In Conversation with Middleweight Designer Mike Preston; The Week

NewsDec 15, 2022
  • New York 05:37 AM
  • London 10:37 AM
  • Singapore 06:37 PM
  • Shanghai 06:37 PM

Introducing our latest series, In conversation with. Join us as we chat to studio members and talk about our latest projects, offering a new perspective and allowing the key individuals behind the work to provide a focused lens.

In our second edition, we speak to London-based Middleweight Designer Mike Preston and the work he did on our recently launched work for The Week.

What was the brief?

The Week challenged us to find a way for the publication to be able to connect with new readers on a deeper level by developing a brand world system that can flex and adapt to tell different stories across digital and print.

What is unique about this project to you?

This project was a unique challenge in the sense that we had to balance an already established aesthetic of the cover illustrations with a new brand world idea that resonated more with the consumer and their interaction with the publication.

How would you describe the work in one sentence?

Bold, flexible, and beautifully simple.

Do you have a favourite visual from the case study? 

The Instagram pages showing the flex that can be created in the design system.

What are you most proud of with this project?

Our team collaborating with the amazing illustrator, Luis Mendo, to craft and perfect our ideas!

Check out the full case study for The Week here: https://www.elmwood.com/work/the-week/

Head to our Instagram account to see more work for The Week here: https://www.instagram.com/elmwood_london/