In the words of Imagist "During the development of the ideas, we noticed that Pip’s name has two of every letter, with the exception of the letters U and I. We thought this was remarkable, for someone who designs bridal shoes!"
The result is a design where these two individual letters are cut out - the device is used throughout the identity. On the printed material, the U and the I on the front of the literature is laser cut.
You can read more about the project here: http://www.imagistlondon.com/pip-maccallum.html
Although this is a simple piece of print, the execution has to be done well and this is done very well. Print production including the laser cutting has been handled by Paul McCarthy at Colt Press based in Essex.