John Lewis came to me to create the identity and invitations for an Autumn Winter Trend event, which would launch their new seasonal trends to the press. For the first time, they would be showcasing trends across all their departments: home, fashion and technology. They wanted something that really stood out from run of the mill invitations, and which reflected the upcoming trends, as well as working equally well for each of the departments.
I used the refined Avant Garde typeface for the event logotype, with a customised ND ligature. The sizeable invitations were printed on a heavyweight greyboard, foil-blocked with copper, fusing together utilitarian and luxury textures. The reverses of the invitations were covered with the copper foil too.
We also created some rich green envelopes which featured the foil-blocked logo. The combination of the green, the grey, and the copper worked beautifully, as well as sitting comfortably with the John Lewis brand.
In addition to the invitations and envelopes, I also created a set of small Trend cards for visitors to use at the event, which had RFID chips attached.