Category: ART DIRECTION

25
Jul

AQUALISA AQ PACKAGING & PHOTOGRAPHY

BRIEF

Premium shower manufacturer and existing client Aqualisa approached us with news they were launching a new range of entry level models – the AQ series. Like other Aqualisa products, it was innovative, easy-to-install, complete with new features and produced from high-quality metals. They wanted us to create a packaging solution which included high-quality product photography in a short space of time.

SOLUTION

Having previously worked with Aqualisa, we knew just how high their standards were. We had to be innovative with sourcing a photographer so commissioned Andrew Neilson, a jewellery photographer, who stretched the bounds of what was possible to create what turned out to be a sensational suite of images.

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

RESULT

A tremendous result. One of the most satisfying parts of the project was Aqualisa’s decision to adopt the photography style we had created with Andrew for future Aqualisa products.

“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 personal development. While sitting as a committee member for Glasgow Young Professionals (GYP) a few years back, he and the team had the idea of organising a set of seminars to feature some of the best business stars in Scotland. They would be free, made available to the entire membership and would be called the #GYPSeminarSeries

SOLUTION

The loft played a huge part in the organisation of these events and were delighted to work with a series of outstanding speakers including Russell Wardrop, Alan Meldrum, Charlie Burton and one of Scotland’s leading entrepreneurs/philanthropists – Iain MacRitchie. The loft were responsible for the marketing of the events and created a series of effective social media campaigns featuring creative, art-directed photographs for each of the speakers.

MacRoberts Solicitors, SocietyM and particularly The Clydesdale Bank in Glasgow (with their stunning St Vincent Street space) all kindly provided venues.

Our long-term photography supplier Malcolm Cochrane also dedicated a lot of his personal time to photograph each of the different speakers to great effect – something for which we are incredibly grateful.

RESULT

The seminars were a huge success, particularly the Clydesdale Bank events. The mini social media campaigns and the striking imagery played a real part too. Even the speakers benefited from being part of the process, with some of the ideas and themes used in the campaigns being adopted as part of their own marketing communications.

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 company focuses seriously on sustainability and have had real successes in this area in recent years. They produce an annual sustainability report, the first of which the loft produced in 2016. And as part of a wider five-year-plan, they were looking to move from print to digital, in the spirit of sustainability.

SOLUTION

The 2017 brochure was designed with the progressive journey to digital in mind. The overall colour theme is white, using significantly less ink than previous brochures and is smaller in size. Printed on uncoated paper, we selected a cleaner text that is easier to read 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 used to communicate strong stories and people development.

RESULT

The 2017 Sustainability Report builds successfully on the previous year whilst moving the organisation towards a digital future.

“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 subscription service for whisky lovers, they source and deliver rare whiskies to members all across the globe. They also encourage a much richer whisky tasting experience by matching the appropriate foods to accompany rare expressions.

They wanted a campaign to promote ‘RnB While We Wait’ and asked the loft to create something which would tell a compelling story.

SOLUTION

This campaign was about much more than whisky.

We wanted to communicate the entire experience and decided to create an art-directed, set piece image which included each of the ingredients from the tasting notes of this rare whisky – peppers, liquorice, dried fruit, creamy blue cheese, cherries, brambles, grain and salt, etc.

They were all formed like a clock with a meticulous attention to detail, the lighting was designed to shine through the glass to create a shadow and each of these different cues were all created to mimic the sundial image used on the label and create a true representation of the final whisky expression ‘While We Wait.’

RESULT

We enjoyed working alongside David Nicol, founder of The Craft Whisky Club, to create an exceptionally strong image.

“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

Arcman is a fabrication and metalworking company based in Perth. We were asked by their founder Jamie Doak to produce a series of beautiful, art-directed photographs that they could use on their website, marketing materials and also line the corridors of their Head Quarters. They wanted to showcase the raw talent and exquisite craftsmanship of the people in their business.

SOLUTION

Jamie and his team live and breathe welding under the motto ‘MAKING METAL WORK.’ We created an evocative series of images capturing the experts at work and depicting the different parts of the process. 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. The challenge of lighting fire and sparks in photography like this was captured extremely well by Malcolm.

RESULT

“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 and it is these measures which allow them to have one of the lowest carbon footprints for leather production in the EU.

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.

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 communicate the data. We worked closely with the entire team at Scottish Leather Group, this included interviewing various staff members and creating mini-spotlight info-graphics of their careers. Each of these activities helped to give the report a more personalised feel.

RESULT

The final report was both innovative yet in-line with the brand. The photography and 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 accountants started a new firm and opened 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 help them build a new website.

SOLUTION

We wanted to 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.

‘Getting to know the people behind the numbers’ became the theme for the project.

This was captured in a number of ways including the tagline for the website, the art-directed photography of the Consilium partners in-situ with clients on the homepage and the inclusion of each member of their team on the website.

RESULT

A clean, direct and engaging website was created.

“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, whilst acting as a business coach for renowned coaching consultancy ‘ShirlawsUK’ was looking for something to help him build his digital presence.

Although a proud member of the Shirlaws family, Jim was looking for something more personal and asked for a new blog and art-directed photography that would help to tell a story about himself and the work he did 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 his work across. We then created an updated and responsive blog that would load news items on-demand as well as encourage ‘social-sharing.’

RESULT

“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