The Elements

Towards the end of the 1960 a series of inspirational promotional mailings were produced by Bill Mackay’s design team.

Using contrasting coloured papers, arresting images and exceptional printing, they helped to break down the reluctance of printers and designers to use coloured and textured stocks for print. This 'Elements' series comprised four quarterly mailers, each representing one of the four natural elements: fire, water, air and earth. The four parts comprised a folder containing a set of separate A4 boards, each carrying a powerful printed image produced using lithography, letterpress, foil blocking or, a process which was particularly popular at the time, silk-screen. The first mailer in the series included an outer container designed to house all four mailings. Customers enjoyed collecting the series and the complete set became much sought after and was remembered for many years.