Mohawk Fine Papers
Solutions print promotion
Mohawk’s Solutions line is primarily pitched at in-house design teams, corporate materials, and projects on a budget. The 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 intuitively compiled them into a sequence that would repeat three times. Next, we gave the sequence to three writers who each wrote 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.
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, Marc English Design and FPO Awards judge
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