AS IT IS
June 2018
A WIP, in-development artistic exploration & branding exercise of AS IT IS. A tangible reminder of acceptance to what is.
Team: Kevin Hoffman
This concept came to life in the practice of mindfulness and recognition that the greater part of human emotional pain is unnecessary, something self-created as long as the unobserved mind runs your life. This form of pain can be created through nonacceptance, some form of unconscious resistance to what “is”
Upon acceptance, you are no longer dependent upon things being a certain way, good or bad… Thus living in the present, working with life, rather than against it.
The logo communicates this type of awareness
Wearing this product facilitates a conscious mindset. A subtle push to free your mind for grace, ease, and lightness.
