Materials Matter: Indoek’s St. Augustine Issue
Second in a series of “city guides,” Italic Studio created Indoek’s St. Augustine Issue featuring interesting stories, photography and a variety of colored paper.
Printing on colored paper is a great way to amplify design intent.
Indoek is the outlet of personal pursuits of Italic Studio. This year, Indoek published their second issue of city guides, this one focusing on the city of St. Augustine, FL. “There is a rich history and a lot of changes are happening in the area as a new design-forward businesses-thinking is taking root,” says Matt Titone, Partner and Creative Director at Italic Studio. “It seemed like a natural fit to do issue #2 on St. Augustine. Most of our audience has probably never even heard of the city and I’m thrilled to have the opportunity to introduce it to them in this way.”
Like the first issue, the St. Augustine zine was produced in a tabloid format with its own signature color that runs throughout— pure magenta. But unlike the earlier Venice issue, the materials used to print this one really set it apart. Indoek chose five different Mohawk papers that serve the design intent of each article in this issue:
- Mohawk Via Felt Bright White
- Mohawk Via Smooth Warm White
- Mohawk Via Smooth Light Pink
- Mohawk Via Smooth Light Green
- Mohawk Carnival Vellum Yellow
“The paper choices were all made based on two factors: color and recycled stocks,” says Titone. “We specifically wanted a “Florida-y” color palette for the issue with the primary color being the pure magenta, then secondary colors (the paper) being a mint green, sunshine yellow, a light pink and a natural sandy tone, all to compliment the magenta.”
The cover was printed on Mohawk Via Felt Bright White. “The cover needed to be the same basic design template as the Venice issue, but texture became the differentiator. The thick toothy texture of Via Felt was perfect and it made the issue feel way more substantial, like a proper book.”
Indoek harnessed the use of colored paper to help tell St. Augustine’s story and prompt the same desire Titone has about the city. “We really love designing with colored paper. It’s exciting to use paper as an additional color in the designs and see how photographic imagery interacts with it when printed. It gives a whole new life to things.”
What was Indoek’s favorite element of this issue?
“I can’t say it enough (and this is not even a plug for Mohawk) but the paper was a true game changer. It elevated the entire issue from a design perspective, production quality and overall value. It informed everything you see in the issue.”
“Watching people interact with the issue for the first time was such a treat. People handled the issue with such care and everyone commented on how precious it feels because of the paper — no one wanted to mess it up.”
Metallic powders in a varnish base create images with metallic luster. Leafing inks which have metal flakes that rise to the top of the ink mixture have more shine, but increased rub off. The metal flakes in non-leafing metallic inks sink down with less rub off and a little less shine. Non-leafing inks with a dull varnish or aqueous coating perform most reliably on uncoated paper.
Imagine two lunch spots: a cafeteria and a restaurant. Each serve their own purpose, but which one would you bring a client or first date to?