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Home Projects: The Fruitful Earth BIRTH Project The Anti Social Super Ordinary On Location Illustration Sketches Travel: Asia 2008 Africa 2009 About Contact

The Birth Project PART TWO: Artefact Design: THE PREFORMIST THEORY After setting the foundations for The Preformist Society, I decided they needed some revenue. Some contracpetive rebranding seemed a jolly route to travel down, so I created some propaganda literature and some packet nets for fothcoming 'Preformist Society' products: I tried to make the brand feel contemorary and bold, whilst at the same retaining the feeling of history and traditionalism that the brand rests on. The project brings forth this lost and outdated superstition into modern context, allowing the hysteria surrounding birth and safety sell modern products using the absurd Preformist paradigm. It comments on how 'alternative' therapies with no scientific basis of evidence, but which relies heavily on concepts of traditionalism and fear that drive so many to consumption in this market. It is also a comment on masojinistic attitudes still in existance today: A woman's responsibility to her own sexual morality and her role as passive incubator.