Mohawk Debuts New Campaign Supporting Makers and Celebrating the 'Culture of Craft'
Wednesday, July 17, 2013
Press release from the issuing company
Paper manufacturer introduces three new publications enhanced with augmented reality technology
Cohoes, NY – Mohawk, North America’s largest privately-owned manufacturer of fine papers, envelopes and specialty substrates for commercial and digital printing, announces a new campaign designed to support an emerging maker culture and three new publications enhanced with additional content made possible through Mohawk Live, Mohawk’s new augmented reality mobile app.
In a technological era punctuated with e-mail, smart phones, tablets and texts, Mohawk believes that a new maker culture is emerging. Mohawk is supporting this community of like-minded makers with the introduction of three new publications: The Mohawk Declaration of Craft, Mohawk Craft Cooperative and Mohawk Maker Quarterly. The publications feature the stories of printers, designers, manufacturers, artists, artisans, musicians, and all those who make their living as makers.
Mohawk believes making is the most fundamental expression of the human spirit. The brand’s new “Mohawk Maker” campaign and ongoing “What Will You Make Today” campaign speak directly to the heart of this maker community.
What exactly is a ‘maker’?
“All you have to do is visit your local farmers’ market, an entrepreneurial start-up business, or an experienced fine artisan to witness the maker movement – it’s a community of individuals who want a more balanced approach to their lives. They want to be inspired, empowered, and connected to their communities in a more meaningful way,” said Bart Robinson, Vice President Marketing, Mohawk.
“Mohawk has taken pride in the art of papermaking for nearly a century. Generations of fine papermakers have honed their craft in our mills in upstate New York, so we are endlessly inspired by the artistry of others and we’re proud to support and be a part of this growing movement.” said Chris Harrold, Vice President, Business Development and Creative, Mohawk.
The Mohawk Declaration of Craft
The publication speaks to Mohawk’s heritage and serves as a manifesto of the brand’s beliefs: heritage & innovation, mastery of materials, pride in the details and respect for a community of makers.
The Mohawk Declaration of Craft was designed by Hybrid Design, San Francisco, CA, and printed on Mohawk Superfine Eggshell Ultrawhite 80 cover/216 gsm and 24 writing/90 gsm at O’Neil Printing, in Phoenix, AZ.
The artfully produced publication features a foil stamped and blind embossed cover, partially printed with ProMetal silver type, and smoke grey foil stamp. Cover finishing and binding were completed by Roswell Bookbinding in Phoenix, AZ.
Interior pages showcase the timeless beauty of Mohawk Superfine, with full page images featuring duotones and half pages designed to call out Mohawk’s corporate beliefs, standards and values. Half pages are printed in vibrant colors including yellow, light blue, teal, green, orange, pink and black, mirroring the variety of colors which make up the Mohawk brand logo.
The Mohawk Craft Cooperative
The Mohawk Craft Cooperative is a quarterly publication designed to appeal to printers by restoring printers’ belief in the power of craftsmanship in the midst of a digital world. The publication features strategies on growing business though craftsmanship, selling print in a digital world, tips on working with the mill, and thoughts from industry leaders.
An eight-page, tabloid-style, fold out brochure, The Mohawk Craft Cooperative features a beautifully designed 27” x 19” poster with a powerful message, “Craft is remembering that art is seen, heard & felt as well as understood, knowing that not all ideas start with words, thinking with hands as well as head.”
- Mark Jones, Director, Victoria & Albert Museum
Designed by Hybrid Design, San Francisco, CA; The Mohawk Craft Cooperative is printed on Mohawk Superfine, Eggshell Ultrawhite 65 cover/176gsm; and was printed with eight color UV inks. Letterpress scored and folded by Shapco Printing, Minneapolis, MN.
The Mohawk Maker Quarterly
Mohawk believes that partnership is essential to furthering the interests of makers, and the Mohawk Maker Quarterly is a vehicle to support this community of like-minded individuals. Content focuses on stories of small manufacturers, artisans, printers, designers and artists who are making their way in the midst of the digital revolution.
The inaugural issue of the Mohawk Maker Quarterly focuses on ‘Heritage & Innovation’ and features the following makers:
The publications are also supported by a video promoting Mohawk Superfine’s history, heritage and attributes, while underscoring the importance of craftsmanship and collaboration with the maker community. Watch the video.
The Mohawk Maker Quarterly publication was created to serve as a co-branded publication by printers who are interested in using the content as a sales and promotional tool for their business.
The Mohawk Maker Quarterly was designed by Hybrid Design, San Francisco, CA; printed on Mohawk Superfine, Eggshell Ultrawhite 80 Text/118 gsm. The publication was printed by Shapco Printing, Minneapolis, MN, with seven color UV inks and features a black satin foil stamp, completed by McIntosh Embossing of Minneapolis, MN.
All three publications are enhanced with additional content made possible through Mohawk’s new augmented reality mobile app, Mohawk Live, which generates interactive experiences via print, making print more relevant than ever.
By scanning the Mohawk Live icon found throughout each publication, readers can enjoy a multidimensional experience with bonus content including videos, photos, and animations. Mohawk Live is free and easy to download in the App Store or Google Play.
The Story of Superfine
The Mohawk Declaration of Craft, Mohawk Craft Cooperative and Mohawk Maker Quarterly publications are all printed on Mohawk Superfine, which has long been celebrated for its quality, consistency and perfect printing surface.
Developed in 1945, Mohawk’s iconic, flagship paper grade has become known as the finest uncoated text and cover paper for offset printing, and as the benchmark in fine paper for digital printing. For seven decades, Superfine has endured, inspiring designers, printers, and craftsmen and women with its archival quality and timeless appeal.
No other premium paper works so well on today’s leading digital printing presses, which makes Mohawk Superfine ideal for social stationery, wedding invitations, greeting cards, business cards, annual reports, real estate collateral, beautiful coffee table books and other high quality photo products, or digital print projects in which luxurious results are essential.
To view the publications online or to sign up to receive Mohawk’s new Culture of Craft publications, visit www.mohawkconnects.com/cultureofcraft.
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