scope

Workshops, Concept Trend Catalogue, Typography, Collages, Key Visuals, Print Production, Bookbinding

CLIENT

The trendbook titles always showed the way: from COME CLOSER to WIDE AWAKE to MAKING HEADWAY. We declared it the “year of collage,” simply because the time was right.

challenge

It was all about MAKING HEADWAY in the global trend book. Moving step-by-step in the right direction – and that meant something completely different for each region. For Europe that meant saving a few countries from financial collapse; for the United States that meant Barack Obama fighting for a second term or a first one for Mitt Romney. And Asia Pacific sought balance between tradition and modernity.

APPROACH

We knew collages would be the next big design thing, so why wait? What a relaxed world we conjured up for ASPIRE TO! How beautiful WITH PRIDE for Asia Pacific! With a store of just 10 images per world we had limited material to evoke magic, but succeeded surprisingly well. We duplicated, retouched, masked and hyperventilated from dawn to dusk.  And we’re most proud of the title. Sometimes second ideas are the best – and if you have been around for a while, you know when it’s a good time to call it a day. A handheld wedge as a symbol of “progress” needs no further explanation. A truly global icon. Sometimes it’s OK to be proud of yourself.