When the NBC television network’s new hit musical drama wanted an impactful print piece to promote the show, they turned to Sonnentag and Primary Color.
Collaborating with the highly creative design team at Sonnentag, we literally pushed the envelope, creating a 42-page perfect bound brochure presented in an embossed and debossed slip case. The design reflected the essential idea of Smash—the behind-the-scenes drama to raise the red velvet curtain on a new Broadway musical.
With so much buzz surrounding the pilot for Smash, we knew this would be a high-visibility project. Unique print and finishing techniques would be required to execute the creative vision, and the complexity of these techniques would involve extensive prepress work. The glamorous photography would also demand that our color work had to be spot on. To complete the desired look for the case, hand finishing would also be needed. Fifty copies of the Smash brochure would have a different logo on the slip case for international use. And all of these steps needed to meet a strict deadline with superb quality.
After a comprehensive research and development phase, we had a clear roadmap for production and our pre-media team meticulously crafted the files for final output. We ran the job on Primary Color’s 41″ Heidelberg UV litho press, printing the slip case on Plike material. The slip case was die cut and a red mylar was hand applied. To create the curtain effect on the case, a sculptured die was used for the debossing. The case also included embossing and spot UV effects. The cover was double thick to create the DVD pockets on the inside back cover. The brochure also included a gate fold with custom doors that were positioned by hand. Spot UV effects were also created throughout the brochure.
When the 1,265 perfect-bound Smash brochures were delivered on time inside the stunning bright red slip covers, the highest expectations of our clients were exceeded. The unique capabilities of our research and development team, along with our color management expertise, enabled Primary Color to achieve the design team’s vision-without any backstage drama.