Kate Forrester is an artist who does hand-drawn lettering. She is known for her flowing, swirling typeface. I first learned about her after she designed the paper cut out campaign ad for the British department store John Lewis.
Her words contain lots of flourishes, and the swirls flow out and interlace themselves with images that relate to the words. When the viewer steps back the words seem to intertwine with the image, so the words are the image. The lettering reminds me of art nouveau movement because of all the flourishes.
The ad is designed to look like paper that is intricately cut which gives the ad a home-made feel. It suggests that the gifts you buy from John Lewis are thoughtful and meaningful, like a handmade gift would be.
The words are designed to be the main focal point and the images give the viewer the context of the words, which is different than most designs. Most designs have a huge image that is meant to capture people’s attention, then text to tell us what the image is about.
The word cut-outs make the ad very tactile, like the viewer could reach out and touch the cut outs, which is what makes it so memorable.
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