Pointer Footwear
2012 Advertising Campaign

These “out of body” images were captured using two photographic processes.

Models were shot against clean white backgrounds, the resulting photographic prints then re-shot using sheets of translucent perspex to cast ghosts of the originals creating chance images, each one different to the next.

Pointer Footwear
Brand Identity

The namesake for this London based footwear company is an English hunting dog which is also incorporated into the brand identity.

The sole designs created to work alongside the branding also resonate the aesthetic of the art direction.

Pointer Footwear
2006 Advertising Campaign

Humanoid characters replace real models in this first campaign for Pointer Footwear.

Three artists were given the artistic freedom to develop and create a character within their own style.

Handmade sculptures, shot against a bright contrasting colourama background create an alternate shoot in this imaginary modelling agency.

Pointer Footwear
F/W 2007 Print Campaign

A fantastical research laboratory was created to act for and behalf of Pointer. The footwear undergoing rigorous testing and analysis.

Mutant bodies, adversity exposure, moleculoid structures and a final autopsy were concluded into a detailed printed report.

Pointer Footwear
S/S 2010 Print Campaign

“kaleidoscope” is derived from ancient greek meaning “observer of beautiful things”.

Photographed images were reflected and placed on black backgrounds to create entrancing and colourful constellations. Commissioned artwork with a magical twist, integrated with and around the footwear.

Pointer Footwear
A/W 2010 Print Campaign

Stepping into a more confident and tailored approach this campaign embodies the sophisticated direction of the footwear.

Stroboscopic photography using a split second technique captures multiple exposures of successive movement showcasing the footwear in a series of playful activities.

Pointer Footwear
A/W 2011 Print Campaign

Abstaining from portraying full images of models and discarding the upper body, legs and feet were shot against a clinical white background focusing attention on the footwear.

The images underwent various cosmetic ‘operations’ scuffing and breathing life into new and beautiful abstract shapes.

The Three Threads
Brand Identity

The Three Threads clothing store’s east end location originally served as a brewery with a London Porter under the same name.

With a black and bronze palette the logo hints at the brewery theme while the modern and iconic style reference the shops clothing brands.

Carhartt
Garment Graphics

Carhartt was founded before my grandfather was born, and is still owned by the descendents of the company founder Hamilton Carhartt in Dearborn Michigan.

Carhartts rich heritage dictates a thoughtful approach to their design processes.These seasonal graphics pay playful homage to the original logo.

Ins Kino
Brand Identity

Ins Kino is a couture clothing label created by Sarah Carver. Inspired by overlooked elements of nature combined with bold colours and shapes she creates hand-made printed fabrics.

The logo was designed to echo and suggest the organic shapes that feature throughout her work.

RL Flower Design
Corporate Identity

Rosemary Livingstons Marylebone flower shop fuse flowers and container to create unique and exuberant displays.

The identity reflects both the design aesthetic and vibrant use of colour of Rosemarys designs.

Playarea was set up by Mathew Fowler in 2002 in London.

Space to think and create, encouraging play and discovery, specialising in brand identity and art direction.

info@play-area.co.uk

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