Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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mohawk paper mills, inc.
Smooth Interpretation
Mohawk Paper needed a series of brochures for several
of their paper lines. EAI was one of five different design
firms chosen to produce a brochure in the five-part
series. Each design firm was assigned a product line and
given a unique attribute that had to be conveyed. “The
paper we were given was Navajo, and the attribute that
they wanted to highlight was smoothness,” shares
creative director David Cannon. “The piece had to work
on varying levels of expectations. There was the design
community that simply wanted something cool and eye-
catching. There were paper distributors who wanted to
show the versatility of the paper, and printers who were
mostly concerned with the paper’s performance.” The
design team had to work within a given size and page
count, but the rest was theirs to interpret as they saw fit.
“Most paper promotions don’t have a true concept,”
remarks Cannon. “We wanted to make sure that this
piece had a lot more storytelling to it. Our main goal
was to create a piece that people would keep.”
CLIENT:
Mohawk Paper Mills, Inc. is
one of North America’s leading
producers of premium printing
papers.
FIRM:
EAI
CREATIVE DIRECTOR:
David Cannon
DESIGNERS:
Nikki Riekki and Ali Harper
PHOTOGRAPHER:
Catherine Ledner
COPYWRITER:
David Cannon
ABOVE AND OPPOSITE: The cover,
featuring a doorbell, is our
introduction to Mr. Smooth. The
inside pages present a day in the
life of the main character, Steve
Smooth. The imagery, highly
textural and detailed, highlights the
Navajo line’s main characteristic—
smoothness.
Graphic Design That Works
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Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:201
Text (DS)
W)
00
The design team played with several ideas, but one
seemed to stand out from the rest. “We liked the idea
of taking Mr. Smooth out of the phone book and doing
some kind of documentary on him,” adds Cannon.
“We sat down and brainstormed about all of the
different things that could convey Mr. Smooth and
his identity, whether it was his mailbox, driver’s
license, or bowling trophies.” To play Mr. Smooth, the
photographer proposed several potential prospects.
With his receding hairline and crooked teeth, one guy
just fit the bill. Given carte blanche, the photographer
shot numerous situations for the design team to
choose from. Throughout the piece, the pseudo-cool
life of Steve Smooth was documented using a variety
of interesting textures and situations that highlighted
the smoothness of the paper and its ability to capture
sharp details.
What Works
The satirical brochure is not only interesting and
entertaining but also effective in communicating the
smoothness and printing potential of Mohawk’s Navajo
line. The clever use of storytelling helps to engage the
audience while delivering the product line’s overall
message, a different approach than most paper
promotions. “It was very well received from the design
community,” adds Cannon. “Print reps said it was a
very effective sales tool.”
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