- Norton & Sons
Communications made collectable
Norton & Sons is a Savile Row tailor, founded in 1821 and re-invigorated (along with a Moving Brands rebrand) by designer and media figure Patrick Grant into a 21st century creator of beautiful, bespoke men’s clothing. Its twice-yearly mailer is an illustrated communication, evoking the colour, pattern and detailing of the clothes.
Ben as illustrator, Patrick as model
We were asked to art direct, design and produce the mailer with the cut, the fabric and the finish of a garment brought alive in watercolour. Moving Brands co-founder and Chairman, Ben Wolstenholme, who had worked with Patrick on the re-brand 12 years before, took on a new role for this project - as the illustrator.
The creative direction started with a photoshoot with Patrick, including some amusing moments as he tried to walk a dog. The compositions were assembled from found period imagery and reference photography taken at the Norton and Sons shop.
From pencil sketches to watercolour paintings
The illustration development went through many stages, from rough pencil sketches to refined watercolour painting. Colour choices highlighted elements of the featured outfit and accentuated seasonal hues. The set was printed on a lithographic press at Calverts Cooperative, using uncoated paper stock that complimented the use of watercolour
Distinguishing and elevating Norton & Sons
The resulting set of postcards, was created and released over the course of a year, promoting each season’s made-to-measure outfits. As a set of collectable art prints, customers were encouraged to save each postcard, and of course, make a purchase.
The illustrative approach, with references to such period icons as propeller planes and steam trains, distinguishes and elevates Norton & Sons from its competitors, while celebrating its unmistakably British heritage.