DESCRIPTION Mode of Transformation Paper Promotion CLIENT Mohawk Fine Papers DATE August 2010 DESIGN CREDITS VSA Partners PRINT CREDITS American Printing Co.

QUANTITY PRODUCED 25,000 PRODUCTION TIME 3 months DIMENSIONS: WIDTH × HEIGHT × DEPTH 8.75 in × 12 in PAGE COUNT 32 + cover PRINT METHOD Offset PAPER STOCK Cover: Mohawk Superfine, Eggshell Ultrawhite, 80 cover Interior: Mohawk Superfine, Smooth White, 100 text / Mohawk Superfine, Eggshell Softwhite, 100 text / Mohawk Superfine, Smooth Ultrawhite, 100 text NUMBER OF COLORS CMYK + 9 spot inks VARNISHES Overall Dull Aqueous throughout BINDING Perfect binding OTHER Registered, sculptured emboss on front and back cover

Paper promotions run the risk of becoming very gimmicky, resorting to overusing available printing techniques and the latest and greatest in trends. I am always happy to see a promotion that lets the paper be the true hero, while at the same time getting some information about something—anything.

Mohawk’s highest grade of paper, Superfine, is widely viewed as the pinnacle of the papermaker’s art. Yet, despite its longstanding reputation for extraordinary print quality, a whole new generation of designers needed a formal introduction.

In approaching the Superfine promotion, VSA Partners sought to tell the story of Superfine in a manner that demonstrated the attributes of the paper, while formulating a narrative around the essence of Superfine: timeless quality that endures through constant reinvention.

Mode of Transformation showcases the evolution of the bicycle as the perfect metaphor for the story of Superfine. Like the bicycle, Superfine is custom-crafted, constantly pushed to the limit, and made to last. Both are objects of endless fascination. Both have sustainable qualities that, more and more, are being brought to the surface. And undeniably, both have a passionate following within their domain.

Back and front cover with a registered, sculptured embossIntroductionVisual Timeline of the Evolution of the Bicycle The Story of SchwinnVanilla Bicycles, a custom workshop out of Portland, OregonA Dada-inspired interludeThe Camper Bike by Kevin Cyr Racing Cyclist Portraits by Timm KöllnNada Bikes, a non-profit collective out of San FranciscoConclusion