Hat-trick Design is one of the great British design companies – their work is consistently ideas-led, witty and beautifully crafted. Now in their tenth year, they’ve produced a book to celebrate every project, and I helped by writing the words.
We decided not to go in for the lengthy project descriptions that you get in a lot of design books. Partly because there's a lot of work to show. Also we’re not sure anyone actually reads them. But mainly because great ideas should explain themselves – you just look at the work and get it.
So the book opens with a quote by Elmore Leonard:
“I try to leave out the parts that people skip.”
Then there’s a four-word foreword:
Briefs aren’t. Ideas are.
Then the reasoning behind the book is explained in the introduction:
The thing about briefs is they usually aren’t. Brief, that is.
Briefs involve audiences, aims, context, competitors, back-story, budgets, personalities, politics, mandatories, guidelines and messages.
Briefs are complicated.
The right answer to a brief is different. It really is brief. It cuts through the clutter and hits you with a simple message. You don’t need 500 words of explanation to tell you why it’s the right answer. That’s how you know it’s the right answer.
This book includes ten years of work for over 150 clients. But it doesn’t contain many words. We’ve included just enough to explain each project and give a clue to the thinking behind it.
The rest of the book is made up of 150 projects, all with a project description of no more than two or three words. Enough to anchor the idea and let you know what you’re looking at.
Do you fancy a quick read?
The book is a work of art in itself – small, but heavyweight, just like Hat-trick.
There are 1,000 copies available for £25 each (slightly more if you're outside the UK). I seriously suggest buying a copy – there are inspirational projects on every page.