A5 Booklets
4pp Cover onto 170gsm Gloss FSC Certified
24pp Text onto 100gsm Uncoated FSC Certified
Cover printed in full colour
Inside pages printed in
Black and White throughout
Trimmed, collated and wire stitched
Hemel Hempstead: New Town from Old is a striking A5 booklet that seamlessly blends nostalgia, critical examination, and artistic narrative. Produced in collaboration with Danielle Dean Studio, the project transforms the history of Hemel Hempstead into an engaging artefact of visual storytelling, reflecting on its identity as a "new town" established under the New Towns Act of 1946.
This meticulously crafted publication, produced by Ex Why Zed, stands as a testament to the enduring power of print in sharing local histories.
At first glance, the booklet captures attention through its bold design choices. The full-colour gloss cover, printed on 170gsm FSC Certified paper, creates a tactile invitation. Its duotone aesthetic, with a blue-tinted bottom third and sepia-toned upper image, strikes a balance between modernity and historical reflection. This stylistic decision mirrors the booklet’s subject matter—intersecting past and present—and offers immediate visual intrigue.
Inside, the 24-page text section printed in black and white on 100gsm uncoated FSC Certified paper lends a raw, archival quality, perfectly complementing the historic photographs and sketches. The choice of wire-stitched binding is both practical and unobtrusive, enabling the booklet to lay flat for ease of reading, while maintaining its sleek and approachable A5 form factor.
Typography plays a pivotal role in the booklet’s impact. The clean, sans-serif headline font on the cover ("Hemel Hempstead: New Town from Old") is bold and commanding, juxtaposed against a vintage serif typeface in the body text. This duality further embodies the publication’s theme of old meeting new. Hierarchy is well-managed, with consistent spacing and type size variations guiding readers seamlessly through content.
Visual content within the booklet is carefully curated. Archival images of Hemel Hempstead—featuring mid-century architecture, residential developments, and local landmarks—evoke a sense of time and place. The inclusion of schematic drawings (like housing plans for the LA3 model) adds an analytical layer, contextualising the town’s design ethos. A standout spread uses full-bleed imagery to immerse the reader in Dean’s reinterpretation of her hometown’s legacy, punctuated with thoughtful captions.
The booklet’s narrative gains further depth through creative contrasts: grainy film stills from Dean’s sci-fi-inspired film “Hemel” and a 1957 B-movie poster highlight how the town's imagined and real histories intersect. These inclusions reflect Dean’s interdisciplinary approach, merging personal, historical, and critical perspectives into one cohesive narrative.
Ex Why Zed’s attention to detail elevates the project. The use of FSC Certified paper aligns with modern sustainability principles, offering an environmentally conscious product that mirrors the client’s values. Additionally, the combination of gloss and uncoated stocks introduces textural contrast, enhancing the reader’s tactile experience.
The full-colour cover contrasts dynamically with the monochromatic interior, reinforcing the booklet’s thematic structure. The restrained yet thoughtful production choices speak to Ex Why Zed’s ability to balance artistic intent with technical precision.
For designers and publishers seeking to create impactful printed materials, the following lessons can be drawn from Hemel Hempstead: New Town from Old:
These strategies exemplify how thoughtful design and sustainable production can create visually arresting, meaningful publications.
This collaboration with Danielle Dean Studio exemplifies the transformative potential of print. Dean’s concept—a critical yet personal investigation of Hemel Hempstead’s architectural and social evolution—finds a fitting home in Ex Why Zed’s impeccable execution. By blending artistic vision with expert craftsmanship, this project has produced a booklet that engages audiences both emotionally and intellectually.
The project has garnered attention across diverse audiences, with showcases at the Frieze London 2024 and other notable exhibitions. The client praised the quality and professionalism of Ex Why Zed’s work, citing how the print’s attention to detail perfectly complements her multidisciplinary practice.
Through this booklet, we not only celebrated a town’s legacy but also demonstrated the enduring relevance of print in telling compelling stories.
Danielle Dean Studio’s Hemel project required a meticulous approach to ensure the booklet not only reflected the artistic and historical complexity of the subject matter but also met tight deadlines and maintained the highest production quality. This collaboration highlights Ex Why Zed’s expertise in guiding projects from conceptualisation to flawless delivery.
The process began with a clear brief: to produce an A5 wire-stitched booklet that encapsulated Hemel Hempstead's architectural history and cultural narratives. Lisa Zhou, representing Danielle Dean Studio, emphasised the need for a timely delivery by October 7 to coincide with a critical showcase. Ex Why Zed’s customer-first approach ensured the project’s logistical and creative needs were met.
The production featured:
The materials not only met Danielle Dean Studio’s aesthetic and functional requirements but also upheld sustainability standards, a critical value for both the studio and Ex Why Zed.
The Hemel booklet was delivered on time, exceeding client expectations. Danielle Dean Studio praised Ex Why Zed’s adaptability, professionalism, and the booklet’s impeccable quality. The project stood out at its showcase, with the booklets lauded for their design and finish.
This collaboration exemplifies how Ex Why Zed transforms creative visions into tangible, high-quality products. By combining technical expertise with personalised service, we empower clients to bring their ideas to life with confidence and precision.
Lisa Zhou remarked, "The booklets look great!"—a concise but telling testament to the success of this partnership.
Danielle Dean Studio’s Hemel booklet not only celebrated the architectural and social history of Hemel Hempstead but also showcased how Ex Why Zed’s approach elevates artistic projects. Through precision, communication, and a client-centric ethos, we ensure every project is a resounding success.
