The overarching creative brand:1) A play on the words aesthetic, and anaesthetic. One is concerned with beauty and the appreciation of its form and principles. The other, a substance or entity that induces an insensitivity to pain; a relief. 2) An artistic expression; designed to be a medium for thoughts, feelings, photographs, opinions, ideas, concepts and freedoms. A forum for a young woman with a bright mind, sharp tongue, and passionate heart.3) A collective series of hot takes matched with beautiful visuals.