Imagining a momentary blur between the opposing axes of corporate identity design and popular music, Warm Blood threads itself into the industrial production of emotion.

Inserting itself between the composite identity mechanisms of commercial art forms – typographic identities, mascots, popstars and their various charms – Warm Blood responds to these visual and auditory exchanges of feeling with a form of branding fan-fiction: one that finds concrete poetry at the karaoke bar, and seeks the beautiful affects in our interactions with these charismatic, partially artificial intelligences.

Son La Pham (b. 1993, Wellington New Zealand) graduated from Massey University with a BDes (Hons First class) in Visual Communication Design in 2015. His practice has a focus on typography, branding and typographic systems, working closely in collaboration with artists, curators and writers. Son La has recently led the interactive design workshop ‘Systems and Screens’ with Dexter Edwards at Whitecliffe College of Art and Design (2017).

Recent projects include the online publication A Year of Conscious Practice with Dexter Edwards, for The Physics Room & Blue Oyster Gallery (2016), Bowerbank Ninow gallery and auction house identity (2015-2018) with DDMMYY, Exhibition posters, publications and materials for Artspace NZ (2015-2018) with DDMMYY, and design and co-editing for LE ROY Magazine issues #4 & #5 design with Kelvin Soh, Oliver Guyon and Sam Wieck (2017).