It’s easier to complicate than simplify. Simple ideas enter the brain quicker and stay longer. Brutal Simplicity of thought is therefore a painful necessity.

We were therefore tasked with finding a way to express our core philosophy, ‘Brutal Simplicity of Thought’, in every aspect of the book. Not only simplicity in content, but also the whole look and feel of the book needed to reflect our philosophy.

Our idea was to show how brutally simple ideas have the power to change the world. Not simply through examples of better marketing campaigns, but phenomena that genuinely change the way human beings live.

The book shines a light on some deceptively simple examples we have long since taken for granted. The final design epitomises Brutal Simplicity of Thought. Each page is art-directed like a DPS ad: designed to catch your attention, inform you and then leave you, having sold you the power of simplicity. It is pure economy in words and pictures, with plenty of room left for intrigue.

To date 18,608 copies have been despatched and the book has been sold in 7 territories worldwide. Parts of the book were brought to life in 3D, at the launch exhibition at the V&A museum, as part of the London Design Festival, which attracted a record audience of 99,135.

Not only has the book made its way into people’s homes and offices, it has also made its way onto the shelves of school libraries.