Smith UK Ltd
Ideas Factory NUA,
St Andrews Hill, Norwich, NR2 4SN
Art Direction, Commissioned Illustration and Property Development Marketing
Hill Residential Ltd
Since this development took its inspiration from the large country ranges of the Arts & Crafts movement, the challenge was to produce something that reflected the period without resorting to a straight pastiche. The real key to the project was in achieving the requisite quality of production values to create a piece reminiscent of a lavish, turn-of-the-century gift book, but with a modern take.
The application: from choosing the right combination of design styles to finding the right illustrator to produce a modern take on the William Morris style each stage of the design process was carefully considered to get the right balance between old and new. For the print, the challenge was more about the combination of the right materials: pre-embossed papers and foiling were used to give a traditional feel. These were offset with the use of modern uncoated stocks and typographic and photographic styles to make the piece feel suitably contemporary.