I created the concept for Ted Baker’s 2014/15 reports and accounts, ‘The story of Ted’s great ascent’. It had been a fantastic year for the share price climbing from 1,700 to 2,700 GXB; I chose to represent the success through the metaphor of mountain climbing. It came vacuum-packed as if it were food rations for the expedition. The book itself was designed to represent a map with the cover that unfolded and french fold bound; the bookmark also came complete with a carabiner. I showcased the Ted Baker product, making it larger than life using model figures that I staged and shot using the in-house photo studio.
My Role: Concept, Model Design, Art Direction & Book Design
In-House: Ted Baker, Photography: In-house studio, Print: The Absolute Group