Mohawk Embraces Makers
Mohawk is standing foursquare with the emerging maker culture. In a technological era punctuated with e-mail, smart phones, tablets and texts, the venerable paper mill 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 designers, printers, manufacturers, artists, artisans, musicians, and all those who make their living as makers. In so doing, these publications – and the ongoing “Mohawk Maker” and “What Will You Make Today?” campaigns – reaffirm making as a fundamental expression of the human spirit while speaking directly to the heart of the community and the need to create.
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,” explains Bart Robinson, Vice President Marketing, Mohawk.
Adds Chris Harrold, Vice President, Business Development and Creative: “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.”
The Mohawk Declaration of Craft
The Mohawk Declaration of Craft, and an accompanying video, communicate the mill’s longstanding dedication to manufacturing excellence and entrepreneurial spirit. The publication speaks to Mohawk’s heritage and serves as a manifesto of the brand’s beliefs: heritage and innovation, mastery of materials, pride in the details and respect for a community of makers.
The artfully produced publication was designed by San Francisco’s Hybrid Design, and features a foil stamped and blind embossed cover, partially printed with ProMetal silver type, and smoke grey foil stamp. It was printed at O’Neil Printing in Phoenix AZ; and cover finishing and binding were completed by Roswell Bookbinding, also of Phoenix. The paper: Mohawk Superfine Eggshell Ultrawhite.
Interior pages showcase the Mohawk Superfine grade, with full page images featuring full bleed duotones and half pages designed to call out 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 logo.
The Mohawk Craft Cooperative
The Mohawk Craft Cooperative is a quarterly publication that seeks to restore printers’ belief in the power of craftsmanship in 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 and 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
Also designed by Hybrid Design, this piece is printed on Mohawk Superfine, Eggshell Ultrawhite with eight color UV inks. Letterpress scored and folded by Shapco Printing, Minneapolis, MN.
The Mohawk Maker Quarterly
Believing that partnership is essential to furthering the interests of makers, 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 focuses on ‘Heritage & Innovation’ and features the following makers:
Leslie Williamson, a photographer bringing craft culture to life, San Francisco; Shogu Tokumaru, a singer, songwriter, multi-instrumentalist, Tokyo; Union Made, purveyors of well-made classic goods, San Francisco and Santa Monica; Tugboat Print Shop, hand-carved woodblock printing, Pittsburgh; Taylor Stitch, makers of fine craft tailored clothing, San Francisco; Alabamboo, makers of the Bamboo bike frame, Greensboro AL; Eatwell CSA, organic farmers and CSA box providers, Dixon CA; Andante Dairy, biochemist turned craft cheese maker, Petaluma CA; Colossal Media, the people behind the hand-painted billboard, New York; Tim Kerr, the musician’s musician and an artist’s artist, Austin TX; Stephen Shore, photographer, bookmaker and professor, Annandale-on-Hudson NY; Best Made Co., makers of tools and other goods, New York NY; and Moo.com, an online printing company creating products from your own photos or designs, London.
Hybrid Design was involved in this publication as well. It is printed on Mohawk Superfine, Eggshell Ultrawhite, by Shapco Printing with seven color UV inks. It 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 photos containing the app icon found throughout each publication, readers can enjoy a multidimensional experience with bonus content including videos and animation. Mohawk Live is free and downloadable in the App Store or Google Play.
The Story of Superfine
As noted above, the publications are all printed on Mohawk Superfine, long been celebrated for its quality, consistency and exceptional printing surface. Developed in 1945, Mohawk’s iconic, flagship paper grade is known as an outstanding uncoated text and cover paper for offset printing, and as the benchmark in fine paper for digital printing. Applications include 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.
You can view the publications online or sign up to receive Mohawk’s new Culture of Craft publications here.