We have the power to move you, Part Trois

By Laurence Percival on June 18, 2009 1:14 PM | | Comments (0) | TrackBacks (0)
Back in chilly October, as the full scale of Recession! revealed itself, I blogged about our new national advertising campaign for Savills here. With green shoots now the order of the day, a new take was necessary, so a third generation of the campaign has been commissioned.

Classically simple art direction and positive words reflect emerging confidence.


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At the same time, we've reworked all of Savills national brochure collateral for the residential business. Across all media, the work features the typeface intriguingly called Mrs Eaves.

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Mrs Eaves is a Serif typeface designed by Zuzana Licko in 1996.


It's a tribute to the fonts of English businessman, printer and typographer John Baskerville (1706 - 1775), although it has some lovely characteristics all its own. 

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Like his fonts, Baskerville was a controversial character. He hired a certain Sarah Eaves as his housekeeper, but her duties involved more than just sweeping the scullery.


Eventually her husband Richard abandoned her and their five children, and Mrs Eaves became Baskerville's mistress and eventual helpmate with typesetting and printing. On the death of Mrs Eaves estranged husband, she married John Baskerville inside a month. Licko's selection of the name Mrs Eaves honours one of the forgotten women in the history of typography.


Really, what a beautiful way to be remembered.

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