The Alternative Pick: An Asian-themed "Lucky 13"

The new 13th edition of The Alternative Pick, a directory of photographers, illustrators and graphic and web designers, is being billed as "Lucky 13." Of course, you have to go to another culture to make that work, so the new edition, desig

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The new 13th edition of The Alternative Pick, a directory of photographers, illustrators and graphic and web designers, is being billed as "Lucky 13." Of course, you have to go to another culture to make that work, so the new edition, designed by New York's Platinum Design, has an Asian theme, featuring a debossed laminated cover, gold foil stamping and an infusion of Asian art and culture throughout. In preparation for the project, "We studied different Asian cultures and their take on luck," explains Platinum's Andrew Taray. "We found some really beautiful imagery and ideas for certain symbols and icons, only to discover that what might be considered positive in China might convey the complete opposite in other Asian cultures. We had to be very careful in both the design and message." That's not the half of it. As co-publisher Juliette Wolf-Robin tells it, a lifetime of bad luck was narrowly avoided during the printing phase. "It was the final day of press and we were working on the last page. One of the printer's employees came to me with a copy of the cover and pointed to the symbol for double happiness, which was broken in half as part of the book's design. I told him it was supposed to look like that, but he was very upset and he insisted, 'If you break this symbol, you won't have happiness,' which was the last thing I wanted to hear. Fortunately, a friend experienced in Photoshop was visiting us that day and we made the symbol whole again. This definitely reinforced the 'lucky 13' theme." See www.altpick.com for more info.
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About

Credits
Date
Mar 25, 2004
Concept:
Tracey Wagener
Concept:
Susan Merrick
Concept:
Arya Vilay
Concept:
Matt Bouloutian
Concept:
Andrew Taray
Producer:
Andrew Taray
Designer:
Andrew Taray
Art Director:
Andrew Taray
Design:
Platinum Design
Production:
The Actualizers
Client:
The Alternative Pick
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