Writing that earns its place next to the pictures.
Overview
Editorial and long-form publishing for studios that have something to say and no obvious place to say it. Research, drafting, and layout handled together so the argument and the page agree.
Challenge
There was plenty to publish and nowhere for it to live. Posts were being written as opinions rather than as reporting, and laid out afterwards by whoever had time, which showed.
Our Approach
Pieces started from something found rather than something felt, and were drafted in layout so text and page were made together. The last pass removed a third of the words — the cheapest quality gain available and the one most often skipped.
Outcome
An editorial line, a layout system, and a publishing kit that a two-person team can run without a designer in the loop. The pieces got shorter and were read further.
- Naomi Blake
- (Editorial Direction)
- Felix Hart
- (Writing)
- Iris Coleman
- (Design)
“Cutting a third out of every draft felt brutal. Read-through went up by half.”
Elena Marchetti,Head of Content
Writing04
What a brief is actually for
6 min readMost briefs arrive carrying three arguments. Picking one is the whole job, and it is nobody's favourite meeting.
Cutting for the edit on set
9 min readDeciding which frames have to touch each other decides the lens, the blocking and half the schedule.
A type system that survives handover
5 min readRules travel badly. Reasons travel well. Write down why the sizes are what they are.
Notes on shooting in rain
4 min readEverything you own gets wet. The plan is which three things must not.