Escolar Documentos
Profissional Documentos
Cultura Documentos
ALL THE WINNING PROJECTS FROM THE BRAND IMPACT AWARDS 2015
ISSUE 245
OCTOBER 2015
DIGITAL EDITION
PRODUCED IN
THE UK
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How to sell your design concepts
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FeaTUrinG
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The ParTners r/Ga
MovinG brands
AND MORE...
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W E LCOME
OCTOBER 2015
EDITORS LETTER
This is a very special issue, in which were delighted to announce
the winners of the second annual Brand Impact Awards our
celebration of the best branding work from around the world.
But the huge extended feature at the core of this issue goes far
beyond a showcase of the projects that impressed our judging panel.
Weaved throughout are the gems of wisdom that helped make those
projects world-class and like the awards themselves, these are
carefully tailored to the market sector for which they were created.
Once again, our two special awards recognise the ever-increasing
importance of delivering meaningful social impact, and the value that
fruitful collaboration can have to a project. Its telling that the winners
of both also won our Best of Show gongs.
One of the most crucial aspects of creative collaboration is a
strongrelationship between designer and client but of course, not
alldesigners are so lucky. Therefore our second feature reveals how
toturn things around in a pitch to a sceptical and uncooperative client.
Next month, we shift our focus from the projects to the studios
themselves, as we reveal the final 30 in our UK Studio Rankings 2015,
the result of a huge nationwide peer reputation survey of over 60
leading creative directors. There are 12 new entries since last year, not
to mention a few spectacular rises and falls and well be exploring the
secrets of all these studios successes. See you then!
KEEP IN
TOUCH WITH
TWITTER.COM/
COMPUTERARTS
FACEBOOK.COM/
COMPUTERARTS
NICK CARSON
EDITOR
nick.carson@futurenet.com
FEATURING
KARAN SINGH
KIRSTY WHITTAKER
VERNICA FUERTE
JAMES KENT
SUNITA YEOMANS
COMPUTERARTS.CREATIVEBLOQ.COM
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M E E T T HE T E A M
OCTOBER 2015
EDITORIAL
NICK CARSON
EDITOR
Nick has been running 16.5 miles home from work
recently inpreparation for his first marathon. Check
out his just cause over on the Just Giving website at
www.justgiving.com/nc-marathon.
NICK CARSON
EDITOR
nick.carson@futurenet.com
JO GULLIVER
ART EDITOR
jo.gulliver@futurenet.com
TIM HARDWICK
OPERATIONS EDITOR
tim.hardwick@futurenet.com
CIRCULATION
RICH CARTER
DESIGNER
richard.carter@futurenet.com
SUBSCRIPTIONS
JULIA SAGAR
COMMISSIONING EDITOR
julia.sagar@futurenet.com
SAMMY MAINE
DEPUTY COMMISSIONING EDITOR
sammy.maine.@futurenet.com
JO GULLIVER
ART EDITOR
Not satisfied with one holiday, Jo took two this month
in quick succession, staying for a few days in Berlin
where she saw Pattie Smith perform, then onto Ibiza
for a long stag weekend. Green beer was consumed.
CHARLOTTE LLOYD-WILLIAMS
Direct marketing executive
charlotte.lloyd-williams@futurenet.com
TIM HARDWICK
OPERATIONS EDITOR
Tim took a time-out in Yorkshire with his family and
soaked up some northern culture in the historic
walled City of York, which is home to over 500
ghostsindependently verified by science. Fact.
LICENSING
ALICE PATTILLO
STAFF WRITER
alice.pattillo@futurenet.com
DOMINIC CARTER
STAFF WRITER
dominic.carter@futurenet.com
RICH CARTER
DESIGNER
A sad goodbye is in order as Rich is moving on from
CA to pastures new at Bath-based branding and
packaging agency Design Group International.
Congratulations and good luck to you, Rich!
MANAGEMENT
CONTRIBUTORS
ADVERTISING
STAFF CONTRIBUTORS
JULIA SAGAR
16 October 2015
COMMISSIONING EDITOR
Julia had a swashbuckling few days at the Boomtown
Fair, where the theme this year was pirates. However
Julia misinterpreted this and went dressed as
Liberace; she got mocked for excessive sleevage.
SAMMY MAINE
COMMISSIONING EDITOR
This month Sammy has been reading Americanah by
Nigerian author Chimamanda Ngozi Adichie, and The
Secret History by Mississippi-born writer Donna Tartt.
What should she read next? Tweet @sammymaine.
All contents copyright 2015 Future Publishing Limited or published under licence. All rights reserved. No part of this magazine may
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PRODUCTION NOTES
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P83106: GraphoInvent 75gsm
TYPEFACES
Trump Gothic West, Neutraface
Text & Display, Calluna
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OCTOBER 2015
ISSUE 24 5
OC T OBER 20 15
CULTURE
10
13
14
16
INSIGHT
20
24
26
SHOWCASE
Our selection of the worlds best new
graphic design, illustration and motion
graphics work 28
D IARY 2
V I D EO WA L KT H R O U G H
D IARY 1
NB STUDIO
PROJECT DIARIES
A global rebrand for Carlsberg, 3D-printed numerical resin
sculptures, and using blood as ink for a poster to mark the
anniversary of the Hiroshima and Nagasaki bombs
83
D IARY 3
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C O N TE N TS
OCTOBER 2015
BR AN D IMPACT AWARDS
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WE LOVE ...
COLOUR
THERAPY
Hortense Duthilleux massages the
mind with a spectrum of light
cientific research into the psychological
and physiological impact of colour
isdeveloping rapidly, all thanks to
advances in the monitoring and quantifying
ofour responses to sensorial stimulation.
Thereisalready compelling evidence that
ourperception of colour really does affect
ourminds and bodies. As a result, artists and
designers are testing colours power to alter
visual perception, mood and mental state.
In an attempt to manage our fast-paced,
increasingly out-of-kilter work-life balance, a
growingnumber of consumers are turning to
meditative practices to help reduce stress as
well as enhance performance and productivity.
Recent Central Saint Martins graduate Hortense
Duthilleux explores how light can be used as a
tool to restore a sense of balance by completely
massaging the mind with light. Using different
filtersof light housed inside optical goggles,
wearersare encouraged to absorb coloured
lighting whilst staring at a spinning spectrum in
order to achieve the optimummeditativestate.
www.hortense.co.uk
Each month, our Trends section is curated by
experienced creative consultancy FranklinTill
(www.franklintill.com).
CULTURE TR END S
OCTOBER 2015
antique triumph
Hidraulik takes up the pavements of Barcelona and gives them a modern in-house twist
erceptive creatives visiting Barcelona
wont have failed to notice the opulently
patterned hydraulic tiles that line the
citys iconic streets and squares. These art
nouveau flourishes gave local T-shirt company
Ddeloi the inspiration to create similarly
geometric shirt designs and before long the
patterns had inspired a whole new brand.
I thought the best way to show these patterns
was still on the floor, but using carpets, says Eloi
Rossins, founder of Hidraulik Modernist Rugs.
Initially my intention was to use handmade New
Zealand wool, but I realised they would be more
PRODUCT:
COST: 230540
Stay one
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MAINSTREAM
STILL FRESH
EMERGING
Digital drag:
capturing the
repeated digital
tracers from a font
thats been dragged
across a screen.
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TRENDING
P LA C E S CULTURE
OCTOBER 2015
STREET VIE W
ACCESS OUR
GOOGLE MAP AT
bit.ly/CALeeds
LEEDS, UK
Elmwood account manager Daisy Hill loves keeping her design consultancy
team updated with the latest creative places and events around Leeds. Here
shehighlights some of her current favourite hangouts in the West Yorkshire city
DUKE STUDIOS
THE TETLEY
VILLAGE BOOKSTORE
MUNRO HOUSE
Daisy Hill first moved to Leeds in 2009 to study design at university. After falling in love with the city life she decided to
stay. In 2014 she joined Elmwood, having admired the brand design consultancy for several years. www.elmwood.com
COMPUTERARTS.CREATIVEBLOQ.COM
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CULTURE P EOP LE
MY STYLE IS...
BALLERINA MEETS
HELLS ANGEL VIA
MARILYN MANSON
Michelle Haswell is
a Glasgow graphic
designer and blogger,
otherwise known
asQueen Michelle.
www.kingdomofstyle.net
NE W V E NT URE S
STOMACH TATTOO
Most of my tattoos are in memory
of my parents, except one illconceived one on my stomach,
which I got when I was 20. I may
ormay not have been drunk.
DOWN THE
RABBIT HOLE
Creative studio Lord Whitney has revamped
its website, filling it with its signature blend of
absurdaesthetics and whimsical humour
outed as self-proclaimed
connoisseurs of make-believe,
Lord Whitney exudes creative
passion. From surreal sets to music
videos and ad campaigns, its dedicated
team has worked with a range of
high-profile names like Cartier and
TateLiverpool. Now with a redesigned
website, online visitors can indulge
themselves in the nonsensical court
ofLord Whitney.
BALLET GEAR
When Im not designing and
blogging, Im a ballet dancer. Its
my passion and I couldnt live
without it. Ballet is this beautiful
collision between femininity, pain,
strength and precision.
5
3
PICTURE PERFECT
COMPUTERARTS.CREATIVEBLOQ.COM
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CULTURE EVENTS
OCTOBER 2015
KEY INFO
LOCATION
Ibiza, Spain
www.ibiza.travel
WHEN
August 2015
PREVIOUS DESTINATIONS
Copenhagen, Barcelona,
Paris, Hamburg, Berlin,
Reykjavik, Marbella,
Oslo, Ibiza (again)
S O M E O N E S U M M E R PA R T Y
SOMEONES
SPANISH SOCIAL
Poolside cocktails,
sunshine-drenched
sailing and, of course,
clubbing are the
perfect combination
for the SomeOne crew
E V E NT S CULTURE
OCTOBER 2015
KEY INFO
LOCATION
The Catskills, New York, USA
www.visitthe catskills.com
WHEN
August 2015
VAULT49 TE AM GE TAWAY
GOING WILD
WITH VAULT49
Boating, fishing,
hiking,canoeing
andcamp fires all
theelements that
make Vault49s retreat
one to remember
CULTURE EVENTS
OCTOBER 2015
WHATS ON
19-27 SEPTEMBER
Various venues, London
www. londondesignfestival.com
First staged in 2003, LDF is
oneofthe worlds most hotly
anticipated annual design events.
The festival programme is made
up of more than 350 exhibitions,
installations, talks and debates
thatare staged by hundreds
ofpartner organisations from
across the design spectrum.
24-25 SEPTEMBER
Lower Manhattan, New York
www.underconsideration.com
Hosted by UnderConsideration,
this two-day event focuses on the
development of corporate and
brand identity projects by some of
todays most active and influential
practitioners from around the
world. Speakers this year include
Etsys Julia Hoffman and Snask.
THE SECRET
HANDSHAKE CONFERENCE
20-25 SEPTEMBER
Cromwell Road, London
www.globaldesignforum.com
Staged during and organised by
the London Design Festival, the
GDF is the agenda-setting event
for design, and aims to challenge
established thinking bypresenting
key global issues and linking them
to opportunities in the design
sector. David Adjaye will design an
installation for Somerset House
as part of the Festival, which also
features Wolfgang Buttress, the
designer behind the UK Pavilion at
Milan Expo 2015.
02-03 OCTOBER
ADC Gallery, New York City
www.learnthesecret
handshake.com
The Secret Handshake helps
young creatives looking for
insider insight, honest answers
and solid solutions to go pro.
Produced in partnership with
the Art Directors Club (ADC),
this conference bringstogether
abroad rangeof talks, inspiration
and educational panel discussions.
Speakers thisyear include Wolff
Olins LisaSmith and ADCYoung
Guns2011 WinnerPing Zhu.
PIXEL SHOW
17-18 OCTOBER
So Paulo, Brazil
www.pixelshow.com.br
The Pixel Show is the biggest
creative event in Latin America
and the third largest in the world.
Each year it brings together the
Latin creative market featuring
national and international lectures,
workshops, exhibitions, live
paintings sessions, new musicians
and Sharp Talks (the mini free
lectures that were such a success
at last years show). Organised by
Zupi, it caters best for creatives
from Argentina, Brazil, Chile,
Peru, Colombia and Portugal.
05-07 OCTOBER
Lisbon, Portugal
www.iade.pt/unidcom/
senses2015
This conference is an international
forum for sharing and exchanging
information which embraces the
theoretical, applied and related
areas of design and marketing.
Strands will be delivered in
parallel sessions through keynote
presentations. Themes include
culture and design, sustainability,
future trends and innovation.
INTERACT LONDON
OFFSET LONDON
08-10 OCTOBER
Hyatt Regency, New Orleans
www.designconference.aiga.org
The AIGA conference brings
the design community together
to experience provocative
speakers, local culture, nightly
networking receptions and
competitions, including Command
X, in which emerging designers
face off in head-to-head battles.
The moderator for the event
this year is Roman Mars, host
of the popular 99% Invisible
podcast on design. Exhibitions,
professional development sessions
and face-to-face roundtables
with design heroes also feature.
12-13 NOVEMBER
Shoreditch Town Hall, London
www.iloveoffset.com
One of the most well-regarded
creative events around comes to
London for the first time, and looks
set to build on past successes
when it has regularly drawn over
2,000 delegates to Dublin. A
smorgasboard of top speakers
will be in attendance, including
illustrators Yasmeen Ismail, Tomi
Ungerer, McBess and Seb Lester,
creative agencies Graphic Thought
Facility and Mother London, set
designer Rachel Thomas, fashion
designer Una Burke, and the
inimitable Morag Myerscough.
COMPUTERARTS.CREATIVEBLOQ.COM
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20-21 OCTOBER
The British Museum, London
www.2015.interactconf.com
Interact London is a bespoke event
that explores the importance of
design and the roles that UX and
IA play in todays digital society.
Together, the speakers and talks
represent a mix of philosophy
and practice from some of the
most accomplished thinkers and
practitioners in their fields who
believe design makes a difference.
.
OCTOBER 2015
SABRINA SMELKO
ILLUSTRATOR AND ART DIRECTOR
www.sabrinasmelko.com
KATE MARLOW
FOUNDER, HERE DESIGN
www.heredesign.co.uk
REGULAR WRITERS
BRUNO MAAG
FOUNDER,
DALTON MAAG
MARK BONNER
PRESIDENT,
D&AD
SABRINA SMELKO
ILLUSTRATOR AND
ART DIRECTOR
BEN TALLON
FREELANCE
DESIGNER
CRAIG WARD
DESIGNER AND
ARTDIRECTOR
LOUISE SLOPER
HEAD OF DESIGN,
CHI & PARTNERS
V E R ONI C A F UE R T E INSIGHT
OCTOBER 2015
COMPUTERARTS.CREATIVEBLOQ.COM
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OCTOBER 2015
R I C H A R D BA I R D
FREELANCE DESIGNER AND FOUNDER, BP&O
www.bpando.org
Branding projects should be seen as short stories; ones that
designers are enthusiastic and capable of writing or talking about
in a variety of situations. Good aesthetic sensitivities appeal to base
instincts and a shared sense of taste. It is a connection easily made,
but just as easily broken. In a saturated and increasingly capable
market it is commonplace and offers little in the way of
differentiation or longevity.
Fostering and enhancing a genuine emotional connection
comes from the recounting of process. This should be clear and
honest, not reworked or post-rationalised. Happenstance should be
celebrated, not downplayed. Process stories should be written or
told with good intention, character and passion, in a way that is
insightful and self-assured, yet avoids arrogance and the esoteric.
GEMMA GERMAINS
CREATIVE STRATEGIST, WELL MADE
www.wellmadestudio.com
YOUR VIEWS
Comment on Facebook,
ortweet @ComputerArts
with your thoughts using
#DesignMatters
@SUBEECHALI
Know what your specific market loves
and put it on full display. Dont market
vaguely to everyone, ages 0 to 100!
COMPUTERARTS.CREATIVEBLOQ.COM
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@LUKETONGE
Dont bamboozle or overcomplicate
things. Find a compelling truth
andtellitsimply. Assume the
bestofyouraudience.
DE SI G N M AT T E R S INSIGHT
OCTOBER 2015
B RU N O S E L LS
CO-FOUNDER, VASAVA
www.vasava.es
I believe that the key to connect and improve engagement with
branding work nowadays is to celebrate the differences, embrace
the originality and let the brands speak their very own language.
Asdesigners it is our duty to define brands voices. Markets are
veryfragmented and so the brands should be; it is our job to
buildidentities in a inventive and unpredictable way, avoiding the
standandarised solutions and allowing enough time and resources
to explore every single aspect and peculiarity of the brand. If we
can detect what makes a brand unique and build over it accordingly
well be succeding no matter how crowded the market.
ROB G ON Z A L E Z
CO-FOUNDER, SAWDUST
www.madebysawdust.co.uk
@JRPCD
Truth is always a nice way to
connectwith people. It should
betheessence of every good
brand;that and a decent product.
@JAMFACTORY
By being honest!
TIM SMITH
STUDIO LEAD, USTWO
www.mypoorbrain.com
@RHAPSODYDESIGN
Be honest and tell the story of what
drives you to help people, what makes
you unique as a brand and a person.
COMPUTERARTS.CREATIVEBLOQ.COM
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@LIAMBRAZIER
Throw in a free cuddly toy?
Thatappears to be the key draw
tobuying insurance these days.
OCTOBER 2015
COMPUTERARTS.CREATIVEBLOQ.COM
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OCTOBER 2015
COMPUTERARTS.CREATIVEBLOQ.COM
- 26 -
BILATERAL RELATIONS
UK/MEXICO 2015 IDENTITY
by Alphabetical
www.alphabeticalstudio.com
S HOW CA SE
OCTOBER 2015
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T HE V E R Y B E ST NE W DE SI G N
OCTOBER 2015
MARK RICHARDSON
Founder, Superfried
www.superfried.com
S HOW CA SE
OCTOBER 2015
STRIPEY MIGRAINE
STRIPES
by Charles Williams
www.madeup.org
COMPUTERARTS.CREATIVEBLOQ.COM
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T HE V E R Y B E ST NE W DE SI G N
OCTOBER 2015
BEHAVIOURAL ECONOMICS
FORBES JAPAN ILLUSTRATIONS
by Karolis Strautniekas
www.strautniekas.com
COMPUTERARTS.CREATIVEBLOQ.COM
- 33 -
S HOW CA SE
OCTOBER 2015
PRINT
HIGHLIGHT
Say hello to the first edition in a series of publications featuring the iconic
homegrown brands that make up the current golden age of design in
Singapore. The idea was conceived by local idea makers and storytellers
Foreign Policy design, who sought to document the people and the
process behind some of Singapore's most successful brands.
"I wanted to share the journeys and stories of how brand owners build
their brands, typically starting with only an idea and a belief," explains
ambassador of design Yah-Leng Yu, who combined traditional and digital
tools in its production. "The people who help craft and design them should
be celebrated and should continue to inspire the next wave to come."
Yah-Leng Yu wanted to buck the trend of image-heavy design books
lacking written information about featured projects, and saw the
proliferation of great brands as an opportunity to document their stories
and inspirations. "Finally we can blow our own trumpets," she says.
"There's no better time to be a designer in Singapore."
COMPUTERARTS.CREATIVEBLOQ.COM
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T HE V E R Y B E ST NE W DE SI G N
OCTOBER 2015
COMPUTERARTS.CREATIVEBLOQ.COM
- 35 -
S HOW CA SE
OCTOBER 2015
BASKETBALL FOREVER
KOBE BRYANT BRAND TYPEFACE
by Sawdust
www.madebysawdust.co.uk
COMPUTERARTS.CREATIVEBLOQ.COM
- 36 -
T HE V E R Y B E ST NE W DE SI G N
OCTOBER 2015
FEATURED
SHOWREEL
BALL GAMES
STUDIO SHOWREEL
by Cub Studio
www.cubstudio.com
COMPUTERARTS.CREATIVEBLOQ.COM
- 37 -
S HOW CA SE
OCTOBER 2015
BUILDING BLOCKS
POSEIDON HELSINKI BRANDING
by Kokori & Moi
www.kokoromoi.com
COMPUTERARTS.CREATIVEBLOQ.COM
- 38 -
T HE V E R Y B E ST NE W DE SI G N
OCTOBER 2015
MOTION
HIGHLIGHT
LIFE AMPLIFIED
ITV2 CHANNEL IDENTS
by ManvsMachine
www.manvsmachine.co.uk
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P I T C H M OR E P E R SUA SI V E LY
OCTOBER 2015
WIN OVER
SCEPTICAL CLIENTS
ALGY BAT TE N
C R E AT I V E
DIRECTOR,
FIVEFO OTSIX
Algy is the co-founder of Fivefootsix, a
design and branding consultancy that
creates strong personalities for
organisations. He has also worked at
studio Browns, Nokia and Unicef.
www.fivefootsix.co.uk
JAMES KENT
CO-FOUNDER
WHY
James was a founding partner of
KentLyons for 12 years before setting
up Why. He has been working with
leading brands such as BBC, Channel
4, BT and BSkyB for almost 20 years.
www.wearewhy.co.uk
ROBERT SOAR
C R E AT I V E
DIRECTOR,
DRAGON ROUGE
Prior to joining Dragon Rouge, Robert
was a director and creative director at
Enterprise IG (now Brand Union) and
FutureBrand UK, as well as creative
director at Fishburn Hedges.
www.dragonrouge.com
COMPUTERARTS.CREATIVEBLOQ.COM
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SAR AH C AT TLE
C R E AT I V E
DIRECTOR,
PEARLFISHER
Sarah leads Pearlfishers design
studio, encouraging imaginative, bold
ideas. She has been responsible for
the creative direction of some of
Pearlfishers award-winning work.
www.pearlfisher.com
I N DUST RY ISSUE S
OCTOBER 2015
AUTHORITY
When people feel unsure about a purchase, they look for a testimony from a person
with authority on the subject. As a designer, your position of expertise is given why
else would a client commission you? Dont create an us versus them atmosphere
though; guiding the client rather than dictating them through the process is key.
ULTIMATE TERMS
The psychological theory of ultimate terms states that certain words carry more
power than others. The three categories of persuasive words include god terms
thatdemand obedience or carry blessings (such as progress or value); devil terms,
that are despised (fascist, paedophile); and charismatic terms, which are less well
defined. So choose your words wisely, their message will be all the more persuasive.
AMPLIFICATION HYPOTHESIS
This theory states that displaying certainty about an attitude when talking to another
person will help to increase and harden that attitude, according to online resource
ChangingMinds.org. Conversely, when the attitude displayed is uncertain it will soften
the attitude in the other person too. To persuade someone, therefore, you need to
align your attitude to theirs. So if a client has an opposing opinion, you show vague
agreement, but if the client expresses a better opinion, agree wholeheartedly.
COMPUTERARTS.CREATIVEBLOQ.COM
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P I T C H M OR E P E R SUA SI V E LY
OCTOBER 2015
COMPUTERARTS.CREATIVEBLOQ.COM
- 45 -
I N DUST RY ISSUE S
OCTOBER 2015
Reasons a client might reject an idea are manifold from reasons with
noreasoning behind them, as Fredrik sk from Snask puts it, to simple
budgetconsiderations.
Naming often elicits powerful reactions that see clients dismissing ideas out
COMPUTERARTS.CREATIVEBLOQ.COM
- 46 -
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ILLUSTRATION:
Karan Singh
www.wakeupmrsingh.com
80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
M
E
G
F
O
S
BRANDING
WISDOM
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S PE CIA L RE PORT
OCTOBER 2015
Artisan
Winner (programmes)
Mister Cooper
by johnson banks
www.johnsonbanks.co.uk
80
GEMS OF
BRANDING
WISDOM
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Automotive
Bar and
Restaurant
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S PE CIA L RE PORT
OCTOBER 2015
Culture
best of show
shortlisted.
Winner (programmes)
Almedia Theatre
by NB Studio
www.nbstudio.co.uk
To mark the arrival of a new artistic director and to signal a new strategic
direction, the Almeida Theatre approached London-based branding and
communication firm NB Studio to review and refresh its brand. After an
intensive period of immersion and briefing sessions, NB highlighted
thekeythemes that would inform the work, proposing a bold re-brand
ratherthan mere cosmetic enhancement.
The new visual language reflects the theatres boldness of purpose,
contemporary relevance, and ambition to challenge and question theatre,
thestage, the plays and its dialogue with the world. To ensure effective
andcreative use of the branding in all communications, NB partnered
withAlmeida toprovide creative direction and design of all key applications,
fromthe on-site identity to show imagery and membership materials.
In the six months following the rebrand, the Almeida Theatrehas
gainedplenty of high-profile media coverage, taken three sold-out shows
totheWest End and beyond, and went on receive an impressive haul of
theatreawardnominations.
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Highly commended (programmes) The Jewish Museum by Sagmeister & Walsh www.sagmeisterwalsh.com
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OCTOBER 2015
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
social impact
shortlisted.
Education
Winner (programmes)
Apprenticeships Awards
by Purpose
www.purpose.co.uk
Back in November 2013, the NEC Birmingham first held The Apprenticeships Awards
eveningand accompanying Made by Apprentices exhibition. The event celebrated
theyears achievements from the countrys top apprentices, promoting the various
ways they have made a difference to workplaces across the country.
Branding agency Purpose was hired to create a visual identity that celebrated all
the great products that had been made by apprentices over the past year. It designed
an adaptable scaffolding system to create various structures throughout the event,
tohold everything from earrings, to Lewis Hamiltons Formula 1 car.
The studio designed a Meccano-esque typeface, called Assemble, made from
graphic plates and rivets, and a complete graphic language based around the elements
of construction, echoing the apprentices handcrafted creations. This approach
became a visual thread running through the messaging, materials and graphics
acrossthe entire venue, working to praise the accomplishments of young apprentices
and put them firmly in the spotlight.
Due to the success of the branding programme, the identity was used as a
benchmark and consistently applied across all communications at all subsequent
Apprenticeship Awards events.
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OCTOBER 2015
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Entertainment
Winner (programmes)
BBC Newsbeat
by Moving Brands
www.movingbrands.com
The way people consume news is changing, and BBC Newsbeat, the news
serviceaimed at 16 to 24-year-olds, had fallen behind. Moving Brands was
engaged toreinvent the Newsbeat offer.
The agency took inspiration from the Newsbeat name. Like the beat, the
brandis bold, unmistakable, always on and always moving on. The wordmark
is designed to react to the beat; when a user hits pre-programmed points within
thesite, a beat sequence animation is triggered in the mark. The beat part of
thewordmark can also act independently from the news part to take on the
roleof aload animation.
The grid system is built to replicate a simple music time signature.
Allelements of the grid are divisible by four, with content landing on or
offthebeat.A unique component of the Newsbeat brand identity system is
thecolour picking method, a tool which uses tones found within editorial
imagery,appliedas slice overlays.
The BBC Newsbeat brand launched in April 2015. The first article
publishedon the new site went on to trend on Twitter a huge success for
asitethat aims to be more shareable and social than any of its peers.
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Finance
Winner (programmes)
Zhuck by NB Studio www.nbstudio.co.uk
19
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S PE CIA L RE PORT
OCTOBER 2015
Highly commended (programmes) The Family Building Society by johnson banks www.johnsonbanks.co.uk
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
best of show
shortlisted.
Luxury
collaboration
shortlisted.
Winner (programmes)
The Connaught
by The Partners
www.the-partners.com
22
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S PE CIA L RE PORT
OCTOBER 2015
best of show
campaigns.
Not-for-profit
social impact
winner.
Winner (campaigns)
Unicef UK
by johnson banks
www.johnsonbanks.co.uk
While people recognise the Unicef brand, recent research showed that it
wasnot front of mind. There was an overall lack of familiarity with the
brand,with many not even realising that Unicef is specifically a childrens
charity.Ensuring more of the worlds children are fed, vaccinated, educated
andprotected than anyother, it has done more to influence laws, policies
andcustoms to help protect children than anyone else in history.
johnson banks needed to clearly establish a consistent link between
thecharity and children, whilst also forming a much stronger emotional
connection with the public and potential donors of all types and ages. The
newapproach was based around five words: For every child in danger, which
always appear adjacent to and locked to the logo. Giving particular attention
tothe positioning of danger, this enables the charity to illustrate the millions
of children facing violence, disease, hunger, and the chaos of war and disaster,
then ask for the publics help to keep children safe.
Whilst this is the main aspect, theres also a softer side to the new identity,
which allows the charity to talk about its work for every child and safety,
giving inbuilt flexibility within the campaign.
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
best of show
programmes.
collaboration
winner.
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OCTOBER 2015
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OCTOBER 2015
Highly commended (campaigns) The Royal Institution: ExpeRimental by Supple Studio www.supplestudio.com
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S PE CIA L RE PORT
OCTOBER 2015
social impact
highly
commended.
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Public Sector
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S PE CIA L RE PORT
OCTOBER 2015
WWW.COMPUTERARTS.CO.UK
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Retail
Winner (programmes)
Argos
by The Partners
www.the-partners.com
44
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S PE CIA L RE PORT
OCTOBER 2015
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OCTOBER 2015
Sport
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S PE CIA L RE PORT
OCTOBER 2015
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collaboration
highly
commended.
80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
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social impact
shortlisted.
S PE CIA L RE PORT
OCTOBER 2015
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Technology
and Telecoms
Winner (campaigns)
Beats Music
by R/GA London
www.rga.com
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S PE CIA L RE PORT
OCTOBER 2015
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OCTOBER 2015
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S PE CIA L RE PORT
Transport
and Travel
OCTOBER 2015
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80 G E M S OF B R A NDI NG W I SDOM
OCTOBER 2015
Wine, Beer
and Spirits
Winner (programmes)
Crafty Dan
by WPA Pinfold
www.wpa-pinfold.co.uk
WPA Pinfold was asked to create the identity and packaging for a new, innovative range
of packaged and keg beers for Daniel Thwaits Brewery. The Crafty Dan range aims to
take on the American craft beer imports and reposition Thwaits beers in the
contemporary craft beer sector appealing to younger, trendy drinkers while still
trading off the companys rich heritage.
Combining the best of both worlds, old and new, with nearly 200 years of brewing
know-how and American hops and malts, each design has a clear definition of its beer
style (which is a key communicator for todays more experimental drinkers). For
example, the 13 Guns design celebrates the formation of the United States of America,
with classic illustration and typography, symbolising the craftsmanship and attention to
detail that has gone into the brewing process, whilst maintaining a clean and fresh look
which also reflects the beer itself.
The challenge was to integrate the branding across all packaging formats (bottle,
canand fount) and communicate a premium positioning. The designs have roots in
traditional scraperboard illustration style, with a contemporary edge that resonates with
the graphic style for craft beers in the USA. After launch, Thwaites saw a 590 per cent
increase in average sales per beer.
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Winner of Visual Arts Magazine of the Year two years running at the Digital Magazine Awards,
Computer Arts iPad edition is tailored for tablet and packed with interactivity, exclusive video
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I NT R O P RO J E C TS
OCTOBER 2015
INCLUDES PRO
WORKFLOW ADVICE
Plus: the latest
toolsandtech
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CARLSBERG
REBRAND:
A NEW LEAF
Taxi Studio reveals how it
harnessed Carlsbergs
long-standing brand heritage,
building a fresh globalidentity
around its iconic hop leaf 84
QUESTIONING THE
BOMB POSTER:
SEEING RED
3D-PRINTED NUMERALS:
LETS GET PHYSICAL
PLUS:
COMPUTERARTS.CREATIVEBLOQ.COM
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P ROJE CT S
OCTOBER 2015
CARLSBERG REBRAND:
TURNING OVER A NEW LEAF
Tasked with creating a new global visual presence for Carlsberg,
TaxiStudio harnessed the potential of the companys longstanding
heritage, placing the iconic hop leaf motif at the brands creative core
PROJECT FACTFILE
BRIEF
Recognising the need to simplify
the brands visual presence across
its portfolio of beers, Carlsberg
briefed Taxi Studio to reappraise its
global visual identity and packaging.
The brief was to symbolise, simplify
and rationalise, and the resulting
creative leverages the brands
iconic Hop leaf motif to create a
striking and flexible new system.
AGENCY
Taxi Studio
www.taxistudio.co.uk
PROJECT DURATION
18 months
LIVE DATE
August 2015
The outcome was a fridge of family beers that share a strong genetic link
Spencer Buck
SPENCER BUCK
CO-FOUNDER AND
CREATIVE PARTNER, TAXI
Spencer is one of the creative heads
at Bristol-based Taxi Studio, which he
co-founded with Ryan Wills and Alex
Bane in 2002. Taxis philosophy?
Fearless dedication to getting brands
noticed because no one ever had
agreat idea by playing it safe.
DI A R Y 1 : TA XI ST UDI O
OCTOBER 2015
PROJECT AT A GLANCE
Key stakeholders at Taxi Studio and Carlsberg explain the creative process
1 Brand credentials
2 Best representation
3 Iconic potential
4 Eureka moment
6 Design explorations
7 Colour theory
8 Bespoke typeface
9 Distinctive sub-brands
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P ROJE CT S
OCTOBER 2015
JESSICA FELBY
GLOBAL DESIGN DIRECTOR,
CARLSBERG
As head of design for Carlsberg Group,
Jessica heads a team that handles design
for Carlsbergs international brands. She
has 20years of FMCG experience,
including at Coca-Cola Europeas well as
various agency-side roles.
JONATHAN TURNER-ROGERS
ASSOCIATE CREATIVE DIRECTOR,
TAXI
Jonathan joined Taxi Studio in 2011 after
building his creative credentials at the likes
of Blue Marlin, JKR and Landor Associates.
He has 15 years experience and previously
studied packaging design at Somerset
College of Arts and Technology.
WORK IN PROGRESS
Jonathan Turner-Rogers
Spencer Buck:
Weve created an illustrative style that drives Carlsbergs
premium credentials back into the branding. One thing
we are being very careful about is to be sure that we use
the hop leaf, and the visual articulations of it, sparingly
and respectfully. Were going to curate a limited amount.
To complement all of this and introduce another layer
of ownable premium craft, Taxi Studio and Carlsbergs
design team worked with Bo Linnemann at Kontrapunkt
to create a proprietary typeface and Probably logo that
borrows design cues from the iconic Carlsberg logo.
Exploring the potential of elevating the hop as a key asset, it became clear that, over time,the emblem could
becomeas powerful as the Nike swoosh as a standalone symbol
INITIAL
CONCEPTS
THREE IDEAS
THAT DIDNT
MAKE IT
THROUGH
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DI A R Y 1 : TA XI ST UDI O
OCTOBER 2015
STEP 2
STEP 1
STEP 3
THE PURSUIT
OFPERFECTION
JONATHAN TURNER-ROGERS EXPLAINS
TAXISTAKEON THE HOP LEAF
STEP 1
The distinctive device above the r in Carlsberg was
derived from organic signatures in the hop leaf plant. Part
of our exploration was to see how far we could push that
shape beforeit lost its identity.
STEP 2
We tried to make it conform to a perfect triangle, which
is a perfect form in science and nature, but somehow the
hop lost something when it was made completely perfect
so we kept it as it was. As part of imagining Carlsberg in
50 years time, we also used the simplistic shape to see
how far we could push it in a triangle format.
STEP 4
STEP 3
One of the lock-ups that we explored was this idea of
the Hero Hop, which allowed us to start exploring the
size relationship between Carlsberg and the brand
mark. We started to look at a system that has since been
dropped, but something that we did use was the perfect
relationship between the brand mark and the hop icon.
STEP 4
We also looked at how we could introduce a bit more of
an organic form to the hop leaf that wasnt so rigid and
linear. Some of these explorations were taken forward and
some were not.
STEP 5
On the final designs, you can see areas where we use the
core brand mark and have deployed the hop, and the size
relationships between the two strike a perfect balance as
they were born out of this experiment. Everything in the
visual system has rhyme or reason to it, nothing is there by
chance, and it all taps into Jacobsens original belief about
striving for perfection.
STEP 5
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P ROJE CT S
OCTOBER 2015
BENJAMIN HOFFMANN
DESIGN MANAGER,
CARLSBERG
Benjamin joined Carlsberg Group in
2010 and has over 15 years industry
experience. He was previously design
innovator at Coca-Cola Europe and
owned freelance design consultancy
Akkurat. He has a Masters from the
Royal Danish Academy of Fine Arts.
CONCLUSION
Jessica Felby
Spencer Buck:
The whole process has been very democratic. We keep
each other honest. We dont have a traditional clientagency relationship its a truly collaborative one. None
of us are afraid to declare our feelings about a project
or a particular direction. The barrier that traditionally
exists has been truly demolished by frank, open and
honest conversation.
This project has been opened up to more and more
internal departments at Carlsberg and everyone has
commented positively on it. From our perspective, it has
been easy to work with and translate across different
touch-points, enabling us to provide consistency
and, where relevant, to add in those layers of wit and
creative expression that are so important for us as an
agency. Carlsbergs heritage plays upon this intelligent
humour, which is something we really champion and
have pushed Carlsberg to champion too. The reason
we work so well and the reason its so collaborative is
because we understand that having fun is fundamental
to the creative process. You have to take the work very
seriously, but you cant take yourselves too seriously.
PROJECT
SOUNDTRACK
CO-FOUNDER SPENCER
BUCK TAKES US ON A NOTEXACTLY-SERIOUS TOUR OF
THE TAXI STUDIO STEREO
The Hop Leaf can be subtly and beautifully incorporated into illustrative designs. Limited-edition cans have been
designed for Asian territories, while the Shard Light system appears on the new range of packaging
MASSIVE ATTACK:
TEARDROP
We play a lot of music in the
studio. We had to start with
Teardrop by Bristols very own
Massive Attack because weve
had some tough feedback to
deal with and overcome.
GRANDMASTER FLASH:
WHITE LINES
We needed something to pick
us back up again after that tough
feedback so, once wed finished
sniffling, we played White Lines
(Dont Do It) by Grandmaster
Flash and the Furious Five.
COMPUTERARTS.CREATIVEBLOQ.COM
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DOLLY PARTON:
9 TO 5
We played Dollys 9 to 5 over
and overagain ironically of
course, because the whole
concept of working nine to
fivesimply doesnt exist any
more inour world.
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SPRING 2015
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V I DE O WA LK T HR OUG H: NB ST UDI O
OCTOBER 2015
PROJECT FACTFILE
V IDE O WA L K T HR OUGH
BRIEF
Capture the unique eccentricities of a
300-year-old family business to refresh the
Aspall identity across the packaging range
on and off trade together with the website,
point of sale and livery.
AGENCY
NB Studio
www.nbstudio.co.uk
DESIGNER
Kirsty Whittaker
STUDIO SKILLS
Conduct forensic research to identify
authentic heritage assets
Source and craft the typography for
anewwordmark
Work with craft specialists to illustrate
brand symbols and signatures
Develop colour palette, secondary
visualassets and tone of voice
NB STUDIO
NB is a branding and communication
studio. Owners Nick Finney and
Alan Dye say: We get quickly to
the heart of organisations and were
never afraid to challenge the things
we find. Our aim is distinctive ideas
that help people consider, enjoy and
even fall in love with brands. We call
this creative courage.
COMPUTERARTS.CREATIVEBLOQ.COM
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VIDEO
CONTENT
WATCH THE VIDEO AT
bit.ly/ca245-NBstudio
ORINOURiPAD EDITION
See page 81
P ROJE CT S
OCTOBER 2015
KIRSTY WHITTAKER
SENIOR DESIGNER
Kirsty Whittaker is a senior designer
and team leader at NB where she
has worked for four years. Her most
recent project has been curating
the Sign Of The Times exhibition
atthe Protein Gallery, featuring the
work of 100 leading designers.
1 Forensic research
DESIGN TASK
We did our due diligence, investigating the product range and where the logo
appeared. We found lots of variants of the wordmark and many typefaces.
Then we dug into the archive in search of authentic assets.
4 The inspiration
We spent time in St Brides printing and publishing library exploring swashes,
ligatures and other quirks. Then we loosely re-drew the wordmark, retaining
everything that was distinctive only making it better!
7 Secondary motifs
Apples are at the heart of Aspall. So we worked on a special collection of
paintings by botanical illustrator Rosie Sanders. We were delighted to find
someone who was as fanatical about apples as our client!
The NB team developed a robust identity system, from packaging to point of sale
COMPUTERARTS.CREATIVEBLOQ.COM
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V I DE O WA LK T HR OUG H: NB ST UDI O
OCTOBER 2015
2 Concept development
3 The analysis
Some of our early ideas played into the solution: an authentic identity sourced
from the archives; treating cyder as if it was champagne; and a typographicallyled concept we called apple press meets printing press.
The P and A of the old wordmark had character. But we found issues too: a
pronounced swash on the A added personality but also made it hard to use,
and there was too much space between the A and S.
5 The development
6 Commissioning illustration
The evolved version is more calligraphic and glyphic. The scaled initial A has a
pronounced swash flourish. Weve matched the crossbars of the A, added an
angled serif and lifted up the curve on the L.
The old version of the knight symbol looked untouched by a craftsmans hand.
Couldnt he have more spirit? Hand-cut by illustrator Christopher Wormell,
our version references the original statue on which the knight was based.
Other elements we looked at included the colour palette, which conveys the
spirit of the Suffolk landscape, engravings of the founder and family, and a
tone of voice rooted in local vernacular.
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MAKE THIS
ARNIE T-800
MODEL
DI A R Y 2 : B R A ND NU
OCTOBER 2015
3D-PRINTED NUMERALS:
LETS GET PHYSICAL
Wanting to create a series of beautiful physical objects,
Radim Malinic explored a range of unfamiliar creative
processes to produce a set of free-standing resin sculptures
PROJECT FACTFILE
BRIEF
Radim Malinic experimented
with 3D printing to turn vector
illustrations of numerals into a series
of limited-edition sculptures, which
were cast in resin and then given
a chrome finish. He collaborated
with designer, artist and maker of
premium figures Chris Alexander,
of Creo Design, to create the
resinsculptures.
DESIGNER
Brand Nu
www.brandnu.co.uk
PROJECT DURATION
Seven months
LIVE DATE
September 2015
RADIM MALINIC
GRAPHIC DESIGNER,
BRAND NU
Czech-born Radim is an awardwinning freelance art director,
illustrator and graphic designer
based in London. He established
the name Brand Nu in 2006 and
hasworked for clients including
Coca Cola, Penguin, O2, Orange,
PlayStation, Xbox 360 and Heineken.
COMPUTERARTS.CREATIVEBLOQ.COM
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P ROJE CT S
OCTOBER 2015
Radim Malinic
PROJECT
EVOLUTION
RADIM MALINIC TAKES US
FROM 3D MODELLING TO
FINISHED SCULPTURES
STAGE FIVE The next step was to create the mould boxes
that would be used to cast the sculptures
STAGE SIX Chrome finishing was used to colour the sculptures and
provide a metallic finish
BEVELLED BEGINNING
MODEL SEARCH
3D PRINTING
COMPUTERARTS.CREATIVEBLOQ.COM
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DI A R Y 2 : B R A ND NU
OCTOBER 2015
HOW I WORK
RADIM MALINIC ON THE
VALUE OF CREATING
TANGIBLE OBJECTS
STAGE SEVEN This limited-edition set had 15 of each number. Id like to create more in the future
SMOOTH OPERATOR
CHROME COLOURING
FUTURE POTENTIAL
COMPUTERARTS.CREATIVEBLOQ.COM
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P ROJE CT S
OCTOBER 2015
PROJECT FACTFILE
BRIEF
Ahead of the launch of its
Questioning the Bomb exhibition
in September, the Art Gallery of
Maryland asked creatives to design
poster treatments. Pentagram
partner Harry Pearce used his
blood, dropped into water and
photographed by Richard Foster,
tocreate an abstract representation
ofthe mushroom cloud.
AGENCY
Pentagram London
www.pentagram.com
PHOTOGRAPHER
Richard Foster
www.richardfoster.com
PROJECT DURATION
One month
LIVE DATE
September 2015
Harry Pearce
DI A R Y 3: P E NTA G R A M
OCTOBER 2015
HARRY PEARCE
CREATIVE PARTNER AND
DESIGNER, PENTAGRAM
Harry became a Pentagram partner
in 2006, having co-founded and
grown Lippa Pearce in the previous
16 years. He works for a broad range
of clients, and is a board member
and designer for Witness, Peter
Gabriels human rights charity.
WORK IN PR0GRESS
Richard Foster
Harry Pearces own blood was taken for use in the photo shoot
The team shot over the course of a day in sequences of five or six images to try and capture the perfect shot
PROBLEM
SOLVED
PHOTOGRAPHER
RICHARD FOSTER
ON CREATING
THE IDEAL BLOOD
DROPLET
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P ROJE CT S
OCTOBER 2015
RICHARD FOSTER
PHOTOGRAPHER
Richard is a London-based
photographer whose client list
ranges from global agencies and
consumer brands to broadsheets
and magazines. Richard and Harry
have been working together for
30years, including work for
Helping Haiti and Witness.
CONCLUSION
Harry Pearce
LESSONS
LEARNED
HARRY PEARCE SHARES
SOME INSIGHTS FROM
THE PROJECT
One of the last shots of the day resulted inthe perfect image for the final poster
SHARP SHOOTING
The doctors advised
us to shoot as quickly as possible as,
once blood starts to congeal, it gets
heavier and wont dissipate so well in
water. I went to the surgery, had five
vials of blood taken, jumped straight
into a taxi and then we spent the rest
of the day shooting in the studio.
PERFECT PARAMETERS
Temperature was
essential. If the blood was slightly
cold when it hit the water, it would
have just dropped in a line with no
explosion. If it was too warm, it would
dissipate immediately. Drop it from
too great a height and the surface
breaks up too much.
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GENUINE DEPTH
With design, it can
be very hard to create something
that has real feeling as there are so
many layers of complex messaging
to negotiate. This is one of the most
complete things Ive ever done in
terms of the depths of thinking
andthe expression.
NEXT MONTH
REVEALED:
THE UKS TOP
30 STUDIOS
INDUSTRY ISSUES
ON SALE 16 OCT
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COM
PUTERARTS.CREATIVEB LO Q.CO M
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NEED TO KNOW
WORDS:
Tom Dennis
ILLUSTRATION:
Tommy Parker
www.tommyparker.co.uk
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- 102 -
PREVENTION
IS PROTECTION
Follow these pre-emptive rules and
your creative work will be safer against
the scourge of copyright infringers
A result like the one Bantjes achieved
doesnt necessarily need a legal team,
though. Calling in the lawyers and
heading to court should always be the
last step in any dispute. The first step
should be knowing your beans when it
comes to copyright legislation.
As a very, very brief overview (see
thebox on page 97 for greater resources
and country-specific bodies), under
both US and UK law, anything original
and creative is copyrighted once it is in
a fixed medium. Original simply means
you created the work; that you are the
originator. Ideas and styles however are
not copyrightable. This means its okay
for someone to examine how you work
and to create their own version based
on their own idea thats what influence
is. Every amateur painting of sunflowers,
fruit bowls, or ascending angels is an
original work alongside those of Van
Gough, Cezanne and Raphael. However
taking those original works or elements
of them and using them elsewhere is a
breach of copyright.
The question is whether or not
the possibly infringing work takes
the expression of an idea which
is a violation of copyright laws as
opposedto simply expressing the
sameidea as the work, says Scott
Burroughs, a US-based attorney
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N E E D T O KNOW
AUGUST 2015
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DI G I TA L I LLUST R AT I ON T OOLS
JULY AUGUST
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- 105 -
ENEMY OF
TH E MONTH
Fear
Fear is dominating the world at
the moment. And as ridiculous as
it sounds, Yoda had it spot on:
Fear leads to anger. Anger leads
to hate. Hate leads to suffering.
So stop being afraid of everything
new or unknown and make sure
you stay well-read.
SNASK OFF!
Snaskified is a recurring column by Snask, the
internationally renowned creative agency, that
strives to challenge the industry by doing things
differently. They worship unconventional ideas,
charming smiles and real emotions, and see
theoldconservative world as extremely tedious
and as the worlds biggest enemy.
Fredrik st
www.snask.com
GOSSIP
CA NDY
F ILT H
Q &A
T H U MB S U P !
THUMB S D OW N!
Revenge
Donald Trump
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- 106 -
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