2007
ICA – How Soon Is Now
How soon is now? Never soon enough for the ICA, which has attempted to shock British society for 60 years. In addition to earning a free bus pass, the Institute asked Fibre to design a look-back at six decades of contemporary culture. It could have come in a brown paper wrapper what with all the sex, shock, punk rock and death inside.
Not Actual Size – Identity
When Dan Holliday, founder of The Fish Can Sing, was planning his new brand-experience agency he asked for Fibre’s suggestions for the company name. Fibre proposed “Not Actual Size”, a name that not only reflects the planning that big brand events require but the company’s proposition that they could create more buzz than traditional marketing strategies. The name stuck and Fibre set about the task of designing the identity.
Sonneti A/W ’07
For Autumn/Winter ’07 Fibre developed the strong narrative they had created for Spring/Summer. St Leonards On Sea was chosen as an ideal location for a “first flat” theme featuring a variety of urban and sea-front textures.
BMW – The Secret Life of Cars
When an oncoming car blinks its headlights, do you feel as though it just winked at you? Psychologists call this phenomenon “somatomorphism” one of the many explained in The Secret Life of Cars – a BMW media report designed by Fibre.
Sonneti S/S ’07
“Honesty” – the very word won the pitch. When Sonneti asked agencies for their thoughts on reinvigorating the 25 year-old fashion brand, Fibre won with its straight-talking approach. Market research said the label was unoriginal with contrived studio photography that didn’t relate to its audience.