Mohawk Solutions Promotion
Mohawk Solutions Promotion
Mohawk Solutions Promotion
Mohawk Solutions Promotion
Mohawk Solutions Promotion
Mohawk Solutions Promotion
Mohawk Solutions Promotion

Mohawk Solutions Promotion

Volume Inc., San Francisco, California, 2009

Description

The Solutions line is primarily pitched at in-house design teams, corporate materials and projects on a budget. The promotion is a teaching guide but also inspires designers and printers to think expansively about how seemingly mundane source material can be made to sing if one looks at it in new ways. The promotion’s story line focuses on practical issues of creativity: how do we come up with design solutions? What are the different ways to tackle a design problem? How can we jigger the creative process to yield unexpected and interesting results?

We selected 10 images from various sources then quickly and intuitively compiled them into a 16-page sequence that would be repeated identically three times in the promotion. Next, we gave the sequence to three writers who each wrote their own narrative to accompany it—one in story form, one in dialog form and one as a six-word memoir. We designed each written piece while still maintaining the same image layout throughout all three sequences. It’s the Groundhog Day paper promotion—it always starts in the same place but the three outcomes are different, illustrating the disparate ways one could approach a design problem using the same source material.

Juror Notes

The aspirational narrative takes this beyond a book simply intended to show off paper samples and printing techniques. The story makes this a keepsake.

Collections: AIGA 365: 31 (2010)
Discipline: Promotional design and advertising
Format: Booklet
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