Job:12-84823 Title:RP-Graphic Design That Works (LDW)
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Text (DS)
frank clarkson
New England Charm
Photographer Frank Clarkson wanted a promotional
piece that would attract attention from art directors by
highlighting his ability to capture the unique charac-
teristics of people and their environment on film. “I
suggested that we do a little keepsake, a booklet that
provides an insightful glimpse into the lives of several
unique New Englanders,” comments art director
Matt Ralph. This 7
1
/2-inch x 5-inch (19.3 cm x 12.5 cm)
journalistic brochure, entitled
People I’ve Known
, is a
collection of eight portraits and the stories behind
them. “I was given several images to work with and
narrowed them down,” recalls Ralph. “This particular
series seemed to work well together in subject matter,
style, and sequencing.” The handcrafted look and feel
of the piece reinforced the unique photographic vision
of Frank Clarkson. “I wanted to create something
interesting that had a nice textural quality to it,” shares
Ralph. “I also wanted a bit of a contrast between
the brightly colored pictures and the more traditional
elements.”
Each page of text is letterpress printed in black onto
an uncoated and French-folded 75-lb. sheet of Luxana
Canaletto. Under each caption lies a distinctive
illustration. Taken from various Dover clip art books,
the illustrations were scanned into the computer to
create plates for the letterpress process. The
photographic images, in contrast, are offset printed
on an 80-lb. sheet of coated Sappi Strobe. Because
this was the first time that the designer had used
letterpress printing, he did a lot of preparatory
research. “I went to a letterpress shop and spent a
good part of the day discussing the job and learning
about the process,” notes Ralph. “Letterpress allowed
me to create something with a real tactile and
handcrafted quality.”
CLIENT:
Frank Clarkson is a New
England–based photographer
who specializes in editorial
portraiture.
FIRM:
Plainspoke
ART DIRECTOR/DESIGNER:
Matt Ralph
PHOTOGRAPHER:
Frank Clarkson
COPYWRITER:
Frank Clarkson
ABOVE: The cover is letterpress
printed in two colors on Gilbert
Voice 80-lb. cover stock. The
entire 32-page booklet is bound
with a singer-sewn stitch and
mailed in a two-color letterpress-
printed envelope.
Graphic Design That Works
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Job:12-84823 Title:RP-Graphic Design That Works (LDW)
175# Dtp:120/163 Page:221
Text (DS)
W)
20
LEFT: Each spread sets up a
nice contrast between the
handcrafted look of the
letterpress-printed text and
the sharply focused detail of
the offset-printed imagery.
What Works
The handmade look and feel of this journalistic
brochure reinforced the personalized approach that
photographer Frank Clarkson takes in his portraiture
work. The letterpress printing and illustrated accents
makes it worth holding onto. Going after a regional
audience, Clarkson mailed the story-driven brochure to
designers and art directors in the New England area.
“He got a great response and booked several
interviews to show his portfolio,” adds Ralph.
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