Fedrigoni 365 (2024) – A Positive Take on ‘Negative’
The Challenge
For the 2024 edition of Fedrigoni 365, the iconic UK-based paper mill doubled the design world’s joy by releasing two volumes: Black and White, featuring 730 designers from across the UK. Each was assigned a date and a word.
We were honoured to be part of the Black Book.
Our word? “Negative.”
The Idea
Rather than fall into cliché, we chose to turn the word on its head. “Negative” didn’t have to mean void or lack.
It could mean pause, potential and power.
The Magic
We created a bold, visual block with a restrained yet resonant line:
“A negative block makes a positive impression.”
The design embraced stillness and contrast - showing that what’s held back can say just as much as what’s shown. In essence, not all negatives are truly negative.
The Result
Our entry stood out with its simplicity and intent - holding its own in a sea of 729 voices. Featured in the 2024 Black Book, it was more than a page - it was a quiet philosophy. And a proud moment for us to stand among the best, on paper that truly celebrates design.
