Just before New Year’s Eve, a fantastic book rolled off our presses: the anniversary book of Ivens, marking the 90th anniversary of the Antwerp-based storage tank manufacturer. It tells the history of the family business in a contemporary and playful way, peppered with interviews, anecdotes, quotes, photo reports and illustrations. The result is an anniversary book like you rarely see, told in a light-hearted way and refreshingly designed, with attention to the past, but also to the corporate culture, employees, partners and customers.
The storytellers on duty are Kristin Wuyts and Marie Verdurmen. The former is an author and communications specialist, the latter an art director and illustrator. Together they form Inktvissers, a creative agency that focuses on developing this type of book. From words to images and everything in between, Kristin and Marie delve into the past of companies, fishing for the most beautiful stories and giving the people behind them a voice and a face. Form and content flow together beautifully. We met both ladies for an extensive conversation about their love of ink, paper and traditional printing techniques.
Marie: ‘Anniversary books sometimes have a somewhat dull and dusty image. In addition, they are often random collections of texts and photos from the archives. We want to take a different approach. Not only with a contemporary design and inspiring texts, but by really analysing the story of a company in depth. Our books are honest company portraits that look far beyond the facts and figures. We tell stories about the people, what drives them, how the world is evolving and how a company deals with that. De Inktvissers beautifully reflects what we stand for: it is a young, fresh, even somewhat playful name. We fish for stories and immerse ourselves completely in a company’s past. All that information then flows together into a coherent and finished whole that stands out both visually and in terms of content.
Kristin: ‘Every book is different, depending on the budget, what the company wants to achieve and the target audience. For us, it is important to tell a sincere, relevant and refreshing story, in line with the company’s strategic goals. To do this, we work very closely with the client. We talk not only to the company’s managers, but also to current and former employees, customers and suppliers. For the Ivens book, for example, we spoke to dozens of people. That’s how you find things out. Those interviews lead to interesting quotes and juicy anecdotes that shed light on the past from a different perspective. In Ivens’ case, they even form the common thread throughout the book. They are micro-stories, sometimes funny, sometimes endearing and moving. They give the reader a picture of the past and the culture, without necessarily giving everything away.
Marie: ‘There are various ways to tell a story. Sometimes we work chronologically, sometimes we use flashbacks. We integrate milestones, timelines, quotes, archive images, new photos, you name it. There is no set design plan. Variation is key. For example, with Ivens, we didn’t opt for a classic chapter structure, but instead built the narrative around important dates. These are interspersed with photo reports and interviews. I also drew ink portraits of the company directors, which creates an accessible and playful atmosphere.’
Marie: “There can be numerous reasons for this. First and foremost, printed matter is very sensory. You can hold it, feel the texture of the paper, smell the pages. Digital media is often fleeting, whereas a book is ‘real”. People like to have something in their hands. You keep a book and cherish it. It is a tangible product that radiates reliability and credibility, and is therefore particularly valuable as branding for your company. An anniversary book allows you to show who you are and what you stand for, but also where you want to go. You show how you have grown and how you respond to new challenges, now and in the future. It is a way to increase your brand awareness and highlight your expertise.
Kristin: “Ivens” book has turned out to be a very human book. It creates connections. Between management and employees, but also with customers and partners. Everyone who has contributed to the company’s history in one way or another is featured. Memories and experiences of countless people are shared. That creates a bond. People feel involved and recognise themselves in the story because they have had a say in it.”
Marie: ‘Craftsmanship and innovation are crucial to Ivens. The book also reflects that philosophy in every aspect. Not only because it departs from the classic structure and narrative style. The thread on the cover, for example, is a special graphic element that recurs several times throughout the book. In an abstract way, it illustrates the company’s sense of craftsmanship and quality. In addition, the book was given a linen cover, bound traditionally with red thread, and we opted for FSC-certified paper. All these elements together give the end product an artisanal look and feel, characteristic of what Ivens wants to convey.’
Kristin: ‘We got to know Buroform through Café Cliché. It’s a very interesting initiative that creates engagement. You can feel the passion. The desire to inspire creative people, so that they have more options. Buroform shows that it moves with the times and that it can take your work to a higher level. That’s what convinced us.’
Marie: ‘A good printer translates your creativity into reality, in a feasible and affordable way. As a graphic designer, you have lots of ideas, but not everything is always possible. By thinking along with us and offering different solutions, Buroform guided us perfectly. For the cover of Ivens, for example, we opted for intaglio printing instead of blind embossing: less expensive, but no less beautiful. We were given explanations and saw lots of examples. That helps you make choices, even when it comes to tiny details. But it’s precisely those little things that give your product the right look and feel.
Website: www.inktvissers.be/
LinkedIn: www.linkedin.com/company/inktvissers/
Instagram: www.instagram.com/inktvissers/
Facebook: www.facebook.com/inktvissers
Laat hier je gegevens achter. Doorgaans beantwoorden wij je vraag binnen 24 uur.
Na je aanvraag nemen wij contact op om je aanvraag te bespreken.
