02.10.08: Art Gallery Opening:: Branded ::

Na'a LeRoy Makekau, University of Hawaii arts major, has been a freelance graphic designer, photographer, and artist for over 15 years.

 

Photography and article by Tracy Chan

 

Branded is the thesis project and new concept art exhibition from Na'a LeRoy Makekau, a Master of Fine Arts in Printmaking candidate. A freelance graphic designer, photographer, and artist for over 15 years, Makekau was born and raised in Hilo.

Pop culture and consumerism, together with the psychological effects of color, are a few of the driving forces behind Makekau's latest display. The color themes for each one of the 21 brightly hued square screens are taken from brand names. Included are the shades of the Tide, UPS, Starbucks, and Mountain Dew logos. "People take color for granted," Makekau said, describing how corporations use certain themes to build stronger brand name loyalty among their customers. "Colors emphasize emotions," he said.

 

 

Makekau chose the simple, minimalistic display because he felt a more complicated presentation might distract people from the basic concepts. " Color is vital in the name brand building process because it is the first visual point of communication," Makakau wrote in an introduction to the exhibit.

 

Despite the abstract appearance of this presentation, Makekau says that he's "not too much into the abstracts." Most of his other work deals with sarcasm and wit, he said, citing Shepard Ferry, the man responsible for the Andre the Giant "OBEY" logo as one of his main influences. "If there's some humor involved, then I know I've been successful," he said.

 

A skater and a surfer himself, Makekau said he admires other artists from the skater and surfer scene who are changing the landscape of contemporary art.

The Branded exhibition will be open until February 22 in the University of Hawaii Art Building Commons Gallery. For more information about Makekau or his art, check out his myspace at http://www.myspace.com/popsushi

Tide, UPS, Starbucks, and Mountain Dew are among the logos Makekau used for his color schemes.