Chartered Society of Designers
Being asked by a client to ‘get involved’ with a new programme for the Chartered Society of Designers, a world recognised professional body for design was an honour. They wanted to brand the overall programme in a practical style.
As the ‘business’ side of the partnership featured over 100 of the UK’s leading branding managers and directors of mostly FTSE 250 companies, the route we took was to make everything black and white. There used to be an old BT adage – ‘sell in four colours and tell in two’. This was particularly appropriate for this audience.
That didn’t mean we couldn’t be original. Each quarterly tabloid news update could be stored in a recycled leather folder (free with edition one!) which in turn aged over time. The editions were soft-folded to present the edition title on the fold.
Guest illustrators added flair to articles making the whole design feel fresh, inviting and personal to such a distinguished audience.
And the old lady on the cover? She was actually a 25-year old PHD graduate who, complete with restricting body frame and make up, discussed the major issues facing an ever-aging population.