| Title | FORMATION |
| Brand | FITCH |
| Product/Service | TYPOGRAPHY DESIGN |
| Category |
F01. Typography |
|
Entrant Company
|
FITCH London, UNITED KINGDOM
|
|
Advertising Agency
|
FITCH London, UNITED KINGDOM
|
Credits
| Timothy Saccenti |
Timothy Saccenti |
Director/Photographer |
| Paul Hewitt |
Generation Press |
Managing Director |
| Michelle Burns |
FITCH |
Producer |
| Pasquale Guarracino |
Pasquale Guarracino |
Production |
Brief Explanation
FITCH is a retail and brand consultancy. We were the lead branding agency for adidas’ World Cup 2014 campaign. The project was immense, not least the highly technical photo shoot undertaken with Tim Saccenti.
The World Cup is over but we couldn’t to let the moment pass without commemorating and recreating the experience, celebrating the creative collaboration between photographer, designer and now printer.
Formation is a self-promotional item that has been given as a gift to clients and selected members of the team.
The Brief
The aim of the limited edition book is to create a permanent record of an extraordinary project for everyone involved, with no two books alike.
How the final design was conceived
White ink on black stock reflects light, creating innovative and striking contrasts to what can normally be expected in print.
The typeface used football formations as its foundation. The design system recreates and unifies the patterns creating a consistent language. The typeface is visually representative of the technical approach and the geometry of the boot patterns.
The design system is flexible, using the pitch as its framework. The dots represent the players and define the structure of both the patterns and letterforms. Elements working together create the font family and a consistent graphic language.
The book is limited to 100 numbered copies and like the experience of the shoot, it is a one-off. It has been gifted to selected participants and clients.
Indication of how successful the outcome was in the market
FITCH is known for retail and brand design, less so for the degree of design craft that goes into the making of an object like Formation. Recipients instantly recognize the quality of the craftsmanship and it starts conversations about new design horizons between us and our clients.