Mohawk Blog

Materials Matter: Indoek’s St. Augustine Issue

Words
Ariel Smullen
Photography
Italic Studio
Open pages of Indoek's St. Augustine Issue arranged in a row

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.”

Cover of the St. Augustine issue

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
pages of the St. Augustine Issue
Oldest City Shapers
Printed on Mohawk Via Smooth Light Pink
another view of pages of the St. Augustine Issue
Gator Country
Printed on Mohawk Via Smooth Light Green
another view of pages of the St. Augustine Issue
A Lien On Lincolnville
Printed on 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.”

“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.”
Matt Titone
Partner and Creative Director, Italic Studio

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.”

another view of pages of the St. Augustine Issue

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.”

another view of pages of the St. Augustine Issue
“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.”
Matt Titone
Partner and Creative Director, Italic Studio
another view of pages of the St. Augustine Issue

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.”

Have we talked you into buying a copy?

The St. Augustine Issue is available online through Indoek’s website and in select retailers.

Order now

Production Notes

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Materials + Techniques
Metallic Inks
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Offset Printing Capabilities
4 Color
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PN-designer
Designer
Italic Studio

Materials Used

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