By Ben Marshall, Associate Creative Director
Landor Associates, London
for Popsop
Well, after a hiatus due to ball games, it was the last episode of High Street Dreams last week.
In the fourth and final show it was a small team from Landor’s turn at their 15 minutes worth.
Asked to choose between some rather funky magnetic frames, and a pestle & mortar by a female blacksmith from Hackney, well, the choice was simple.
“How often do you get to work with an artist who works with metal and fire?” I argued. “And she’s local”.
Decision made, the cameras showed up the same afternoon. Needless to say, cameras-in-face was an unfamiliar way of working, but surely that’s half the fun? Being somewhat exposed, at the mercy of the edit, certainly honed and focused the team. Also, the internal buzz and energy from a project like this is worth it’s weight in brass homeware.
From a business-minded perspective, we may have backed the underdog, but whilst visiting Bex’s forge it quickly became clear we were working with a great story. Both Bex and her chosen medium are refreshingly honest, but with a unique personality and creative flair. Her whole story is full of contrasts: a female blacksmith, contemporary products from an age-old craft, delicate forms forged from solid metal.
It’s easy to grow cynical in this industry, where we often find ourselves hunting for that unique-ness. So, when a job like this comes along, where it’s USP is – well, just what it IS — the answers are often right there in front of you. It’s all you can do to focus the flow.
Suffice to say the majority of our ideas came quickly whilst getting to know her, immersing ourselves in her workshop and world. Brett even had a go beating some hot metal with a hammer…
As for the show itself, we were assured it would be a lot more positive in it’s approach than Dragon’s Den, which I’m pleased to say it was. I also agree with Martin Grimer that the series has demonstrated some of the depth of what we do, which can only be good. I’m also happy to report that Bex has since been approached by Heals. Oh, and she’s had a tattoo of the logo we did for her.
Incidentally, our solution came directly from the heart of Bex’s forge: her anvil is pink. Enough said.
About the Author
Ben Marshall is Associate Creative Director of Landor’s London office. Ben’s spectrum of clients during this time has been rich and varied, from large-scale corporate identity programs to international consumer goods brands, with clients including Nokia, KLM, Heinz, P&G, Diageo, Pepsico, Maybourne Hotel Group and Great Ormond Street Hospital.