19 DAVID SCHIMMEL AND PARTNERS
“Once upon a time, choosing an uncoated paper to print a job with photography or illustration meant taking some risks on print quality. But no more.” So begins the compelling opening to The Naked Truth About Uncoated Paper, one of three engaging buyer’s guides produced by Mohawk Fine Papers. The other two are Paper Basics (“A guide to specifying the perfect paper”) and Sense and Sustainability (“A guide to choosing papers that support environmental sustainability”). David Schimmel, who led the conceptualization, content and design of all three, describes them as “practical and approachable basics guides to paper and printing, written to be understood, hence the clever titles.” Culling down content to determine what should be included and what should be excluded from the guides was a challenge, Schimmel says. Keeping them simple and straightforward, he felt, would ensure their value to a broad audience of both experienced paper buyers and complete novices. “Mohawk felt we hit the mark spot on,” he says. “ More importantly, these guides have been reprinted a number of times and are embraced for their utility.” When asked to sum up the bare-naked truth about uncoated paper, Schimmel artfully replied, “It looks hot without ink.” by Romy Ashby

David Schimmel And Partners | President, Creative Director: David Schimmel | Copywriter: Mary Anne Meyers | Designers: Albert Ignacio, Megan Forb | Client: Mohawk Fine Papers | Contact: www.andpartnersny.com