Recently, UK-based travel photographer Julian Love worked with Wonderful Machine to promote his latest project, a collection of images following the journey of Clara Hayward, a young woman traveling from London to Istanbul in search of adventure in 1931. This is a very thoughtful promotional project, right down to the wonderful visual references and period details that draw one into the nostalgia of the story. It’s beautifully designed and crafted.
“Julian was hoping to create some type of creative marketing campaign that would center around Clara’s journey that would entice clients to explore not just the series, but all of his other work too. So, designer Peter Clark and publicist/writer Maria Luci put their creative heads together and began thinking up concepts to present to Julian. After a few group emails and Skype conversations, they settled on the details for the project—a campaign that we were all three very excited to pursue.
To get started, Peter and Maria researched vintage mail designs (postcards, envelopes, stamps) and tried to replicate that aesthetic as much as possible. One big issue was figuring out early on how to print the three images so they would appear vintage, but still keep the image quality intact. Julian ended up using a printer in London so he could see the printed proofs in person before he signed off. He went through several rounds of test prints before settling on the final look and feel to the cards.
Another key component to the entire project was generating interesting copy that would go along with the design. Julian worked directly with Maria for this, to create a fun and engaging letter from Clara. Maria was also in charge of writing each of the image and email captions. Julian advised her to write Clara to sound as British as she could—not an easy task for an American.
For the font styles, Peter and Maria considered using a typographer or calligrapher for the project, but ended up going with an existing typeface that looked great and translated well across all the different mediums.
For the envelopes, Peter experimented with premade airmail envelopes. They looked fine, but didn’t feel right. Their overall size was too long (or too small) and some of the paper stocks on the envelopes weren’t the greatest. In the back of his mind, Peter had another idea: to create handmade envelopes, one by one. They all knew this would be a lot of work, but definitely worth it in the end.” – Wonderful Machine