Soil 2017 is a book published by Slow Money, a non-profit dedicated to catalyzing the flow of capital to local food systems. This book serves as a wide-ranging, often irreverent reference on the topic of nurture capital, from global economics to microbes in local soil. We worked closely with the author to create a book that reflects its sustainability-focused contents.
Book Design
Realizing that SOIL looked like an upside down 2017, the main title mark is designed around an idea brought to us by the book’s author, Woody Tasch. While the front cover feels like literal soil (a result of the earthy palette), the rest of the design subverts expectations with a bright red-orange color, imparting the book with a sense of urgency and visual distinction.
The book opens with a 17-page poem, visually separated by a pink background, wherein a group of deities discuss the fate of humanity. The remainder of the book is serious, yet playfully witty, prose championing the idea of nurture capital.
"[Referring to the book’s design] I don’t know if it’s an epiphany or an orgasm—I don’t think there’s a name for the experience I’m having."
Woody Tasch, SOIL Author and founder of Slow Money
Sustainability
SOIL 2017 uses various weights of Neenah Conservation, a beautiful line of paper that’s 100% postconsumer recycled. Conservation is also exceptionally economical, making it a great choice for projects with limited budgets. We were thrilled that the book’s writing, editing, design, print production, and binding all took place within a five mile radius. Not only is this hyper-local approach analogous to the book’s core proposition, it results in a markedly reduced environmental impact since, typically, a significant portion of a book’s carbon footprint comes from transportation emissions.
Interior
Neenah Paper, Conservation – Smooth (White PC 100, 70# Text)
100% postconsumer waste (PCW) recycled fibers
Process Chlorine Free (PCF)
FSC® Certified (Forest Stewardship Council™)
Manufactured in the USA
Offset printed with Toyo Hyplus 100, low-VOC (less than 1%), vegetable-based inks (70% biorenewable content)
Cover
Neenah Paper, Conservation – Smooth (White PC 100, 80# Cover)
100% postconsumer waste (PCW) recycled fibers
Process Chlorine Free (PCF)
FSC® Certified (Forest Stewardship Council™)
Manufactured in the USA
Offset printed with Toyo Hyplus 100, low-VOC (less than 1%), vegetable-based inks (70% biorenewable content)
Dust Jacket
Neenah Paper, Conservation – Smooth (White PC 100, 100# Text)
100% postconsumer waste (PCW) recycled fibers
Process Chlorine Free (PCF)
FSC® Certified (Forest Stewardship Council™)
Manufactured in the USA
Offset printed with Toyo Hyplus 100, low-VOC (less than 1%), vegetable-based inks (70% biorenewable content)
Promotional Photography
We developed a concept and photographed promotional imagery for the book. At first, using soil as a prop felt too expected. When we had the idea to throw soil directly at the book, our feelings changed; the result mirrors the book’s irreverent twist with images that are unique, eye-catching, and memorable.
