Work builds solid foundation

AFTER months of reading, sorting, compiling and, not to mention, designing, Block Branding has produced Craftwest’s Designing Futures Forum book, Shifting Foundations.

Designing Futures is Craft-west’s initiative to boost WA’s fine wood and furniture industry and its Designing Futures Forum was held last year.

The forum brought together world-renowned designers together with local talent to present ideas and vision for the industry’s future. 

Shifting Foundations is essentially a collection of the papers from that forum along with artwork pictures. 

The Craftwest contract was largely an in-kind sponsorship deal, however, according to Block Branding partner Mark Braddock it will hopefully lead to future work in book design and pro-duction.

“We are continuing to work with Craftwest and hopefully this will be the first of these that we do,” he said.

Mr Braddock said Shifting Foundations had been woven together so that different ideas flowed from beginning to end, however, it was not a coffee table book.

 “There were a lot of issues and there wasn’t just one voice. The organisation of it was huge.

“The first essay from Bruce Mau was a big global piece and the issues he talks about are huge.

“There were those issues and it went right down to wood turners.

“We thought do we highlight the differences or do we let it flow? The idea was to come up with a format that will allow different types of pieces to flow.”

The result is three major essays that form a centrepiece for other articles to follow from. 

Mr Braddock and Block Branding partner Tanya Sim adopted magazine-type styles to help draw attention to words and break up the text.

“We wanted it to be serious and academic but not dry from beginning to end,” Mr Braddock said. “We didn’t want to do a coffee table book, I think there is too much thinking in there for that.”

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