Thames & Hudson Design & Branding NEWSJACKING BOOK COVER & DESIGN by Iris London

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Industry Books
Media Design & Branding
Market United Kingdom
Agency Iris London
Art Director Grant Hunter
Designer John Murphy, Andy Nethercleft
Editor Andrew Sanigar
Released May 2013

Credits & Description

Advertiser: THAMES & HUDSON
Category: Fast Moving Consumer Goods
Editor: Andrew Sanigar (Thames/Hudson)
Creative Director/Co-Author: Grant Hunter (Iris Worldwide)
Cover Photographer: Grant Hunter (Urgent Genius)
Designer: John Murphy (Iris Worldwide)
Layout: H Design Dept (Thames/Hudson)
Retoucher: Joe Kerrigan (Iris Worldwide)
Paper Designer: Mark Bolitho (Crease Lightning)
Co-Author: Jon Burkhart (Urgent Genius)
Layout: T (Thames/Hudson)
Designer: Andy Nethercleft (Iris Worldwide)
Art Director: Grant Hunter (Urgent Genius)

With a title like NEWSJACKING the cover had to stop people from a distance. We created an origami gun folded from the front page of 'THE URGENT GENIUS' newspaper. The paper's 7 column grid features headlines from the book's case studies, this gives the viewer a sample of the work housed inside. An origami expert then folded the newspaper into a .44 magnum paper gun. We then photographed it and added the finishing touches in retouch to create the cover. Using a fluro (Pantone 805) we paid homage to the garish red of UK tabloid papers and their halftone images.

Client Brief Or Objective
Our publishers Thames & Hudson set us the challenge to create an arresting cover and impactful design that would bring to life the key concepts in NEWSJACKING - THE URGENT GENIUS OF REAL-TIME ADVERTISING. Creating a book on real-time creativity is a contradiction in terms. But so much of what we (advertising/creative industry) do is transient and is often easily forgotten. We wanted to create a beautiful record of the genius case studies that had been uncovered during the three years of research.

Sales in Asia are already more than double than predicted with the book launching in Europe in April and in the States in May. Retailers have reacted positively to the impactful cover. Oversized paper gun, 3d projection mapping installations have been commissioned at the London Graphic Centre and in Thames & Hudson's window on High Holborn.

Brief Explanation
The publisher specialises in international editions with one plate change for translations, we had to design around this constraint. The design layout allows longer running text in other language editions. The book is organized around 7 guiding principles and features interviews with the creators of the work. It has been purposely designed for information grazers to dip in and out of. To keep the book up-to-date we introduced QR codes at the start of each chapter. These are digitally linked to the Urgent Genius blog where video content and other recent case studies are housed to illustrate the concepts further.