As you watch the 85th Academy Awards show this Sunday night, February 24th, you might not hear a category for Best Invitation, but if you did, the winner would be AdamsMorioka. For the second year in a row, the Beverly Hills-based design firm created the invitation and collateral for the Oscars. We asked AdamsMorioka Partner, Sean Adams about working on the project.

What were the guidelines like when designing for such a high-profile event?
Fortunately, since we created the visual system for Academy of Motion Picture Arts and Sciences we created the visual guidelines. Of course, we followed the identity system with the color palette of Academy Gold, Red, and Black, the typographic standards, and production techniques. Functionally, the invitations do more than simply invite a member to the Awards. There are a multitude of requirements for security, process, and attendance. The packet contains tickets, parking/limo passes, and instructions for attendance. The fun part of the job was organizing all of this in a cohesive and easy way, which Monica Schlaug, our creative director, did beautifully.

How do you approach creating something different each year, but sticking to the guidelines?
The goal never changes, to strengthen the AMPAS brand. Rather than relying on flying film strips and other elaborate visuals, we play with materials. The statuette icon and name, Academy Awards, must be clear and connected. We’re always battling the issue of the audience calling the awards the Oscars, and forgetting the multitude of other activities the Academy engages.

How did you choose the papers that were used?
First, we wanted to make sure that the tactile experience communicated quality. Second, printing excellence is critical. And third, Mohawk’s commitment to sustainable practices is right in line with the Academy’s values. This wasn’t the place to cut corners and use a lesser sheet. We knew we couldn’t go wrong with Mohawk.

Credits
Client: Academy of Motion Pictures Arts and Sciences
Design Firm: AdamsMorioka
Printer: Southern California Graphics
Engraver: The Ligature
Paper:
Embossed/foiled/engraved outer folders:100# Carnival Vellum Cover, New Black
Invitation: 80# Mohawk 50/10 Matte Cover Blue White
Pieces inside folder: Mohawk 50/10 Matte Blue White Cover 80#, Mohawk Via Smooth Text Bright White 80#