Andy Stevens - Wednesday 25th February 2009, Watershed
The brainchild of several design students who met at College, Graphic Thought Facility formed during the UK’s last recession. And, as Andy explained, “it seemed natural at that time to go against the grain of traditional design”. This unique and intrepid approach is something that has stayed with the company throughout their lifespan.
The secret to their success seems to boil down to four main points:
1. Staying open-minded
Impressive, impactful results come from a flexible approach to the creative process – in which the ability to spot and make the most of every opportunity is key. This is evident from the photography used in the long-running marketing campaigns of the Frieze Art Fair. Using, for example, a beautiful aerial image of boats on a lake, that had filled with green gunge over the winter period. Or the tail-end of a fast-moving squirrel. The beauty of ‘chance’ seems to flow through their work.
2. Letting design lead
Having the confidence to use understated, elegant typography allows imagery do the talking. Two particular examples stand out. Firstly, Graphic Thought Facility were asked to consider a design that would encapsulate Habitat and work with the company’s existing font. So they struck on a bold yet simple logo – the iconic heart within a home – which has since become synonymous with Habitat.
And, for the Globe Theatre’s 2003 marketing campaign, the elegant typeface complemented the arresting images, without ever stealing their thunder. Actors in full costume were posed in backstage surroundings – getting milk from the fridge or putting their feet up – mimicking a naturalistic, reportage style with a touch of tongue-in-cheek humour. The second season of shots featured views of the stage from audience eye-level, that draw you into the crowd and show the unique nature of the Globe experience. The typography supported the imagery – without overbearing it.
3. Being resourceful
Using everything you have – and experimenting with different ways of using it – can produce some outstanding results. When asked to develop a brand identity for Brighton-based restaurant Oki-Nami, Graphic Thought Facility drew their inspiration from everything they could find – which included playing with the clichés of popular Japanese culture, like Manga. And, once the neon signage was complete, different sections were photographed and used as dramatic, contemporary menu images. Even the chopstick holders featured origami patterns.
4. Making room for playfulness
There’s a sense of fun and playfulness that seems to flow through this design work – for example in the Globe Theatre’s Roman-themed suite of programmes. Inspired by the scrawling graffiti of modern Rome, Graphic Thought Facility developed a series of visuals, each of which was reprinted over the last image. As the season progressed, the layers built up to create an original, vibrant and authentic picture of Rome – as well as some quirky, eye-catching imagery.
By staying flexible, Graphic Thought Facility have been able to adapt their plans around what actually works – they’ve coupled bold design with elegant, flattering typography, pushed what they have to its limit and tackled their subjects playfully. It’s this innovative approach that keeps their work fresh and relevant.
You can find out more about how Andy Stevens and the Graphic Thought Facility team work, visit their website.
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