Responses by Matt Titone and Ron Thompson, partners/cofounders, ITAL/C
Background: The Indoek St. Augustine issue is the second in an ongoing series of large format “city guides” that feature a different town in every issue. Our goal is to focus on locations we love and that have a unique creative culture to them. We want to share those stories of creative personalities and rich history with our audience.
Reasoning: Like our first issue Venice, St. Augustine the city has a rich history and many changes happening in the area. There are a lot of artists moving in, new design-forward businesses taking root and climate change that is affecting everyone. It was a natural fit for us to do issue #2 on St. Augustine since we love it so much. Most of our audience has probably never even heard of St. Augustine, and we are thrilled to introduce it to them in this way.
Challenges: Managing contributors, finding like-minded brands to financially support the project and acting as a publisher of editorial content. We are a design studio first; so, producing all the content was a little out of our comfort zone, but also creatively satisfying at the same time.
Favorite details: Our collaboration with Mohawk Paper on the project. We chose five specific paper stocks and colors from the line that all fit the vibe of the issue and the designs of each individual article. When designing a saddle-stitched book, it’s important to make sure all the paper colors synced up with the right articles and to create even page counts.
Time constraints: At first, this was a slow-moving project because it was entirely self-motivated. There was no deadline, and we were working on it whenever we had downtime from client work. However, when Vans decided to support the issue and put a Geoff McFetridge ad on the back cover promoting its infamous Duct Tape festival in late September, which kicked the project into high gear to get it produced ahead of the event.
Anything new: We learned a lot more about the subject matter than we could have ever imagined—in this case the nation’s oldest city: St. Augustine, Florida. Production-wise, this was also the longest we’ve ever been on press—we spent five twelve-hour days at Typecraft in Pasadena. It was intense, but we became familiar with all the stages of offset printing throughout the project.