Creative design agency One Big Company designed the new S/S 2012 look book for Liam Gallagher's clothing brand Pretty Green, which was then printed by Principal Colour in Kent. This beautifully made object was inspired by record sleeves and features stunning photography shot on London’s Hampstead Heath. We caught up with designer Dave Uprichard to find out what goes into putting a look book together.
Your most recent project has been the creation of a look book for Liam Gallagher’s clothing company Pretty Green. How did the collaboration come about?
Have you worked on the design of many look books over the years?
Yes indeed, working at Ted Baker they were one of the bi-annually repeated projects we looked forward to most and as a bonus towards the end of my time there they started creating a High Summer mini-lookbook too so I got to turn my hand to that as well.
One of Dave’s Ted Baker look books (also printed by Principal Colour).
What do you think sets the Pretty Green collection apart from other fashion collections for men?
Apart from the inherent sense of cool which comes through its associations with Liam Gallagher and the best bits of the British music scene what’s great about Pretty Green compared to other fashion collections is that each season is different - obviously your staples are still there but there’s no taking the best selling styles from previous collections, adding a different button or pocket to it and rolling out something which is 99% the same as last year.
What inspired the design of the look book?
It’s inspired by the British music scene of the 60s & 70s, the format is a 12” with a black slipcase to echo a record sleeve and then all the shots have been graded to give an aged analogue feel. There’s no digital crispness with this book, we wanted it to look raw.
The sleeve was die-cut and foiled.
How did you choose the materials and print production techniques for your look book?
Firstly the paper stock had to be uncoated to be in keeping with the grading we’d added to the photography, we knew this would darken up any imagery so that had to be taken into account when printing. We picked Challenger Offset by Antalis McNaughton for this. Other than that it was a case of picking a great black stock for the cover and slipcase (Colorset by Fenner Paper) and ensuring that the foiling of the logos was of the highest quality. We haven’t been let down!
You’ve clocked up 10 years in the print design industry - what have your design highlights been?
The biggest highlight would be breaking free of corporate shackles and setting up with Matt & Neil, maybe not a design highlight but a highlight of my design career! Other than that, it’s hard to say… I’ve worked with so many great clients and brands from MTV to Ted Baker to Pretty Green. Can I just say that the past 10 years have been a highlight?
Where did you work before setting up One Trick Pony? And what skills did you learn at each different place?
I started at a boutique creative agency called Point Blank which was lead by Steve Wallington, it was the perfect place to cut my teeth as everyone had input into creative briefs - the ethos of PB was that a great idea was a great idea no matter whether it came from the Creative Director, Junior Designer or company accountant! After that I went in-house in fashion, working at Ted Baker for just over three years. Then I took a foray into retail design with Portland Associates before setting up One Trick Pony with Matt Bishop and ultimately One Big Company with Matt & Neil.
Aldgate Lofts property brochure - produced for BMOR
What prompted you to start out on your own?
Without wanting to sound bitter it was getting made redundant for the third time! Admittedly Matt and myself had been freelancing for a year or so as One Trick Pony before my employment was cut short and it couldn’t have happened at a better time as Neil had just approached us with a very exciting offer of a monthly retainer from a fairly sizeable property client so everything fell into place perfectly.
Aldgate Lofts property brochure - produced for BMOR
One Trick Pony is about to become One Big Company - what’s the difference?
Pretty much the name is the only difference. Matt, Neil and myself (the three directors of One Big Company) have been working as a creative collective for the past two years now, under the separate guises of One Trick Pony and O’Dear. We decided that it was time we admitted our mutual love for one another by creating a new partnership, plus it makes it a lot easier knowing how to answer the phone when there’s only one company in an office!
During most of this time you’ve worked with Principal Colour, what is it that keeps bringing you back to Kent for your print production needs?
I think it’s just refreshing to work with a printer who has the same high standards as we do. It certainly makes life a lot easier when you know you can trust your supplier to get the job done well, supply it on time and actually let you know if there are any problems that have arisen rather than covering them up or ignoring them… am I speaking from experience with other printers I’ve used in the past? No comment!
Thanks for chatting to us Dave! Don’t forget to visit the One Big Company website to see more of his stunning design work.