Using the visual language of chemical elements and the periodic table, this book takes a journey through the natural process of creativity-- experiment, refinement, solution--using chemistry as a metaphor for the creative process.

Phase one is combustion, which occurs when the disparate elements of the studio--designers, illustrators, photographers, writers and web designers--come together and spark a chain reaction of ideas and thoughts in repsonse to new projects. Phase two, solution, presents the results of the chemical process--the solutions Fold 7 have provided. The Chemistry typeface, which features throughout, was specially designed for the book.

About the Author

Fold 7 was founded six years ago and is based in London. Describing itself as a 'specialized youth agency', it works in advertising and design for both print and the web. Recent projects include TV commercials for the Ministry of Sound, the newly launched Daze & Confused website and an extensive branding exercise for Orange.

"About this title" may belong to another edition of this title.

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