The focus of this promotional piece for an international artist representative firm was to build awareness and engage designers and art directors to request full portfolios of individual artists. In order to lessen production costs, we redesigned the traditional, high-gloss format and designed a newsprint, tabloid foldout that slips into a custom case matching the finished size of all previous volumes. The result was an increase in impact regarding style, attitude and application for each artist and Friend & Johnson—inside the box thinking. 64 pages. 11 x 14 (7 x 11 finished), 4-color, slipcase.