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CLIENT

Mohawk Fine Papers Inc. is the largest pre­mi­um paper man­u­fac­tur­er in North America.

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APPROACH

“This pro­mo­tion is a teach­ing guide to inspire design­ers to think expan­sive­ly about how mun­dane source mate­r­i­al can sing if viewed with a fresh per­spec­tive. We ran­dom­ly select­ed ten images and com­piled them into a sequence that would repeat three times. Next, we asked three writ­ers to cre­ate their own nar­ra­tive to accom­pa­ny it. We designed each sto­ry while still main­tain­ing the same image lay­out through­out all three sequences. It’s a “Ground­hog Day” scenario—always begin­ning in the same place yet arriv­ing at three dif­fer­ent out­comes, illus­trat­ing the var­i­ous ways one can approach the same problem.”

It’s fun (but complicated) to use every trick in the book.

Judge’s Comments
The longer I am in this business, the more sure I am of this idea: would I want to steal this piece? There were several pieces in this show that inspired me to steal them. I cannot begin to tell you how many paper samples or promos I have thrown in the trash in 25 years. A LOT. Likewise, there are a few that have been keepers, that have stood both the test of time regarding content and design. I found this piece engaging in design, content, and production and found it could be re-visited on all counts. If something is worth stealing, it’s worth repeatedly gloating over your theft. For that, client, designer, and printer should be pleased. — Marc English