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Lead Image

MassArt 2015 Viewbooks


Production Method




Sametz Blackstone Associates

Creative director and designer: Trish Leavitt
Production manager: Michael Eads
Photography: Michael Blanchard, Marc Andrew Deley, Trevor Denman, Allan Dines, Jorg Meyer, Natasha Moustache, Nathan Ouellette, Peter Vanderwarker



Universal Wilde

Tasked with increasing enrollment in addition to showcasing student work, Boston communications studio Sametz Blackstone Associates introduces translucent sheets to create a tactile experience in an otherwise color-soaked, matte brochure. 



Massachusetts College of Art and Design

Quantity Produced

Undergrad: 20,000
Grad: 1,500

Production Cost

Production Time

4 weeks

Dimensions (Width × Height × Depth)

7 × 10.5 × 0.25 in.

Page Count

Undergrad: 80 pp
Grad: 58 pp

Paper Stock

Cougar Smooth / White / 100# cover / 80# text
Neenah / UV Ultra / 31W /
Poly Clear / recycled /

Number of Colors

4-color process


Aqueous (protective)






MassArt 2015 Viewbooks
MassArt 2015 Viewbooks
MassArt 2015 Viewbooks
MassArt 2015 Viewbooks
MassArt 2015 Viewbooks
MassArt 2015 Viewbooks
MassArt 2015 Viewbooks
MassArt 2015 Viewbooks ---

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Project Description

The 2015 Massachusetts College of Art + Design Viewbook is a 2-in-1 piece, both right side up and upside down, depending on whether you're looking at the viewbook or academic programs, and customized for graduate and undergraduate studies. Halfway through each book, the viewer needs to literally turn it over to access the academics programs section. Various papers were used to generate a tactile and visual experience. A poly-clear envelope with a bold pattern interacts vibrantly with each brochure cover. The brochures utilize an uncoated paper to saturate pages with color, pattern and imagery. Translucent sheets, which differ in weight and texture from the brochure, divide each section with transparent color and words to describe the college. The goal of the viewbook is to generate excitement, increase enrollment and showcase the work of art students.

Production Lesson(s)

A perfect bound book allows the luxury of any number of pages. At the same time, careful consideration to the design and layout is crucial. Where are the translucent pages inserted? Does it have to be within certain signatures or can it be anywhere? How much room do we need to allow within the gutter of each page to accommodate for the insertion and glue? What's an ideal margin for the score and fold of the front cover? Do we want the score to run directly through the type or off to the side? How clean will crossover images be in terms of alignment and color matching? These were some of the lessons learned through trial, error and adjustments in order to produce a well-crafted piece. ”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 28, 2015


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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.

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