The Wood that Doesn't Look Like an Elephant

The Wood that Doesn't Look Like an Elephant

  • £39.95

The Wood That Doesn't Look Like An Elephant
The Chase

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

Editor Ben Casey       


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, to conceptual thinking, to the final crafting, in which every mark has to justify its reason for being.

The Wood That Doesn’t Look Like An Elephant presents a retrospective of The Chase’s work over the last 30 years. To illustrate the breadth and diversity of their work across various media, the book is structured into the categories found in design award annuals, but inverted so as 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 question, “Do these ideas stand the test of time?”

Contributors 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 creative design agency 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.