The London-based luxury printer launched its book, The Pursuit of Perfection, at an event in Clerkenwell last night (23 November).

It is the culmination of a four-year collaboration with creative agency Certain, through which the company had sought to rebrand and consolidate its approach to the market around seeking perfection in its printed products.

The hardback book is bound in Conqueror Wove Diamond White Colorado cloth over 3,000-micron board. The pages within tell a story about Geoff Neal’s work with a number of clients and different pages showcase the possibilities of different substrates, inks and varnishes, print techniques and finishing processes.

Geoff Neal chief executive Sam Neal said: “We wanted to rebrand and put more of our personality into the way we do business, so we worked with [Certain managing director] Phil Dean to come up with a new identity based around perfection in print.

“This work was running for a while when Phil convinced me we needed to do something brave and suggested writing a book. We had no idea how much we were biting off when we started, but over time this project has come together and tells a great story.

“It is more than ink on paper. In a world that is increasingly throwaway, instant and full of fake news, there is a lot of heritage and trust in print. This is a statement of intent that we can put on clients’ desks and show them that we are a great printer rather than just an efficient manufacturer.”

Neal said he did not want to make the book all about his own company and as such “about eight pages” are dedicated to Geoff Neal. The rest tells the stories of its clients and how their commissions were realised through creative print.

At the back of the book, a glossary details the different materials and processes used for each section, with die-cutting, spot UV thermochromic inks and multi-layered embossing among the tools deployed by PrintWeek Awards 2018 direct mail printer of the year Geoff Neal.