Bwtîc (boo-teek) was born in response to some of the more procedural expectations of becoming a more senior designer — to worry less, to be less hands-on and to ask less silly questions. This wasn’t a way in which new People of Print Member and Designer Paul Thomas liked to work. And so, Bwtîc began in 2012 with the aim of keeping things personal. Offering a more custom-fit approach, one-to-one, working closely with clients and collaborators to deliver tailored visual communication expertise.
The intention was less but better. A work-in-progress. Fuelled by a love of the process and a fascination with the craft. Excited by the promise of play and the pursuit of those incremental adventures of experimentation and refinement. An approach that made room for new ideas, gave time for curiosity and became invested in the details.
Thomas tells us how it was the chance to work independently, to work closely with people on projects that really mattered to them. To help them tell their story and make their difference; more often than not, through print. The power of print is personal; perceptible by touch, by that fresh-ink smell. Through our interaction with it, moving and folding in our hands. By its physicality, bringing ideas to life; its impact and presence sticks in the memory.
For Thomas, it’s all formats, folds, foils and finishes. Paper-stocks, print-processes and pagination. The endless possibilities of print pull you in. “There’s so much delight to be found in its detail”, says Thomas.
Creating something meaningful and effective takes real emotional investment; pretending it isn’t personal makes no sense at all. When your work no longer feels part of you, there’s that disconnect, a lukewarm feeling that Thomas struggles with. So, it’s design with less distance (more understanding), less ego (more empathy), less talk (more listen); it’s the love of print and all of the potential for human connection therein. More or less.
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