Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:250
redpath
Words and Pictures
Redpath has something unique to offer clients that their
competition does not. Unlike most design firms in the
United Kingdom, Redpath employs both designers and
writers to solve their clients’ communication problems.
“What sets us apart is the way we approach our projects,”
says creative director Iain Lauder. “Because everything we
do is in words and pictures, we are different, and that is
something we wanted to communicate in the brochure.”
Right from the cover design, the idea of combining words
with pictures is conveyed. The fluorescent orange, a
corporate color, draws your eye in, and the new identity
icon intrigues you to read on. “We wanted this brochure to
really jump out at you and not get lost on someone’s desk,”
shares Lauder. “When you look inside, it is quite simple and
clearly explains the company and how we view ourselves.”
The brochure begins by detailing the firm’s unique
approach to communications and finishes by presenting
various client projects, each covering a variety of industries.
To capture attention and create interest, various production
techniques were brought in. “When doing your own
brochure, you always try to push the boundaries,” offers
Lauder. “We experimented with different printing tech-
niques a bit—doing things that we do not always get to
do. The techniques allowed us to explain our whole
process in an entertaining way.”
The biggest hurdle for the design firm was just getting
the job done. “We spent quite a bit of time internally—
working on the project until we felt that we had something
that worked,” recalls Lauder. “Because we were pushing
the writing side, it was important that the words were
absolutely right.” The entire piece took about six months
to complete, taking on many shapes and directions
along the way.
CLIENT:
Redpath is a graphic design
company that employs both
designers and writers.
FIRM:
Redpath
CREATIVE DIRECTOR:
Iain Lauder
DESIGNERS:
Jason Little and Iain Lauder
PHOTOGRAPHER:
The Picture House
COPYWRITERS:
Richard Irvine and Gerry O’Regan
ABOVE: The front cover hosts the
firm’s new identity icon, a graphic
interpretation of words and pictures.
Each page, including the cover, is
French-folded with die-cutting and
blind embossing as accents to
create variety and interest. The
entire piece is bound using two
staples. The back cover overlaps
and folds under onto the front,
covering the staples.
Graphic Design That Works
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Text (DS)
Job:12-84823 Title:RP-Graphic Design That Works
(NEW)
175# Dtp:22 Page:251
NEW)
e:250
LEFT: Several client projects,
covering a variety of indus-
tries, helped to support
the design firm’s unique
approach to solving
communications problems.
What Works
The rich balance of words and pictures helped to commu-
nicate Redpath as unique among its competitors. The
brilliant colors, interesting use of production techniques,
and imagery made the brochure eye-catching, while the
clarity of the copy made it memorable. “It has been very
successful,” says Lauder. “We have recently had a number
of leads with several major clients responding to the
piece. They like that we offer them more than other
design companies.”
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