single image A JOURNAL OF BEST PRACTICES IN PRINT DESIGN
Cover image: Cento Cento Necklace for Neiman Marcus Photographer: Antfarm Photography Client: Roberto Coin This image: Veritas Seal on Classic Harvard Chair Photographer: Stephanie Mitchell/Harvard Staff Photographer Agency: Harvard Alumni Affairs and Development Marketing Communications Client: Harvard University
As social media and online marketing
Monadnock Paper Mills, the oldest
continues to fill the inboxes and browsers
paper mill in North America, wants to
of consumers, companies are recognizing
promote the creation of these campaigns
that print communications have never
through a social community that is
been more valuable.
dedicated to the growth of the print
Design firms, agencies and premium
industry in North America.
printers are helping enlightened
Single Image is a cornerstone of this effort.
corporations and nonprofits succeed
It features exceptional photography of
through well-crafted and highly targeted
leading brands beautifully printed on
print campaigns.
Monadnock Astrolite.
The Case for Fine Printing Complementing online marketing and social media, these campaigns take advantage of the
Great design plus great printing equals great marketing impact.
tactile appeal and enduring reader engagement of print. Print is especially effective for highly regarded brands and audiences that are discriminating, well-educated and committed to sustainability. This power can be expressed as a simple
Additional background information can be found on a Web page listed by each photo.
If you are a marketing manager, we hope this journal shows the power of print for making your brand look great. If you are a designer who wants to do print design at the highest level, we hope you find resources to help you learn best practices in the industry.
equation: great design plus great printing
We invite you to become a member
equals great marketing impact. We call it
of the community. Please join at
design + print = impact.
designprintimpact.org.
Single Image / A Journal of Best Practices in Print Design / Published by Monadnock Paper Mills / Spring 2015
Consumer Brands Fiesta San Antonio Photographer: Arthur Meyerson Designer: Critt Graham Agency: Critt Graham and Associates Client: Coca-Cola
Global brand leader Coca-Cola understands the power of using visual imagery to connect with audiences around the world. This delightful photograph of Fiesta San Antonio was one of many iconic images shot by Arthur Meyerson for Coca-Cola’s annual report and its in-house magazine Journey. Meyerson has traveled the globe for more than 20 years, capturing images of Coke products being enjoyed in a variety of lifestyle situations. Learn more about the project at:
D E S I G N P R I N T I M PAC T. O RG / P RO J E C T S / F I E STA
O
r c h e s t r a t i n g
a
B
r a n d
E
x p e r i e n c e
A Conversation with Leslie Smolan
A passionate advocate of fine printing, Leslie Smolan has directed many iconic branding campaigns, almost all of them integrating print design as a component. We spoke with her about the power of print and the campaign Carbone Smolan is creating for the luxury resort NIZUC, on the Yucatan Peninsula, Mexico. Single Image: What are the key principles you apply when building a brand like NIZUC?
minimal, highlighting experiences like soaking in the landscape, savoring the cuisine, or engaging in activities.
Leslie Smolan: We strive to communicate the experience. A luxury resort like NIZUC needs to give its customers a sense of what to expect. That requires a presentation that is of the same quality as the resort itself. Everything about the campaign must speak to this quality, while also being seductive and alluring.
SI: To what degree is fine printing relevant for an integrated campaign like NIZUC’s?
SI: And how do you communicate that quality? LS: We use design to create a sensory experience through the interplay of imagery and materials. For example, we intentionally selected a soft, flat finish for the print materials. Evoking luxury is all about subtleties. It requires speaking with a whisper, not a shout.
LS: It’s very relevant. For one thing, print creates a wholly different experience than a tablet. It delivers a sensory impact that feels like a stay at NIZUC.
Print creates a wholly different experience than a tablet. It delivers a sensory impact that feels like a stay at NIZUC.
We also work very hard to create a brand expression that spans 360 degrees. It’s a bit like conducting an orchestra. We plan and define every touch point that reaches the public so the brand projects a unified statement through collective exposure.
SI: With so many entities involved with presenting the brand to the public, how do you ensure a unified statement? LS: For NIZUC, we centered the brand statement around the photography, orchestrated to project exactly the image we needed. The client invested in a photo shoot that was carefully directed, just like a film with stylists and actors. Every shot was thoughtfully planned to capture the immersive experience of a stay at the resort. We built a library of high-resolution images and then gave low-res versions to the Web and social media teams so we would project a consistent image across all platforms. In the design, we let the pictures speak and kept the text
Print also creates a one-on-one conversation. For luxury resorts, it’s important to make a direct connection with the travel professional. Print allows you to do it at a refined quality level. SI: And what is different about the process of producing a design for print?
LS: Designing for print is a distinct discipline, like Web design, but it incorporates several physical variables, each affecting the final result. Designers must understand the progression from a color monitor to ink on paper and be able to visualize the effect of decisions they make, such as the type of press, color corrections, paper selection, coatings and so forth. Experienced designers have learned how to manage these variables, but younger designers have to go through the process a few times to learn from the experience. SI: So what advice do you have for younger designers who want to learn the discipline of print design? LS: Probably the biggest is to seek out experts who know print design and learn from them. We bring our younger designers on press so they can see a job come to life. There are also wonderful printers who are willing to teach and guide you. Finally, keep trying to learn. The best designers are always trying to raise their “level of invention” and the hard work of that can only be done on the press.
Leslie Smolan is a strategist and creative director known for her relentless pursuit of timeless beauty. As co-founder and director of creative strategy at the Carbone Smolan Agency, she applies the wisdom of her 35 years of experience to mentor clients on the power of strategic design to transform businesses. Carbone Smolan designs branding and marketing campaigns for enterprises including Credit Suisse, Christie’s, Mandarin Oriental Hotel Group and the Louvre Museum. You can see their work at c a r b o n e s m o l a n . c o m .
Hospitality and Tourism
The branding for the luxury resort NIZUC centers around a collection of lush images shot on location
NIZUC Experience
by Quentin Bacon. Incorporated into an integrated marketing campaign that includes elegant print
Photographer: Quentin Bacon
brochures, social media and national advertising in leading fashion magazines, the images give readers
Creative Director: Leslie Smolan
an immersive view of a stay at the resort on Mexico’s Yucatan Peninsula.
Agency: Carbone Smolan Agency Client: NIZUC Resort & Spa
Learn more about the project at:
D E S I G N P R I N T I M PAC T. O RG / P RO J E C T S / N I Z U C
Fashion Apparel PAUW Amsterdam Photographer: Mark Sanders/Darling Creative Creative Directors: Madeleine Pauw and Christiaan Klein Pauw Print Production: Freek Kuin and Rob Stolk Client: PAUW Amsterdam
Dutch fashion house PAUW’s brand image is of understated luxury, refined yet simple design, and a commitment to quality and craftsmanship. They have enhanced that image over time through the spare environments and atmospheric photography of Mark Sanders, presented in portfolios of large-scale fashion prints on premium uncoated paper. A family-owned and operated business, PAUW’s attention to detail requires a constant process of design, testing, fitting and redesign. The result is beautiful, creative, well-fitting products and exceptionally well-detailed marketing materials. Learn more about the project at:
D E S I G N P R I N T I M PAC T. O RG / P RO J E C T S / PAU W
Wine and Spirits
The sleek, stylish brand design for special-edition Sinatra Select Tennessee Whiskey is a classic
Sinatra Select Whiskey
expression of style and an homage to two American icons. Frank Sinatra was a good friend and loyal
Digital Rendering: Jason Dugan
fan of the brand, and the design blends his timeless good taste with the Jack Daniel’s legacy.
Agency: Cue, Inc.
The campaign promotions included this digital rendering printed on premium uncoated paper.
Client: Brown-Forman
Learn more about the project at:
D E S I G N P R I N T I M PAC T. O RG / P RO J E C T S / S I N AT R A
D
e s i g n
f o r
F
i n e
P
r i n t i n g
Commentary by Dave Van de Water, Artifact
As a lover of fine paper, you may already be well versed in print production. For those who are starting out, or aspire to bring their work to a higher level, it’s important to approach print design as a discipline that requires preparation, focus and an adequate investment of time and resources. Like anything that is valuable, fine printing isn’t easy, and it isn’t cheap. But the exceptional engagement and enduring appeal delivered by a well-printed piece pays huge dividends in marketing impact. Wise businesses are recognizing the enormous potential of print in a world overpopulated by fleeting messages delivered online. For those who are interested in tapping this potential, here are a few fundamental tenets to consider. RELY ON A STRONG TEAM OF PARTNERS
UNDERSTAND THE IMPACT OF PAPER QUALITY
Fine printing results from the collaboration of experienced Paper is more than just a surface that carries ink, and print professionals. Work hard at finding the very best printer, fidelity isn’t just a function of the smoothness of a paper. photographer and paper merchant you can, and The quality and formation of the fibers and Innovative trust them to do their jobs. Once you have a fillers within the sheet must create a uniform team that works well together and capitalizes on and level foundation so that halftone dots companies are the strengths of its members, you will be able to print completely and the ink film is absorbed identifying high- uniformly. Achieving this degree of quality streamline your workflow, become more efficient and raise the bar for quality. Recognize that requires the finest pulps and ingredients value prospects switching between suppliers for the sake of price made on a paper machine that is specifically and leveraging carries a cost of learning how to work together. engineered for the purpose. START WITH EXCEPTIONAL IMAGES
the power of print to connect with them.
The best printers often work miracles on mediocre photographs, but truly special projects always start with photographs that are beautiful, well constructed and of sufficient resolution for offset printing. Each step in that process–from file to plate to blanket to paper–causes some loss in fidelity, albeit slight. Start with images that have enough dynamic range to reproduce well with snap and intensity. This requires a trained eye, so don’t hesitate to rely on your printer for their evaluation. MANAGE COLOR CAREFULLY
It’s important to establish clear expectations about the appearance of an image. Color management systems are invaluable for alignment between the printer, designer and client, but the printer’s proof is the single indicator of how an image will print. The best printers calibrate their proofing systems to the press and the paper stock so they can accurately represent the finished product.
MAXIMIZE RESOURCES FOR SUSTAINABILITY
Through planning, you can maximize resources and leverage your budget at the same time. Design page formats that make full use of the press dimensions and consider additional items like cards and bookmarks that can fill unused areas. Ask your printer to suggest different page sizes that work well on their presses and through their bindery. Also select paper stocks from responsibly managed forests with FSC certification.
CONSIDER PRINT AN INVESTMENT, NOT AN EXPENSE
Print communication has never been more important for influencing audiences that are educated, discriminating and committed to sustainability. It requires a targeted strategy, but no other media provides the same degree of engagement and retention. Using analytics and integrated campaign strategies, innovative companies and nonprofits are identifying high-value prospects and leveraging the power of print to connect with them to a degree that online communications cannot match.
Technical advice and commentary by industry leaders are a cornerstone of the weblog d e s i g n p r i n t i m pac t . o r g . We welcome your questions, suggestions and contributions. Go to the following link for access. D E S I G N P R I N T I M P A C T. O R G / B E S T _ P R A C T I C E S
Architectural Materials
Industry leader Formica Corporation relies on print to inspire homeowners and help them envision
180fxŠ by Formica Group
possibilities for their own homes. They photograph actual kitchens artfully designed to convey a sense
Photographer: Scott Dorrance
of luxury and quality. This scene shot by Scott Dorrance showcases the innovative 180fxŠ line featuring
Retouching: Aaron Flacke
enormous pattern repeats that make counters appear to be cut from a block of natural stone.
Agency: Kuhlmann Leavitt, Inc. Client: Formica Corporation
Learn more about the project at:
D E S I G N P R I N T I M PAC T. O RG / P RO J E C T S / F O R M I C A _ C O R P O R AT I O N
Automotive
In answer to GMC’s request to reflect the Sierra brand’s core attributes of beauty, simplicity, boldness
GMC Sierra 1500
and strength, Terry Heffernan used lighting, camera position and a dark, industrial background to
Photographer: Terry Heffernan
create a sense of monumental scale. The bold, gleaming vehicle’s aggressive and powerful attitude is
Creative Director: Dino Spavadavecchia
enhanced here by the understated quality of ink on premium paper.
Agency: Leo Burnett Detroit Client: GMC
Learn more about the project at:
D E S I G N P R I N T I M PAC T. O RG / P RO J E C T S / S I E R R A
Higher Education
Traditions are strong and deeply woven into the lore and legacy of Notre Dame. This is exemplified by
Irish Guard
Barbara Johnston’s image capturing the pageantry of the Irish Guard in formation before leading the
Photographer: Barbara Johnson
Fighting Irish band into the stadium on a wintry afternoon. Images of student life, scholarship and the
Agency: University of Notre Dame
beautiful modern gothic campus are brought to life through Notre Dame’s print materials.
Marketing Communication Client: Notre Dame Magazine
Learn more about the project at:
D E S I G N P R I N T I M PAC T. O RG / P RO J E C T S / I R I S H _ G UA R D
d e s i g n
+
p r i n t
=
i m p a c t
A Collaborative Effort to Promote Best Practices in Print Design
Monadnock Paper Mills, the oldest continuously operating paper mill in North America, is initiating a campaign to promote the use of print through a social community of advocates and practitioners. We believe the tactile appeal and enduring reader engagement of print materials are more valuable than ever for marketers. Our intent is to bring industry professionals together to share knowledge, experience and examples of best practices with younger designers and marketing professionals. The campaign will include three major components: single image
d e s i g n p r i n t i m pa c t . o r g
lo c a l m e e t - u p s
A design journal showcasing the use
A weblog of case studies, technical
Informal gatherings for sharing
of print for branding campaigns and
information and practical advice for
information, experiences and
articles of interest by industry leaders.
designers and print buyers.
printed samples.
J O I N T H E C O M M U N I T Y AT D E S I G N P R I N T I M P A C T. O R G
b e s t
p r a c t i c e s
i n
f i n e
p a p e r
Monadnock Fine Printing Papers Great printing requires a consistently level and uniform printing surface. The overall experience is enhanced by paper that lies comfortably in the hand with a luscious tactile feel. These qualities are the hallmarks of truly fine paper. For close to 200 years, Monadnock’s papermakers have focused on perfecting their craft at a unique family-owned mill in the hills of southern New Hampshire. We are a specialty mill making premium, smooth, white, uncoated papers for fine printing. That is what we are known for and what we do best. Our products are legendary for their quality, with uniformity from side to side and run to run. We achieve this quality by being highly focused, perfecting the process of refining, cleaning and forming the pure cellulose and premium recycled fibers that are carefully blended to make our papers. a s t r ol i t e
a s t r ol i t e p c 1 0 0
dulcet
caress
Brilliant white,
100% post-consumer waste
Natural white, alkaline pH,
Mellow white, alkaline pH,
three finishes, alkaline pH,
content, alkaline pH,
elemental chlorine-free.
elemental chorine-free.
elemental chlorine-free.
process chlorine-free. W E I N V I T E Y O U T O L E A R N M O R E AT M P M . C O M
Paper: Monadnock Astrolite Silk, 80 Cover
Editorial and Design: Artifact East Arlington, Vermont
Note: The PMS colors represented in this brochure are for reference only and no claim is made regarding their accuracy for color specification.
Printing: Kirkwood Wilmington, Massachusetts
Press: Heidelberg Speedmaster XL105 Inks and Coatings: CMYK PMS 032U PMS Black 6U Custom tint varnish Spot press varnish
Special Thanks: Art Bush Jenny Hamilton Doug Hazlett Todd Kalagher Deanna Kuhlmann Stephen Stinehour
Single Image A Journal of Best Practices in Print Design Monadnock Paper Mills, Inc. 117 Antrim Road Bennington, NH 03442-4205 800.221.2159 MPM.COM D E S I G N P R I N T I M PA C T. O R G