Hibernian Books, a second-hand English bookseller in Barcelona came to me with a magazine ad they needed to put together on the spur of the moment. Though time was short, their visual identity wasn't very well-defined (see "Before"), and I wanted to see if there was a simple way we could improve their image and help their shop stand out from the crowd. I sent them a questionnaire. Their replies were fun, witty and possessed an absurd, cynical sense of humor. They pride themselves on selling real, physical objects and on being honest and straightforward with their clients. When asked if there were any design ideas they liked, they mentioned old book title pages from the 18th century, specifically "The Hibernian Patriot" by Jonathan Swift, as it contains the name of their shop. I wanted to reflect the quite large selection of books the shop has (around 30,000), as well as the diversity of genres available. The resulting ad plays with a fun, tongue-in-cheek double meaning, and clients agreed that "Horror" was the best one to begin with, as it also possesses a nice bit of self-deprecation. Each month we can repeat the ad with a new header: "Romance", "Adventure", "Martians!" etc. For the visual style, I essentially lifted it from the Jonathan Swift title. I selected a historically-accurate font (semibold caption is the weight, as it better conveys the gooey, heavily-bleeding look of the original book) and hand kerned "Horror" and "You'll find it at" to give it an old-fashioned feel and bring it in line with the limitations of printing presses at the time. Likewise for the slightly random, higgledy-piggledy placement and alignment of text blocks and the underlined header. Extra letter spacing emphasizes important elements, and the rough, distressed text and ink noise on the background suggest real literature on real paper.