Adaptive Technologies brochure
design presented some very unique challenges. ATC had an abundance
of photography available for use in their brochure. The problem
was the photography was taken over a thirty-year period by
a variety of photographers. Some good, some bad. Many photos
had a hideous cyan or magenta background that reflected onto
the parts. The solution; I simply threw all the photography
into a melting pot by converting them to grayscale. I then
converted the photo's into duotones and added very subtle coloring
back in. The photo's were placed into the brochure as CMYK.
The new color photography that was mixed in through out the
brochure was toned down to compliment the grey scale photos.
ATC's
premium tool bits are a gold color (hence the second color
in their logo). I used a transparent gold overlay that
matched their logo color. That made the tool bits really
pop. The cover and inner cover art were made from a series
of about twenty photos dating back to the 60's (remember
Woodstock, acid, etc.).
At the time of production, Corel Draw
was the only program capable of all the techniques used here.
Files that are not
produced in Quark or Photoshop will scare the dybbuks out
of a printing company. As not to frighten the printers and
to fool all my Mac friends, I converted the whole layout
into a tif. The result was zero conflicts with the printer
and one very happy client.
