Uncovering substance
The Substance
Project Information
2021
Editorial
Art Direction
Copywriting
Editorial
Photography
As one of the biggest players in the dry mortar industry of the Pearl River Delta region, Hong Kong-based Optimix utilises pioneering technology to enhance its growing legacy. The Substance is a printed brochure that combines the values and operations of Optimix with a catalogue of their extensive product range.
Beginning from square one, we created both the book content and design to reflect the substance of the company, and dry mortar as a material. The brochure is materialised by bringing to surface the often-unseen elements of construction; each cover is embedded with a unique tile made from one of their various dry mortar products. Optimix’s green fibreglass mesh, frequently used as reinforcement is repurposed as the book spine support to reflect its intended function. The book is subdivided into nine sections: each uncovering a product line in the representative collection. The Substance conjugates and celebrates Optimix’s story and vision of the past, present, and future. The reader is brought on a behind-the-scenes journey to discover the very material technology that underpins the urban fabric of today.
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The title, content, and nature of the book is exemplified in each cover with an embedded square tile poured from one of the numerous dry mortar products within the collection. The tile provides a tactile experience that honours the raw yet functional properties known to dry mortar, all the while enhancing the readers’ experience of Optimix.
Fibreglass mesh is a highly resilient material often used during construction between layers of mortar to provide structural reinforcement. The supportive function of the fibreglass mesh is adopted as the binding element of the spine to hold the book together. The green mesh, intentionally exposed, works as a means of honest communication with readers, whilst also highlighting the company’s value in authentic foundation work.
