I worked on sketches for Applegate’s website back in 2007. My main interest was giving the world a sense of scale, showing how if you bought these products, you would be buying into a way of food production that could truly change the world. My first version was fairly complex, a Flash-animated site that I based a bit on Powers of Ten, by Charles and Ray Eames: I was shot down so utterly, but tried to simplify the site to accommodate the limitations imposed upon the project: Alas, shot down again.
The Ardor Arbiter is a simple device wherein the user gives out citations of sincerity to others, using the enclosed stickers and magic marker. This helps the user develop his/her ability to detect sincerity and thus become better at eventually judging his/her own. Dimensions: 6.5″ x 3.5″ Framed: 18″ x 12″ Medium: mixed media Completed: February 2008 The original inspiration for this piece was the phrase: “hole where your heart should be.” I was trying to find a way to express that visually–here is a shot from that ideation.