Production Lesson(s)

As a brand that deals mostly with digital creative, it is always a welcomed challenge to shift our design thinking from the seemingly boundless canvas of the screen, to the physical form and structure of printed matter. We took care to proof the document frequently in order to constantly observe the opportunity that scale and pagination might offer us to better-express our design sentiments through a hand-held experience. Typography and photography were used in tandem to convey a visual experience that complements the on-screen marketing efforts we were also producing at the same time.

Because we periodically produce printed collateral for affiliate partnerships through our steady relationship with our printing partner, Mercury Printing, we do have a certain luxury of predicting the quality of the job with minimal deviation each time. However, this was the first time we have designed a gatefold construction, and the design challenges this format introduced to us, did enlighten us about potential new ways of imagining our visual brand in the future. We're constantly looking for ways to mature the Paperless Post brand experience, and we consider this project a great symbol of growth.

As our brand designer, Colleen Griffiths took care to remind herself during this project, "Measure, measure, measure!"