PEW Institute: The Heritage Philadelphia Program, 2011
Compiled Booklets, 10" x 12.25"

The program was structured around the idea that in creative practice, it is essential to be conscious of project constraints, both real and imagined. The PEW selected museum organizations to develop a project on a $1000 budget that would allow constituents to explore creativity and risk-­?taking, while learning from one another during their explorations. gdloft wanted to reflect the concepts of the program through the structure of the brochure. Akin to the nature of the program, gdloft wanted to visualize the melding of various concepts and converge them into one experience. The structure of the catalog reflects this: the catalog can come together or separate.

The catalog is complied of 8 different booklets, each individually featuring one project. When all of the brochures are saddle stitched they create a cover that reflects the diverse perspectives of the participant organization while maintaining cohesion—all text appears in the first half of the catalog and images in the second half. Also when all together no brochure was aligned, adding complexity to the production. All 3000 catalogs were hand aligned and stapled by gdloft.