Graphic Design: The Modern Way

(December 1996)

Holly Utech is proud of the environmental influence she has as a graphic designer. As creative director at Studio Flux in Minneapolis, MN, she designs for a wide range of clients, from national retailers to local attorneys, photographers and editors, to environmental organizations. With a high concentration of ad and public relations agencies in Minneapolis, a significant part of her business is "identity packages" -- high visibility letterhead, business cards, and promotional materials.

Utech spent some time in Eastern Europe and "got a shocking view of what happens when people don't take care of their environment." So when she and partner John Moes started Studio Flux three years ago, after stints at a large ad agency and work with environmental groups, "We wanted to face the 90s head-on with ecological design solutions. You can reduce the environmental impact of your work through which size paper you use, your choice of materials, and the ways you use the press sheet."

For example, to prevent the large swath of waste (as much as six to eight inches wide) that often accompanies printing on parent-size sheets, Utech carefully planned a recent piece by finding out beforehand what size press sheet would be used. Then she worked her design from the press backwards to maximize use of the sheet, including designing for as little bleed as possible. Utech explains, "We have a strong focus on how we can get the most from the paper, including how to make the most impact with each piece."

She put that principle into practice in her recent redesign of the identity package for her own company. "I wanted to do something educational, and I wanted to use every bit of the paper," Utech says.

She produced a narrower (7.5x11), attention-grabbing letterhead on 45# kenaf paper and used the extra inch on the side to make special accordion-fold booklets that promote both Studio Flux and kenaf paper. Her business and reply cards are cut from 60# cardstock, with the extra edging used as the covers for the booklets.

"We call these booklets The Modern Way Kenaf Paper Kit and they really draw a crowd," she says. "They're highly designed and grab attention, so they don't need to be big."

A local photographer wanted an extensive "business system" of letterhead, labels, note sheets and business cards. The resulting complex and sophisticated identity pieces designed by Studio Flux boost his professional look while at the same time minimizing waste. The photographer can choose between using regular-size letterhead, or smaller note sheets for shorter communications.

Most importantly, the package includes business cards that are printed with one of eight different photographs so that, as Utech explains, "When he's handing out his card, he's handing out his work."

Recycled paper with postconsumer content, chlorine-free whenever possible, is the standard at Studio Flux, although some clients specify their own paper. Utech finds that the cost difference for using environmentally sound paper is negligible. Only on jobs produced in huge volumes does it make a significant economic impact. In fact, the kenaf paper's cost came in below the price for some recycled paper.

Active in implementing the Minnesota response to the American Institute of Graphic Artists (AIGA) national initiative for environmental responsibility, Utech has found that, "When you're designing for the environment, you don't have to sacrifice quality. But you may have to become a better designer and upgrade your skills. You can't just throw money at a piece. You have to really think it through, be more creative and be a good planner."