I wanted Lauren Bamford’s photography to speak for itself, so full bleed spreads and very limited text on images were used. This simplicity was extended by having only black text throughout and in the end only two other colours were used – cream and yellow papers to break up chapters. My focus was researching unique fonts that could best highlight the potential of the book and, in this case, two were found. In keeping with Mr Kitly’s aesthetic of not being too ‘showy’, the hero image is an ordinary-looking plant – designed to be relatable and not aspirational to a reader.