CLIENT Classic-Color DATE 2008 DESIGN CREDITS Thirst / Rick Valicenti and John Pobojewski PRINT CREDITS Classic-Color

QUANTITY PRODUCED 5,000 PRODUCTION COST Proprietary Information PRODUCTION TIME 6 Weeks DIMENSIONS: WIDTH × HEIGHT × DEPTH 11 × 14 PAGE COUNT 40 + 4-Page Cover PRINT METHOD Custom Hex, Various Metals, Stochastic Screening; neatly printed on an 8-color, fully inter-decked, UV press. PAPER STOCK Cover, Sappi Opus 100 lb. Cover Body, Sappi Opus 80 lb. Cover One signature of ArjoWiggins Curious Collection, 92 lb. Galvinised Metallic NUMBER OF COLORS Hex CMYK, Orange, Green, Reflex blue, 877, liquid silver, Gold VARNISHES Soft feel, Hi Gloss, Dull, Satin Pearl and Raised UV coatings BINDING Perfect bound

This is a promotion for Classic-Color, a full-service pre-press, print and production organization who has just installed a mean 8-color UV press and asked Thirst to conceive a promotional piece to showcase the press’s capabilities. Working with photographs of Tom Vack, the noted product photographer, Thirst created a promotional that exploits the prowess of the new UV press while showing off some juicy product shots as well as some digital and typographic trickery. The book’s title, UV/TV/RV stands for Ultraviolet/Tom Vack/Rick Valicenti. UV/TV/RV was awarded Best of Show at the 2008 PIA (Printing Industries of America) Premier Print Awards — kind of like the Oscars.

Because some of the actual effects of the printed piece are hard to replicate through photography, Thirst has provided some details about some of the spreads.

The cover was created by taking the image of Ron Arad’s Tom Vac chair (five pictures down) and activating it in Scriptographer. Each of the fine lines has been registered with a thick coating allowing the tactile to amplify the visual subtlety.

This image (detail below) was created by taking the image of Arad’s Tom Vac chair (see image above this one) and activating it in Scriptographer. It appears as if each halftone dot has been extruded and activated in space. The printing is two-color (black and chrome yellow) only on a silver stock.

On the right side of the spread is the original image — a light by Ron Arad and Ingo Mauer made of distresses honeycomb metal. The image on the left is the inversion with a hue/saturation increase. The background is printed in a 5th-color (PMS 844 silver). (Detail of this image shown below.)