::kitchen:oyoaha

Just released a newer version of our ongoing experiment - technology that allows us to scale any content to fit any medium. We swear it's a big idea even though it looks so simple. Just resize your browser a few times and then ask the question, "How do they do that?"

BOLDS

For those of you who are interested (I'm guessing 2...maybe 4), we've been Flickr'ing and Twitter'ing all over the place - Here and Here & Here, respectively.

So we applied for one of the scholarships to the upcoming GWT Conference in San Francisco next week. Thought you might enjoy our 'official' entry:

Dear Google

While working on some concept sketches today, we were frustrated (once again) by that feeling of familiarity - in this case we call it the "Illustrator Effect". Long story short, it's our generic response and reaction when a tool starts feeling like it's imposing too much of itself on the creation process (in this case we'll just assume it's the tool and not our lack of process innovation...). Like when things just feel, well, Illustrator-ey. And then you find yourself and your attention working against the flow just to try and make the outcome feel different in some way, shape, or form.

Nothing says you're "waiting for a work proposal to get accepted" quite like spending time on internal Identity pieces. This week we cranked out not 1, but about 6 different versions of our new 'business' card. And to sweeten the whole deal, we've decided the appropriate reaction to feeling like we're always having to explain our work is to not include any contact information.

Nothing says 'cool' like being hard to find.

(Don't ask. We're tired of explaining...)

We develop on the Drupal framework. Our front-end, dynamic UI is created using a design-first AJAX via GWT approach that plugs in neatly. The goal of using these simple, low-cost tools (i.e. they don’t eat up limited resources) is to effectively move technology to the back of the priority line. If accomplished, actualizing good brand design gets to move up to priority #1 where it belongs. The end result is a resource for perpetual, low-overhead implementation of a brand process. (Or at least that’s what we have been telling people…)

Although we are still not sure what Web 2.0 really is, we do know the days of proprietary development are sooo 2004. Collaboration is the new modus operandi and, we hope, a shift toward sustainability and effectiveness. We believe standards are the fuel for creative opportunity. We embrace simplicity and ease. We get fired up about resources that don't get in the way of good communication and design. Here are two of our core open source tools:

More about Google Web Toolkit (GWT)

More about Drupal

Question One: What if brand standards were never limited by the ways and means of implementation? Which leads to Question Two: What if standards weren't even required to be tangible things (e.g. a logo, a color, a font…) but instead were a process – a means of implementing an experience? Although we are currently working out the details, we are convinced Brand by Process is our end product.

Everything about The Kitchen is meant to implement this 'process of process' - we'll see how it works out.