Studio Firth’s WeTransfer experiment visualizes creativity with type
The studio which has produced acclaimed work for some of the world’s leading cultural institutions, brands and artists (Frieze Art Fairs, Guggenheim New York, Ilse Crawford, Roksanda, Philippe Parreno, Michael Clark and Company, Hotel Il Pellicano, Skye Gyngell and Spring to name a few) has built a practice renowned for its visionary creativity and research led approach.
This is the case for the new set of three books titled Doubt, Magic and Time that delve into the creative processes of some of the world’s leading designers, photographers, illustrators, cultural makers and writers.
“Damian Bradfield, WeTransfer’s CMO, reached out to us to help them make a book that captures their mission to enable creative flow for WeTransfer friends, old and new,” explain Visual Editions’ Anna Gerber and Britt Iversen to Grafik.
“We kind of assumed they came to us on the back of the digital books we’ve been making with Google Creative Lab, but they were very clear from the outset they wanted to make physical books, that were desirable to keep and also easy to give away.”
“The project came about as we were exploring ways to make WeTransfer more tactile,” explains WeTransfer president Damian Bradfield, “and to highlight the efforts we make to support new, traditional, contemporary and classic creatives”. A fan of Visual Editions (in particular Tree of Codes by Jonathan Safran Foer and Don Quixote by Miguel de Cervantes) WeTransfer’s brief to “produce a book or books, that would be small enough, light enough, and interesting enough to engage the recipient with a glimpse of what WeTransfer has to offer above and beyond the stereotypical brand book”. The books, designed by Studio Firth feature “a playful bespoke typeface used on the covers, endpapers and titles, and high-gloss covers in candy colours with a tactile foil deboss”.
“The bespoke typeface we created for Doubt, Magic and Time provides a stage-like structure on which the curated cast of contributors can perform. From the glossy hyper-real covers to the introduction of each act, its geometric forms expand, stretch and animate, connecting the flow of creativity throughout the books” Studio Frith explains.
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