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THE JOURNAL designdough journal

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volume two

why bother with print?

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edition number: 02 B

studio social

2018

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year:

/500

vive la print

limited edition:


DESIGNDOUGH JOURNAL | VOLUME O2

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STUDIO UPDATE A quick snapshot of what's been going on behind the scenes.

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WHY BOTHER WITH PRINT? It's pricey! It'll end up in someone's bin eventually...why bother?

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UNCOVERING DISTINCTIVE COMMUNITIES How pa black used print to define their lifestyle brand.

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STUDIO SOCIAL Connect with us!


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PRINT TO LAUNCH A BRAND How Cocoa Therapy used brand and print to elevate their offering.

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VIVE LA PRINT! We got our hands dirty with The Printhaus in Canton.

Acknowledgements A lot of the success of our last publication was down to some of the most fantastic Cardiff businesses agreeing to stock our journal for their clients and customers to pick up on their travels. We'd like to say a massive thank you to the following places for their continued support: Indicube

indycube.community

Rabble Studios The Studio

rabble.studio

thestudiomethod.co.uk

Urban Outfitters, Cardiff Brød

urbanoutfitters.com

thedanishbakery.co.uk

Waterloo Tea Slunks Octavo's

waterlootea.com

slunks.com octavobooks.co.uk

Hardlines Coffee

@HardLinesCoffee

Littleman Coffee

@littlemancoffee

Corner Coffee

@cornercoffee_co

If you'd be interested in stocking future editions of our journal at your premises, please drop us a line to abi@designdough.co.uk

WE'D LOVE TO HEAR FROM YOU!


DESIGNDOUGH JOURNAL | VOLUME O2

Studio Update

June saw the release of our very first journal into the wild and we couldn't be happier with how it was received.

It's taken many years to get to a point

some real changes to how we were working

where we felt proud enough to put our

and the journal was our way of showing how

knowledge and experience into print and

far we'd come. It's amazing how solidifying

release it publicly. The start of 2017 saw us

your message in print can really spur you

revolutionise the way that we feel, act and

on to keep up momentum for the rest of the

communicate. We started the year with a

year - like a tangible checkpoint from which to

refreshed outlook and the energy to make

look on and analyse how far you've grown.

www.designdough.co.uk

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IN THIS EDITION, WE'RE CELEBRATING EVERY THING PRINT.

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From the science behind why we should even bother with it in the first place, to a small showcase of some of our amazing clients that are using print to

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differentiate and grow their brands.


Why bother with print? It's pricey. It'll end up in someone's bin eventually. It's not as 'eco-friendly' as keeping things digital. People get most of their information off the web anyway... All acceptable points, but ultimately, if you're

There is something incredibly powerful about

looking to make a massive brand impact

making your brand tactile.

on a smaller scale and want to stand out, then print is for you. It remains the industry's

With the over-accessibility of the web, people

heavy hitter and forces the hand of the

have the option to switch off and turn away.

person picking it up.

Although fantastic and quickly accessed, digital information is trapped within a window at all

NO BULLSH*T…HERE'S THE SCIENCE BIT…

times. It's utterly contained and has its own parameters (not that we let that stop us!)

We recently got our hands on a fascinating white paper produced by Canada Post that effectiveness of printed direct mail as opposed to digital. It was proved within the study that using printed materials in marketing increases how individuals remember the contained

It's this that makes print so tantalising and

message by 70% - we go into this in more

such a rich craft. Opting to use print alongside

detail on pages 12 and 13. Perhaps this is

your brand, communicates something to the

something to do with it being easier to process

consumer; simply, it says we give a sh*t.

(it takes 21% less cognitive impact to read print than digital media), or about the human

Choosing to use print isn't just another ticked

senses working in tandem to provide a fuller

box on a to-do list – it's a deliberate decision to

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picture? Either way, it conjures intrigue and

extend the reach of your brand beyond what's

interaction. It even has a certain smell.

'easy' and 'convenient'. It shows you care.

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www.designdough.co.uk

PS: WONDERING WHAT THE DOTS AND HA SHES AR E?

Invisible characters. The bits you don't normally see!

dealt with the neuroscience surrounding the

PRINT DOESN'T FOLLOW THESE S AME RULES, IT CAN BE A S BIG OR A SMALL A S YOU WISH, A S LOUD OR A S QUIET. IT CAN BE A S IN YOUR FACE OR A S INDIRECT A S YOU WANT.


DESIGNDOUGH JOURNAL | VOLUME O2

Uncovering Distinctive Communities PA BL ACK: SHOWCA SE

How pa black used print to define their lifestyle brand.

DEVELOPING DISTINCTION Having previously worked with Peter Alan to reinforce their brand with a refreshed colour palette, gradient, icon set, corporate typeface and new marketing collateral concepts, we were approached again to help with the market positioning of their new sister company, pa black. We were introduced to their quarterly publication, Distinctive Magazine.

HIGHLIGHTING LIFESTYLE pa black had started to establish itself as a new and intriguing facet of the Welsh residential sales market, but needed to further boost its reach and standing within Welsh communities whilst marketing their newest properties in a stylish way that didn't scream 'sales'. The version of Distinctive we were faced with was overly corporate in both visual style and language, and focussed solely on the housing industry with little thought for what was really going on within the surrounding communities.


AWARD WINNING STYLE In 2015, pa black was crowned the UK’s Prestige Estate Agency of the Year and thanked designdough for our help in achieving this status. We continue to work closely with pa black, providing art direction for Distinctive with article concepts, photographic styling, and editorial and cover layouts in keeping with the brand whilst always keeping a mindful eye on the effect the publication is having on the company's targets.

REFRESHING COMMUNICATION We worked closely with pa black to change this marketing model and reorganised the magazine so it could become a vehicle to champion local business and community as a way to sell service. Through our thorough market research and subsequent repositioning of the magazine to communicate with the reader in a new and exciting way, Distinctive as a lifestyle publication is able to provide a refreshing combination of intelligent design, aspirational photography and region-specific editorial that set it apart from other local ad-heavy magazines. We also put emphasis on the quality of print and finishing processes, leading to the now signature foiled or Spot UV logo on the front cover.

“CR OW NE D T H E UK ' S P R E STI G E . . . . E S TAT E AG E N CY O F THE Y E A R”

CONTACT PA BL ACK www.pablack.co.uk @peteralanltd /PeterAlanEstateAgents


DESIGNDOUGH JOURNAL | VOLUME O2


A visual celebration of everything we love about print and layout design; namely its unashamed nerdiness.

GRIDS, GUIDES & GUTTERS


DESIGNDOUGH JOURNAL | VOLUME O2

Cocoa Therapy PRINT TO L AUNCH A BRAND Cocoa Therapy is an ambassador for and creator of exceptional chocolate, celebrating everything creative, sensual and seductive it has to offer. Cocoa Therapy is for the escapist. For the people who appreciate the smaller things and don't take life too seriously, for those who appreciate quality in all of it's guises, for those who relish doing things 'a little bit differently'.

RELAXED, HUMOROUS & CONVERSATIONAL Having already established a successful and profitable Instagram following under Cocoa Therapy's previous brand name, owner Vicky McDonald was keen to elevate her offering, making it a fierce market competitor and providing stronger foundations from which to grow. We took a lot of inspiration from the brand's existing tone of voice. Vicky's relaxed, humorous and conversational style was both refreshing and engaging and so this formed the base on which to build a solid strategy.

ALL FIVE SENSES Since adopting the new brand style, Cocoa Therapy has increased its social media following and sales whilst stocking its chocolate in popular local shops and boutiques. There are big things on the horizon for this brand, including the set-up of a retail space and workshop for customers to visit that will enable them to truly immerse themselves in the Cocoa Therapy brand and indulge in the chocolate experience.

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NEW DIRECTIONS We worked closely with Cocoa Therapy to design and develop a range of packaging that would complement the vibrancy of the chocolates and emphasise the company's commitment, passion and dedication to the craft. Through the brand's trust and confidence, we were able to push concepts in new directions and experiment with creative processes and print that ultimately enriched our collective outlook on what the end product would look like.

I have been utterly impressed with Designdough from day one. I was recommended by a friend, who had previously explained her positive experience, alongside the beautiful office space and mutual love of coffee. Of course we would work well together! My initial consultation with director, Joe was fantastic. He understood me, my work ethic and my product immediately and displayed incredible enthusiasm for the future of my branding. As I’m entering into a very strong, competitive market, we both agreed that my branding would need to be distinctive, original and portray the message that I needed it to. It does exactly that and, through working with his wonderful team, I now have a logo, brand strategy and custom designed packaging that fulfils all of these criteria.

I have loved working with designdough, I wouldn’t hesitate to recommend them and will absolutely be returning for future projects… and more wicked strength coffee and a chat.

CONTACT COCOA THERAPY www.cocoatherapy.co.uk @cocoa_therapy @CocoaTherapy


DESIGNDOUGH JOURNAL | VOLUME O2

The Science Behind Print We are delighted to see that print, in its many forms, is having somewhat of a renaissance; a hipster revival much in the same way as vinyl has become popular again.

IT'S COOL TO GIVE AND RECEIVE PRINT. Choosing print says something about you, something about your brand. Traditional techniques such as letterpress and screen-printing are being widely adopted by certain companies, brands and artists, yet why is this?

Print is undoubtedly more expensive than its digital counterpart, it's not as quick to produce or easy to distribute, and it certainly takes up more space and requires more investment – a bit of a pain, right? Science says it's completely worth it! www.designdough.co.uk

The brain can process a visual 60,000 times

entirely to data and analytics. Now, marketers are starting to see consumers as people with feeling and emotions that drive what they do." Due to these natural changes, scientific research and debate has developed within the marketing community, specifically focussing on comparing the brain's state when engaging with digital stimuli versus printed; computer-based information versus paper-based. Since the boom in affordable handheld technologies such as smart phones and tablets, scientists have gathered a lot of evidence that would suggest that the printed word or image is read, processed, understood and retained far better than that of its digital equivalent.

faster than text, and from hearing that statistic, it's easy to see why marketers are

When tested in 'A Bias for Action' the

keen to get their imagery, video and visuals

neurological research study commissioned

in front of the widest audience possible, as

by the Canada Post in 2015, 270 participants

quickly as possible. Seemingly, digital has

were split into nine groups of 30 and,

become the easiest and most effective way of

at random, were given either a physical or

doing this, yet, there has been a recent shift

digital direct mail ad (ranging from just a

with the Founder and CEO of True Impact

printed postcard or email, to a 3-dimensional

Marketing, Diana Lucaci commenting,

mailer including sound and scent, to a

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targeted non-static advert viewed on screen).

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"Back in the day, marketing Using electroencephalography (EEG, or 'brain was approached as an art. imaging') and eye tracking, researchers Then the pendulum shifted almost could clearly see that when measuring the

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different parts of the brain and how easy to

on there. By choosing to provide your

understand or persuasive they found the

information in a tangible way (i.e. through

ad (two key factors in driving engagement

print), you're showing to your reader that

through media), that the direct mail that

you've invested time and money in this

played on more than one of the participants

message – it immediately gives a sense of

senses (i.e. the print with either scent or

authority, trust and integrity. For example,

sound included) had far more of a lasting

in the days following Brexit, The Times sold

impact on the individual and even increased

100,000 extra copies of their newspaper

unaided brand-recall by an amazing 75%,

despite all the information people needed

compared to 44% for the digital stimuli.

being available on TV and the Internet; people innately see printed materials as

DRIVING ENGAGEMENT AND ACTION This lies in how print is able to evoke an emotional response in whoever is holding it – it's part of the human condition to be influenced more heavily when one or more of our senses are working together at the same time. Sight – the colours, shapes and text on a page, touch – the texture and warmth of the paper or stock, sound – the rustle and crinkle of turning pages, newspaper, booklet or brochure always releases the most distinct scent of printer's

Ironically, printed material isn't as 'throw away' as digital. It may sound ridiculous to say this as you can literally throw a piece of print in the bin, and you can't necessarily delete a published article on the internet (unless you've written it yourself ), but it's a lot harder to turn away from something you can see, touch, smell and feel all at the same time.

ink. We wouldn't recommend taste though… Print still resonates with people because it

INSPIRING TRUST

gives them a choice and a sense of time that they're seldom given nowadays. We are used to messages moving so quickly before our

Internet, yet as cyberspace grows, distrust

eyes that it's only natural that we gravitate

is beginning to form surrounding digitally

towards gathering information in a way that

sourced information. We've all fallen victim

we can maintain control over.

spread around the internet; it's easy and it's mostly free to write whatever you want

WHO WA S IT WHO S AID PRINT WA S DEAD AGAIN?

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to believing something false that has been

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Many people get their information from the

www.designdough.co.uk

and even smell – opening a newly printed

a trusted source.


DESIGNDOUGH JOURNAL | VOLUME O2

Vive La Print Screen-printing has seen many rises and falls in popularity, turning from a revolutionary manufacturing process to an undoubtable art form.

Pop artists Andy Warhol and Roy Lichtenstein

pencils and basically anything that would help

are partly responsible for showing screen

to create an image onto the transparency that

printing in a new light, shedding the intricacy of

blacked out the light. Screen-printing produces

previous years designs and instead focussing

a positive-to-positive print – so anything that

on block colour, shape, halftone pattern and

was blacked out on the transparency would,

colour overlays, thus making screen-printing

once exposed onto the screen, allow ink to be

more accessible.

pushed through with a squeegee.

Screen-printing as a technique is a graphic

Once we'd got suitably messy spraying ink

designers dream. Being able to apply solid

and paint around the studio, we exposed

blocks of colour, clean lines and a smooth

our artwork onto screens coated with a

appearance to any flat surface definitely ticks

special UV emulsion, and then washed

all of our boxes, but we were really excited

these off to reveal our designs imprinted

to try out some hands-on, painterly techniques

onto the screen.

when we arranged a workshop with The Printhaus in Canton. If you haven't been there before, definitely book in to pay a visit. It holds the most fantastic community of like-minded creative people and the print studios are fully

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It was a fantastic experience getting to reimagine our previously flat designs with more colour and texture and was a really refreshing break away from our screens to conjure up some mixed-media inspiration.

equipped but wonderfully relaxed.

We'd like to say a huge thank you to Shaun

Our workshop was led by the lovely Shaun, who

and Jude, who were so accommodating on

gave us a crash course in mark-making onto

the day and gave us a real insight into how

mark resist film using paint pens, ink, graphite,

far we could push this technique.


IF YOU’VE ENJOYED THIS JOURNAL, THAT’S GREAT NEWS! We’d love to hear from you. Make sure you snap a picture of the journal with #ddjournal on Instagram or Twitter and let us know where you found it. We’ll be retweeting and regramming our favourites!

www.designdough.co.uk

Studio Social Front Cover Artwork: 'Satellite' by Kimberley Ann (2017)

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Our super talented summer intern, Kim, generously let us use one of her art pieces for our front

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cover and we're so in love with it. Kim uses alcohol inks and acrylic on paper and slowly manipulates the natural fluidity of the inks to create stunning textures and colour palettes. You can purchase her prints at etsy.com/uk/KimberleyAnnGraphics and view more of her work on her Instagram @iamkimberleyann


A GOOD BRAND IS WORTH THE MONEY… …BUT IT DOESN’T HAVE TO BREAK THE BANK. Call in to the studio for a coffee and a chat and let’s see how we can shape your brand, graphic or web project for the better. designdough ltd. Mount Stuart House, Mount Stuart Square, Cardiff Bay, CF10 5FQ 02920 00 88 34 studio@designdough.co.uk www.designdough.co.uk

The Journal 2018 | The Print Edition  

The Journal was launched in June 2017 as a way for us to share industry insights, articles news from our studio and showcase our latest proj...

The Journal 2018 | The Print Edition  

The Journal was launched in June 2017 as a way for us to share industry insights, articles news from our studio and showcase our latest proj...

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