From Beverly Hills to Malaysia, Singapore, Canada and Italy:
Director of Print Production for The Workbook
2014-2022
The Workbook
Workbook is a unique company that provides marketing resources to commercial photographers, directors, illustrators and animators looking to show their work to creative professionals in the advertising community.
The Workbook Photo/Illustration publications remain a beautiful and specific direct mail piece designed to help the creative community source the talent they need while providing wide exposure for photographers and illustrators.
When I was hired in 2014, the Workbook printed biannual publications of two volumes - photography and illustration. Each book averaged between 400-700 pages, and the production time was consistently tight - just about 3 months to receive, proof, correct and approve 1,200 pages.
Some more details….
We printed 1 Photography and 1 Illustration Book twice a year: Fall and Spring; 4 books annually with custom cardboard mailers for fast shipping upon delivery.
Printed on 130 gsm Lumi Silk, Cover was 4/C +Gloss Laminate on 400gsm 16.14 C2S artboard. Eventually moved to Hansol in 2019 as there was a cost benefit identified by printer. Final Bound/Trimmed Size; 7”x 9”
Binding; Smythsewn in 16-page signatures; shingling not needed but gutter recommendations often given.
All volumes entirely 4/C - no PMS colors accommodated except on special covers.
4/C proofing done with shops in Singapore and Canada. Worked closely with both to achieve pleasing conversions within the 4/C colorspace. Worked to balance the expectations on the monitor with the reality of Asian inks (generally colder yellow and magenta; provided challenges when it came to skin tones and snow, in particular).
Extremely comfortable advising clients regarding 4/C conversions, crossovers and gutter, best practices in terms of art selections, and communicating color expectations regarding reproduction.
Facilitated production through the shut down of our Asia printer in Summer 2020. Identified/tested through our Canadian prep house an ideal partner in Rotolito - a well regarded printer in Italy.
Happily attended week long press checks in Johor Baru, Malaysia and Milan Italy.
By 2023, had produced 24 beautiful Workbook volumes; truly the highlight of my print production experience.
This page is surrounded by my favorite iterations - below you’ll find more on my role, responsibilities and achievements.
Let’s Break it Down…
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International Vendor Management and Scheduling
Negotiated scheduling, pricing, paper, logistics, color comments, content permissions and scheduling with vendors in Singapore, Malaysia, Canada and Italy.
Printed 2 Books twice a year; Photo and Illustration, each averaging 500-700 pages each.
Attended press checks in Johor Baru, Malaysia and Milan, Italy to ensure color expectations of our clients and reinforce our expectations as their client.
For 2 books, total production time was typically less than 3 months, from first file intake to final signature approval - often managing quality and color of 1200 pages within that time.
Worked with prep houses to troubleshoot typical issues - missing fonts, bleed, resolution and standard file requirements. Played middle man working between novice clients unfamiliar with established file standards for print and prep houses intending to provide a superior product.
With a rich knowledge of clients’ expectations, worked closely with prep houses to ensure color quality control for each client’s unique ad.
Honored to have produced so many beautiful volumes with a specific intended audience.
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Client Relations
Our clients were commerical photographers, directors, illustration and Photography Agents, and independent illustrators who had purchased pages and spreads in the Workbook as part of their contract.
I was comfortable personally interacting with all level of clients, guiding them through the possibilities and limitations of 4/C colorspace vs. RGB as well as the limits of late submissions and scheduling implications. (I always did my best to accommodate this!)
I was comfortable receiving feedback on print reproduction, delivering recommendations to sales people, and assessing how to make clients happy and more informed in the future.
I was responsible for all communications to Workbook clients when it came to due dates, 4/C proofing feedback and quality control. Established an ICal option for clients to subscribe to for art due date reminders.
By 2020, world events dictated that our schedule would not allow us to provide formal 4/C proofs to clients for feedback and approval - I knew our people so well that I color corrected all books starting from then, only sending out proofs if I knew color would be particularly problematic for reproduction - this resulted in an established cost savings for my company, and continued earned trust from our clients to produce a quality source book with minimal worry on their end.
As a favor, I also produced custom catalogs and calendars for illustration and photography clients - art was often a pickup of artwork previously approved, but we gave clients access to the cost savings of off shore printing for their own promotional purposes. -
Internal Project Management and Improvement of Processes
I was honored to take over from the 30-year veteran Print Director in 2014. Workbook was a close knit group of people who had worked together for a long time. I tried to help articulate many processes during my time there to help ensure common realities and good communication.
Treated the entire book as my role - not only the paid pages - added a project management aspect to ensuring all departments worked together to confirm internal unity regarding the front (promotional) pages.
Worked with Editorial to create a more seamless process for creating the source book indexes.
Worked with design to test suprior designs for exterior packaging - elevating the cardboard designs beyond merely text.
Delivered on management’s request to produce and include a promotional postcard with each source book package.
Identified a way to ease the requirement of “pagination” - ordering the sold pages of the book in a way that was organic, not repetitive, and placed in an apolitcal way. My soft skills allowed me to intake feedback, vague instruction and internal politics to create layouts that were pleasing to all involved.
Accurately and consistently provided management with predicted and actual costs in the manner requested - our vendors consistently competitive with the quality demanded.