2025 – the year we see white

Picture of Ján Grinvalský

Ján Grinvalský

The first week of the year I was busy with the final stage of the studio remodeling. The purchase of the new equipment was thus completed with a strategic change in wall colour. It takes a bit of time to repaint white to black. As I painted, the original white wall that dominated the space was disappearing under my hands. The old boundaries defined by the walls were disappearing and bright objects began to emerge that were still able to reflect the light.

Painted black

Since the beginning of the year, we’ve probably all heard a lot of gloomy predictions for 2025. I’ve been listening to these reports while painting and I was intrigued by the fact that my studio and 2025 have a black background.

Why I painted the studio

My goal in my work is complete control over the light. This applies primarily to photography, but it applies equally to logo design, web design, etc. The human eye and the software behind it are set up to search for light. We intuitively direct our attention to the brightest point. If everything is white the eye wanders. The differences are small, the reflections are many. Our attention and ability to find our way is lost. The black walls of the studio help me gain control of the light and show reality in the right light (clearly and without distractions).

What I wish us for the New Year

I wish for us to find a clear direction and light for our business and personal life against the backdrop of black. The black walls are disappearing and our imagination can travel beyond the old walls and find a new space. We have a great opportunity to break free from entrenched approaches and discover new possibilities. I hope that we will be together in this search in 2025!

I wish us much success!

Ján Grinvalský

I have been involved in advertising and marketing since 1999. From advertising photography and graphic design to copywriting, I have progressed to positions as an art director and marketing consultant. During this time, I have created several successful brands, campaigns, TV spots, and e-commerce projects. Recently, I have focused on brand creation and their consistent communication, as well as building associations based on the archetypes defined by C. G. Jung, and developing complex brand strategies. Branding and online marketing have been the subjects of my recent lectures and workshops for clients, organizations, students, and the general public.

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