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Monday, October 27, 2014

What one do you prefer? Vote now!

We've just finished a rather interesting project for Science|Business on behalf of BP. It involved coming up with a set of report cover options for a recent seminar on the future of European energy development. The brief was to explore the concepts of taking the correct route, complex considerations and an end energy policy target. We came up with 3 ideas that went down really well. We won't tell you which one they went for, but let us know what gets your vote…

Option A

Europe energy maze

Option B

Decision ‘maze’ with sky and
‘Europe cloud’ background.
Moving towards a cleaner

Option C

Futuristic image depicting
choices to be made in
negotiating the European
‘energy maze’


Tuesday, October 7, 2014

Fletcher Ward Design supports the David Rundle Trust

The David Rundle Trust - a charity set up by Deri Rundle in memory of her husband to help the people of Rwanda following the horrific genocide in 1994.  They are active in 3 main areas: supplying potable water to remote areas, family planning and the education of children.  Because there are no expenses - all monies received by the Trust actually go to help the Rwandans - the leaflet we’ve just re-designed had to look basic to reflect the simplicity of the Trust’s organisation.  Go to davidrundletrust.co.uk and you’ll see what we mean.  This is a small but extremely effective charity so do help if you can.  

'Faux' HDR Photoshop manipulation

High Dynamic Range Photography.

Recently we've used a 'faux' HDR Photoshop technique and we thought it might be of interest. For those of you not aware, HDR (High Dynamic Range Photography) is basically the process of taking multiple exposures and merging them into a single 32 bit image.

A camera is capable of capturing a limited amount of tones in a single shot (the dynamic Range). Typically, elements are sacrificed when the photographer sets the camera's exposure.

An answer is to take more than one photograph and bracket the shot. Shoot at normal exposure, then under-expose to capture the highlights and over-expose to capture shadow detail. Finally, merge the shots to produce a single image with a larger range of tones that shows all the details contained in the shadows and highlights.

In Photoshop there is a technique to mimic this effect that uses combinations of layers and filters.

The examples below show the difference!