ADV @ UNDERCONSIDERATION      Peek here for details

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BROWSE


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Client

Mohawk Fine Papers


Quantity Produced

25,000


Production Cost


Production Time

3 months

Dimensions (Width × Height × Depth)

8.75 in × 12 in


Page Count

32 + cover


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


Typography

 

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.

<em />Mode of Transformation</em> Paper PromotionBack and front cover with a registered, sculptured emboss---<em />Mode of Transformation</em> Paper PromotionIntroduction---<em />Mode of Transformation</em> Paper PromotionVisual Timeline of the Evolution of the Bicycle---<em />Mode of Transformation</em> Paper Promotion ---<em />Mode of Transformation</em> Paper Promotion ---<em />Mode of Transformation</em> Paper PromotionThe Story of Schwinn---<em />Mode of Transformation</em> Paper PromotionVanilla Bicycles, a custom workshop out of Portland, Oregon---<em />Mode of Transformation</em> Paper PromotionA Dada-inspired interlude---<em />Mode of Transformation</em> Paper PromotionThe Camper Bike by Kevin Cyr ---<em />Mode of Transformation</em> Paper PromotionRacing Cyclist Portraits by Timm Kölln---<em />Mode of Transformation</em> Paper PromotionNada Bikes, a non-profit collective out of San Francisco---<em />Mode of Transformation</em> Paper PromotionConclusion

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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.

Post Author

Bryony

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter

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Date Published

October 18, 2010

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Filed Under

Brochures

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About

FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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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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The End