The approach to this brief was to form a manifesto that emphasises the importance of balance in Graphic Design, specifically the balance of responsibility and of exploring fun. This has been done by creating a physical booklet that has structure but is also intricate and exploratory. Every decision has been made with the idea of balance and seriousness versus light-hearted. The type, colour and layout consistently reflect this concept.
Hand-drawn and digital elements have been used to create a thoughtful booklet that visualises the way we think, this forms an organic but bold design.
A lot of prototyping took place to develop the way the booklet folds to create a unique and exploratory piece.
The booklet is something tactile and small that a designerwould want to treasure. This was important for the design to get the reader invested in the ideas of the booklet. The lines become roads as if a journey is taking place through creativity, but also through someone's thought process.
Typography plays a key role and has been carefully selected and edited to represent the ethos of the brand which is all about the balance between design for good and design for joy as well as how they overlap. The contrast of the typefaces beautifully highlights this balance as well as the personality of Chloe Louise.
Colour has also been used to highlight this idea of balance alongside the messaging of the brand. Like the typography, the colour paletteis bold and has a delicacy to it.
