26 years seems like a long time to wait before creating your first advertising campaign. Ironically, we’re busier than ever. So why now?
As we’ve matured, we’ve gained greater understanding of what sets us apart. Subconsciously we’ve always known, but it’s not been expressed until now. To use marketing jargon, it’s about positioning.
Put simply, we design rooms which look as if they were always meant to be there and we then make them to ensure they always will be. With each new project we are motivated by the opportunity to improve how clients live in their houses. We are also motivated by legacy, and with every project we aim to create Britain’s future heritage.
Among the Art Director’s initial sketches were this set of striking images (above) designed to illustrate that Artichoke is not simply a designer of kitchens, a skill we’d become well known for. We are a company which uses architectural expertise, joinery design, interior design and a deep understanding for household life to create beautiful and practical spaces which add value to our client’s houses for many generations.
Bringing the Art Director’s creative idea to life required a delicate touch. Matthew Cook is one of the UK’s greatest reportage artists with a wonderful ability to observe real life. And it’s real life which Artichoke deals with daily. The design decisions we make for our clients, and the quality of our craftsmanship, directly affects how they and their families live in their homes for many generations.
Matthew is not only a professional illustrator but also an experienced soldier having undertaken two tours of Afghanistan as a corporal with the Parachute Regiment in the TA. His work has been commissioned widely in publications such as Country Life, The Spectator and The Times, and we are delighted he agreed to illustrate our advertising. You can see more of Matthew Cook’s work here: https://www.theartworksinc.com/portfolio/matthew-cook/.
The beautifully written copy was written by Toby Ingram of Ingram and Macintyre