Category: ART DIRECTION

25
Jul

AQUALISA AQ PACKAGING & PHOTOGRAPHY

BRIEF

Premium shower manufacturer Aqualisa was an existing client when they approached us with news they were launching a new range of entry level models, the AQ series.

Like their other products, it was truly innovative, with easy installation, new features, easy cleaning and high-quality metals associated with the premium brand. They wanted us to create high-quality product photography for the packaging.

Oh and we had a matter of weeks to get it all done.

SOLUTION

Having previously worked with Aqualisa, we knew just how high their standards were and we were completely prepared, however, the tight deadline was going to be a challenge. Fortunately, we love challenges and we got really innovative with sourcing a photographer. We commissioned Andrew Neilson, a jewellery photographer, to create what turned out to be a sensational suite of images. He stretched the bounds of what was possible in a small space designed to photograph items of jewellery, and the beautiful lighting produced a stunning finished product.

We used these photographs for the majority of the packaging, keeping it very clean, minimal and white, with just a splash of primary colour to differentiate this series from the flagship products. To accelerate the process, we made widespread use of paper mock-ups to assess key design decisions.

RESULT

Working alongside the Aqualisa team again, but on a different project, brought out the best in all of us, and we were really excited to hear they thought our photography was so good that it became the standard bearer for Aqualisa in their brand guidelines and we continue to work with them on many other design projects.

“The loft provides creative solutions, sometimes to extremely tight deadlines, which has helped our company to drive forward with its own commercial objectives. Essentially, an extended part of our team. Highly recommended.”

Simon Cornelius, Senior Product Manager of Aqualisa

25
Jul

#GYPSEMINARSERIES

BRIEF

The loft’s founder Benedetto is passionate about continual professional development (CPD) and the Glasgow Young Professionals (GYP) network, of which he was a committee member a few years back. While trying to find a way to support the aspirations of GYP to do more in CPD, Benedetto and his committee colleagues had a Eureka Moment and decided to organise an amazing set of free seminars. They would be held at various locations and made available to the entire GYP membership. The #GYPSeminarSeries would include some of the brightest and best business stars Scotland has to offer.

SOLUTION

The loft, and Benedetto in particular, played a huge part in the design and organisation of these events and were delighted to invite a series of outstanding speakers including Russell Wardrop of Kissing With Confidence, Alan Meldrum of Percepta, Charlie Burton of Consilium Chartered Accountants and one of Scotland’s leading entrepreneurs Iain MacRitchie of MCR Holdings and MCR Pathways.

A series of eye catching, art-directed, portrait photographs with messages unique to each of the speakers was created and brought to life. They were created alongside some innovative campaign assets and a social media campaign that ran across a number of channels, receiving very favourable results.

MacRoberts Solicitors, SocietyM and particularly The Clydesdale Bank in Glasgow (with their stunning space in St Vincent Street) all kindly provided venues. Our long-term photography supplier Malcolm Cochrane also kindly dedicated a lot of his own personal time to photograph each of the different speakers to great effect — something for which we are incredibly grateful.

RESULT

The seminars were a resounding success. The Clydesdale Bank events were complete sell-outs and particularly special. They raised awareness of GYP, and while the reputation of the speakers was a big draw, the mini social media campaigns and the striking images played a huge part too. Even the speakers benefited from being part of the process, with some of the ideas and themes explored in the social campaigns being adopted as part of their own comms.

25
Jul

SCOTTISH LEATHER GROUP SUSTAINABILITY REPORT 2017

BRIEF

Scottish Leather Group is one of Europe’s leading leather companies and the largest leather manufacturer in the UK. The Group comprises four leather manufacturing subsidiaries and a technology company, all located in the West of Scotland, and their specialist leathers are produced for a wide range of industries including automotive, aviation, bus and coach, rail, marine and contract furniture.

The philosophy of Scottish Leather Group is a desire to establish the highest industry standards for quality, innovation, value, service and care for the environment, and it is the last of these that was key to this brief. SLG focuses seriously on sustainability and produces an annual sustainability report, the first of which the loft produced in 2016 as part of a wider, five-year-plan to move from print to digital in the true spirit of sustainability.

SOLUTION

Mary Quant famously said one should look in the mirror before leaving the house then take one thing off — that philosophy guided our minimalist approach to this sustainability brochure.

The 2017 brochure was designed with the progressive journey to digital in mind. The overall colour theme is white, which will use significantly less ink than the 2016 brochure which was a rich dark green, and will be smaller in size. Printed on uncoated paper, we selected a cleaner text that is still legible but easier on the eye to read and doesn’t affect the weight of the page, and the photographs have been muted by reducing the opacity, again using less ink. The whole look and feel is a lot lighter, with minimal infographics to communicate amazing stories and people development, yet still, keep it clean and informative.

RESULT

The 2017 sustainability report builds successfully on the previous year while moving determinedly towards a digital future.

Scottish Leather Group said this year’s report was stress-free and transformational.

“Production of our Annual Sustainability Report used to be one of the most stressful jobs in the marketing calendar due to its complexity and a tight deadline. This year it was stress-free, thanks to everybody involved, including the loft. It is a marked improvement on earlier versions and the introduction of infographics has transformed this publication.”

James Lang, Group Marketing Director of Scottish Leather Group Limited

25
Jul

CRAFT WHISKY CLUB

BRIEF

The Craft Whisky Club is an online gem, a subscription service for whisky lovers across the globe. The Edinburgh-based Club sources and delivers very rare whiskies to lucky members, but was inspired to sell the idea of a much richer whisky tasting experience, matching food and snacks to their rare whiskies. They wanted a campaign to promote ‘RnB While We Wait’ and the loft, with our strong experience in working with whisky brands, was the perfect choice.

SOLUTION

This campaign was about more than just whisky, we needed to sell an entire tasting experience, so where better to start than by looking at the tasting notes, and then tasting ourselves. Delicious. We managed to leave enough to create the stunning image you see here.

We decided to create an art-directed set piece image with each of the tasting ingredients of the whisky — peppers, liquorice, dried fruit, creamy blue cheese, cherries, brambles, grain and salt — and started to build a clock, reflecting the sundial on the label of the whisky. The loft team is nothing if not meticulous with our attention to detail, so out came the rulers and we got to work. The piece de resistance is the lighting, which shines through the glass and creates a shadow, just like a sundial. A true representation of the whisky expression ‘While We Wait.’

RESULT

Collaboration with our clients is core to successful solutions, and we loved working alongside David Nicol, founder of The Craft Whisky Club, to create what we all think is exceptionally strong imagery.

“The process we went through to derive the While We Wait concept art was very enjoyable indeed. The invite to attend at the inception and final stages made me really feel a part of the process and collaborating with the loft team on the details of materials, shadow and final photography made me really feel my needs were catered for. Every time I look at the results I feel a real attachment and pride.”

David Nicol, Founder of The Craft Whisky Club

25
Jul

ARCMAN

BRIEF

Entrepreneur Jamie Doak owns Arcman, a fabrication and metalworking company. A traditional labour intensive industry, steel work doesn’t sound sexy, but Jamie and his team live and breathe welding under the motto MAKING METAL WORK, and he was determined to showcase the raw talent and exquisite craftsmanship in his business. He commissioned a series of photographs that would line the corridors and offices of his HQ in Perth and prove there’s beauty and passion in metal craft.

SOLUTION

Putting the sexy into welding was actually easier than you’d think. We created an evocative black and white series of images depicting the different parts of the process and capturing his experts at work.

The photography, courtesy of Malcolm Cochrane, was stunning. You can see for yourself the dynamic images of sheer craftsmanship, shot with perfect lighting, capturing the raw beauty of metal. Don’t underestimate the challenge of lighting fire and sparks in photographs like this — it truly is an art.

RESULT

A series of images that could hang in an art gallery, a brief delivered in true style. They were impressed.

“We’ve been working with the loft for more than three years and in that time they have helped us to develop our values, brand our company and assisted with a series of different communications. It’s always a pleasure to work with them and see what magic they will create next. The team is inspiring with their creative talents and how they pull it all together to make sense. The photography works, in particular, have been a great help as they look fantastic and we have used them for a wide variety of activities. Highly recommended.”

Jamie Doak, Managing Director of Arcman Ltd

04
Apr

SCOTTISH LEATHER GROUP SUSTAINABILITY REPORT 2016

BRIEF

Scottish Leather Group is a UK based manufacturer of high-quality leather. They have made significant investments over many years to improve the sustainability practices of their organisation. These measures allow them to have one of the lowest carbon footprints for leather production in the European Union. In 2016, the loft was asked to design and produce their Annual Sustainability Report with the company looking to highlight some of the exceptional outcomes they had achieved in recent years. A decision was made to use info-graphics which would be complemented by a new suite of photography for the report.

SOLUTION

The loft team started with research of the data, stories and statistics that would be brought to life in the report and focussed on creating a balance between sharing good news without bombarding readers with too much unimportant information. Infographics and photographs were produced which would creatively bring the data to life. We worked closely with the entire team at Scottish Leather Group. This included interviewing various staff members to create ‘mini-spotlight’ info-graphics of their careers to give a more personal approach to the report.

RESULT

The results of each of these processes were constructed in the final brochure.The use of Black and White photography with a green tint helped to create a report that was both innovative, yet in-line with the brand. The infographics have been used widely in other communications as well.

“Production of our Annual Sustainability Report used to be one of the most stressful jobs in the marketing calendar due to its complexity and a tight deadline. This year it was stress-free, thanks to everybody involved including the loft. It is a marked improvement on earlier versions and the introduction of infographics has transformed this publication.”

James Lang, Group Marketing Director of Scottish Leather Group Limited

14
Apr

CONSILIUM

BRIEF

In the Autumn of 2013, Six Chartered Accountants decided to start a new firm and open the doors to ‘Consilium Chartered Accountants.’ The company was set up to provide a ‘client-focussed’ service for Scottish businesses and we were delighted to be given the opportunity to work with them to help them build a new website.

SOLUTION

We wanted to really get under the skin of the ‘Consilium’ team and learn more about their staff to find out what made them tick. We found that, almost in every case, there was an emphasis on building proper relationships with clients and a desire to know the real stories behind the numbers about their businesses.

‘Getting to know the people behind the numbers’ became the theme for the entire project. This was captured in a number of ways including the basic tagline of the website, the art-directed photography of the Consilium Partners in-situ with clients on the homepage and each staff member begin given pride of place on the website with their own biographies so that current and future clients could get to know the real people they would be working with.

RESULT

A clean, direct and engaging website was created. The authentic, personal and open feel around the company is portrayed in their tagline, as well as the focus is on clear images over words. This sets them apart from many of their contemporaries.

“The loft designed and built a tremendous website for Consilium which very nicely summarises who we are and what we are about. It was a fun process, the site works exceptionally well and we have received many compliments on its look and feel. We wouldn’t hesitate to recommend the loft to others.”

John Blair, Corporate Finance Partner of Consilium Chartered Accountants

14
Apr

JIM@SHIRLAWS

BRIEF

Jim Henderson is a business coach for renowned coaching consultancy ‘ShirlawsUK.’ Although a proud member of the Shirlaws family, Jim was looking for something a little more personal to help build his social media presence. The loft and Jim worked together on a new personal blog and art-directed photography that would help to tell a story about Jim and the impressive work he does with Shirlaws.

SOLUTION

One of the most interesting aspects of working with Jim is his ability to sketch out diagrams and pictures right in front of you. It is a truly impressive feat (one that as creatives, we particularly enjoy.) We wanted to show this in Jim’s pictures.

We set-up a photo-shoot that helped to get this unique aspect of Jim’s work across. We created a much-updated and responsive blog that would load news items on-demand as well as encourage ‘social-sharing.’

RESULT

The updated photography helps to give Jim a unique profile for his social media presence and the revised blog is a huge step forward in terms of appearance and functionality to help Jim share great stories of working with entrepreneurs in his role as a business coach for Shirlaws.

“When I engaged The loft to work on creating the JimatShirlaws.com blog, I wanted something that looked and felt different whilst embodying the Shirlaws brand ethos. The result was fantastic, I was absolutely delighted and would not hesitate in recommending the lofts work – professional, creative, and with soul.”

Jim Henderson, Partner, Shirlaws