Graphic Design That Works

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One Step Beyond

Today, creatives are breaking the norm and seeking outlets outside their industry

when it comes to production. Because of technological innovations, designers’

options are only limited to their imaginations. “Don’t be afraid to explore outside

your traditional venues,” offers art director Russ Haan. “Investigate custom book-

binders or go to printers and look at their finishing capabilities. Go to a sheet-metal

facility or a food-packaging plant. Get catalogs from cosmetic manufactures. There is

a lot of great stuff out there.” Art director Jennifer Sterling agrees, “For years, the

really successful designers have always looked toward fashion, music, film, textiles,

and even product design.”

The latest trends show an increasing interest in alternative and innovative formats

and bindery. To create distinction, designers are exploring everything from tiny,

interactive flipbooks to die-cut multipieced assemblages and everything in between.

Fasteners vary as designers are exploring products—some even seek out the local

hardware or office-supply store. Tactile processes like laser die-cutting, sculpted

embossing, and hot foil stamping are being done on a variety of materials—custom

papers, leather, linen, plastics, and the like. Inks have also come a long way. Heat-

sensitive inks, available in various transitional colors, allow a page to transform. For

special effects, traditional inks, printed either on top or underneath the heat-sensitive

ink, can also be applied. “As designers, we want to push the envelope,” notes art

director Eleni Chronopoulos. “Finding new ways to combine different materials can

be an interesting approach to any project.”

Creatives are also re-embracing some old techniques. “In the last five years, I’ve

seen the resurgence of letterpress and handwork—especially on covers,” says Haan.

“Closures that require the tying of a cord or a rope are also becoming more

a part of the bigger picture.”

More important than following trends, designers should always select a material

or process that supports the overall message of the assignment. The creative use of

production techniques should never come before effective communication. If the two

do not work in tandem, then the clever use of techniques only becomes window

dressing. “Good design comes out of a strong concept,” says Haan. “When a design

firm presents a client with something that is conceptually united with the design,

they usually slam dunk home the idea. It is a rare day that a client will say no if

something matches the concept.” When the message drives the design, production

techniques can truly enhance the visual experience.

Production Techniques That Communicate

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CLIENT:

Reebok’s I3 collection is a unique

line of apparel designed to reflect

the individuality of Allen Iverson,

a star player for the Philadelphia

76ers.

FIRM:

Reebok Design Services

ART DIRECTOR:

Eleni Chronopoulos

PHOTOGRAPHERS:

Gary Land and Michelle Joyce

RIGHT: This pocket-size brochure

is designed to be versatile and

interesting with lots of texture

as it reflects the nonconventional

persona of Iverson. The blind de-

bossed cover, made of domestic

full-grain black leather, had to be

die-cut and trimmed separately

from the interior booklet. Seam-

stresses who traditionally work

for the sailing industry created

the hand-stitched bindery. The

graphic color scheme of mostly

deep reds and black also reflect

the look and feel of the apparel.

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CLIENT:

Fox River Paper Company

introduces a new paper line to

the design community.

FIRM:

Jennifer Sterling Design

ART DIRECTOR/DESIGNER:

Jennifer Sterling

PRODUCTION:

Clare Rhinelander

LEFT: A silk-screened polyurethane

cover—a big leap for a paper company—

works in conjunction with the printed

and blind debossed inside cover.

Together, they set the tone of the

overall concept of freedom. As you

look through the brochure, beautiful

shades of white paper are microper-

forated, die-cut, laser-cut, and

letterpressed.

LEFT: This functional piece, created

to showcase the myriad uses for Fox

River Paper, serves as a 24-hour/

7-day timer for busy designers. It is

divided into sections by legendary

quotes from JFK, Martin Luther King,

and Janis Joplin. The inspirational

words are hand drawn and letter-

pressed deeply into each Japanese-

folded sheet. Along the outer edges

exists a circular laser die-cut to

identify each month. Blue and white

kiss-cut stickers, printed on Fox

River Paper, can be applied as tabs.

LEFT: Throughout the book there

is information about the new

Fox line, as well as industry

facts about paper that both

young and seasoned designers

may not know.

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