Psychological State Map for Photodynamic Art Generator (2022)

Drawings
Written By Andrew MacDonald

Gouache, charcoal and oil pastel on paper, 11 ft x 6 ft

Photo Credit: Empty Cup Media

This drawing is an evolving image that undergoes several feedback loops to facilitate a conversation between mathematical pattern making with parameters with the intuitive process of embodied creation that lives in the process of making a gesture drawing. The drawing starts with painting an abstract space on the expression of the emotional brain, then the pattern to structure the work comes from parameters that influence a set of psychological states. These parameters come from Kurt Lewin Field Force-Field Theory and they are converted into two extremes (binary numbers) that are then spatialized into a landscape. An example of a parameter is self worth being inferior, the left side of the image or superior the right side of the image. This creates a pattern of borders to start a conversation with freedom of expression to create gesture drawings and text phrases that live in the regions contained by the intersection of its borders to illustrate a “map” of a complex psychological system. Then, returning to structured rules, the regions are identified with words and placed in a spectrum showing the diversity in how these parameters can intermingle into a space that is navigated. Then, in a process of reflecting on what emerges, the meaning of the work is drawn to conclude the conversation. The factors involved in forming psychological states influence human perception and how we choose to have agency over our lives in social situations in whether we choose to hinder our capacity to fulfill our needs or help provide our emotional needs for ourselves.

Andrew MacDonald

With more than 20 years in marketing leadership, Andrew brings a clarity-first approach shaped by his early career in the non-profit sector. At World Vision Canada, he managed multi-million-dollar campaigns and drove donor retention strategies; later, at Opportunity International Canada, he built an in-house creative team that delivered innovative, cost-efficient marketing across the country.

Those experiences taught him that effective marketing isn’t about flashy tactics — it’s about strategy, efficiency, and measurable ROI. Today, Andrew applies that discipline to help entrepreneurs escape the “marketing swirl,” invest smarter, and grow with confidence through the Kasama Method™.

Clients describe him as a trusted partner who asks the big questions, simplifies complexity, and always walks alongside them with solutions. He’s passionate about blending strategy and technology in ways that make growth achievable for small and mid-sized businesses.

Beyond Kasama, Andrew gives back by advising local charities and serving on community boards. At home in Quinte, he and his wife Katrina are raising two kids — and when he’s not strategizing for clients, you’ll find him planning the next family beach trip or catching up on post-apocalyptic TV shows.

http://www.kasama.ca/
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