Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works

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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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Job:12-84823 Title:RP-Graphic Design That Works

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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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