Josh Attwood
Studio

Josh Attwood Studio designed What Happened, a 136-page case-bound book celebrating Heart Agency's 30th anniversary. Each of Heart's 31 illustrators was assigned a year between 1994 and 2025, creating artwork inspired by significant personal or historical events from that period.

The book combines original artist commissions with archival photographs from Heart's history, including studio parties, exhibitions, and agency gatherings spanning three decades. Each year features three curated historical facts alongside the artwork, creating a subjective visual timeline that reflects both universal moments and intimate personal experiences.

Art direction and concept by Jenny Bull and Helen Osborne. The design features a holographic gold foil cover with a Pantone gold spot colour used throughout the book, integrated into both page layouts and select artist works. The book was printed in the UK by Pressision.

Film by Adam Robinson-James.