ADV @ UNDERCONSIDERATION      Peek here for details





Mohawk Fine Papers

Quantity Produced


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


Overall Dull Aqueous throughout


Perfect binding



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


Recent Posts



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


Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 18, 2010


Filed Under



Tagged with


Share to Facebook Share to Twitter Share to Google+ Add This



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

FPO uses to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

Syndicate / RSS Feed

All comments, ideas and thoughts on FPO are property of their authors; reproduction without the author’s or FPO’s permission is strictly prohibited

Contact us by e-mail

Twitter @ucllc

Sign-up for Mailing List

Mailing list managed by MailChimp

Thanks to our advertisers

About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX. More…

blogs we publish

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.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End