Joe SalterWork
Where Are We Now?










January 2025
A5
3 Publications
104 Pages ‘Where We Are We Now?’ explores the lives, interests, and passions of three different family members, each a different generation. The first publication explores the life of my grandfather, Andrew, who describes the trials and tribulations of starting a business and raising a family to joyfully recalling his days playing rugby at the local club. The next follows Kate, his daughter, who’s ever-changing life is fascinating. From being a punk and living in various squats to running a gymnasium which teaches free running, for example, to over 150 kids. Finally, for the third generation I interviewed my little brother Jack (14 at the time), who didn’t have much to say… however, when it comes to sport, he comes alive, breathing a little extra life and youthful exuberance to the set of publications. 

The aim of ‘Where We Are We Now?’ was never to create a grand narrative or draw big conclusions, but rather to celebrate the everyday, things like quirks, routines, and reflections that make each family member who they are. Whether it’s my grandfather reminiscing about bygone rugby tours, Kate telling stories about her days raving, or my brother proudly describing his favourite moments on the pitch, the project tries to capture something personal and real.

Designed as a set, each publication feautures a debossed cover, numbering one to three, representing each generation. Cover Stock

















TypeographyGmund Leather is a leather-like paper which fitted perfectly as it mimics a material that saw a lot of use during my grandad’s time. It also represents hard work and endeavour which embodies my grandad as he had to work hard to build a business from the ground up and provide for his family.

My aunt is an energetic and adventurous person, so it was only right to choose a bright pink paper stock. Through the interview I learnt that she used to a be a punk who lived in squats, so I wanted to use paper that also had a slight rough texture to it, Gmund Action fit the bill perfectly. 

It was hard choosing a paper for my brother; I decided to go with Plike as it mimicks plastic, a much newer development in the grand scheme of things, reflecting his young age. Jack plays a lot of sports, so I chose a green as it symbolises the outdoors. 




Following the brief, each publication used different typefaces. My aim was to match the typefaces with each interviewee’s personalities (in the most stereotypical way). 

For my grandad I chose to use a serif typeface as it could be considered more tradition and classy. For more lively, exciting parts of his life like his rugby tours I used a bold sans serif for pull quotes. 

For my aunt I used three different typefaces: Owners, Obviously and Balto. The pull quotes were the ‘compressed’ variation of the Obviously whilst the copy was Owners Regular. I chose to use Obviously Compressed as it meant I could have longer, larger pull quotes as compressed typefaces can efficiently use less space. Furthermore, it’s a visually striking typeface which mirrors the stories my aunt was telling!

For my little brother I used a sans serif Neue Haas Grotesk as it’s considered contemporary. I used a mono font for the written questions to create a clear divide between question and answer. The mono typeface also feels very neutral which fits the role of an interviewer.