New to the Silverfish distribution network is this Spanish bike brand. Mondraker produce a very tidy range of hardtail and full Suss mountain bikes and to celebrate the release of the range in the UK Silverfish asked Shred to design a cover and inside cover double page advert for the November issue of BikeBiz.

The cover in true Shred style is dominated by a great action photo showing off one of the bikes being put through its paces. Then added in are the Mondraker branding and a sharp product photo of the attractive 'Foxy R' model (my personal favourite of the range).

The inside front simply shows all those in the market for a new ride and dealers in search of a new range to stock, the details on all the models and including more product shots.

In time for the Winter sales push, Raceface unleash their new range of jackets, including the '09 update of the Aquanot. For this advert Shred were handed the task of shooting the flat product shots, photographing some models.... modelling the new jacket range and then mixing these elements together to produce an eyecatching double page spread to grace a number of the coming months cycling mags.

This ad captures two of the main markets for RF's jackets. The urban, everyday wear, which fits with the Aquanot's modern, original styling. then theres the cross country/ off road cycling scene where riders can take advantage of the technical attributes of this functional jacket.

The urban market is represented by the modeeling shot positioned infront of the grey wall covered in graffiti. The XC, rural market captured with the scratched wood background, represnting a section of an offroad trail boardwalk section (or 'North Shore' this name coming from the area in Vancouver where the boardwalked trail feature originated.)

 

We love the summer and getting out in the sun. And luckily for us we aren't too far away from a number of great beaches to enjoy those days out on. But for some less fortunate than ourselves who are land locked and and must wait for their holiday time off to take advantage of such luxuries, they might be interested in contacting Penquite Chalet.

Positioned above Whitsand Bay in Cornwall, this rent-able chalet could be the answer for your holiday by the sea.

We have done a number of jobs for Penquite Chalet this year. Most recently we have created a bright and welcoming postcard, which are primarily used by the occupants of the Chalet to send back to their families and friends whilst they stay there. Using a glorious photo shot this Summer and a simple Cornwall mention this postcard is not only a great 'gift' to a family member or friend but also is a great advert for this holiday home.

This was a job we were very pleased to capture, due to the size of company we were working for and also as it originated from a referral, which we are always very appreciative to receive.

The job was to produce an employee discount card for the employees of Samworth Brothers, Ginsters, Westward Laboratories, Kensey Foods and Tamar Foods.

The brief for the job was simple, create a clear, concise design to be printed on a plastic 'business card'. The design we produced was relatively neutral so as not to divide those carrying them between loving and hating the card.

We put our heart and soul into our work, so nothing makes us happier than when a customer wants their printing to be the best we can provide. Happily in this instance as already mentioned the cards were printed as plush plastic 'business' cards with numbering and signature strips, a high end choice, but one which is never regretted, as they are the bees!

When starting a new business, marketing the business is obviously critical to introduce the public to the company and establish the business. One of the first jobs people approach us to create when starting out is a business card, and with this a brand design if not already in existence is usually created.

For Claire Barry opening the doors of her own consultancy firm, she was in need of such a product. Pleasantly for us she had a good idea about the way the card would be set out and what information was to be included. After the creation of a simple, clear type-logo and the insertion of the information, a colour scheme was the last detail to be confirmed. We sent a few options everything from green to burnt orange (possibly the best named colour I have ever come across). Claire's eye fell on the blushing pink version of the card and the decision was made.

Now printed we wish Claire every success and hope her cards do their job in getting Claire Barry Communications Limited off to a flying start.

To promote the newest addition to the range of services Sleepy Hollow Farm offers, they asked us to create a new flyer with loyalty card to advertise the introduction of fresh, Italian coffees to there customers.

The flyers were widely distributed, so we included a detailed map to the flyer for those maybe unaware that this little gem existed, we also included a little insight into the business behind the drinks. As is the trend these days people like to know where there purchases are being made and that they are helping the local community. A few weeks on since the service went live, the response has been electric. So if you are in the Callington area and are in need of a pep you know where to go.

Its never quiet at Typhoon, whether its new products being introduced or new brands joining their distribution ranks. This quarters newsletter features news of the 2010 BodyGlove catalogue (which we printed for Typhoon), as well as information about the winter divesuit promotional campaigns being put together.

Thanks to the high calibre of product Typhoon both produce and distribute, there is very few slow newsday's, you won't catch any features on dogs surfboarding here!


    

Soma airbags are an exciting new product being introduced to the European surf market. This inflatable boardbag is really protective... so protective in fact that you can throw the bag off a cliff (if you want) and collect your board at the bottom, unharmed.

To capture the sort of protection these bags can offer, for this advert the bulk of the visual stimuli is a photo of a guy riding his motorbike over one. To find out what happened after the photo was taken watch the video at: www.airbagdesigns.com... for those of you who aren't now watching the video... nothing happens, the board is taken out of the bag and is good as new. As you should be understanding by now, these bags are the business.

Along with the photo is a product shot of the boardbag away from any danger and the information any prospective buyer or dealer will want to know. For those of you fearing a tragic end to this story: No bags, and more importantly no boards were harmed in the making of this promotional campaign.

As with the Evil Faction Vert advert, the space for these two: the Turbine Chainring advert and Atlas Bars advert was at a premium. the job was made even more interesting by the type of products on show, a long range of handlebars and a round chainring. A bit more creativity was employed to artistically arrange the products so as much of the product is visible as the space might allow.

For the Turbine advert it was kept simple, blowing up the image of the 'turbine's' chain ring to include a section of the product image and including as much info as possible to ensure anything out of shot is quickly forgotten about by the emersion into the spec of the product.

The Atlas bars advert is an introduction of the new colourways available. As mentioned the product type made the process interesting, a large horizontal drawing of the bars included with a rainbow style pattern made by the various colourways available gives the viewer the necessary visual stimuli and with the spec of the bars, ad complete!

 

A busy old time at the Exposure lab at the minute, creating a variety of new lights to suit any and all riders no matter what your discipline. For the 'Strada' the winning feature is its endurance, perfect for those of you who love to check out those scenic routes home.

The advert follows the realism of cycling in the UK, basically if your going to put in the miles your probably going to face some hellish days in the saddle during those grey and drizzly days. The days where once your out getting soaked, you might as well just hammer it and feel the benefit of the ride afterward, and if it gets dark the Strada will guide you home to the warmth of the fire...
 

Exposure nearly always give us a good reign on the design of their adverts (I say nearly, as Nacho Libre masks are a no go... haha). For a new entrant into the Exposure light range called the 'Diablo' fire and lots of it are needed.

It was all kept pretty primal for this launch advert, the lights fierce performance is set off very well by the intense flaming background and when you get to the spec of the light the intensity doesn't diminish!
ps. these lights are safe and will not burst into flames, your tyres might though if you rolling with one of these on your night lap!

When advertisement space is scarce, your ad needs to be hard hitting, vibrant and interesting. For Silverfish's advert for the Evil Bikes Faction frame, we were working to very precise and tight dimensions. We needed a couple of shots of the frame, captured at slight angles to ensure everything was included in the ad, space or no space the product has got to be on show. Next was the vibrancy and contrast of the advert which had to be sorted, thanks to Evil's bright colour combos on their frames this one was relatively simple - yellow and black all the way, with a pop arty/urban styling the design is there.

In some cases the information takes a side step to allow the image to take the spotlight, this is one of those adverts. An immense photo of kayaker Ali Marshall flying down a 100ft waterfall is the image in question. 

A great feature of this ad is the fact it shows the product being put through its paces and shows the extreme terrains the product was designed for, so any potential buyer can have little doubt that the quality of their new drysuit is going to stand upto any punishment which they choose to subject it.

The upcoming yachts and yachting magazine has a little treasure in its depths, a competition for an 'elluva good drysuit from Typhoon. As you can see from the ad in our portfolio, the question is pretty simple and should attract a lot of interest, especially when you consider the quality of the suit on offer.

For an 'advert' such as this the majority of the content is pretty self explanatory...product...question... and WIN in massive letters, another massive element for this sort of publication is the small print, the last thing you want is to get stung by one of those hawks looking for a minor loophole to grab themselves a free prize.
Good luck to all those who enter...

For this months BikeBiz magazine we purchased a full page to advertise a new product we are producing. 'Swingers' as they are lovingly referred to are the door decorations you will probably know from any hotel stay you may have had. But these little beauties have so many more applications than a simple DO NOT DISTURB sign.

If you work in a garage and want a swinger to put on the rear view mirror of the car you have serviced, or you work in a bike shop or car showroom and want a card to display the spec of the bike or car on sale, the swinger has you covered. These are just a few options which can employ this versatile and different display card


 

To promote new colourways and...well these smashing frames from Turner. We shot some frame close ups to give the reader all the visual details they could need alongside all the text specification. Then to add a slice of adrenaline into the mix, an action shot was needed. The addition of a paisley vine pattern gives the advert an extra visual trigger.

The adverts images in place, the turner branding was positioned to sweep across the page, adding further motion to proceedings and finishing off the ad in a clean and swift manner.

 

Lisa at Studio Flowers was referred to us by another customer which we always appreciate. Lisa needed a new logo, she liked the previous so we did a simple tidy up and after 1 change I think we had the studio flowers new design.

Next on the agenda was the stationery design. To add an extra level to the business card and comp slips we added an abstract floral pattern, which fills spacious areas and looks great ghosted behind the main details.

Sometimes its just not much of an issue making a job aesthetically pleasing. This was one such job. Creating a brochure for a Chalet situated in Whitsand Bay and near to Cawsand and Mount Edgecumbe is a job that requires you to let the pictures do the talking. Happliy we had some great shots capturing the chalet in some summery weather (not this summer, nor last summer, think maybe about 2004...) and it was about making sure we included as many images as possible for this decked out holiday chalet.

For the design of the brochure we uesd a lush green reminiscent of the surroundings and a sweeping wave-esque graphic to carry you through the information, which includes the chalets features and the places which are a stones throw away. The bright feel of the brochure certainly invites the prospect of getting away from it all, which is exactly what a trip to Whitsand provides. We suggest call years in advance to avoid missing out.

A new project from one of our favourite customers (because they are really nice & also sell damn good pasties!). Sleepy Hollow were in need of a new website, happliy we could offer our services to produce the business a simple, smart website to clearly present all the areas which the farm focuses its talents.

Because of the type of retail the farm works ie. the farm shop and salon, there was little need for a shop to be included on the site. After all buying one of their cakes or pasties you want it straight away, postage is not good for these commidites! The essential areas of the site were, as mentioned above letting he prospective customers know what they can find at the farm and clear information how to find this Cornish Gem.

Also added to the site to crush any doubt about the farms reputation was a guestbook which has quickly become a hive of activity. With many returning customers adding their glowing reviews.

www.sleepyhollowfarm.co.uk

Our third brand design project in as many weeks. We were approached by Jody at Chix to update her salon's branding, we knew that due to the business type the logo and text used needed to be smart, sharp and most importantly welcoming.

We chose a modern, fashionable colour combo with a bright cyan and a chocolate brown, to give a vibrant and luxurious feel. Next the type... for this a lower case, A symmetrical type was the best choice.

For Jodys' stationery we added a floral 2 tone background and included the new logo in white and cyan, which gives the design another clean colour combination.

Minerva were a company in a similar situation to ACD Electrical Services. They needed some updates to their branding and in need of some new stationery. We love to wow customers with fresh and stylish designs which go beyond their expectations, this goes for everyone we deal with.
But when you are dealing with a type of firm as Minerva, a company which is employed to ensure that work practices and standards are being adhered to entirely and completely. Every element of the work has to be perfect. With this brand design we matched their exacting standards and we certainly feel when handing their business cards out there can be little doubt in the customers mind that the work which Minerva does is sure to be of the highest quality.

Its not just adverts we do at Shred, for ACD Electrical Services we were asked to create a new brand design to replace there longstanding, fair to say increasingly tired looking design. We created a clean one colour logo simply featuring the brand name in a stylised font with a sharp blue square incorporated into the name.

After a new logo is ticked off the list whats next? You guessed it some smart stationery. ACD know the score and had the full package - business cards, comp slips and letterheads, a simple, consistent design for all these 3 products and you're all set. Next on the list... milk and bread!

Exposure lights are great, and whats even better is Exposure's generosity in producing products like the white and red eye lights. Little add-ons which plug into your joystick. They plug into the lights charge port and give you extra light during those mean 24 hour races. Get yours for the Bontrager 24/12 race which is coming up soon.

On releasing these little gems, Exposure came to us to put together an ad, so thats just what we did. With the image showing everyone the product in action 'all' that was left to include was the info... information which is a little more precise and helpful than my description above!

Our good friends at USE are always coming up with dazzling new products. Technically pushing the boundaries and aesthetically evolving one step ahead of their competition.

So when they come to us with a new product which needs to be seen we do our best to ensure the advert we produce fits the bill. As well as delivering what you'd expect... the key info, this Boost bar advert looks super sleek and certainly draws your eye to the product... i don't know if I need one, but I need one if its as cool as its advert suggests!

The CTC is keeping us here at Shred on our toes with new promotions for its Members, here the main focus is on the rescue service CTC can provide to its members. If you mess yourself or your bike up whilst out hammering it on some gnarly trail the CTC will come and save you, full superhero style and take you to your closest hot chocolate supplier...

The add itself follows the same set up as many of the recent ad campaigns for CTC, bright, bold colours as are staple for the organisation start the logo, text and graphic elements. Then a number of vibrant cycling pictures to display the many types of cycling which can be enjoyed as well as the wide age groups who can participate. Finally all the info is included so you know exactly what you get when you join.

Those familiar to these updates and Shreds work, will know of our work for the CTC, for a while now we have been called upon by the organisation to create artwork and adverts for them to widen their exposure in the cycling world. This time round the advert was for their new offer of a discount on your membership when you introduce a friend to the scheme. Its win win really, you get to be involved with an exciting and ever growing organistion with the sport's best intentions at heart as well as helping your mate out by saving some money!

For the add, we kept the style very similiar to that of previous ads for CTC, a tried and tested design! Also for the ad we delved into our photography archives to use a picture of Shreds very good friend Andy Carnell (see Andy in Shreds 'Print demon' catalogue and Driving round the South West in is his pimped out VDub Transporter). Sadly from the image there is no massively visible Shred Racing logo but his jerseys colour combo should be familiar enough to most!

Given the job of creating an advert for the new range of surfboards from FIrewire, there was an extra stage to the process of its production, we first laid out the necessary info and technical diagrams of the boards as well as a glimpse of the product in action. The ad's style needed to be bright, summery and essentially full of info - the technology in these boards is right up there!

So the advert is nearly set for print... though as this ad is for a French company and French display we got onto the phone with local based translation firm Atlantic Translations to help us out convert all the information in the ad from Queens to Francais. Now its set for printing!

The Queen Annes Battery based restaurant 'Chandlers' were in search of a new deign for their Lunchtime menu, so guess who they called? They had a style in mind, so it was left to us to convert their idea into a product. For the menu the order was pretty obvious...starters, bites...then the mains.

We created a stylish logo for the bistro and set it on a colour combination they wanted, then adding a few elements inc. some pictures from in and around the establishment and an intro from the owners, we simply set the menu out so the various types of food like the tapas menu, world food and lunchtime bites were as bold as possible.

Now finished all thats left is to order!

Sovereign Pres are a South West based damp proofing and well... preservation firm. They approached Shred to create a business card for them, the type opted for also works as an intro to the business as a sort of leaflet, the folded business card allows for more info to be included, and with the wealth of different services Sovereign can provide this was a perfect option. The design encapsulates the firm well, with a 'wet look' finish.

USE in need of a new ad spells more work for Shred, and for this advert we were in inspired form, creating a very clean, minimalistic design for the newest USE Tula aero bars.
The lightness and beauty of the product comes across well with this sharp design.
Everything about the ad is precise and well crafted echoeing the item on display.
As always with ads created here at Shred similar elements are brought into play, a witty title, the essential info and a tidy image add up to another happy customer and an advert to grace the publications for the next couple of months.

 

Shred magazine has negotiated a deal with the British cycling organisation to become the official magazine sponsor of the 2009 British Mountain Bike Race Series. As well as this Shred also was given the task of creating this years logo for the series... mentioned in the news feed a few months ago.
 
Below is the press release from British Cycling announcing this exciting sponsorship...

'It may well be the UK's smallest Mountain Bike Mag but Shred Magazine will take over as official magazine sponsor of the British Mountain Bike Race Series for 2009, this is sure to project the Shred brand onto a bigger audience.
Shred Magazine was founded in 1996 by racer and aspiring publisher Steve Toze. The magazine has grown from a local zine into the UK's only independent core mountain bike race publication, producing 4 punch packing, pocket sized issues a year and distributed through the UK's top independent bike stores, by direct subscription and available to read online.'

Enter any or all of the races by going to:
http://www.xcracer.com/jn_raceentry/index.php

or download the pdf. entry form from:
http://www.shredmagazine.com

Also as well as creating the race series logo Shred has also produced the entry form which we think looks pretty tidy and is a good addition to the marketing to this great series of races.

After purchasing Langdon Court Hotel last year, the new owners have done an amazing job of converting the beautiful tudor house into a boutique hotel of distinction. Shred was called upon to create some exhibition banners to help promote their forthcoming wedding fayre (29th March if you are in the market for a wedding) and we rolled out the muted styling and thanks to some nice photography it was fairly easy for us to let the hotel do the talking.

Stylus are a firm who are able to capture your child's handwriting eternally on fine glass products whether it is a vase (pronounced V-A-R-S-E), on a glass or on any number of other gifts.

This ad needed a touch of playfulness due to the product type as well as the main target of the product, as a gift idea. Also it was necessary to be a very clean design which fitted perfectly alongside a crystal vase.

A simple reworking this one, the Maxx D ad re-done for the new Adventure sports magazine.
We Reworded the product info to ensure it fitted not just cycling but with all the different adventure activities which may draw upon this light for some much needed clarity, whether in a cave or just in a tent making shadow puppets!

This ad for Ham stores was a special one, commemorating 20 years since the shop's opening.
We created the design from scratch, photographing all the sale products in-house.
As with any job there are essential design features, in the case of the shop sale ad, it has to be bright, bold, short and sweet.
This we feel definitely fits the bill... and add into the mix a competition and your always onto a winner! (nice to see the prize is a bike too!)

Always nice to have new clients come us, when Sharon Lee came to us asking for some business cards to promote her new mobile hairdressing service we new what was needed.
Due to the nature of her work (cutting hair precisely and stylishly) a really sharp design, smartly laid out was essential, this would ensure the first point of contact between her business and a potential client would be a bright, confident one.

Doing work for schools is always good, putting something back into the community etc.
Though the pressure is always on to make sure the spellings are al tip top!
For this folder design the school came to us with a firm idea of how they wanted it to look, then it was just down to us to tidy it up.
(colour scheme was not our choosing.)

For Certini's new sale offering free accessories with 09 bike purchases, the task was clear.
We know the style the Certini boys like for their ads and the content is pretty clear.
We, as always included all the necessary info as to what the customer is getting for their money and add to that some specialized product images, and the ad speaks for itself, as do the offers on show!!!

This advert had to convey the time advantages for the British made Tula and Boost Bar products, manufactured by West Sussex based Ultimate Sports Engineering. The advert draws on a few elements, clean photography, endorsements from multiple national champions and plenty of techy info which is really popular with the Triathlon crowd where time is very important. The ad is also a tongue in cheek poke at their love of shaving everything (including their arms and legs).

Shred Publishing was honored to be asked to produce the programme for the World Offshore Rowing Championships which come to Plymouth on the 23rd October 2009. The Mayflower Offshore Rowing Club is busy setting up for the event and what better way to start than a black tie Gala Dinner with guest of honor Sir Steve Redgrave. Shred Publishing produced the posters and tickets for the event and it was nice to set down some foundations for the material for the rest of the event as it builds up over the summer.

At Shred Publishing, Christmas is all about the Silverfish catalogue. Eating Turkey and cranberry sandwiches whilst designing 60 pages of catalogue is a great way to start the new year and we were back to work on this beast of a job by December 27th. With their 10th anniversary it was important that this year we did something even more special than years before so we dipped into the pot of design ideas and rolled out some new custom graphics, a total redesign of most pages and tied up with some stunning photographs from Simon Keitch we had a job that is unrivalled in the bike industry.

Print was also important so the 300gsm cover was matt laminated and perfect bound with the inside pages printed on a silk 170gsm stock .

Start to finish this job was delivered to the client within 3 weeks of order which meant a few 4 am sessions and a wife filing a missing persons report on her husband, the end results was well worth the effort and whilst it is only January if we can top this job in 2009 it will have to be something really awesome.

This month we have been once more contracted to create a magazine cover, this month its January's edition of Bike Biz.
The cover is for our core client Silverfish to promote their '09 THE helmet product line.
Ads for THE are always made that much simpler by the fact that their products don't really fall under the umbrella of bland, especially their helmets.
The helmet in this ad is no exception the 'Ink' helmet certainly catches attention, and as a result doesn't pose too much of a problem when trying to come up with a central feature to the ad. After the helmet is in place, the subtle background helps even further emphasise the product. Add to that the product/article info and your near enough there!

Though in this instance their is a secondary role for the ad, advertising the upcoming Core Bike show, which is sponsored by THE as well as their UK distributors Silverfish. So adding in the logos for the primary sponsors for the show and the information of where and when...and to quote Gordan Ramsey...'Bike Biz January Cover...Done!'

 

Our good friends at Luceant recently asked us to create a website for them, which of course we were more than happy to do..

A simple, sharp design was needed to fit in with the smart, intelligent work which Luceant prides itself on.

Primarily a showcase for the different jobs which they do, everything from home automation to eco technologies and everything inbetween. The site will eventually grow into a great spectacle for the projects commissioned and completed. Where you can find out and figure out exactly what you want Andy and team to produce for you...


 

To present the newest sale from Certini for the products that have lit up the last 12 months, the 'masterpieces' if you will, we went for a gallery styling. Framing the bikes and frames in some ornate... frames.

Including all necessary info on the sale products (though not much needs to be said, after all, all the products featured are categorized as masterpieces.) we also added a classy wallpaper to the background to finish the ad.

When we got a call from Jo at Plymouth & West Devon Record Office to work on a couple of projects we were delighted. The jobs in question were packs for teachers to use as educational material. These kind of jobs are always great fun and also you know that ultimately your work is helping educate the kids in your community and teach them a thing or two about the local area.

Job 1 was a 12 page educational pack about the Abolition of Slavery, with a resource disc fixed into the rear containing powerpoint presentations and image resources.

Job 2 was a nice simple design brief, "We want a loud looking design with information on how to make your own coat of arms".

We have now moved onto another project with this client and will bring you news of this soon.

Shred was originally commissioned by the owners of Sleepy Hollow farm to rework their logo for the restaurant side of their business.
After the completion of the re-logoing for the Lord Chicken restaurant, the owners got back in touch to get us to rework all their menus and get some postcards.
This project then gave us a chance to create more of a continuing identity to the business. We kept the design simple, the logo plus an organic, natural wooded landscape. We then coloured each of the different products differently to give each of them there own feel and reduce any confusion.
We are really happy with the result and were stoked to have the farm come back to us, and to allow us to spread our wings in creating this corporate identity.

Along with the mass of advertising work we have done over the last few months for the CTC, we also had the privilege of creating the artwork for their stand at this years London Cycle show. The brief was simple make it massive and look awesome...!
We created some artwork which we think you'll agree makes a bike ride really appeal, with images of many people riding while the sunsets over a park.
And alongside these visuals of course the CTC branding to finish the stand off nicely!

This ad follows the same style as many of the CTC adverts we have created, with a few added wintery elements of course a snowy flavour and and a classy bow to get you in the mood for the christmas season!
As always the point of the ad is very clear, the CTC wants you on board and with this festive offer of a free Buff scarf, bandana, neckerchief.... thrown into the membership features its just one more reason to join, so do it now... number and info's on the ad!

For this ad for the CTC it was all about presenting the heritage and history of the organisation. The message is pretty clear and the product on show is bold and super retro which goes hand in hand with the style of the design and the old school image anchoring the advert.

This logo has a bit of heritage, originally designed around 15 years ago. Sleepy Hollow Farm were in need of a quick makeover for Lord Chicken, to fall into line with their new restaurant (which is famous in the local area for their roast dinners).

We quickly retraced the logo in illustrator and then gave him a new colour scheme and a slightly more 2008 image - kind of like turning Roger Moore into Daniel Craig.

After the opening of the new shop by the Drake Circus shopping centre in Plymouth, Surfing Life's 'old' store at the bottom of town has now taken the job as the Surfing Life sale store, your one stop shop for surf attire at discounted prices.

Shred was asked to produce some graphics to ensure there was no mistaking the reduced prices of items in anyway compromised the quality of the goods on sale. The style we employed for the windows was simple, Merely leading the customers instore and providing them with all the necessary info as they rummage around for their wallets on route to some bargains.

2009 looks set to be a bumper season for Mountain Bike racing in the UK. With Cycling on a high in the run up to the 2012 Olympics we were pleased to be asked to take our skills to the British Mountain Bike Race Series and come up with a new corporate ID for the 5 round series that would reflect the dynamic sport but also iterate the level of prestige of this highest level of bike racing in the UK.

This logo will now be used for the next 4 years in the run up the Olympics, we are really pleased with the outcome and at being asked to do it.

If you are the UK's biggest cycling organisation then getting people to join is an ongoing mission and there really is no limit to where you can advertise to cyclists. This week saw Shred creating our first ever ad to run in the Sunday newspapers with this advert running in the Independent on Sunday. With a massive target audience (and a massive bill) we had to get this one spot on for these guys or our heads would be on the chopping block. Luckily it all went smoothly, got there on time and come monday morning we had the news that we always appreciate - the ad was a success!

It was our first outing to London's Cycle Show for 4 years so we took the Shred 500 for a little roadtrip up to the big city and parked up slap bang in the centre of Earl's Court 1 where we would remain for the next 4 days.

Response to our magazines was really positive with many new subscribers coming onboard for both Shred and Shred West magazine and we also converted a few people over to the ways of the Print Demon when they checked out our competitive pricing.

We'll no doubt return in 2009 for another long weekend of hard work in our capital city.

For info on the cycle show check out www.cycleshow.co.uk

Released into forthcoming issues of What MTB and MBR magazine is the new winter jacket campaign for RaceFace. These ads were created totally from scratch using an image shot by ace canadian snapper Sterling Lorence, the style of the ad runs alongside other ads we have created for Raceface this year, and over the impact of the design has not diminished. We mixed up the format a little to create 2 different single page ads and also a DPS advert that will run in What MTB and Dirt Mag as well as our own Shred Magazine.

The gent in the foreground is ace freerider Brett Tippie who looks like he is not afraid of having a good time no matter what is going on around, kind of the ethos of the product.

Given the task of creating an advert for the 2009 Core Bike show, Shred has kept it simple. We included the names and logos of the major brands exhibiting at Whittlebury Hall and all the necessary information regarding the event. We also created a new apple-esque logo for the show which go's nicely with the name we think...
Also relating to the name, though less blatantly is the graphic style adopted here, a sort of motherboard/electronic feel, the 'core' of a machine, cutting through the aesthetics to the heart of the industry (a bit of jargon for you there). Simplicity on many levels!

USE breaking new ground in the bike light world with its Max:D, (the Daddy of the bike light) gives Shred another opportunity to flex its muscle on their advertising.
We kept the British theme alive but whereas with the previous light advert, where we focused more on the look and heritage of the light and the business. This time due to the even more ground breaking technology hidden within the lights shell, we split the focus of the ad, half the advert devoting space to the look of the new light and the other half giving you all the info on what wonders lie beneath the sleek exterior.
We feel this is a great example of complete advertising.
The ad delivers everything a prospective buyer could need, the products great looks and all the knowledge necessary for them to understand why they SHOULD be a prospective buyer of this amazing product.
 

Some more wild and wonderful helmet designs spells more work for Shred with our friends at THE.
This time using their logo as the lynch pin to our design, A simple black and white, vice-versa background gives the helmets the stage to strut their stuff.
Add to all the exciting visuals the necessary info, including the helmets 10/10 ratings from Mountain Biking UK and THE has another winning advert to stall any page leafers working their way through the UK's bike mags in the coming months!

Continuing the popular flavour of Racefaces' Summer clothing advert we reworked the rider image to this time feature the Internationally renowned Freerider Darren Berrecloth (BearClaw) and also we replaced the clothing with the new Raceface Atlas components.
A few small changes to a formula which is engaging and aesthetically pleasing delivers another dynamic advert for the RF boys.

This is the welcome pack which new members of CTC will receive when they join the UK's biggest cycling organisation.
Now as well as a large proportion of the CTC's advertising, Shred Publishing has been given the great duty of producing more integral design and print work for the organisation, which we hope in future months and years will see their membership and exposure widen further across the UK.

This project was more an exercise in design precision, an A4 flyer that folds down to make a cool little A6 booklet. Our client, Silverfish UK, inserts the A6 flyers into the products they sell to make sure that every customer gets the lowdown on the new products coming through the system.

10,000 of these were printed and with the design work we still delivered the whole job for under a grand (effectively making every advert cost just 10p) - that is pretty cheap advertising!

This format could work for pretty much any product and is perfect for inserts or a promotions at events etc.

We literally coined it in on this job, to create an advert for a coin dealer in Plymouth. The ad is a small 1/4 page ad with high impact thanks to the massive Victorian sovereign that we had to photograph using a bellows lens for extra close up detailing.
We were really happy with the ad, and so was the client. Sometimes less is more!

Friend of Shred Andrew Carnell is now the owner of a fully shredded van.
Now alongside his high-end bespoke electrical installations he has a high-end mode of transport to turn up to his jobs in. The design is clean, understated (well as understated as you can be with a 7 foot logo on the side of your van...) and very smart, fitting nicely with the style of work.

Theres a new addition to the Shred family. After a long wait the Shred transporter has produced some offspring. The Shred 500 is now tearing around the streets (tearing within the Highways agency rules obviously!). Look out for it on streets around the South West and popping up at races across the country.

Thanks to the team at Wessex Fleet Solutions for delivering the car ahead of schedule and at a great price! If you are looking to lease/contract hire a wagon then they are worth talking to (tell them we sent you!)

A new ad here for Typhoon produced from scratch at Shred towers.
This ad as you can clearly see is for their new product the 'Max:B' drysuit.
The smokey flavour of the ad gives a good sense of an unveiling for the product.
We feel the style of the advert gives the viewer an even stronger sense of the quality on show with this the ultimate drysuit.

Heres the new Raceface double page advert for the Summer clothing range. 

We took a lot of a grief over the name (thanks to sounding a bit like notorious serial killer Fred West), but it is Shred Magazine but just for the Westcountry so what else would we have called it! 

Hitting the stores right about now the mag is our newest publication with 32 pages of news, rides and reports from everything cycling in the South West. You can subscribe online over at Shredwest.com by clicking here

Visitors to the forthcoming York Cycle Rally will be greeted by the new CTC clothing truck. The CTC is the UK's largest cycle organisation with over 60,000 members in the UK. 

Shred Publishing has been handling a multitude of design projects for them in '08 from leaflets through to these 5mm foam board mounted panels - designed and printed from Shred HQ in Plymouth and shipped out to be installed on the truck.

We took on the agency for reselling Pagesuite page flip technology earlier in the year and since then we have done a few projects. 

This one we didn't design (it was designed by Adaptgraphics in Plymouth) but we were asked to handle the online process from registering the domain to getting the PDF pages online, Check it out online here - the new software makes reading it a pleasure! Link to www.varitechcatalogue.com

Some of you may have seen our Shred VW van cruising the streets of Plymouth or at bike events, well the Shred family is growing with this new little baby, due sometime in August.

It'll out cruising the streets delivering our new print demon catalogues over the summer and promoting the Shred brand.

We have done quite a few vehicle design projects over the past few months, we'll get some images of them into our portfolio soon...

We haven't been slacking off, honest. It may have been a month since we bothered to post anything to the blog but it has been a busy month.

First up check out the Silverfish Catalogue online by clicking here

Next up we have been working on heaps of different stuff, some new ads for people, we are launching a new cycling magazine to cover the South West of the UK and also creating a whole heap of stuff for cycling organisation the CTC.

Shred Publishing is proud to announce it’s appointment as one of the UK’s first authorised resellers of Pagesuite technology - an innovative software product that allows the hosting and authoring of dynamic, weblinked documents, catalogues, magazines and brochures with page flip technology.

The system was a finalist in the 2008 SE Business Awards for Innovation and Creativity, we love the system and have been using it to publish Shred Magazine for the past 12 months. With a firm grip on the system functions it is now time to roll the system out onto brochures, catalogues, magazine publications, directories and price lists - created by both ourselves or utilising supplied artwork from other sources.

About the System...

For an example of how the system works check out Shred Magazine atwww.shredmag.com
Not only does it take the format of your conventionally designed documents and turn them into web readable documents but it can also tie together your printed and web materials thanks to the innovative use of links and linked banner advertising. Pagesuite is not here to replace your website or your printed documents, although it could, we see it more as a way of harmonising your marketing and making sure your customers get the very most from all of your marketing materials. The least it can do is reduce your print costs and environmental impact, PDF pages are viewed and can be printed directly from the on-screen viewer, extending the system can generate sales with specific links from your catalogue to online e-commerce sites - either your own, or a third party’s.

For pricing information and more details call us on 01752 663 666.

This ad had to be whipped up in jiffy for Plymouth bike store Certini Bicycle Co. The theme was pretty self explanatory, to promote the full line up for bikes that cost a penny shy of four grand. Whilst it is not exactly winning any awards on the creativity side of things it does deliver a decent range of product, presented in a manner that is clean and tidy and a far cry from the type of ads you'd normally find in bike magazines, most importantly the order came into us on thursday night and the ad shipped by noon the next day.

Next ad of the day was for a new brand being distributed by client Silverfish throughout the UK. The product is exciting looking and a real strong alternative to other helmet brands so best bet was to let the product do the talking. A strong looking ad, following a new house style that we have created and importantly giving the message of a quality product at a good price. See these ads running in the forthcoming issue of DIRT magazine.

Today was taken up with creating a couple of nice looking ads, first one for component brand RaceFace to promote their range of hardcore components. We used one of the most obvious but effective combos of action lifestyle and product so it looks good but does a bit of work in selling the product too.

This format works pretty well in most industries and we'd be happy to discuss how to make your products work a little more for themselves in your advertising...

This one was a bit of a no brainer but sometimes when you are a small business all you want is a cheap way to hit back at the bigger companies.

2000 of these leaflets (image shows cover page) are being delivered through doors to get people back into their local shop and not drive down to a nearby Somerfield supermarket.

Cost to design a 4 page a5 leaflet was £50 and printing 2000 is just £70.

The Silverfish catalogue is kind of a labour of love. Obviously we love doing massive jobs but also the products inside are shiny new bike parts and of course we also really like bikes!

Sometimes the labour of love feels more like a bad date, especially when you are sat trying to decipher proofs at midnight or eating Chinese food at your desk trying to get some kind of conistency in a catalogue with products from 11 different brands that all need to brought together into a Silverfish house style.

Fortunately this is the kind of thing that doesn't trouble us too much and, 48 pages later, the job is all done - it looks perfect and the hours were worth it. The client is stoked and obviously the labour of love becomes the best kind of labour as we ship out the invoice!

Shred Publishing was honored to be asked to produce the programme for the World Offshore Rowing Championships which come to Plymouth on the 23rd October 2009. The Mayflower Offshore Rowing Club is busy setting up for the event and what better way to start than a black tie Gala Dinner with guest of honor Sir Steve Redgrave. Shred Publishing produced the posters and tickets for the event and it was nice to set down some foundations for the material for the rest of the event as it builds up over the summer.

We spent some time working over Xmas, catching up with a few cool little projects on the go here at Shred HQ. This one was a real ground up job - we started off by designing the spec for a range of surf products, including the packaging for some surf leashes, and then pulled it all together into a cool little mini brochure. The products are about to launch and the client has had a small batch printed for their dealers, keeping the costs down - they will then roll out a larger run later on when the full product range is decided on. clever thinking...

The PSA project is a local government initiative to gets schools in touch with the parents of their pupils. The thinking behind this being that a stronger sense of community takes the pressure out of our diverse culture and also instills some of the 'old' values back into society. Parents have someone to talk to to at the School - it may be a young mum with kid that is causing her trouble or it may be a Polish family, new to the area, that is struggling to get to grips with local services.

Anyway, the job for Shred Publishing was to come up with a flyer that wasn't too serious, didn't look like a detention letter (we've seen a few of them) and did the job of getting parents onside with the School. We rolled out this design to one school, 300 flyers all designed and delivered for £65, we then had a few more orders from other schools in the area and even designed and printed up a matching poster. All we have to hope now is that it does the trick. On a side note we weren't responsible for that rainbow PSA logo - hopefully that one is a job for the future.

here's what Sharon at Stuart Road School had to say...

It is tough times out there for retailers and this makes it even more important to get your image right when you go into Sale. At the same time, you aren't making any money on all the stock that you shift out the door so you have to also not spend a fortune - just in case your staff want wages or something. Our mate Fordy at Surfing Life trusts Shred Publishing to come up with a low cost option that looks the business, this year we opted for a tasteful red theme to match his new store and give it that xmassy flavour. This was rolled out onto 4 of our 2m tall banner stands and some A1 posters, all designed and printed right here in our building!
go check out his shop, sale starts on December 27th, but you can always get your wallet out and buy something at full price (we'll see you on the 27th!)
you can also shop online by visiting www.surfinglifestore.com

The odd stupidly late night is sometimes required to get the monster projects out the door. This monster had been hiding under the stairs for too long so I downed the last of the midnight oil and got to work on finishing off Issue 46 of our own Shred Magazine.