MadeThought from AgIdeas

MadeThought is a multi-disciplinary design consultancy based in the UK. Paul Austin and Ben Parker studied together and then formed the consultancy 11 years ago. The core of their work is to conceive an idea and implement it as singular concept in a simple way. They have a very deliberate and crafted aesthetic; and they always strive to create long-term brand strategies for their clients. MadeThought do a variety of work, including promotional material, exhibition space design (including signage), branding, packaging design and web design.
The following is an analysis of an exhibition designed by MadeThought, based on information gathered at their talk at AgIdeas and from the MadeThought website. (www.madethought.com)

Beauty in the Making Exhibition, designed by MadeThought for GFSmith. GFSmith’s exhibition, Beauty in the Making, took visitors on a journey through the history of paper and the process of its making. The exhibition consisted of public talks, workshops and exhibitions. MadeThought was required to create the signage and information points throughout the exhibition space, invitations and sample bags. The purpose of the exhibition was to show the traditional techniques of paper production and design, and to highlight the authentic heritage of GFSmith’s brand. MadeThought was required to take all of this into consideration in their designs for the exhibition. The audience of the exhibition and the promotional material was designers with and interest in paper, its production and use. MadeThought wanted the final designs to emphasise the qualities of the paper and compliment it rather than overpower it. The final designs emphasised line through cuts and fold of the paper. Stacks of paper were used for the signage with the information laser cut out of a different coloured paper which was then placed on top of each stack.

The simplicity of the signage design is what draws the viewers’ attention, it is effectively used to inform the viewer about the exhibition, rather than ‘become’ the exhibition. The recurring motif of the folded corner, as seen throughout much of the signage and the invitations adds a dynamic element to the compositions individually as well as tying them all together as a complete set. This motif would also help lead the viewer through the exhibition right from the invite through to the end of the exhibition.

I think the work is very effective; it has retained the simplicity that allows the paper to speak for itself, as well as informing and guiding the viewer through the exhibition. The bold colours used in the stacks of paper are effective in drawing the viewer’s eye to both the information and the paper itself. It is a simple, clever and effective way of exhibiting the product and informing the audience.