Smells like Fresh Print — Pop’set Stationery for Troy Goodall Photography
Brought to you by B&F Papers, the Smells Like Fresh Print series celebrates the beauty and tactile qualities of recently created, selected print projects. This week we share attention grabbing collateral using Pop’set.
Project Title: Troy Goodall Photography
Studio / Design team: Fuman Design
Client: Troy Goodall
Printer: Centurion / GTO Printers
Business Cards: Stock – Pop’set Poppy 240gsm, Letterpress, Duplexed together
Leave Behind Folder: Stock – Pop’set Poppy 240gsm, Die-cut
Troy Goodall is a boundary-pushing photographer with a style that’s provocative, raw and full of black humour. He is sought after for his ability to produce world-class, compelling imagery that gets under the skin.
Troy needed an identity that would strengthen his international reputation. His target audience of advertising creatives and agencies are used to seeing highly-polished portfolios. Our challenge was to grab their attention by breaking with convention and disrupting expectations.
Troy’s work captures the raw essence of his subject matter. He’s a master of scratching below the surface, revealing truths and vulnerability that force the viewer to realise all is not what it seems.
Given online profiles are so easily accessible, we stripped the information back to the bone. Details that are usually mandatory became elements we could abuse, distort and even destroy.
Using the blood red ‘Pop-Set Poppy’, we saturated it in a black ink reverse print, leaving the details and a vein of red on the edges exposed. This created a dark and violent, yet human, impression.
The leave-behind folder, containing Troy’s portfolio, is produced as a sealed object, requiring it to be unceremoniously torn open to access the contents. This action creates a ragged red edge that reveals the stock’s underside. By positioning Troy’s brand in the path of this rupture, we force the viewer to figuratively wound the artist in their viewing of the work.