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BROWSE
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.
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
Mode of Transformation Paper Promotion
Production Method
Design
VSA Partners
Printing
American Printing Co.
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
Bryony Gomez-Palacio
Editor of FPO and co-founder of UnderConsideration LLC.
More: Online / On Twitter
Date Published
October 18, 2010
Filed Under
Brochures
Tagged with
aqueous
CMYK
emboss
mohawk
mohawk superfine
offset
paper promotion
perfect bound
PMS
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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