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Where new services are created for people on the spectrum, we are there too!

A new Counseling Center for parents, children and schools is being created in Záhorí in the town of Gbely. She specializes in families on the autism spectrum and we were lucky enough to be Poradňa could create an identity and subsequently web, socials, flyers, e-mail signatures and many other details, which form a professional presenting whole.

The identity had to be connected with the already existing Aspely brand, but even that already asked for a refresh and modernization, so we got down to it and created a family of brands that play together and complement each other. The unifying symbol has become infinity, which is standard in labeling services for people on the autism spectrum.

Prazrnko grows with Ideology

Once a matter of course, seeing what we put in our belly grow, today it is a rarity. Prazrnko is such a rarity. It is a double grain, wheat that is well tolerated even by the most sensitive and at the same time retains an excellent taste, no unpleasant "substitute".

It is a wonderful experience to work together on this brand. Our job is to manage it Facebook and Instagram and convey this experience to other people. Prazrnko will soon grow, a new bistro, dining room is being created, we ourselves are curious where its hardworking owners will take it.

This is what the Prazrnka field looks like just before the harvest. The field is located in Myjavské Kopanice, not far from Bratislava and yet it seems like a magical untouched place somewhere far away at the end of the world.

Children are the most demanding client and we enjoy it

This project also concerns our family. Anyone who knows us knows that we have a son in individual education. He does not go to school because our schools are not for all children. He learns independently, according to his interests. We try to create as many opportunities as possible for him to meet friends, get to know new places and situations. Well, we are looking for a space for the community of children around us - Zázemie (Background).

We are not looking for a space for formal learning, or educational groups, but space for meeting, playing games, talking, social learning. Children in this community range from 7 to 15 years old and are able to follow the rules. They know well what freedom is and what responsibility is. You can find more about what we are looking for and who it is for in this article. If you feel like it, share it, maybe the project will catch the eye of someone who will want to help.

The name Zázemie is based on the belief that every person needs a starting point in life. At first it is the family, but later the field expands and children start kindergarten and school. For us, this starting point is a community of families and friends. From this background, our children grow and step out into the world. Here they draw strength, self-confidence, support. Here they can experiment, make mistakes, try.

The logo is based on the gaming world, reminds Minecraft but also various logic and board games, puzzles, or labyrinths. The color also corresponds to the game world, its task is not to appeal to adults, but to children. You can continue to play with it and change it, according to taste and need.

The Molehouse is Talpa House and the strategy comes to life from us

Do you remember the Krtkodom brand? So that's her. In a new dress and with a new website. Architect Martin likes to do things himself, he is a restless, stubborn and witty guy who was a pleasure to work with.

We created a strategy for him, but since there cannot be a more empty word than strategy, we prefer to say that we are together we mapped out meanings of his brand and people taht buy his brand. Martin made several important and courageous decisions, and we continue to keep our fingers crossed for him. If you are considering building a house, be sure to visit his website, you will be pleasantly surprised by what grows in Slovakia.

Martin: "Thanks for help. Much of your work has made its way onto the web. I was relieved that I could rely more on the smart ones and I could devote myself to my profession."

The coolest name for a coffee shop

Chef Pepe and Liliana, his wife, came into our lives by chance. We met at the children's pool at the swimming pool. At that time, Pepe left the corporate business and started to devote himself to cakes - baking and cooking. Together they were preparing for the home education of their little daughter.

A few years later we reconnected. We liked their effort to take home education to another level, their Wise Kingdom made sense to us (online teaching for children on home education). And we were even more pleased when they approached us with the task of inventing the name of their joint cafe. It's not just any cafe, it's a combination of their two worlds, Pepe's cooking creativity and Liliana's dynamic, communicative and playful personality. On site you will find refreshments, goodies, a small shop with healthy and quality food, and also a community space designed for sharing diverse experiences.

We offered them 10 options, from the most miraculous to the descriptive ones. Milo surprised us when they both decided on the craziest one: Pli Pli. A playful novelty, a bit of an interjection, but the basis is clearly "P" and "Li", i.e. the combination of Peter and Liliana. This name was not about the content of the word, but rather about the association, the feeling that the sound evokes when Pli Pli is pronounced. The feeling is soft and cheerfully pleasant. These days, Pli Pli has also found itself on the front door, so if you feel like it, go and be treated to Rovinka, right next to the church.

Express clearly and display aesthetically: this time painting the walls

We play with the content, with the meaning that words and images hide. We look for the right ratio of comprehensibility and beauty in every assignment. We don't like bullshit, empty words, unnecessary sauces, or the so-called professional nonsense that obfuscates rather than aptly indicates. And we don't like beauty for beauty's sake, trend for trend's sake, we approach design functionally.

Jakub approached us with a clear assignment: he wants to start a business and plans to paint apartments, houses, buildings. In addition to regular painting, he also wants to play with decorative techniques such as accent walls.

First of all, we really cleaned up what Jakub offers: painting and designing of walls. The walls are what Jakub gives, painting is only one way to them. The wall became the protagonist.

That's why we chose a descriptive and yet creative name: Pohľadné steny (Eye-appealing walls).

"Pohľadné" is a playful word. The walls are beautiful to look at - it's a joy to see a beautifully painted space. But they are also beautiful to caress - touch. Caressing the walls is a manifestation of care, detail and honesty.

The graphic identity of the brand is "construction". No unnecessary decorations and effects, clear font, matter-of-fact style. And a playful icon: A painters hat. Remember newspaper caps for painting? Jakub remembered them.

You can find Pohľadné steny at Facebooku and Instagrame and if you are from Prešov and the surrounding area, you might find them in your inbox.

press data flyer

The first stage of research focused on people with Down syndrome is complete!

In cooperation with the community of families and people with Down syndrome, we are conducting research in these weeks. The first stage was focused on public attitudes towards people with Down syndrome, and the aim was not only to map attitudes, but to try to identify barriers and "open doors" in the perception of these people by the public.

Research results indicate that we perceive people with Down syndrome rather positively. Positive stereotypes are a good opportunity for communication and rapprochement, but it should be considered whether they also have an unspoken negative side. In this way, for example, we can see people with Down syndrome as cheerful, good and friendly, but at the same time we are also talking about their incompleteness (We don't want to see their anger, sadness, jealousy) and their weaker equipment for life (naively good, even childish).

The Down of Everything: see the possibilities

Je tu slovenské vydanie The Dawn of Everything Davida Graebera a Davida Wengrowa. Knihy, ktorá sa – od svojho vydania v 2021 – stala ikonickou porovnateľne ako kedysi texty Claudea Lévi-Straussa. Čítal som pôvodný text a poviem, že zmenil môj pohľad aj na sociálne vedy, aj na prácu, ktorá ma živí.

Ak v súlade s napísanými recenziami, očakávate obsiahly elaborát o archeológii, antropológii a histórii ľudstva, nešľapnete vedľa. No ako pri mnohých iných sociálne-vedných syntézach (áno, ten text je naozaj syntézou poznania sociálnych vied o posledných 30-tisíc rokoch ľudskej prítomnosti na planéte), nejde tu len o dokumentovanie histórie ľudstva. Alebo len v prvom pláne.

The Dawn of Everything je kniha o predstavivosti. O tom, čo je možné, čo je v našich schopnostiach, ak sa začneme pýtať lepšie otázky než tie, ktoré sa osvietenci pýtali v 16. a 17. storočí. Prečo hovoríme o sociálnej nerovnosti a ako si predstavujeme rovnosť? Čo je to sloboda, autonómia, vôľa a predstavivosť? Kto je „nepoškvrnený primitív“ alebo „surový divoch“, čo s tým má sociálna evolúcia a prečo spoločenské vedy používajú „tradičné spoločnosti“ ako fázu na ceste k tým „moderným“? Sme naozaj tak moderní, pokrokoví a cieľavedomí, ako si predstavujeme? (Mimochodom, náš rozhovor o pokroku by autorov zrejme celkom potešil.)

Tie otázky, ako Graeber a Wengrow zdôrazňujú, nehovoria ani tak o ľuďoch, ktorí žili predtým (či storočia paralelne s tým), hovoria o nás. O organizácii, hierarchii, systémoch myslenia a konania, o brutalite efektivity jednotnej meny, o kolonializme, útlaku, moci vládcov, skrývaní poznania a o technológii, ktorá nás doviedla na samú hranicu našej vlastnej predstavivosti.

Nepopulárna história ľudstva

Keď sa píše populárna história, od Fukuyamu po Harariho a kdekoľvek medzi, píše sa o predmoderných spoločnostiach, o poľnohospodárskej revolúcii, o prechode od primitívnych lovcov a zberačov k organizovanej mase farmárov, o priemyselnej alebo informačnej revolúcii, o národných štátoch, prefabrikovanej práci, o vykorisťovaní spoločenských tried. Cieľom populárnej histórie však nebýva zladiť to, čo za posledné desaťročia preukázateľne vieme o vývoji a fungovaní ľudských spoločností, ani otvorene priznať čo o nej nevieme a zrejme ani nikdy nebudeme vedieť. Cieľom je povedať príbeh, ako v každej knihe – a na tom nie je nič zlé. No zdedený osvietenský príbeh podozrivo často končí zmierením, alebo oslavou hierarchie, organizácie, autority, systému vlády a kontroly myslenia. Oslavou toho, na čo sa dnes sťažujeme – nemáme egalitárnu spoločnosť, nerozumieme slobode a poťažmo zodpovednosti, nemáme vôľu k zmene, a nevieme zmysluplne predstavovať vízie budúcnosti.

Dá sa história ľudstva písať aj inak? Bez teleologických predpojatí o tom, že prostredníctvom vlády pravidiel a organizácie moci kráčame k lepšej budúcnosti? Za akých okolností k nej naozaj budeme kráčať? Ako takúto budúcnosť zadefinovať? O čom tá budúcnosť vlastne je? Je to progres, čo hľadáme a čo máme čakať? A dokážeme budúcnosť kontrolovať technológiou? Alebo je cieľom naopak, celkom jednoducho, radosť z každodennosti, zo života v spoločenstvách, snáď len na tých priemerných 70-80 rokov nášho života, tu a teraz?

Graeber a Wengrow hovoria, že sloboda a autonómia naozaj je možná, a že to, navyše, nie je žiaden vynález modernity. Posielajú tsunami antropológie a archeológie, ktorá ukazuje tisíc rôznych farebných kombinácií usporiadania spoločenského života od tých najstarších po súčasné. A zreteľne tak vyjadrujú, že problém, na ktorý narážame, sa nevolá autokracia, diktatúra, dokonca ani demokracia – volá sa predstavivosť. Vôľa myslieť a prehodnocovať základné otázky. Pýtať sa, či spoločenské zmeny naozaj potrebujú lídrov. Či sa máme len spoliehať, alebo radšej aktívne podieľať, prehodnocovať a tvoriť.

Kritika kritickej vedy a autonómia konať

Pre mňa má táto kniha jeden veľmi osobný rozmer – kritiku vedy a vedcov. Pretože spoločenské vedy nemusia a nemali by za každých okolností končiť cynizmom marxistického historického determinizmu. Z dvoch možností – a) veci sa stali, pretože sa museli stať, alebo b) nikto nevie, čo sa udeje – je zväčša správna tá druhá. Nie len preto, že poctivá veda musí vo svojich vyhláseniach zahŕňať aj vlastné limity, ale preto, že sloboda a autonómia života je v ľudských spoločenstvách naozaj možná.

Niekde tu je aj moje vlastné poučenie. Kultúrna sociológia, tak ako ju čítam a pracujem s ňou v marketingu, je svojou vlastnou logikou predurčená k tomu, aby kultúru videla takmer ako definitívnu odpoveď. Z historického robí kultúrny determinizmus keď hovorí, že to kultúra je onou Weberiánskou železnou klietkou; že každá naša otázka, odpoveď aj interpretácia zmyslu musí nevyhnutne spadnúť do roviny žánrového príbehu a archetypálneho predobrazu.

No kde je v nej sloboda a autonómia myslieť a konať? Kde sa stratila táto jedinečná ľudská vlastnosť, schopnosť vidieť a predstavovať si? Kde splýva rituálny a imaginatívny svet a stáva sa žitou realitou? Odkazujem k rozporuplnej a veľa diskutovanej „relatívnej autonómii kultúry“, tá nie je len teoretickým vyhlásením, aby sa kultúra nezamrazila v ustálených vzorcoch myslenia. Je to aj príležitosť zvažovať, hľadať a tvoriť možnosti, ako môže byť spoločnosť usporiadaná lepšie, aké scenáre predpovedajú aké výsledky, čo všetko je možné a predstaviteľné. A v dôsledku toho sa otvára aj možnosť autonómne zo scenárov vyberať, cieľavedome s nimi pracovať.

Okrem množstva zážitkov a poznania, ktoré mi kniha The Dawn of Everything dala, si v tejto chvíli najviac vážim to, že mi pomohla oslobodiť sa od kritickej teórie, ktorá nedokáže vidieť možnosti, zrieka sa predstavivosti, ktorú mám tak rád. Táto kniha je plná pozitívnej a optimistickej sociálnej vedy, a sú v nej zachytené takmer všetky odtiene anarchizmu, ktoré David Graeber za svoj život dokázal uchopiť.

Práca Davida Graebera ma, spolu s mojím kolegom Andym Cohehnom, inšpirovala k vytvoreniu Anarchist Brand Modelling, novému spôsobu práce so značkou. Tento prístup je k značke veľmi férový, no zostáva optimistický. Presne taká je aj kniha The Dawn of Everything.

Interest and how to arouse it. Not just for autism day.

Today is April 2nd, International Autism Day. It's a day of awareness. To me, enlightenment is creating interest where there is little. By interest I mean curiosity, an inner need to know, experience, understand or listen carefully.

Nášho syna unschoolujeme, čo v praxi znamená, že sa v učení riadi primárne vnútornou motiváciou. Ide za tým, čo ho zaujíma, na čo je zvedavý, kde cíti potrebu spoznať, pozorne si vypočuť, nie za tým, čo je ročníku primerané a „má sa to“. Obdivujem jeho silu a jednoznačnosť. Vidno, že dokáže mať záujem, hlboký a zvedavý, má tú schopnosť a vytrvalo ju trénuje. No aj tak sa objavia situácie, kedy jeho záujmu, snahe pochopiť alebo empatizovať potrebujem pomôcť. Napríklad, keď ho niekto nahnevá, alebo keď je niečo dôležité pre nás, a on musí participovať, aj keď nechce.

I know what definitely doesn't work in that case: informing.Information has no power over dislike and disinterest. It flies through your head without any response, like a clean shot. What can work in the short term is scaremongering, shaming or inducing remorse. Information has no power over dislike and disinterest. It flies through your head without any response, like a clean shot. What can work in the short term is scaremongering, shaming or inducing guilt. alebo vyvolanie výčitiek.

Something like "even if it doesn't affect you, it might affect you and it will be too late, autism will take your child, your family and your finances." (Autism Speaks awareness campaign from the 90s)

Or something like "They are here among us, they are suffering, and you won't help them? won't you lend a helping hand? Aren't you ashamed?" (communication standard in the topic)

Zaberie to, no z dlhodobého hľadiska vyvolanie výčitiek, strachu alebo hanby naruší vzťah a vzájomnú dôveru, čo v dôsledku vyvolá ešte väčší nezáujem, vyblokovanie a odpor. Časom už nepomôže ani pritvrdiť, odozva nepríde.

What really works?

I won't please you it's laborious, but it's humanly possible.

Active mutual relationships. Not informing but sharing, speaking and listening, contact, interpersonal communication, everyday. Down here, among us, in the block, in the family, in the classroom, in the interest circle. We will not replace the creation of mutual relations with general information. That is why I consider community support and field work with them to be key. Wherever there is one of us, people on the spectrum, there is enlightenment.

Stereotypes and totems. here is such a thing as a useful line of propriety, crossing which we provoke the exact opposite of what we intended - dislike, disinterest, at best anger (it is better because it is active, albeit negatively). By creating a reasonable abbreviation of meaning, we create a premise for interest. He may or may not come, but we gave him a chance. And this is related to the next point.

Art. Artistic means were created to convey an experience, a story, not just information. A film that I live with for a moment, a character that I empathize with, a story that touches me, a photo that makes me laugh or think, a dance that captivates me, a rhythm that moves me. No media campaign will do people on the spectrum as much a service as a single HBO series, such as Little Sheldon, will do.

It works the same way in our family. Since I started with that, I will add that Otis gets caught up in something that we live by, just as we get caught up in what he lives by. We have a relationship. When a situation arises that his interest in another needs to be helped, we use abbreviations, stereotypes, simplifications, ideal visualizations, that is, something like "totems" that can be grasped and put his interest into. And finally, we watch stories, on YouTube, in games, movies, books, conversations with people, in music, we give ourselves the opportunity to perceive, feel, experience.

Inšpirovala ma moja známa, Denisa, ktorá je tiež Aspergerka, včera zdieľala kampaň značky VANISH. Dávam vám ju sem. Nie preto, že by dokonalo spĺňala všetky menované kritéria, ale robí pár vecí dobre:

They use film-making, a relatable story that gives it plenty of space. It uses stereotypes, which means being on the spectrum, for activists is incorrect, but reasonable and functional. It uses icon, a soft sweatshirt that I wear until it falls apart, protects me from the world and gives me comfort, e.g. even when I rub her sleeve.

They have other activities related to the campaign connected to community, although I see that more can be done there. I love the accompanying traveling exhibition "Me and my favorite piece of clothing". It shows the stories of different people on the spectrum, and at the same time it is equally engaging for those who are not on the spectrum, because clothes are fun for all young people.

VANISH nie je značka vychádzajúca z vnútra komunity, aj také sú, napr. HikiApp alebo Loop, ktoré rastú z presvedčenia, čo je dobré pre ľudí na spektre, môže byť v konečnom dôsledku dobré pre hocikoho iného. No témy sa VANISH zhostil dobre pre všetky zúčastnené strany. Ľudom na spektre záleží na oblečení, ale trochu inak ako väčšine. Záleží nám v prvom rade na tom, aby naše obľúbené kusy oblečenia vydržali čo najdlhšie, aby sa nemenili, zostávali s nami a chránili nás. VANISH v tejto potrebe našiel svoje miesto. Klobúk dole.

Anyone who has read this far has shown interest. I am grateful for that, I know it requires time and energy.


From polytheism to science and back: to brands

Nech to znie akokoľvek jednoducho, myslím si, že challenge sociálnej vedy, ktorým dnes prechádza, sa dá zhrnúť asi takto:

mysleli sme, že je to cesta od tradičnej spoločnosti k modernite. Otázka, ktorú položili postmodernisti po (alebo aj „pri“, tu a teraz!) mnohých katastrofách a zverstvách, ktoré ľudia dokázali stvoriť, znie „dpč, fakt“? A mnohí z nich nepriniesli odpoveď.

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