(Serious) Life Play™
Jo Hook is a life designer who helps people and small business owners find clarity and confidence. Jo has been pivotal in shaping JAC AND from day one and every major moment since. We believe the work she does is important and we’re not alone there. With a full book and only so many hours in a day, Jo set out to create a legacy piece — (Serious) Life Play™. It was our honour to help bring it to life and share her with a wider audience.
SUPPLY AND DEMAND.
Booked for many months in advance, Jo created (Serious) Life Play™ to help people design a great life based on what matters to them most, whether they choose to work with her or not. SLP is a set of her favourite go-to life design exercises. The kit contains a workbook and a series of cards, intentionally housed in a keepsake box — to be revisited through many phases and stages of life.
A LESSON IN PERSONAL STYLE.
Jo Hook's style is impeccable. Clean and contemporary, with a creative edge. We worked closely with Jo to ensure (Serious) Life Play™ feels like a true personal reflection, taking her instructions to have fun with it seriously. To balance the restrained design, we dug out our art supplies, creating a set of hand-rendered illustrations for each exercise. Personal touches for a personal project.
A DISCERNING CROWD.
Jo Hook is the mentor to some of Melbourne’s most highly esteemed creative professionals and studios, some of whom we greatly admire. (Serious) Life Play™ speaks to a very discerning audience. To meet the standards of the target market, no corners could be cut – and they weren’t. From materials through to typography, every decision is carefully considered and crafted.
“(Serious) Life Play™ has been a labour of love for me. It began before my second granddaughter was born in December 2020. Yes, that year when the pandemic changed everything about how we work and play. It is a legacy piece. Something I can share with my daughter and our family, and to the extended family I’ve formed all over the world. For that important reason it had to not only be a helpful artefact, it had to be a beautiful piece to look at and to hold.”
Folio shots by Becca Crawford, styling by Cristina Guerrero Fernández.
