Virgil Abloh's 3 Rules for Launching a Creative Brand: Projects, Signature, and the 10% Rule
Summary:
This video distills Virgil Abloh's creative philosophy into three actionable rules for expanding creativity and defining a brand.
- 1. Do 6 Projects: This rule encourages consistent output and multi-faceted brand development. The presenter applies this by outlining a plan for a new typeface logo, a video-centric portfolio website featuring product GIFs, and his YouTube and Instagram content.
- 2. Find Your Signature: Abloh advises reflecting on early memories and innate preferences to discover one's unique creative DNA. The presenter realizes his signature is storytelling through design filmmaking, which he integrates into his YouTube and Instagram strategy.
- 3. The 10% Rule: This principle suggests that if a creation is only a minor iteration (10% difference) from an existing concept, it's still valid and can be adapted. The presenter uses Photoshop to replicate a Virgil Abloh photoshoot, demonstrating how small adaptations can achieve desired results.
- The video emphasizes Abloh's belief in self-investment, empowering oneself, and drawing inspiration from diverse fields beyond traditional boundaries, leaving a lasting legacy for aspiring creatives.
The presenter and Virgil Abloh demonstrating the 10% Rule [ 00:00:57 ]
Introduction [00:00:00]
- The video introduces three rules inspired by Virgil Abloh to foster creativity and define a personal brand [00:00:42].
- Virgil Abloh is presented as a multifaceted creative:
Doing 6 Projects [00:00:42]
- Rule #1: Do 6 projects at a time [00:00:49].
- This rule encourages continuous creation and simultaneous engagement in multiple creative endeavors.
Rule #1: Do 6 projects [ 00:00:50 ]
- This rule encourages continuous creation and simultaneous engagement in multiple creative endeavors.
- Application to the "IMJISTUDIO" Brand [00:01:51]:
- Project 1: Defining a Typeface Logo [00:02:12].
- The presenter designs a unique typeface logo for his IMJISTUDIO brand.
The 'imjistudio' logo with a unique typeface [ 00:02:40 ]
- The presenter designs a unique typeface logo for his IMJISTUDIO brand.
- Project 2: Developing a Dynamic Portfolio Website [00:03:00].
- Inspired by Virgil Abloh’s emphasis on motion, the website aims to use videos over static images [00:03:30].
- The landing page will feature a video showcasing all projects [00:03:50].
- Individual project thumbnails will be presented as GIFs [00:03:58].
Sketch illustrating the concept of project thumbnails as GIFs on a portfolio website [ 00:04:13 ] - This approach captures the dynamic, interactive, and tactile nature of design better than still images [00:04:16].
- The core deliverables for IMJISTUDIO are defined as a video combined with a product, integrating video as a fundamental aspect of the brand [00:04:32].
Diagram showing the core deliverables of IMJISTUDIO as '1 Video + 1 Product' [ 00:04:40 ]
- Project 1: Defining a Typeface Logo [00:02:12].
Finding Your Signature [00:04:52]
- Rule #2: Find your Signature [00:04:53].
- Virgil Abloh advises looking into early memories and intrinsic preferences to uncover one's unique creative "DNA" [00:05:00].
- Application to YouTube Content (Project 3) [00:05:18]:
- The speaker reflects on past interests, including Lego stop-motion, whiteboard animation, and early filmmaking [00:05:28].
A Lego stop-motion scene, representing early creative interests [ 00:05:29 ] 
The speaker in a design school setting, demonstrating early design projects [ 00:05:35 ] 
The speaker with a camera, symbolizing his journey into YouTube and storytelling [ 00:05:40 ] - This self-reflection reveals that storytelling through filmmaking and videos is his inherent creative signature as a designer [00:05:40].
A website mockup highlighting the phrase 'designer who films,' reflecting his integrated creative signature [ 00:05:55 ]
- The speaker reflects on past interests, including Lego stop-motion, whiteboard animation, and early filmmaking [00:05:28].
- Application to Instagram (Project 4) [00:05:58]:
- The goal is to align the Instagram profile more closely with the personal brand by sharing process, behind-the-scenes content, and documentation [00:06:09].
The speaker's original Instagram profile grid, showing mixed content [ 00:06:06 ] - The profile grid will be revitalized with animations, establishing a foundational visual language for the brand [00:06:19].
A new Instagram post concept illustrating the '1 Product + 1 Video' brand identity [ 00:06:34 ]
- The goal is to align the Instagram profile more closely with the personal brand by sharing process, behind-the-scenes content, and documentation [00:06:09].
The 10% Rule [00:06:38]
- Rule #3: The 10% Rule [00:06:39].
- Virgil Abloh posits that if a new creation is only a 10% variation from an existing concept, it still holds value and can be effectively adapted [00:06:46].
- He emphasizes that strong still images can be derived from compelling videos, making a subtle difference sufficient for communication [00:06:59].
The speaker demonstrating the '10% difference' rule [ 00:07:15 ]
- Application to Project 5 (Video Thumbnail and Promotion) [00:07:19]:
- The speaker draws inspiration from a Mark Borthwick photoshoot of Virgil Abloh in HYPEBEAST magazine [00:07:21].
A HYPEBEAST magazine spread featuring Virgil Abloh, serving as design inspiration [ 00:07:23 ] - He adapts the photographic composition using Photoshop to achieve a similar aesthetic, even without identical attire, exemplifying the "10% difference" principle [00:07:50].
A comparison shot of Virgil Abloh's original photo and the speaker's recreation using the '10% rule' [ 00:07:58 ]
- The speaker draws inspiration from a Mark Borthwick photoshoot of Virgil Abloh in HYPEBEAST magazine [00:07:21].
- Virgil's Broader Advice on Brand Definition:
- Creatives should work within constraints and utilize limited tools to define their brand [00:07:44].
Abloh-isms [10:33]
- Virgil Abloh's Philosophy on Self-Investment:
- He advocated for not allowing others' perceptions to limit one's potential, emphasizing that "investing in yourself is the metric to change your whole ecosystem" [00:10:35].
- Empowering oneself and executing personal ideas are more critical for career development than strictly practical projects [00:10:44].
Virgil Abloh speaking about the importance of self-investment and executing ideas [ 00:10:45 ]
- Virgil's Diverse Background and Influence:
- Abloh himself did not attend fashion school but was deeply influenced by figures from other creative disciplines like Pharrell Williams, Basquiat, and Warhol [00:08:12].
A split image of Andy Warhol and Jean-Michel Basquiat, influences cited by Virgil Abloh [ 00:08:30 ] - His cross-disciplinary approach provides a liberating framework for others to draw inspiration from a wide array of sources including design, art, music, culture, anime, and manga [00:08:45].
The speaker reviewing design books, illustrating the influence of diverse inspirations on a 'storyteller' [ 00:09:02 ]
- Abloh himself did not attend fashion school but was deeply influenced by figures from other creative disciplines like Pharrell Williams, Basquiat, and Warhol [00:08:12].
- Legacy of Accessible Education:
- Virgil was a strong advocate for accessible education, especially for young Black designers, people of color, and those from non-traditional backgrounds, with much of his knowledge freely available online [00:09:13].
A laptop screen displaying Virgil Abloh's 'FREE GAME' website and scholarship fund [ 00:09:15 ]
- Virgil was a strong advocate for accessible education, especially for young Black designers, people of color, and those from non-traditional backgrounds, with much of his knowledge freely available online [00:09:13].