Working with great creative professionals is one of the most exciting parts of my job. The magic they impart is incredible. Hand them a creative brief and they come back with cool designs, unique formats, and fantastic use of color and paper stocks. You may ask why a “printing and production” guy is working so closely with the creative team. The answer is, as talented as these people are, they still need guidance and direction in order to keep within budget, meet postal specs and ensure their designs reproduce well on whatever medium you have chosen.