Filters and Tactics

Case Study:
Paul Smith Jeans

Paul Smith Jeans logo

For Paul Smith Jeans we helped to reposition this segment of the brand, and differentiate this collection from others.

We designed a somewhat incongruous user interface to reflect this positioning, developing a social media strategy as a tactic to help connect with a younger audience.


Paul Smith asked us to design and build a website to showcase their Spring/Summer 2010 jeans collection. They asked us specifically to help them connect with a younger target customer/ audience with this section of the brand taking a new direction.

Design and Social Media

The site we developed took a
new approach to this kind of boutique website, incorporating
a social media strategy as
tactical approach to connecting with the media savvy young consumer. So, as well as showcasing the collection in a direct and clear way, we also designed a flexible interface that incorporates additional types of content, media and imagery; deliberately using social media and open source software (such as twitter, flickr, vimeo and delicious) as way of managing and mediating new types of interesting content whilst simultaneously expanding and connecting with a younger audience. The site includes, flickr pool design inspirations, tweets about upcoming events, ‘brand related’ shareable video content.

Shown here AW11

Project site:

Photography Ronald Dick

Case Study:
Lucid Incorporated

We worked for Lucid Incorporated in Seattle, to redesign their online communications, using this as the starting point and foundation for implementing a new corporate identity and improving all of their graphic communications.

We also helped Lucid to frame their unique proposition and express this across all forms of visual media.


Lucid’s unique proposition is such that the task in this project was to find ways to adequately reflect their diverse output and design and build a website that could serve up an eclectic mix of documentary film, advertising, brand and print work.

The website is a patch work system that borrows from a classic ‘newspaper’ format —integrating a bespoke content managment system that allows work to be frequently updated and shifted in a flexible grid.

The corporate identity is also eclectic with various print finishes and materials. The application of a simple logotype identity system allows for subtle evocations of the Lucid brand across all their other visual communcations.

View Project Website:

Case Study:
Contemporary Photography Supplement
Royal College of Art

RCA ( Royal College of Art ) logo

Soon after leaving college we worked with the photography department at the Royal College of Art to turn a small catalogue project, with a limited production budget, into a much larger and ambitious magazine.

The Contemporary Photography supplement was distributed by the Guardian newspaper to 300,000 readers.


Working with the students at the RCA we developed ideas for alternative solutions that would broaden the scope and reach of the annual exhibition catalogue. The aim being to create a new and ambitious publication that would show the photography department in a new light, to a larger audience.

Strategic Innovation

The solution was to produce a news supplement as an innovative alternative to the traditional catalogue publication. Adding valuable written contributions by influential writers and commentators such as Charlotte Cotton, along with the contemporary fine-art photography produced by the post graduate students.


  • –– £25k advertising revenue raised in 3 weeks.
  • –– Readership from 3,000 to 300,000
  • –– Increased profile for the RCA and MA department.
  • –– Increased visitor numbers to the photography exhibition.
  • –– Full colour publication distributed nationally by the Guardian newspaper.

Our Clients

  • Baltic Centre
  • bStore
  • Braun
  • Capital Pub Company Plc.
  • Chucs Dive and Mountain Shop
  • Craft Central
  • The Guardian
  • Mustafa Hulusi (Artist)
  • Korean Culture Centre (UK)
  • Lucid Incorporated
  • Not To Scale
  • Paul Smith Ltd
  • Petite Amie
  • Royal Academy of Arts
  • Royal College of Art
  • Selfridges
  • University for the Creative Arts
  • V&A
  • Visual Artists
  • John Wright Photography
  • Z58

About the Studio

We work with businesses, brands and institutions
on design and branding projects — defining the
direction and content of creative strategies and
producing the graphic and digital
communications that bring them to life.

Our difference, and value, lies in our ability to
integrate brand thinking and intelligent design
with a deep understanding of digital media
— ultimately resulting in richer visual
communications and more meaningful,
connective experiences.

i&Co. is an independent studio managed by
Matthew Galvin, with senior partners Ben Stopher
(in London) and Adam Mason (in Harrogate).

New Business Enquiries

Matthew Galvin
+44 (0) 7813 610 823


48 Dean Street


Our studio in the North of England

i&Co. (Harrogate)

Granville House
Back Granville Road

+44 (0)1423 509 897


Ben at UCA

Ben Stopher
Senior Lecturer / Course Leader
Graphic Design New Media

University for the Creative Arts (Epsom)

Ashley Road
KT18 5BE

+44 (0)1372 202 572