Ornamental Conifer is the moniker of British artist, Nicolai Sclater. Conifers work is an exploration into the concept of branding in a post-consumer society.
In a world where signage and advertising are no longer required to sell products or drive business there is a risk that our lives could feel empty, at least aesthetically.
As an artist, Ornamental Conifer thrives in an urban environment, and his work relies on it for inspiration.
Ornamental Conifer loves being surrounded by the visual cacophony of advertising and signage but can’t help imagining, how might it be if the messages we are force-fed daily were messages of social connection, empathy and optimism?
How would we, as a society, evolve if this narrative had the same weight and could issue the same impact as major brand messaging carries today?
Over the past few years Conifer has worked on developing a visual language that is synonymous with himself, the artist. Intentionally presenting himself as a brand, offering an alternate world in which the mental health of its inhabitants, and the protection of its environment are taken at least as seriously as the amassing of wealth.
Conifers need for the city to inspire his work is balanced equally by the need for nature to sustain, nurture and bring meaning to his wider world.