New Work 2

New Work 2

Tolleson Design, San Francisco, California, 1997

Description

New Work 2 is a direct-mail promotion piece targeted to buyers of commercial photography. We wanted a mailer that stood out in terms of scope, production values, overall design, and uniqueness. Paper choices, type design, and overall tone came from the artfulness of the imagery and the desire to connote a gallery experience with the viewer. Perforation was added to make the work seem more accessible and increase the piece’s usability. The vellum envelope is an attention-getting setup for the quiet elegance of the contents.

Collections: Communication Graphics: 19 (1998)
Discipline: Promotional design and advertising
Format: Direct mail, Promotion

Credits

Design firm
Tolleson Design
Creative director
Steve Tolleson
Art director
Jean Orlebake
Graphic designer
Jean Orlebake
Photographers
Neal Brown, Ann Elliott Cutting, Hugh Kretschmer, Jamey Stillings, Everard Williams, Jr.
Copywriter
John Sharpe
Typefaces
Berthold Script, Brown (Tolleson Design font), Courier, Democratica, Garamond, Keedy Sans, Madrone, OCRB, Orator, Syntax, Trade Gothic, Trajan, Univers
Printer
Prisma Graphic Corporation
Papers
Glassine, Starwhite Vicksburg 110# Cover, Tiara White, Smooth Finish
Client
Sharpe & Associates, Inc.
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