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Balancing act: 100% Design's new look

Graphic Design, Photography

Posted by Gavin Lucas, 22 February 2013, 13:07    Permalink    Comments (4)

London's annual design trade event, 100% Design, is under new ownership and has commissioned a new identity. However, when studios Thomas.Matthews and also Form pitched similar concepts, owners Media 10 asked both teams to join forces…

"In our original presentation to the 100% team, both ourselves and Thomas.Matthews coincidentally showed a similar concept around the theme of balance," explains Form's Paula Benson. "Media Ten saw strengths in both our ideas asked us to collaborate on the project," she continues.

"Our role at Form has been to design and create the lead imagery/messaging for the marketing communications, which will then in turn feed into the work Thomas.Mathews are creating for the show itself."

With Thomas.Matthews working on various aspects of the enormous exhibition's design (last year's event, held at Earl's Court, saw over 25,000 visitors over four days), Form commissioned photographer Sara Morris and stylist Sandy Suffield to create the carefully balanced arrangements of objects that appear in the new posters for the event planned for September this year.

"We've created a set of bold images which capture the scale, variety and diversity of the show in a friendly but quirky way," says Benson of the work which was all shot in-camera. "Despite all the hard work and head-scratching to make the stacks work, the result is grand with a hint of cheekiness. We wanted to avoid cold, stark product shots so introduced a new colourful palette which is reflected in the photographs and which will be incorporated across the whole marketing and on-site expression."

The images created will appear in various aspects of the campaign in print, online and in printed event programmes. "Our approach to the copy and typography as to simplify everything to create a quietly confident message," Benson continues, "avoiding the long descriptive paragraphs and clumsy straplines often prevalent in event and exhibition promotion."

100% Design will take place at Earls Court in London from 18-21 September. More info at 100percentdesign.co.uk

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4 Comments

Instantly thought that these were a new poster campaign for IKEA. Lovely bright colours and some intricate looking sculpture work. Balancing those chairs on the blue poster would've been a nightmare.

Half tempted to make the trip down to London to see the show/exhibition. Are there more posters to come?
Tony Hardy
2013-02-22 18:50:27


It is amazing how someting as simple as stacking up some furniture can form such a beautiful work of art. Goes to show that you don't need to over complicate to achieve greatness.

It is going to be a breathtaking event for sure.
Owl Verity
2013-02-25 12:34:55


Impressive pair of pieces. Fun little story as well to hear two individual companies come together and work as one.
Alan
2013-02-25 13:29:55


Nice article. Love the way that the posters embody 100% design - simply stunning visuals. The first agency did a great job and will be interesting to see how the baton gets carried forward by the second design agency with all the show collateral.
Feelingpeaky
2013-02-27 10:40:26


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