As part of our creative direction service we have used our luxury and fashion experience to advise Letts Filofax on future design trends. Our experience in design analysis is guiding the current design approach for the Letts 2012/2013 diary and notebook ranges. Our trend activities include a watching brief on fashion designers’ couture and ‘ready to wear’ collections, future colour trends and iconography that is at the forefront of fashion, illustration, youth culture and architecture.

Each of Letts’ design ranges has its own personality and is recognised in markets from the United Kingdom, across Europe, to the USA, Canada and Japan. It is very important that each of the design ranges stay true to their individual personality, resonate with their audience, and at the same deliver a design experience that is new and fresh.

During our trend analysis we also make recommendations for new and exciting avenues to explore. For Letts, one such idea resulted in a design for a personalised Quick Response (QR) code diary, where school kids personalise their very own cover with a unique QR code link to their Facebook page. Their friends can then scan the QR code with their mobile device and link directly! Another design called ‘Haircuts’ allows kids to use passport photographs to personalise their notebook. Another range called Retro changes each year and consequently our trend analysis is vital to keeping the design inspiration, whether from ‘60’s London or to 40’s Americana, vital and exciting.

Successful design not just about understanding emerging trends and fashions, but knowing how to use these in an exciting and dynamic way to define our clients’ brands.