judges’ picks >> jilly simons
4. PH.D
“Terms and Conditions,” a pocket-sized self-promotional book from
Ph.D, redefines a selection of words within the partners’ design lexicon.
“It’s meant to allude to a dictionary,” says Ph.D partner Clive Piercy. “But
a groovy dictionary. In most dictionaries, every word looks the same, and
this is not meant to be that way.”
In fact, that variety—with playful orange and black type, zinging
from page to page—attracted judge Jilly Simons of Concrete,
Chicago. “It’s one of those pieces where each page has its own personality.
It works as a whole, but it’s not cookie cutter—it’s not
doing the same thing on every spread.”
The book’s small size—not to mention its perfect binding,
cloth cover, and what Piercy calls a “devilish” (read: expensive)
satin bookmarker—makes it feel like a precious artifact. But
unlike other firms’ efforts to redefine the terms under which they
work, this one avoids the pitfall of taking itself too seriously. For
her part, British ex-pat Simons “had such a giggle reading it that it
knocked me off my
ham and eggs” (cockney for legs).
One might expect to see lateral thinking and client in a design
firm’s dictionary, groovy or otherwise. But brand-ese alone—even
that which the firm turns on its head—couldn’t tell Ph.D’s whole
story. The 39 redefined phrases include Britishisms (tea and sympathy,
mate), sentiments (romantic, soul), and philosophies (less is more),
providing a more expansive picture of Ph.D’s personality. Based
on tape-recorded conversations with writer Eric La Brecque and
Ph.D principals Michael Hodgson and Piercy, the definitions are
snarky and sincere at once. The entry for brave typifies that blend
of sensibilities: “A relative term since, as designers, we’re not in
the line of fire. But, within the context of our work, [it is] a useful
placeholder for taking a stand.”
The process of producing the book, says Piercy, was painless.
The primary challenge emerged after its publication—and
sits along more existential lines: “It’s enlightening to have talked
about these things, and then see them in print. Because then you
have to live up to it. You have to walk the walk,” Piercy admits.
Tiffany Meyers
Ph.D
CREATIVE DIRECTORS: Clive Piercy, Michael Hodgson
DESIGNERS: Piercy, Carol Kono-Noble
COPYWRITER: Eric La Brecque
CONTACT: www.phdla.com
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