Wood that Doesn't Look Like an Elephant: The Chase


Wood that Doesn't Look Like an Elephant: The Chase


28 × 24 cm | 9 × 11 in
120 ills | 312 pages
Hardback and slipcase

Editor: Ben Casey

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There was an old Indian craftsman who carved beautiful little elephants from unpromising blocks of timber. Asked how he did it, he simply replied: “I just cut away the wood that doesn’t look like an elephant.”

The craftsman’s seemingly simple tale has remained the doctrine of creative agency The Chase since its inception. From strategic planning and conceptual thinking to the final crafting, every mark has to justify its reason for being.

The Wood That Doesn’t Look Like An Elephant: The Chase presents a retrospective of the agency’s work over the last 30 years. To illustrate the breadth and diversity of The Chase's work across various media, the book is structured into the categories found in design award annuals, but inverted in order to showcase the work of one agency over three decades. Here, renowned design writers, editors and practitioners judge some of the agency’s projects, offering a global perspective on their work and asking the important question: do these ideas stand the test of time?

Contributors to the book include John Rushworth and Michael Bierut (partners at Pentagram), Patrick Burgoyne (editor of Creative Review) and Aziz Cami and David Stewart (co-founders of The Partners).

The Chase has consistently been one of the UK’s most awarded creative consultants, with clients such as Tesco, Transport for London, Cannes, Renault Clio, M&S Bank, Royal Mail and the University of Chicago Booth School of Business.