VE Day 75 is a fully illustrated, hardback publication produced by the SJH Group in partnership with the Armed Forces charity SSAFA. It includes an extensive photographic record of the day, as well as original eyewitness accounts. It also reflects on the UK’s social, industrial and cultural make-up, subsequent VE Day anniversaries and the best of British across a host of spheres.
As part of the design team I accompanied every step of the publication from developing the cover artwork, inner editorial design, endpapers, branding, web design as well as print proofing.
For this publication campaign I’ve specifically worked on the event branding and created a fully bespoke website, which will eventually developed into a digital version of the book.
VE DAY 75
CHALLENGE
The challenge for this publication and campaign was to create a beautifully crafted coffee-table book as well as designing for the 75th anniversary of VE Day as part of the nationwide celebrations and events at the Royal Albert Hall.
Additionally, we had to deal with the Covid-19 pandemic, which cancelled the event and book launch, and forced us to adapt to digital-first campaign around a physical product on two months notice. It also meant to prepare for print and proof remotely without a press pass.
GOALS
Engaging publication that celebrates the 75th VE Day anniversary, fitting within a nationwide campaign.
Create digital-led sales approach without initial launch events.
Impactful, modern branding for historic content.
STRATEGY & CONCEPT
The overarching book concept was to create a modern, yet elevated coffee-table book allowing the historic content and archival content to connect to today. It was also important to reference SSAFA as publication partner with colour schemes and military references.
The publication and event branding was inspired by a military medal using a V in combination with the SSAFA brand colours. The branding would be used across a variety of assets like the publication, press packs, tickets, digital brand touchpoint and by any publication partner for the launch event.
Due to the pandemic, the launch was cancelled on one months notice before going into production with the book. This led us to the decision to create a digital-led approach to promote the publication with its own website. It allowed us to shape a product that would use the books brand and feel, but also shape into a digital version of the content – much more expansive than a digital e-book or PDF.
For the cover design we focussed on a wide range of options, experimenting with colours, finishes and archival imagery. Ultimately we decided to go with a clean, modern look led by a hero image.
