race Larrakia, Wardaman and Karajarri woman

Jordan McGuire
Graphic designer at Inkahoots, activist and hip hop artist aka MC Synergy