In this series of promotional material, we studied and reinvented the elements that have made the image of the industry trivial and expected by the reader’s eye – e.g. the use of bland, characterless, generic lifestyle photos. But it is not enough to exclude any clichés. You have to introduce new, fresh and substantial images – not just for the sake of novelty or diversity.

 

Considering the above as a starting point, we harmoniously composed a range of elements – materiality, printing technique, binding, in order to develop a new visual approach.