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BROWSE
Client
Kitchen Dog Theater
Quantity Produced
Brochure: 12,000
Postcard: 5,000
Posters: 250
Production Cost
Brochure: $2,750
Postcard: $300
Production Time
Brochure, Postcard: 1 week
Posters: ongoing throughout season
Dimensions (Width × Height × Depth)
Brochure: 11.5 in × 18 in
Postcard: 4 in × 9 in
Poster: 12 in × 22 in
Page Count
Brochure: 16 pages
Paper Stock
Brochure: 32 lb Newsprint
Posters: Finch Opaque, 80 lb Cover
Number of Colors
Brochure: 2 Spot
Postcard: CMYK
Poster: 2 Spot
Varnishes
–
Binding
–
Typography
Palatino
East Bloc
For the 2009 – 10 season of Dallas-based Kitchen Dog Theater, the team at SullivanPerkins got scrappy in more ways than one to make this project work on the reported small budget. The result is an amazingly striking identity and set of materials that looks anything but cheap or limited by the budget. The first item was the brochure, a newsprint tabloid, with all the details of the season and the featured plays, where each of them was illustrated by a different designer. The illustrations were then turned into posters which, as you will read below, were a challenge to produce themselves.
Tied together through the edgy use of Rhodamine Red (yup, fancy Pantone name for Magenta) and black, this campaign has quite the bite.
We were able to print the big tabloid brochure, for instance, by finding a small web press in Dallas (publisher of the Baptist Standard!) willing to print it on the cheap.
The small quantity of posters needed was too costly to print offset, so we learned how to screen print them ourselves. We burned the screens using a $6 Home Depot work lamp hung from a broom stick. We modified a shower with a hose sprayer meant for dogs and washed out the screens in the bathtub.
A big part of the challenge was finding a space to print the posters. We initially made an agreement with the theater to use their rehearsal space, where we printed the first posters crammed amidst props from old plays. Unfortunately, visiting actors were also housed there on occasion. After encountering one in his underwear, we abandoned the rehearsal studio in favor of a designer’s apartment, whose kitchen island was a good fit for our makeshift printing setup.
br />We feel that good illustration, design and determination can overcome the tightest of budgets.
The Posters
The Newsprint Brochure
The Postcard
2009 – 10 Kitchen Dog Theater Brochure and Posters
Production Method
Design
SullivanPerkins
Design and illustration: Rob Wilson, Kelly Allen, Brett Baridon, Chuck Johnson, David Braddock
Writing: Michael Langley
Printing
Brochures: Dallas Offset
Postcards: PrintPlace.com
Posters: David Braddock, Rob Wilson (SullivanPerkins)
This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.
About
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About UnderConsideration
UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.
online
Brand New / Displaying opinions and focusing solely on corporate and brand identity work.
Art of the Menu / Cataloguing the underrated creativity of menus from around the world.
Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.
Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.
Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.
Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.
graphic design
Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.
publishing
The 2010 FPO Awards / 2011, self-published.
The 2010 Brand New Awards / 2011, self-published.
Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.
Events & Judged Competitions
Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.
Brand New Awards / Celebrating the best identity work produced around the world.
FPO Awards / Celebrating the best print work from around the world.
Writing
Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.
Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.
The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.
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