CLIENT: Caniche Editorial
AUTHOR: Mateo Navarro
CONCEPT & ART DIRECTION: Naranjo-Etxeberria
GRAPHIC DESIGN: Naranjo-Etxeberria
CREATVE DIRECTION IN PRODUCTION: Naranjo-Etxeberria
PHOTOGRAPHY: Anna Ponsa López
Ready-Made (Caniche Editorial, 2015) is the ederirst publication from young poet Mateo Navarro (Madrid, 1993).
A collection of pop poems built on images, where the form is subject to the (sometimes cryptic) meaning.
POETRY IS A REFLECTION OF THE SOUL
One of the most important concepts behind this book was reflection. All his works speak about his life, experience and fears… the book is a reflection of his own feelings.
We used reflective paper within the book to mirror this. Creating a metaphor of the reflections within his poetry.
IT'S NOT A BOOK OF POETRY, BUT A BOOK WITH POETRY
We based the design on the ready-made art movement, where the object abandons its intended nature to become something else, a work of art.
For this we proposed a set of rules throughout the publication that we took from the common conception of a poetry book, and added a graphic code implied in styles, fonts, margins, materials, etc.
“Look to the right and to the left of time, and may your heart learn to be calm.”
Federico García Lorca
This quote marks the structure of the book and the way in which Mateo Navarro created these poems, the first half (left side) refers to the past and the second half (right) to the future, while the center speaks about the present and his fears in that certain moment.
The center has a different treatment, because fear is something you can perceive but not see, something you have to deal with. The way of dealing with it is to let it break free.