Brief – Use a creative campaign for Scotts Menswear to promote their release of Pretty Green that covers store-windows, in-store POS, social media graphics and a promotional video.
Creative Delivery – We used the visuals of 90s Britpop - a musical genre reflected in the garments - as inspiration for our creative. A strong product-focussed shoot is at the heart of our campaign while supporting graphics reminiscent of a gig venue poster-wall served as a backdrop in-store and as elements we used in the promotional video. Grammar also co-wrote and co-produced the music track used in the video, to ensure we conveyed the Britpop attitude we strived for.
Outcome - Sales of the brand increased in-store by 40% when the campaign was rolled out in March/April 2017. Watch the whole video here or on Vimeo.
Brief – Create a 30 second animated title sequence to introduce the show 'Sporting Records'.
Creative Delivery – For our latest venture in to television work, Pitch International wanted us to build on our sequence for 'Sporting Rivalries' by taking the reigns of the whole project for the Sky Sports series 'Sporting Records'. We storyboarded, designed, illustrated, animated and produced the entire reel - including the end credits and talking-head introductions. We even commissioned theme music.
Outcome - Watch the whole video here or on Vimeo.
Leading sports marketing and TV production company Pitch International asked us to create promotional items to accompany their first feature film Crossing the Line, directed by David Tryhorn. Working to the deadline of the film premiering at the 2016 Hot Springs Documentary Film Festival in Arkansas, we created the official film poster and press packs for the event.
"Crossing The Line is the tragic yet uplifting story of athletics prodigy Danny Harris, and his battle with his demons on and off the track. Orphaned at 14, Olympic hurdler at 18, crack cocaine addict at 22, world number-one at 25, and finished at 30, this documentary explores the fine line between greatness and addiction. Featuring some of the biggest names in track and field history including Carl Lewis, Edwin Moses and Jackie Joyner-Kersee, and filmed by the team behind HBO’s Emmy Award-winning Sound City and Sonic Highways, the dramatic tale of Harris’s rise, fall and eventual redemption is like no other."
We were incredibly stoked to hear that Crossing The Line received the '2016 FANS' CHOICE BEST POSTER' award at the festival.
Brief – Research, write, design and produce a limited edition promotional book for adidas Spezial, celebrating the first three seasons of the brand and its culture, and introduce the fourth season for Spring/Summer 2016.
Creative Delivery – adidas Spezial's brand creator Gary Aspden tasked us with creating something desirable-yet-accessible for customers that would not only be a lookbook for the upcoming fourth season of products, but serve as an educational tool for new and old customers on the brands roots, concept and creation. The result was a 154 page, two-sided brand book. Being familiar with the brand, we could create the contents in chapters based on our own ideas of how a book for Spezial's story so far should narrate.
We developed the chapters in the 'Review' side to trace the brand's roots and inspiration, looked back at its first outing as an adidas exhibition and interviewed key members of the Spezial team, including graphic designer Gary Watson on how he created the 'visual language' of Spezial. These chapters then set the scene for three review chapters, in which we documented each season's products, promotional literature - such as lookbook photography and videos - launch events, product inspirations and rare insights into the final ranges from Gary Aspden, himself.
Flip the book 180 degrees and open the 'Preview' side to reveal a 26-page Spring/Summer 2016 informational catalogue, using SHOW Studio's lookbook shots, shot on-location in Marseille.
Outcome – adidas Spezial: A Review/A Preview was distributed worldwide as an accompaniment to any Spezial purchases from the sell-out SS16 range. Copies can regularly be found doing the rounds on eBay!
Brief - Tell the story behind four of Europe’s finest sneaker stores redesigning New Balance's EPIC-TR model.
Creative Delivery - New Balance commissioned well-travelled skate/sport photographer Percy Dean to visit Aberdeen, Stockholm, Berlin and Barcelona to capture the sights, sounds, smells and soccer-related scenarios behind the new football boot-inspired shoe. It was our job create a 100 page promotional book and use Percy's images to convey the EPIC-TR's roots with their customers, creating a more identifiable product.
Outcome - The promotional book was sent out with all purchases of the four EPIC-TR models and available in-store around Europe at Hanon (Aberdeen), Firmament (Berlin), 24 Kilates (Barcelona) and Sneakersnstuff (Stockholm).
With 'The Euros' on the horizon, Scotts Menswear approach us to create a guide book with advice on how to travel from city to city for their customers visiting France over the Summer. The result was an A5, 54 page booklet and accompanying fixture chart. The team at Mundial Magazine provided all the information a fan would need to get to France and back, alongside that all-important stadium information, backed up by individual stadium illustrations by Conal Deeney.
Brief - Design a promotional tool for Mundial Magazine to showcase the Autumn/Winter 2015 range of adidas Spezial.
Creative Delivery - Again, working with Mundial Magazine we created a printed handout with visuals and text side by side as Mundial Alpenstasse. Based on the success of the I Believe In Miracles paper with adidas, weeks earlier, we opted again for a broadsheet format which allowed us to use the Spezial lookbook images to their fullest potential. We created some striking design elements to be given away as a sticker sheet in the familiar style of (Spezial graphic designer) Gary Watson's garment details, reflecting the collaboration of the two brands together and Spezial's lookbook shot in the Austrian mountains.
Outcome - Alpenstrasse was given away for free to attendees such as Noel Gallagher, Bobby Gillespie and Jefferson hack at the Spezial AW/15 launch event in London in October 2015. It was also sent out as a free supplement with Mundial Magazine 003 to all subscribers.
We were privileged to be contacted by the author of cult book Trainers - Neal Heard, to assist with the design of his newest release A Lover's Guide to Football Shirts, another subject close to our hearts. We designed the book jacket, various info-graphic pages and supplied creative illustrations throughout the book to enhance the readers visual and emotional journey through decades of patterns, sponsors, shirts, shorts and socks memories.
Releases in June 2016, Neal's self-published title has since gone on to sell out of volume one and has now been picked up by a major publisher for global distribution.
Additional layout by Scott Lewis.
Brief - Create a promotional newspaper for attendees at the public showing of the I Believe In Miracles film at the City Ground, for adidas Originals.
Creative Delivery - adidas Originals wanted to honour the glory days of their adidas-era kits and their European success under notorious manager Brian Clough, whilst coinciding with the release of the critically acclaimed independent film. Under demanding timings for print and production, between ourselves and the writing team at Mundial Magazine we created a stylish 12 page broadsheet-style newspaper featuring articles on the illustrious gaffer, the film's creation, a range of visual and verbal memories taken from the film and a retro-merchandise montage.
Outcome - The I Believe In Miracles paper was given to all attendees at the film's public viewing and at the Nottingham Forest FC home match, days later. It was also sent out as a free supplement with Mundial Magazine 003 to all subscribers.
Brief – Proper Magazine asked Grammar to take over the design and direction for bi-annual publication.
Creative Delivery – Proper’s loyal readers have come to expect a level of design which reflects the magazine’s high-quality writing standard. Classic Proper content mixes men’s lifestyle, affordable-but-quality product reviews, popular culture, sub-culture and humour. We approached the design with the view that bespoke typography, illustration work, stylised colour palettes and easy-to-navigate layouts would enhance the content throughout the issue and engage readers. We also make the selects and lay out their photo-essay articles to help them get the best from their content.
Outcome – We have delivered on four issues of Proper and continue our relationship with them as they move from a bi-annual to a quarterly magazine. Available at propermag.com.
Brief – Create a brand and literature style for 'Le Tournoir de Mundial' competition hosted by le coq sportif and Mundial Magazine, to promote the release of the new AS Saint-Étienne kit.
Creative Delivery – For their re-arrival in to the world of football kit manufacturing, le coq sportif reached out to our co-conspirers Mundial Magazine for ideas on how to best announce the release of their new kit for the pioneering French club AS Saint-Étienne. This idea turned in to a 5-a-side competition 'Le Tournoi de Mundial', a press event where teams from a selection of the UK's leading sport, menswear & lifestyle shops and publications would do battle for the trophy. LCS provided their stunning kits and training gear from the St.Étienne range and it was our job to create logo and brand for the event, stretching across invitations, social media, event signage and the actual trophy itself. Our aim was to capture the fresh start of #LCSfootball, the explosion of French footballing-style and nearly 100 years of AS Saint-Étienne owning the colour green.
Outcome – Not only by catapulting 'Les Verts' in to mindscape of football fans on both sides of the channel, the success of the event was a greatly-received helping hand for le coq sportif, who kick-started the summer on twitter and Instagram in top position in the 'new kit' releases.
Event photography by John Johnson
Brief – Work with Mundial Magazine to host a UK launch event for AFC Fiorentina, promoting and celebrating their new le coq sportif 2015/16 kits, training gear and apparel range.
Creative Delivery – Following on from the success of the Le Tournoi de Mundial event, we created another le coq sportif sub-brand for Viola with an AFC Fiorentina-inspired colour palette. Mundial Magazine provided the words and sourced artwork from their pool of illustrators (including Peter O'Toole and his epic full-page Sócrates vision) for us to create a 12 page newspaper, as a homage to the legends of one of Italy's most successful and recognised clubs. Also, we decked out the Covent Garden le coq sportif store in the heart of London with Viola and Fiorentina graphics and welcomed guests for the evening to check out the new range and take part in a meet and greet with the team.
Outcome – The event was a huge success with a packed-out store on the night. Our promo paper was given to event attendees, passersby in Seven Dials and also posted out to all Mundial Magazine subscribers.
Event photography by Chris Bergin
Almost a year after the success of the 'Brazil' edition, Mundial's debut as a quarterly magazine was released. Again, Grammar handled the design and art direction throughout the magazine for the first 4 issues, sold online and in physical stores in the UK and Europe.
Brief – To design a limited-edition book for trainer collector Quote von Kokscht and illustrator Peter O’Toole’s adidas Originals project, accompanying the release of their ‘Quotoole’ sneaker.
Creative Delivery – The team at adidas Originals gave Grammar the freedom to create a book design which reflected Quote & Peter’s passion for adidas footwear, from the colours of faded fabric to the design and manufacturing details of old labels and cracked cardboard shoeboxes.It was clear to us that this was not going to be 'just another' trainer book. We spent a great deal of time researching adidas' aesthetic values away from the actual footwear, and used our knowledge of the creators’ inspirations and lifestyles to create pages which have a unique 'Quotoole' aesthetic and complement the narrative.
Outcome – With only 1,000 limited-edition copies distributed worldwide through adidas Consortium accounts, the book was always going to be highly sought-after amongst die-hard collectors and 'those who know' collectors alike. The book, along with the shoe, sold out globally within a week from such stores asKITH in New York, Concepts in Boston, Undefeated in Japan, Overkill in Germany and Livestock in Canada (to name just a few). To add to the retail’s success we saw nothing but positive reviews from respected sites such as Highsnobiety, Hypebeast and Sneaker Freaker.
Brief – To refresh an independent ice cream parlour's image with a full rebrand.
Creative Delivery – As businesses in Huddersfield go, Dixons Milk Ices is the jewel in the crown. The studio was asked by Dixons to create a strong, recognisable and friendly identity, which would project their treasured ice cream parlour and products back into the public eye through impactful new branding and the establishment of a strong online presence. The advantage with this brief was the opportunity to ask real people and customers what the company meant to them. Hearing numerous stories about nostalgic childhood visits, witnessing a new generation of parents introducing their own children to the parlour, and observing the community’s general fondness for the one-of-a-kind company, it was easy devise a set of brand values to work from. The creative was heavy on the 'child-friendly' side but was executed with grown-ups also in mind – we made a hint towards retro-goodness and introduced a smart, striking colour palette to the brand literature and products. The online route was a simple one: to enable the shop managers to engage with customers and fans through Facebook and Twitter, and also to keep them informed with Dixons bulletins – informing on offers, experimental flavours and pop-up van locations.
Outcome – The rebrand was a success in bringing Dixons Milk Ices back into the local limelight. They have since opened a busy second shop in a prime location, have started selling their own brand merchandise, and can now interact with their thousands of followers at any time.
Brief – Design a series of graphic posters that can stand alone as a title graphic and work together as a wall collage when filmed for an opening title sequence.
Creative Delivery – Pitch International hired Grammar to design a series of different poster artworks, each one to represent a show in their new series, 'Sporting Rivalries', on Sky Sports. As well as the sporting aspect, we were sub-briefed to encapsulate the tone of the show wherever possible – be it the (sometimes ugly) passion of a derby, political tensions between countries, or simply the graphic style of the time. The posters were to be primarily used in the opening credits for the show, as well as some flashes of the poster throughout the narrative of the relevant programme.
Outcome – A 20ft mural of the poster set was posted up on a disused factory wall, and was shot and edited along with other projections and footage to create the opening sequences of the shows.
Brief – Create, fund and produce a limited-edition coffee table magazine, to celebrate football heritage and give an insight into the upcoming 2014 World Cup in Brazil.
Creative Delivery – Through a mutual love of the game and memories of World Cup competitions in years gone by, ourselves and a group of friends/associates from the publishing, journalism, television and creative industries set about to make Mundial Magazine - just for the heck of it. Grammar headed up all the creative input, from identity and branding material to full design and art direction of the magazine. The assembled team pooled skills, contacts and resources to draft in writers, interviews and photo shoots aiming to capture the decided 'Mundial spirit'. The publication covered a lot of ground, so to speak – indulging in nostalgia from past competitions, discussing global politics on a World Cup stage, advising where to drink and what to say if you're travelling to Brazil, pondering why the Copa Mundial boot is so revered, and of course, suggesting which purchases you should make from Oi Polloi in Summer '14. A working relationship with Offside Sports Photography was established in order to aid our visual ambitions of the project and the decision was taken to make only 2,014 copies, individually numbered and named after players from past World Cups.
Outcome – Grammar created a stand-out look and feel for the brand and the 104-page magazine. We drew inspiration from our interest in vintage sports publications and memorabilia, but in doing so made sure that the contemporary lifestyle aesthetic (which the proposed customer would seek) was not lost. After a carefully considered teaser campaign, the magazine quickly blew up on social media. A large majority of the limited edition magazines were sold through online pre-orders and wholesale to hand-picked stores before the official launch date came around. Mundial attracted a great deal of positive press attention, from national newspapers, BBC radio and numerous respected bloggers.