Thirdway Boutique

Editorial Design

A credentials booklet for an interior design team — designed to inspire trust and confidence from the very first client interaction, while defining a new branding era for Thirdway Boutique.

Intro / the brief

Thirdway Boutique is a specialist team of Thirdway Interiors, offering bespoke interior design solutions for premium clients. With a client meeting coming up, the Boutique’s team sought to create a credentials booklet with the goal of establishing trust and confidence — introducing the company, showcasing case studies, and effectively communicate Thirdway Boutique’s approach to interior design.

The booklet objective was to communicate the company’s values with its Boutique’s team design philosophy, serving as a tactile and refined leave‑behind.

An open spread of the booklet, featuring a minimalistic and refined double-page spread. The left page features the headline "We Create Spaces Where Amazing Things Happen", followed by an overview of the company's mission. A large image of a contemporary lounge setting is placed below. The right page contains smaller interior design photographs and the phrase "Keep Good Company," reinforcing Thirdway's focus on collaboration and excellence.

An open spread of the Thirdway Interiors booklet, featuring a structured, clean layout. On the left page, a large top statement reads, "We create spaces for people to feel part of something," accompanied by a large interior image featuring a modern office space corridor with illuminated large scale fashion photography. The right page includes a block of text describing the company’s values, aligned with a smaller image on top showing high-end design books placed on a table.

Opened booklet featuring a detailed case study spread focusing on Cadillac Fairview, a landmark project. The layout balances a larger photographs with a mix of smaller interior shots. Supporting text highlights the design process and the client's vision for a modern, collaborative workspace.

My role

Collaborating with Thirdway Boutique’s Managing Director during the booklet’s planning stages, translating her vision for the project, developing the design across the entire piece.

As the sole designer working on this, I was responsible for the editorial design and production of the credentials booklet, leasing with printers and suppliers, and ensuring that the visual presentation aligned with the company’s values, while effectively communicating Thirdway Boutique’s approach to interior design. Working with the provided content, including text and a large library of beautifully photographed interior spaces, I oversaw every aspect of the booklet’s design — from material selection to typographic systems and layout design — with the goal of creating a publication that not only presented information clearly, but that embodied the same attention to detail and refinement that defines Thirdway Boutique’s interior work.

Close-up of a dark blue, leather-textured booklet cover with silver-foiled text reading "An introduction to Thirdway Boutique." The refined embossing and metallic sheen enhance the premium, tactile quality of the material, reinforcing the booklet’s high-end craftsmanship and sophisticated branding

Concept / Strategy

The design centred around creating a cohesive visual language that aligned with both Thirdway and the concept of a Boutique client ethos, blending Thirdway’s branding with a new Boutique experience — translating abstract concepts into concrete visualisations that conveyed high quality and professionalism — balancing clarity and sophistication through considered content, thoughtful layout, and premium materiality for an informative, refined, and tactile experience.

Conveying core messages and the physicality of luxury — translating a high‑end interior experience into a printed format.

Content Curation: Selecting work examples and imagery from Thirdway’s case studies library and broader projects archive that aligned with the prospective client — collaborating with the team’s Managing Director to create tailored narratives that added clarity and strategic relevance.
Material Selection: Choosing materials that communicated elegance and sophistication, considering the client’s ethos and reflecting the Boutique team’s brand narrative, with a nod to luxury product’s packaging as well as refined interior spaces — featuring a deep blue, leather textured cover with silver foiling, complimented by extra bright, soft‑touch, silky white paper for the inner pages.
Layout and Typography: Developing a grid system and refining Thirdway’s typographic palette, maintaining visual structure while allowing the content to breathe and convey its messaging — incorporating space, rhythm, type, and imagery pacing to support clarity and flow.

*Mid‑development, a shift in visual narrative was introduced to break the pattern of photography-led pages, and to add a new layer of interest while reinforcing a sense of artistry and craftsmanship.

Visual Rhythm Intervention: A nature-inspired artistic approach was implemented for the ESG (Environment, Social, Governance) section, designed to visually embody Thirdway’s commitment to social responsibility, sustainability, ethical, and the lasting impact of considered, human‑centred design choices. (The artworks’ images were supplied by an Artis close friend of the company, who is also an advocate for Thirdway’s ESG practices).

Open booklet viewed at an angle, featuring a spread on sustainability titled "Supporting Sustainability." The left page presents a structured layout with three smaller landscape paintings depicting natural scenes. Below, three paragraphs introduce key sustainability themes, each beginning with a drop cap that, when combined, spells ESG — representing Environment, Social, and Governance — reinforcing Thirdway’s commitment to responsible business practices. The right page features a large, hand-painted landscape of rolling hills and a river under a vast sky, visually anchoring the message of sustainability. The layout balances text and imagery, integrating artistic elements to highlight sustainability as a core value of the company.

Opened booklet featuring a sustainability-focused spread with the title "Achieving Accreditations." The left page features a hand-painted landscape artwork, visually connecting to Thirdway's emphasis on environmentally responsible design. The right page presents a structured three-step guide to achieving sustainable accreditations, with key certifications such as WELL, SKArating, BREEAM, and LEED prominently displayed.

Open booklet viewed at an angle, featuring a continuation of the sustainability section, focusing on "Aligning with The United Nations Global Goals." The left page presents a structured breakdown of the UN's Sustainable Development Goals (SDGs), accompanied by colourful Thirdway's icons. The right page features a hand-painted artwork of a riverside scene, reinforcing Thirdway’s commitment to nature-inspired, sustainable design. Below the painting, a smaller portrait of the artist is included, accompanied by a brief credit acknowledging their contribution to the booklet’s visual storytelling and sustainability message.

The booklet became an effective tool for early‑stage client interactions — establishing a trustworthy and tactile impression that stood apart in a competitive industry.

Reinforcing Thirdway Boutique’s positioning as a forward-thinking, refined interior design team, the booklet featured interior design strategies, case studies, sustainability practices, and value‑driven messaging. It underscored the company’s focus on client collaboration, innovation, creativity, and sustainable thinking — building trust early in the process, resulting in productive clients relationships.

An open spread from the booklet viewed at an angle, presenting the section 'HOW WE DO IT.' The left-hand page features a full-page photograph, showing a contemporary office space and a woman sitting at a desk. The right-hand page breaks down Thirdway’s approach, with subsections labeled 'Understand,' 'Strategise,' 'Design,' and 'Deliver', supported by interior spaces and material selection photographs.

Laying the foundation for new Thirdway Boutique’s presentations.

The new visual language was also adopted across the team’s new visual assets and wider suite of documents — expanding and adapting layout structures, typographic treatments, and grid systems also across widescreen digital formats. This led the creation of new bid submissions, presentations, project proposals, and credentials documents that delivered technical and conceptual information with clarity while maintaining a consistent identity of the Boutique team — establishing trust and confidence from early introductions to project’s proposals, through to finalising clients collaborations.