Category: ART DIRECTION

25
Jul

TRADEPRINT

BRIEF

Tradeprint are a company which provides a high-quality, customer-friendly and bespoke printing service to a wide range of clients throughout the UK and beyond. The company had grown rapidly over the years with several facilities in Scotland, England and Wales. We were delighted to be given the opportunity to work with them when they were looking to create a new campaign to bring their brand to life in-line with a new company website.

One of the most powerful parts of the Tradeprint offering was their ability to deliver a specialist service with the efficiency and reliability of more mainstream suppliers. We found that this was due, in no small part, to their amazing ‘Print Coaches’ who are experienced specialists with a real knowledge of both the print processes and the customer themselves. We noted that they had an almost awesome ability to shape the service to the needs of the client.

SOLUTION

We explored many different ideas for the campaign exploring both the Tradeprint service and quality. We eventually focused on the idea of basing the campaign on the print coaches themselves and ‘People Behind Print’ was born. We would take a series of evocative, beautiful art-directed photographs of each of the print coaches which would really bring their personalities to life with a black and white finish.

We took both funny and serious poses to show the different parts of their personalities. This idea was beautifully brought to life even further when we got a box of Tradeprint print materials and printed the different expressions of the print-coaches on them and animated it. A wonderful demonstration of what’s possible with the ‘People Behind Print.’

RESULT

Everybody was delighted with the final results – the final images for both the staff portraits and the images of them on print materials have been used throughout the brand – this includes print advertisements, website landing pages, social media and other digital communications. The creation of a video showing the transition of one of the print coaches from serious to funny facial expressions and back again was one of the project highlights. The entire campaign is a testament to the powerful and enduring human qualities of the organisation.

 

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 Raasay’s ‘While We Wait’ expression and asked the loft to create something which would tell a compelling story.

SOLUTION

This campaign was about much more than whisky.

The value of Craft Whisky Club is the creation of an entire experience for it’s whisky-loving clientele. We wanted to communicate that experience for ‘While We Wait’ and decided to create an art-directed, set piece image which would include 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.

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

04
Apr

SCOTTISH LEATHER GROUP SUSTAINABILITY REPORT

Scottish Leather Group is a UK based manufacturer of high-quality leather. The group is formed of a number of companies including Bridge Of Weir, Lang and Muirhead Leather. They have made significant investments over many years to improve the sustainability of their plants and this allows 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,’ the organisation was looking to highlight the exceptional outcomes they had achieved over the past decade including a significant reduction in CO2 for their plants, the winning of various awards and some of the best health and safety statistics for a company of its type.

The brochure included beautifully art-directed photography, creative info-graphics and a series of special features to bring the information to life. The creativity, quality and efficiency of the 2016 project were all deemed to be a huge success and this has led to a strengthened relationship which continues to this day. The loft also now works with all Scottish Leather Group brands and continues to work on the Sustainability Report where we are following a ‘five-year-plan’ to oversee a more sustainable ‘Sustainability Report.’ This involves a transition towards digital, a smaller report and one which is printed in a more environmentally friendly way.

Each of the reports have been innovative yet in-line with the style of the brand while the photography and infographics have regularly been used by the organisation for other purposes. The 2017-18 reports have seen the beginning of the transition to a more ‘Sustainable’ report by using lighter prints saving ink and a reduction in size too.

We have very much enjoyed working with the entire SLG team and look forward to continuing our collaboration.

“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 experienced accountants started a new Glasgow-based 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 by build their 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, long-term relationships with clients and a desire to understand the real stories behind the numbers.

‘Getting to know the people behind the numbers’ became the Consilium tag-line and theme for the project.

This was captured in a number of ways including the introductory statement 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 the team on their 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