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
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 Fonts.com to render Siseriff and Avenir Next.
FPO is run with Six Apart’s MovableType
All comments, ideas and thoughts on FPO are property of their authors; reproduction without the author’s or FPO’s permission is strictly prohibited
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UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.
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.
Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.
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.
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.