Pentagram partner Angus Hyland produced this promotional budding-artist booklet for the art store, Cass Art, in London. I’ve witnessed the difficulty and labor involved in designing an educational and interactive booklet for children at an art museum. The overall objective is to get children excited about art, and the form of the art activities—and the language of the written directions in particular—are key to a successful activity book. The Cass Art activity book makes these activities exciting through their energetic—and childlike—type. Handwritten by illustrator Marion Deuchars (whose beautiful portfolio, alone, should be visited and pored over), the typography makes the activity book inviting instead of official. It is almost a visual reminder, showing that it is acceptable to write (in imperfect handwriting) and draw one’s own sketches.
See more spreads here.
[...] written about Marion Deuchar’s work before (on her exciting composition for a young artist sketchbook for Cass Art), but I revisited her portfolio this morning and found [...]
[...] for branding Cass Art, including the identity, signage, and other promotional materials, like the “Young British Artist” book and bag. Using bold, abstract marks for the packaging is enough to make me excited to use different [...]