Graphic Design That Works

Job:12-84823 Title:RP-Graphic Design That Works (LDW)

175# Dtp:120/163 Page:220

Text (DS)

frank clarkson

New England Charm

Photographer Frank Clarkson wanted a promotional

piece that would attract attention from art directors by

highlighting his ability to capture the unique charac-

teristics of people and their environment on film. “I

suggested that we do a little keepsake, a booklet that

provides an insightful glimpse into the lives of several

unique New Englanders,” comments art director

Matt Ralph. This 7

1

/2-inch x 5-inch (19.3 cm x 12.5 cm)

journalistic brochure, entitled

People I’ve Known

, is a

collection of eight portraits and the stories behind

them. “I was given several images to work with and

narrowed them down,” recalls Ralph. “This particular

series seemed to work well together in subject matter,

style, and sequencing.” The handcrafted look and feel

of the piece reinforced the unique photographic vision

of Frank Clarkson. “I wanted to create something

interesting that had a nice textural quality to it,” shares

Ralph. “I also wanted a bit of a contrast between

the brightly colored pictures and the more traditional

elements.”

Each page of text is letterpress printed in black onto

an uncoated and French-folded 75-lb. sheet of Luxana

Canaletto. Under each caption lies a distinctive

illustration. Taken from various Dover clip art books,

the illustrations were scanned into the computer to

create plates for the letterpress process. The

photographic images, in contrast, are offset printed

on an 80-lb. sheet of coated Sappi Strobe. Because

this was the first time that the designer had used

letterpress printing, he did a lot of preparatory

research. “I went to a letterpress shop and spent a

good part of the day discussing the job and learning

about the process,” notes Ralph. “Letterpress allowed

me to create something with a real tactile and

handcrafted quality.”

CLIENT:

Frank Clarkson is a New

England–based photographer

who specializes in editorial

portraiture.

FIRM:

Plainspoke

ART DIRECTOR/DESIGNER:

Matt Ralph

PHOTOGRAPHER:

Frank Clarkson

COPYWRITER:

Frank Clarkson

ABOVE: The cover is letterpress

printed in two colors on Gilbert

Voice 80-lb. cover stock. The

entire 32-page booklet is bound

with a singer-sewn stitch and

mailed in a two-color letterpress-

printed envelope.

Graphic Design That Works

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Job:12-84823 Title:RP-Graphic Design That Works (LDW)

175# Dtp:120/163 Page:221

Text (DS)

W)

20

LEFT: Each spread sets up a

nice contrast between the

handcrafted look of the

letterpress-printed text and

the sharply focused detail of

the offset-printed imagery.

What Works

The handmade look and feel of this journalistic

brochure reinforced the personalized approach that

photographer Frank Clarkson takes in his portraiture

work. The letterpress printing and illustrated accents

makes it worth holding onto. Going after a regional

audience, Clarkson mailed the story-driven brochure to

designers and art directors in the New England area.

“He got a great response and booked several

interviews to show his portfolio,” adds Ralph.

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