Perspective Pays Off

Last year, Chicago-based photographer Ryan Roessler decided to create a new, nearly all-digital promotional brochure for his photography business, which specializes in commercial work for advertising agencies, design firms, and Fortune 500 companies.

The piece, entitled "Perspectives," contains his interpretations of collages or paintings by 12 different world-famous artists, such as George Braque, Henri Matisse, and David Hockney. Roessler's version of an Andy Warhol portrait of Marilyn Monroe, for example, is composed entirely of M&M candies (the Marilyn portrait required nearly 80 pounds of M&Ms.)

Roessler trimmed his expenses in the production of the glossy 36-page, 9x12" promotional brochure by persuading Sheboygan, Wis.-based Universal Lithographers and Consolidated Papers (the latter of which was subsequently purchased by paper giant Stora Enso) to donate their services and products in exchange for samples of "Perspectives."

Another noteworthy feature regarding Roessler's brochure is that much of it was produced almost completely digitally.

For example, Waukesha, Wis.-based Rayson Digital Graphic Services used a Leaf digital studio camera for image capture, a Dainippon Screen SG-737 digital scanner for image separations, and a Xeikon DCP-1 digital printing press for short-run four-color prints.

Rayson provided Universal Lithographers, which specializes in multicolor reproduction, with high-resolution images on an optical disk. Universal then output film via a Scitex PS Star workstation on a Scitex Dolev 2000 imagesetter.

Using a six-color MAN Roland 700 press with aqueous coater, Universal printed five separate press forms in a single pass at 12,000 impressions per hour. Text forms were printed using the four-color process with spot gloss and spot matte varnishes, while the brochure's cover was printed four-color with match green and match metallic gold, plus spot matte varnish and a gloss aqueous coating.

Universal printed "Perspectives" with Inx International inks on Consolidated Papers' 110-lb. Reflections gloss paper for the text pages, and 100-lb. Reflections gloss cover for the cover. The printer scored and diecut all press forms on a 28x40" Brausse diecutter, folded all signatures in four- and six-page forms on Stahl folders, and bound the piece on a Muller Martini saddle stitcher.

Approximately 25,000 copies of "Perspectives" were printed, with 2,500 copies earmarked for Universal. The remainder was divided between Roessler and Consolidated Papers.

Roessler attributes the visual triumph of "Perspectives" to several factors.

"I had complete creative control of 'Perspectives' from beginning to end, and it wasn't a rush project," he says. "Also, I had established relationships with Consolidated Papers and Universal Lithographers."

Universal Lithographers' commitment to excellence was another critical factor in the success of the piece.

"One general rule in our company is 'Right is right and wrong is wrong,' " says Universal Lithographers executive vice president and general manager Jerry Keller. "It's got to be right or we don't do it," he asserts, adding that his firm's sales representatives have received great responses about the piece.

As for Roessler, he's also happy with the finished product. "It's gotten me about $250,000 worth of work," he states—a healthy return on a project that cost about $50,000 to produce.