Bwtîc

Bwtîc (* /bu:ti:k/ (boo-teek) was born from the procedural expectations that came with becoming a more senior designer — to work quicker, to worry less about the little things. To produce more, but not necessarily to produce better. This wasn’t a way in which new People of Print Member and Designer Paul Thomas liked to work. And so, Bwtîc began in 2012 with the aim of keeping things personal. Offering a more custom-fit approach, one-to-one, working closely with clients and collaborators to deliver tailored visual communication expertise.

The intention was less but better. Fuelled by a love of the process and a fascination with the craft. Excited by the promise of play and the pursuit of those incremental adventures of experimentation and refinement. An approach that made room for new ideas, gave time for curiosity and became invested in the details.

Thomas tells us how it was the chance to work independently, to work closely with people, to believe in them, and to work on projects that really mattered to them; that really mattered to him. To help them tell their story and make their difference; more often than not, through print. The power of print is personal; perceptible by touch, by that fresh-ink smell. Through our interaction with it, moving and folding in our hands. By its physicality, bringing ideas to life; its impact and presence sticks in the memory.

For Thomas, it’s all formats, folds, foils and finishes. Paper-stocks, print-processes and pagination. The endless possibilities of print pull you in. “There’s so much delight to be found in its detail”, says Thomas.

Creating something meaningful and effective takes real emotional investment; pretending it isn’t personal makes no sense at all. When your work no longer feels part of you, there’s that disconnect, from which Thomas struggles with, that lukewarm feeling. Of not being totally in or out. So, it’s design with less distance (more understanding), less ego (more empathy), less talk (more listen); it’s the love of print and all of the potential for human connection therein. More or less.

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@bwtic
www.bwtic.co.uk