"I can't say why, but for years, we have always wanted to do a book with a large hole drilled through it. And with nobody to answer to but ourselves, this seemed like the perfect opportunity," says Managing Director of Viva & Co. Frank Viva.
"The hole is just an arbitrary physical element that ties the book together as a whole (hole?). From there, we invited writers, illustrators, photographers and in-house designers to contend with the hole while responding to the obsession theme in any way they wished. We didn't dictate or attempt guide the response -- it was enough to ask them for their time and energy."
Frank explains that, beyond designing around a giant hole, the biggest challenge for this project was finding time in the studio's busy schedule. "It was difficult to give the book the attention it deserved while staying on top of ongoing client projects. Because it was created over an extended period of time, ensuring continuity was another challenge."
For a high-maintenance project, the team at Viva & Co. expressed their appreciation for the support from Flash Reproductions in bringing it all together. "They are always responsive and have been instrumental in helping us from day one - and they do it all with a smile. There's probably some eye-rolling too, but we never see that."
"We used this issue of Wayward Arts to gather together some of our closest collaborators and share the open-ended creative opportunity that the magazine gave to Viva & Co. As long as the book engenders a chuckle or two from audiences, we will have achieved the response we were looking for."
About Wayward Arts
Wayward Arts is a monthly publication printed by Flash Reproductions, with paper provided by Unisource Canada in conjunction with their mill suppliers. A different design firm is invited to curate each issue, changing the design, layout, colours, mood and paper to reflect their interpretation of the year’s over-arching theme.