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Quantity Produced


Production Cost

Proprietary Information

Production Time

6 Weeks

Dimensions (Width × Height × Depth)

11 × 14

Page Count

40 + 4-Page Cover

Paper Stock

Cover, Sappi Opus 100 lb. Cover
Body, Sappi Opus 80 lb. Cover
One signature of ArjoWiggins Curious Collection, 92 lb. Galvinised Metallic

Number of Colors

Hex CMYK, Orange, Green, Reflex blue, 877, liquid silver, Gold


Soft feel, Hi Gloss, Dull, Satin Pearl and Raised UV coatings


Perfect bound



This is a promotion for Classic-Color, a full-service pre-press, print and production organization who has just installed a mean 8-color UV press and asked Thirst to conceive a promotional piece to showcase the press’s capabilities. Working with photographs of Tom Vack, the noted product photographer, Thirst created a promotional that exploits the prowess of the new UV press while showing off some juicy product shots as well as some digital and typographic trickery. The book’s title, UV/TV/RV stands for Ultraviolet/Tom Vack/Rick Valicenti. UV/TV/RV was awarded Best of Show at the 2008 PIA (Printing Industries of America) Premier Print Awards — kind of like the Oscars.

Because some of the actual effects of the printed piece are hard to replicate through photography, Thirst has provided some details about some of the spreads.

UV/TV/RV Promotional Book
The cover was created by taking the image of Ron Arad’s Tom Vac chair (five pictures down) and activating it in Scriptographer. Each of the fine lines has been registered with a thick coating allowing the tactile to amplify the visual subtlety.
--- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book
This image (detail below) was created by taking the image of Arad’s Tom Vac chair (see image above this one) and activating it in Scriptographer. It appears as if each halftone dot has been extruded and activated in space. The printing is two-color (black and chrome yellow) only on a silver stock.
--- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book --- UV/TV/RV Promotional Book
On the right side of the spread is the original image — a light by Ron Arad and Ingo Mauer made of distresses honeycomb metal. The image on the left is the inversion with a hue/saturation increase. The background is printed in a 5th-color (PMS 844 silver). (Detail of this image shown below.)
--- UV/TV/RV Promotional Book --- ---

Recent Posts



UV/TV/RV Promotional Brochure


Production Method




Thirst / Rick Valicenti and John Pobojewski




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

Armin Vit

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 21, 2009


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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 Bloomington, IN. 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