ALEX GROSS & A PRACTICE FULL OF PURPOSE
Creative Director Alex Gross prototyped All Purpose Studio during his DPS year at LCC.
As the name would suggest, All Purpose is a studio accustomed to tackling a wide range of briefs, and this versatility is reflected in its varied portfolio of clients. From Boiler Room and Warp Records to Depop and Adidas, the London-based studio has worked on an impressive mix of projects. Joining Nicer Tuesdays in July, the studio took to the stage to speak about one particularly special project that it had recently added to its list: the tenth issue of acclaimed British style magazine LAW.
Working with the publication’s editor and founder John Joseph Holt, the studio was tasked with designing this landmark release. The studio walked the audience through the detailed and thoughtful approach to the project, revealing the various decisions made along the way. These ranged from carefully choosing and developing typefaces to align with the issue’s theme of Folklore, Faith and Unity, to selecting symbols and visual references that could draw on their extensive research into church and village hall ephemera.
The studio finished the talk by reflecting on the overall journey of designing the issue, saying that it was a long and complicated process but that this was testament to its importance. They brought up on screen a quote by one of the stylists who worked on the project that they felt summarised this notion:
