Working on the Veritiv Show (formerly known as Xpedx Paper) is always a great amount of fun for a designer. When else is selection of specialty paper virtually unlimited to whatever you can think up!? This project is a creative person’s dream come true. This year, the event was held at the Joe Louis Arena — however, the client did not want anything directly related to the Red Wings. They had recently changed from the Xpedx brand to the Veritiv brand and preferred to feature their new corporate colors. I still really felt we needed to play off the location – but to make it more subtle in effort to help feature their new brand identity. The paper selection and graphic lines were chosen to subtlety suggest ice.

This project was designed with three different sheets of paper at three different sizes when collated together. It was stitched together in booklet form and mailed in a custom designed, converted envelope. I created the outside sheet in their two spot PMS colors along with a glossy white foil emboss for the logo. This sheet was double hit with the darker green PMS color onto textured paper to get the rich green tone. The second sheet was a transparent vellum sheet that was blind embossed with an oval and the text “Joe Louis Arena” to simply state the location of the event. The third sheet, as well as the envelope, were printed on a sparkle-toned paper with a slight blue cast in four spot colors.

CLICK BELOW TO SEE PHOTOS OF THE ENTIRE PROJECT

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My role in this project:

• Art director and designer
• Project manager – from client management through mailing