{"product_id":"unfortunately","title":"Unfortunately","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003eWe wanted to conceive and design a printed piece that captures the essence of our practice; our love of people, language, and appropriate and understated design. It would be sent to key clients, prospects, partners and friends as well as offered for sale on The Brand Identity to like-minded peers.\u003c\/p\u003e\n\u003cp\u003eThe format felt spontaneous and fun, not measured or analytical. As such the medium was kept simple - a piece of newsprint that gave the concept an editorial and almost throwaway feel; tomorrow's fish and chip paper. It was designed (and produced) to be a moment in time.\u003c\/p\u003e\n\u003cp\u003eUnfortunately working in design isn’t always as glamorous as it may sound. We felt compelled to collect and collate all of the unfortunate emails that have landed in our inbox over the years, almost as therapy. They capture the rich tapestry of life covering ‘thank you but no thank you’, unavailable sanitary ware, unusable images and of course, the weather. In this paper we presented the good, the bad and the downright misspelt.\u003c\/p\u003e\n\u003cp\u003e Execution was simple. After playing around with various design aesthetics we decided they were trying too hard and that the content provided all the wit and effort required. Using a playful and bookish typeface Romee we simply set each 'unfortunately' in plenty of negative space, one per page, allowing the reader to easily digest and enjoy.\u003c\/p\u003e\n\u003cp\u003eThe paper has been met with laughter and knowing glances from fellow creatives (and home renovators). The first edition sold out quickly on The Brand Identity. Unfortunately has also been shortlisted by Creative Pool in the publications and direct marketing categories. We we\u003cmeta charset=\"utf-8\"\u003ere thrilled to receive an 'unfortunately on this occasion' response at the said awards ceremony.\u003c\/p\u003e","brand":"The District Ltd","offers":[{"title":"Default Title","offer_id":52702811259217,"sku":null,"price":5.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0990\/2437\/2049\/files\/CoverImage_3944ef95-3567-4438-bda2-5a6a776ae1c3.jpg?v=1766980581","url":"https:\/\/shop.thedistrict.co.uk\/products\/unfortunately","provider":"The District Ltd","version":"1.0","type":"link"}