RESOURCES
MOHAWK
CRAFT COOPERATIVE
Q U I C K R E FE R E N C E G U I D E
TALK I N G C R AF T
AD D ITI O NAL CO NTE NT
Mohawk Live is easy to download and use, following these steps: 1 Download the free app from the Apple
Frank Romano
James Fooks-Bale
Professor Emeritus, Rochester Institute of Technology “ Print is special. It activates multiple senses. It is 3-dimensional and tactile. It says to the receiver that the sender cares. It makes communication glorious.”
2 Point and hover a mobile device at the
Mohawk Live
Creative Director, Monotype
App Store or Google Play.
image that has the Mohawk Live icon.
3 Wait for the enhanced content to load.
“ From the ink squeeze under metal letters to the ferocious speeds of large scale publishing presses—our industries are buoyed by a commitment to achieve the best possible reading experience.”
Mohawk Live brings print communication to life by using augmented reality to seamlessly integrate print with dynamic interactive content. Find out more and download the free app from the Apple App Store or Google Play.
Working with the Mill
Mohawk Loop:
In this day and age, a mill order doesn’t necessarily mean it’s going to take forever to deliver. If the merchant doesn’t have a paper or envelope item in their inventory, your merchant may refer to the item as a “mill order.” If that merchant has access to Mohawk’s entire product line, they can order stocked items from the mill and have them shipped the same day as long as the order is placed before 4:00PM EST. With four domestic warehouses—New York, Ohio, California and Washington, Mohawk can deliver a mill order in no more than 3 days, and most are next day!
Mohawk Loop is the most diverse portfolio of papers perfectly designed to reduce your impact on the environment without sacrificing print performance. All Mohawk Loop papers contain high post consumer waste recycled content, are FSC certified, made carbon neutral and are manufactured with wind power.
WiFi connections are recommended for faster load times and enhanced quality.
4 The app will launch enhanced content,
seemingly bringing the printed piece to life.
Responsible paper for digital printing, too.
To learn more, email us at: Leadteam@mohawkpaper.com
Engineered using Mohawk’s proprietary i-Tone process for brilliant color reproduction with perfect detail and image durability,
Mohawk Loop Digital with i-Tone items bring sustainable performance to digital color production presses. The Loop Digital offering includes five finishes—Antique Vellum, Inxwell Super Smooth, Inxwell Vellum, Inxwell Vertical and Silk Coated—in a range of whites and in three dark shades for HP Indigo white ink technology. No matter what your digital print project is, there’s a sustainable choice in Mohawk Loop.
BUSINESS THE
A
OF
PAPER GRADES
MOHAWK PAPER SELECTOR To make our product line simpler, easier to specify and to reduce our environmental footprint, we have streamlined our product portfolio, merging brands and eliminating redundant colors.
Loop
TH E R ES PO N S I B LE PAPE R Mohawk Loop is a complete PCW recycled paper for environmentally responsible design, with a range of print surfaces and palette of whites, pastels, jewel tones and earthy fibered shades.
MATERIALS
Q U I C K R E FE R E N C E
Superfine
Options
TH E U LTI MATE PAPE R
TH E I NX W E LL PAPE R
Mohawk Superfine is the finest printing paper made today, with unmatched quality, consistency and uniformity. Inspiring great design with its superb formation, lush tactility, and archival, timeless appeal.
Options features Mohawk’s exclusive Inxwell surface technology, combining the tactile feel of uncoated paper with the ink density and sharp detail of coated. Now including ultra-smooth Navajo, Options features six premium white shades to complement a range of styles.
Via
Strathmore
Via is the best-selling uncoated paper in America, offering Mohawk quality at an affordable price. Featuring popular textures, colors, and highly printable white shades, Via is the everyday paper.
Setting the standard for design and innovation since 1895, the Strathmore Collection is a diverse assortment of cotton papers, colors and finishes that honor tradition while utilizing contemporary colors and surface technologies.
TH E LUXE PAPE R
TH E ECO N O M I CAL PAPE R
Carnival
Digital
LEARN MORE AT
TH E COVE R PAPE R
TH E I MAG I N G PAPE RS
Mohawk Carnival sets the standard for intense saturated color, especially for pocket folders and other converted items, and offers primary hues in distinctive textures with complementary whites and text weights.
Mohawk features a comprehensive collection of digital substrates including a family of reliable and economical coated and uncoated papers specially made for digital presses that help place you and your customers on the cutting edge.
MOHAWKCONNECTS.COM
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C O N TA C T 465 Saratoga Street Cohoes, NY 12047 +1 (518) 237-1740 customerservice@mohawkpaper.com mohawkconnects.com
D ES I G N Hybrid Design Hybrid-design.com T Y PE FAC ES Chalet New York Nineteen Sixty, Sentinel
PAPE R Mohawk Loop, Feltmark, White (100% PCW), 65 Cover (176 gsm)
I N KS 4cp, 2nd black (duotones), 3 match greens, UV inks and overall dull aqueous
PR I NTE R Classic Charlotte, NC Knowclassic.com
ITE M N U M B E R 76-702620613 September 2013
PHOTO CREDITS ( T H I S PA G E ) A. Mohawk Mill Jeff Dey
THE
STORY OF
LOOP
WHAT WILL YOU MAKE TODAY?
WHY
MATERIALS MATTER
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MATERIALS AND BUSINESS B U I LD I N G YO U R B U S I N ESS BY MASTE R I N G MATE R IALS
A
LETTER FROM THE EDITOR
How a paper line has helped reinvent the way products should be made in the 21st century. BY
THOMAS D. O’CONNOR , JR .
WHY
MATERIALS MATTER Finding a new recipe to attract new business. BY
BART ROBINSON
Making a lasting impression in a time of digital communication is no easy feat. As we move through our days, don’t we often find ourselves re-tweeting and then forgetting what captured our attention in the first place? This is why the quality of our materials matters now perhaps more than it ever has before. We know—and therefore our clients know—that great work begins with great materials. Every good product starts at the source. In the beginning, we make vital decisions. Where do the materials come from? Who are the suppliers behind them? What are their environmental and social impacts? We know we want the best, but can we afford it? We believe that the answers to these questions are as important as the products we sell, because when we seek out and invest in materials that are not only of the finest quality but also ethically and sustainably produced, we can be proud of the stories that our products tell.
The famous chef Julia Child once wisely advised her followers to “always buy the freshest and finest ingredients, whatever they may be” to produce the best results in the kitchen. In an era of digital communication where print is fighting to find its share of marketing budgets, we would all be wise to learn from this advice. Though undeniably powerful, digital communication has an Achilles heel: it lacks the physicality of print. In a recent consumer survey conducted by Millward Brown in the UK it was clear that printed material had a significantly higher impact than email. In fact, a key finding of their research showed that “Physical media— aka printed material—left a ‘deeper footprint’ in the brain.” In fact, there is an emerging discipline called sensory marketing, which focuses on the relationship between the engagement of multiple senses as a powerful way to enhance brand value and consumer impact. It is an established fact that touch is one sense which has a most powerful
Here at Mohawk, we are proud of every step of our process. We search the world for the best materials and get 100% of our pulps from sustainably managed forests. When people touch and see our paper, they are witnessing the culmination of careful material sourcing and time-perfected techniques.
In a forest in Northern Maine, Canadian lynx roam through dense trees. Bald eagles make their homes in the tops of old-growth trees, and, come wintertime, deer seek shelter under the lush canopy.
FROM
SEED TO SHEET
Recycled pulps and sustainable forests are changing how we think about paper. BY
NINA L ACOUR
This is where you come in. We know you approach your craft with the same dedication and passion that we do ours. When you make one of your most vital decisions—paper selection—you deserve to know that you are receiving only the best: impeccable materials, a light environmental footprint, a luxurious feel, and unparalleled consistency on the press. With the right paper as a foundation your craftsmanship as a printer will make a lasting impression with every client project that is both seen and felt.
One might think that such a forest could only exist untouched, but, in fact, this is one of thousands of privately owned, sustainable forests across North America. While trees are planted and felled to be used for timber or pulp, the eco-systems of these forests are carefully monitored and managed to protect wildlife and enhance soil and water quality.
are turning to FSC certified sustainable forests for their raw materials. When trees are grown responsibly by felling and planting simultaneously, wood becomes a sustainable resource. As William H. Miller, Vice President of the forest management company Prentiss & Carlisle states, “Forests are constantly replenishing themselves.”
Most of us are familiar with the benefits of recycled paper: conserving natural resources, reducing greenhouse gas emissions, saving landfill space, and extending the life of fibers. However, in order to maintain the integrity of the paper, pulps that come directly from a tree are also needed. This is where responsible manufacturers such as Mohawk
The Lifecycle of a Sustainable Sheet of Paper
PA PE R MI LL
Plant
Grow
Harvest
Paper Mill
role to play in the perceived valuation of products and information. Print is no exception to this rule. With these findings it would serve you well to reconsider the role paper plays in your business. Shifting paper from purely cost-center to valueadded ingredient allows you to talk about print for impact and not simply communication. At Mohawk we have seen incredible growth in uncoated, tactile paper grades, fueled by a new generation of print buyers who appreciate craft, and are looking for print to perform on multiple levels with the highest impact possible. By combining the power of touch with your skills as a craftsperson this spells a great opportunity to cast print as an invaluable element of any 21st century, forward-thinking marketing campaign. Materials matter now more than ever. Always use the best for the greatest results.
“Physical media— aka printed material— left a ‘deeper footprint’ in the brain.” Millward Brown
Clean & Deink
THE
STORY OF LOOP
How a paper line has helped reinvent the way products should be made in the 21st century. BY
EVAN PRICCO
A Moh awk L o op
Recycle
For years, the design and print industries have nurtured forward-thinking artists, but faced an ongoing debate on how to grow while being environmentally conscious. In 2009, Mohawk, already an innovator in the paper industry, initiated a research and development project to create the ultimate sustainable paper grade. The result was Loop, a product named to pay tribute to the cycles and loops found in nature, renewable energy, composting, and recycling. Loop reinvented the way products should be made in the 21st century.
Consumer
for their marketing materials. “Loop prints consistently time after time and has a variety of weights with 100% recycled content,” says Marlene Capotosto, Graphic Production Manager at Herman Miller. “It’s nice to do business with a company that shares common beliefs surrounding the practice and promotion of environmental stewardship.”
“ Loop became the f lagship grade for environmental papers,” says Melissa Stevens, VP of Sales at Mohawk. “Loop is Green Seal, Green-e Wind-power, and carbon neutral, and made with recycled materials using renewable energy.” While serving the function of traditional marketing materials such as viewbooks, brochures, resumes, newsletters, and packaging, Loop also achieves the highest level of postconsumer content on the market without sacrificing onpress performance. In only a few short years, Loop has become a go-to for designers. Herman Miller, a world-leader in innovative furniture design that emphasizes better materials and healthy living, chooses Loop
A
BETTER QUA L I T Y
MATERIALS B R I NG MOR E S E N S E S I N T O PL AY. T H E Y LO O K D I F F E R E N T,
THEY FEEL DIFFERENT, T H E Y C R E AT E A N E MOT IONA L R E S P ON S E . — Frank Romano, Professor Emeritus, Rochester Institute of Technology
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