Tasked with creating a publication that documented and celebrated MAC Interactive's prolific output of award winning projects over the last ten years, one thing consistent in their work is the use of unexpected materials, linear elements and precise control of space and proportion.
We looked to pick up on this observation in our approach. A bespoke typeface, central to the look of the project and inspired by the ubiquitous scale ruler, was created so that when scaled and abstracted, became a bold and lively graphic language used throughout. The book was also wrapped with an unusual cover made from rubber floor tiles, onto which graphics were laser etched, adding a tactile quality and intrigue.
The look and feel of the book was developed further with the creation of a new website and brand identity also created by THERE.