The biggest challenge was how to editorially show 15 disparate subject matters in a visually arresting way which would unite them all as one.

We arrived at our solution after thinking of ways to show lots of imagery together in interesting ways. We explored collage and then hit upon the idea of wrapping collage around something physical; a Royal Mail postbox seemed like the perfect object. Commissioning Pop Art inspired illustrator James Taylor gave the whole piece a uniquely British style.

The 2012 year pack was launched in November 2012 and has already seen a 10% increase in sales on the previous year's pack.