A book at the heart of the D&AD Award-winning rebrand of the paper brand reflects a trend for smaller, higher quality print runs
Made Thought’s rebrand of GF Smith was last week awarded a Black Pencil at the D&AD Awards for creative advertising and design.
Part of the rethink is The Collection, a book that celebrates the paper manufacturing brand’s collection.
From Vibrant Arsenic to Pastel Heart Attack, it spans 45 colours and the full range of weights. “The primary concern was to create an everyday working tool for the creative,” Ben Parker, creative partner of Made Thought, says. “The key for us was understanding how to get the user to the right piece of information or paper as efficiently as possible.”
The 400-page volume, with its bright orange spine, is a pleasure to hold, look and feel. Order from light to dark, it’s a fascinating looking through the company’s history, including stories about paper stocks and production techniques.
The volume picks up on the trend of smaller print runs with higher quality specifications. “We wanted to package G F Smith’s papers in a form that reflected this trend,” says Parler. “A timeless book format provided the perfect platform on which to reaffirm GF Smith’s continued fascination with paper.”