I found this very lovely piece of promotion on fff yesterday and immediately caught my eye. There’s something in its regularity and order that comes from the cross-shaped layout, which draws you in. It almost looks like a puzzle, where you have to make out the right order of the phrase, then go on reading the small text that’s scattered around, creating a very interesting visual. The fonts work great as well and as always, it’s the details that make the difference: the brackets of the A, that perfect x on the left-hand side, the underlying of location and details. It’s designed beautifully by Ben McLaughlin for the promotion of photographer Theo Simpson’s exhibition alongside Ben, his design collaborator ("What We Buy" publication), with exhibits of the pair’s work from the past year also on show [ via ].
I couldn’t stop thinking how you could make very nice postcards / poster out of it, when Theo kindly e-mailed the flyer and it just looks amazing. I was also very pleased to find that he is the guy behind the great photography of the Eight project about the transmission towers in the UK.