Since 1879, Hatch Show Print has cranked out amazing artwork using an age-old process known as letterpress. Their artisanic handicraft approach has produced design work for a variety of clients in the American South. From Grand Ole Opry performers such as Bill Monroe, Hank Williams and Johnny Cash to current artist such as Bruce Springsteen, Neil Young and Cold Play, their poster art and advertisements are amazing – their style truly distinct. Now, part of the Country Music Hall of Fame, Hatch keeps the tradition alive – sleeves rolled up, hands dirty and ink under the nails. Pay ‘em a visit and see what it’s all about hatchshowprint.org.

All photography by Allison Freuler

This project utilized several labor intensive processes and was very hands-on to say the least. The business cards were first screen-printed on Crane Lettra 220lb. duplex cover and then drilled to form the half circle bleeding off the edge. This was the first challenge and valuable learning process. Just the slightest bit of movement in the registration when printing caused so many problems ¬ like cutting several hundred business cards down by hand just to be square for the actual cutting machine. After the cards were cut down to the final size (by an actual cutter this time) they were letterpressed in-house using the small tabletop press. To top it all off, each card was then edge rolled to accent the color used on the cards. Below are images of the worlds most expensive business cards and stationery. Enjoy!

Each stack of cards represents a different color. 4 colors plus gray were used throughout the identity project.

Stationery all set up printing the logo full bleed.

Edge rolling each card by hand. This probably took the longest other than set-up.

Finished business cards laid out showing both sides

Edge paint final

Letterhead and envelope

Envelope with custom, hand-made liner

During our initial meeting, they specifically asked for something clean, professional and relevant. The company name suggested the southeast was the only territory covered. We tried to steer clear of that “direction” (pun intended) since they service an international clientele. After weeding through the most obvious, industry infested choices – specifically the “yin and yang” water drops – we settled on the stylized “S” and even dressed up their descriptive tag-line. We like to think this “S” symbolizes more than just the obvious. It represents fluidity, motion and most importantly water. The most interesting part of the design business – at least for Circuit 26 – is researching and learning about these various industries that might otherwise be taken for granted. Below are images from the sketching phase to the final design. Hope you enjoy!

Southeast Supply previous logo design

The newly redesigned logo

Primary and secondary colors used throughout the identity system

Southeast Supply mind map used during the designing phase

Below are some images of their stationery that was printed 2-color on French Whip Cream paper stock.

Isabelle’s full site will be launching in the next couple of weeks so be sure to check back—better yet, check here.

The goal was to capture a typical “day at the spa” and narrate through images the services Isabelle’s Skin Care offers. I’d say the day was very successful. Many thanks to the handful of wonderful models and cooperative staff that made this day such a success. Here are a couple of photos I managed to grab during the day.

The “seals” inspiration was from Asclepius—the god of medicine in Greek Religion and the medical grade equipment utilized by the spa. There will be plenty more work coming from Isabelle’s Skin Care Center in the next couple of weeks. Don’t go too far.