Keyword is PricewaterhouseCoopers ^[1]‘ (PwC) method of keeping in touch with the firm’s alumni by discussing issues that relate to their professional lives, including personal photographs of leaders excelling in their fields, and honoring people’s connections to PwC. In this way, the magazine helps to secure lasting, meaningful relationships with the PwC alumni network, sustaining brand awareness, and serving as a bridge to potential business opportunities. We wrote about the publication ^[2] this past winter, and this summer, two issues of Keyword were chosen as Mohawk Show 11 finalists.

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Designed in-house by Kelly Conley, Matthew Wakeman, with creative direction by Amos Klausner, members of PwC’s Brand Expression team, Keyword was created with the mantra “less is more” in mind. “Much like the overall PricewaterhouseCoopers brand, clarity was key to every design decision,” says Wakeman. “This shows in the generous use of negative space, flooded fields of warm gray with sparse white type, and in the judicious use of delicate key lines to anchor the typography and usher the viewer through an enjoyable reading experience. We aimed to convey elegance through simplicity.”

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Environmental responsibility was another important aspect in the production of Keyword. Throughout the publication’s history, it has been printed on 30% postconsumer waste papers from the Mohawk Via ^[5] and Mohawk Options ^[6] lines. “The use of concise articles, vibrant photography and high-quality offset lithographic printing on beautiful uncoated matte paper underscored our approach to create an attractive piece that executives would want to keep,” said Wakeman. “The use of stock containing 30% post consumer waste simultaneously addresses PwC’s commitment to environmental stewardship and corporate responsibility.” In efforts to further cut down on environmental impact, PwC balances limited print runs with digital distribution in PDF form.

Keyword was designed by Brand Expression, the internal creative team at PricewaterhouseCoopers, and printed with a satin varnish by Color Graphics ^[7]. Digital copies of Keyword are available here ^[8].

Client/Design Firm: PricewaterhouseCoopers ^[1], New York, NY
Designers: Amos Klausner, Kelly Conley, Matthew Wakeman
Printing: Color Graphics ^[7], San Francisco, CA
Paper: Mohawk Options ^[6] and Mohawk Via ^[5]

Look for feature stories about the Best of Show winners on Felt & Wire ^[9]. The Mohawk Show celebrates the beauty and brains of design and printing. Winners and finalists are chosen based on the following criteria: aesthetic value, content, paper usage, appropriateness, production quality and excellence of craft.

See a complete list of Mohawk Show 11 winners and finalists here ^[10].

Download a Mohawk Show 12 entry form here ^[11].