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