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Artist Edel Rodriquez, a former art director for TIME magazine, was commissioned by Tomorrow Partners to create a series of illustrations for a catalog introducing Mohawk Loop, a new line of recycled and environmentally preferable papers, manufactured with windpower and made carbon neutral.
Having been an art director for a while, working on a catalog for Mohawk had always been one of the things Rodriguez wanted to do, being that their catalogs are always so well produced.
The illustrations/ artwork:
The book is beautifully designed and includes a wide variety of paper stock, photography, graphics, pullouts, embossing, cutouts, everything to show a designer what the papers are capable of.
The produced catalog:
The new Mohawk Loop line combines the best of four legendary grades into one to create the ultimate environmental paper line. Synergy, Passport, Genesis and Proterra have been integrated into this line. Every item is FSC-certified, made with wind-generated electricity, made carbon neutral and contains PCW of either 30%, 50%, 80% or 100%. Two new premium print surfaces have been added: 50% PCW silk coated and 100% PCW Inxwell. With 35 shades across 10 finishes, Mohawk Loop is now the most comprehensive and most environmentally responsible product line in Mohawk's offering.
Creative Director for the project: Gaby Brink.
Hand lettering on most of the spreads: Grady McFerrin.
The hand lettering on the fish spread is by Edel Rodriguez himself.
Printed by RR Donnelley.
Mohawk Loop: A Living Almanac is free (plus shipping) and available here.
see more of Edel Rodriguez' work here.
all images and info courtesy of the artist and Mohawk Paper.