Art Print and Greeting Card for/by Card to Art

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CLIENT

Card to Art is a new collaborative venture that seeks to elevate the greeting card to the level of fine art—providing the only card that flips to become a matted work of art. The audience is design and art enthusiasts that desire to give a card and a gift.

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BRIEF

The goal of this series was to create a diverse set of cards that would also work as fine art. The theme of this set is flowers.

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APPROACH

The goal was to create a fine art greeting card that had a built-in mat. The idea came in a flash. The road to a finished product had many hurdles and bumps. At first I was told that doing an economical mat on art paper was not an option. The decisions along the way included how to create the bevel, the size of the mat and card, how to include the removable inserts, what paper would work best, and what artists would create the best work. The cards turned out great but will continue to evolve.

PRODUCTION LESSONSA major challenge was figuring out a unique way to integrate the removable inserts. Since glue could leave a residue, a simple weave was used to provide an area for the card giver to pen their message without marring the surface of the mat or the artwork. In order to be able to print this set on my own press, I had to have a new variable speed motor installed. Slowing down my Chandler & Price Letterpress was integral to the tight registration and to limit the amount of misprints on the fine printmaking paper.