DESCRIPTION
Mode of Transformation Paper Promotion
CLIENT
DATE
August 2010
DESIGN CREDITS
PRINT CREDITS
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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
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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 emboss
Introduction
Visual Timeline of the Evolution of the Bicycle


The Story of Schwinn
Vanilla Bicycles, a custom workshop out of Portland, Oregon
A Dada-inspired interlude
The Camper Bike by Kevin Cyr 
Racing Cyclist Portraits by Timm Kölln
Nada Bikes, a non-profit collective out of San Francisco
Conclusion
