Noise 3 A few Englishmen in New York.

After a successful first year in London, we had the urge to go to New York and seek out new "international" clients. Noise was our calling card. We needed to market ourselves in a way that felt international, while emphasizing our UK-ness. Noise 3 showcased a lot of complicated finishes and came in a tin case manufactured by British Steel. But more importantly, with it we proved that England was the home of avant-garde design and quality printmaking. We walked into a few bookstores in downtown

Manhattan and tried to persuade them to stock Noise 3 on a sale-or-return basis. We said it was "a new movement from Britain." It was like selling double-glazing, but a few stores agreed and within days they all wanted more copies as they’d sold out. We decided to increase the price. The irony was that we produced Noise 3 to gain more print-based clients and it actually brought in some significant TV and motion graphic projects. Nothing ever goes according to plan. Published in 1997.