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19.06.09
Piece of cake

In April we mentioned an odd project that fell out of this year’s Design Auction, when young design company Teacake offered their design services for free on a project of the bidder’s choice, a lot that drew the attention of the marketing team at Land Securities.

We offered to show the final product here on Thought for the Week, so as promised, here we are, with a few of the original ideas for good measure. The brief was for a poster set for the Land Securities environmental conference, themed ‘Past, Present and Future’.

Some of Teacake’s early ideas covered these kind of themes...

...then an idea based on traffic lights emerged as the design dark horse, especially when coupled with the idea of printing the posters together, pre-perforated for easy separation.

The idea that won through was of a building block image set that hinted at the theme in the way the images modulated (the ‘future’ poster is at the top of this post).

Land Securities client Tom Foulkes seems upbeat about the process - ‘it wasn’t the easiest of projects - lots of stakeholders, from varying backgrounds with various vested interests’.

He admits that he wanted to use the traffic lights idea- ‘I thought that the perforations and running all three posters together was a really interesting idea and helped to reinforce the 'traffic light' concept. I thought the graphical route of past, present and future was a little safe but still very nice. I think the route we chose was excellent and has created three stunning posters.’

So, there you go. Well done Teacake, and all from a random bit of bidding at a student auction. When we heard about the lot we heard a few alarm bells and wondered what could possibly happen, but actually it seems to have had a happy ending.

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Thought for the week is a regular posting-place for the visual and verbal observations of London design consultancy johnson banks.

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