Is "Aspire" a concept? Really? Looks like a word on top of a picture.

I do like the logo though. Is that Teviot's work?

Yeah, I would say that 'Aspire' was a concept/idea?

In terms of execution, it may simply just be a word on a picture, but I think it's possible to deconstruct virtually every piece of graphic design that way? You could argue that Made Thought's Established & Sons 'is just big words on a wall'?

Based on previous experience that may be exactly what the brief required? I haven't seen the brief, so I couldn't tell you?

What I do know is that Teviot are at the top of their game, and that they have nothing left to prove. Their Creative Director is widely regarded as being amongst the best in the business, and their Senior could run rings around every other Senior I've met to date. I know for a fact that every creative avenue would have been explored at Teviot's end.

Given that it's the front cover of the prospectus, perhaps a word on a picture was all that Teviot was able realistically achieve? I haven't seen a physical copy of the new prospectus yet, but I would expect the 'Aspire' concept/idea to be fleshed-out throughout the document.

I know from experience (I've worked on Napier's materials in the past) that literal executions are often considered the best by the client, and I would bow to their superior knowledge in this regard. Napier are appealing to a worldwide market, and perhaps a more ethereal execution simply wouldn't have translated?

Oh, and by the way, I don't work at Teviot or have a vested interest in bigging-up their work – they're just bloody good designers, in my experience!

Yawn

Looks like that Selfridges building in Birmingham in the background!?

Indeed - bloody good "designers". Top of their game designers are still just that.

"I do like the logo though. Is that Teviot's work?"

Have a look at Aston Uni's logo and you'll find the same thing.

For a long time now I have admired Teviot's work for its refined typography, slick imagery and attention to the smallest detail... UP TILL NOW. This, for me, doesn't look like it came from the same Teviot I knew and once loved who produced the slick, sexy work they were once known for. It just looks to bold, brash and ever so clumsy for a design house of their so called ability. Well spotted on Astons logo... what a howler...

although you never know what the brief was... they may have wanted it to look bold brash and clumsy...

Can you really shoot down an entire agency based solely on the cover of a single prospectus?

Surly design has to be more than how it looks. Where's the idea?

"Surly design" should cheer up a bit, Anon 11.07.

Tangible did Napier's branding

A. isn't a concept.

Here we go again, anonymous-bashing because it's easier than debating the pertinent points. A bunch of words beginning with A is NOT a concept.

Low angle photography is not a concept, being on brand is not a concept. Stop pretending this is anything more than a brochure with a collection of words and pictures. And just because I'm choosing to stay anonymous does not mean I pitched for the work and lost, or that my work's not able to cut it.

I'm glad the client received it well. Congratulations to the printer's driver.

Sent from my APhone

Why publish this work on the drum?

As it's like any other run of the mill work that most or if not all agencies produce as their bread and butter work. Lets get the this into "Prospectus" - It is just that, a prospectus, its not cut through, it's not fresh or innovative and its certainly not going to win awards.

But that said, it looks good and probably answers the clients brief. So good job.

@ Anonymous Wed 16 Sep 2009 16:55

Are you a recent school leaver new to the industry or just extremely rude and immature with an exceptionally high opinion of yourself? It's a prospectus and in my opinion this works just fine and if the client's happy - result.

If you had worked on any account such as this you would know that you can be severely limited creatively when working with a UK university on any project - but especially a prospectus that has a very large number of stakeholders. Do you have any idea just how many people in various departments and roles will likely have had a say in this publication and the whole concept? From the tone of your posts, I doubt it.

Having said that I agree with someone else who said that maybe just stand-out, newsworthy work could be posted in the news section to keep the snarky (jealous/out of work?) trolls away? Not the bread and butter work. Otherwise we'll be seeing all of next year's university prospectuses.

16:55 and 16:45 both have very valid points here. And i have to agree with most of their points.

I'm not going to get into the bashing side of this debate. Congrats on meeting the brief and making a prospectus look different to all the other clutter that's out there in the market. Personally i don't see everyone's issue. This is the bloody drum not brandrepublic.