Absolute-Proof website 1998 launch design

Absolute-Proof | Digital Proofing Resolved | The 1998 product, website and brand launch


Best-in-class colour-managed workflow hub / digital proofing software solution, brainchild of brilliant friend pre-press professional Hjórtur Kristínsson, named by me ‘Absolute-Proof ’, launched in 1998, this was the first iteration of the web design I designed for the product launch. The launch was aligned with Hugo showing at the Drupa print fair in Dusseldorf that year. The AbsoluteProof website was developed in collaboration with a web design firm in Reykjavik, Iceland.

After 10 years of continuous development and with the software package sold in physical form on a highly secure USB key, the Christchurch New Zealand firm developed a revolutionary monthly subscription model, launched as ‘Absolute-Proof Live 2008’ for their colour-managed workflow hub / digital proofing solution. This made their internationally recognised proofing software very affordable and eliminated the significant transactional burden of keeping customer’s software versions up-to-date with the rapidly developing OS X platform.

To deliver this best-in-class subscription proofing solution to their international client base required a robust, state-of-the art website to be developed. The client bolted together the collaboration with Christchurch firm Deflux—doing an excellent job of handling the web development. My role in the project was to design and art direct the front end of the site, all presentational and user interface attributes;

  • the overall Art Direction design theme and page layout templates, header, body and footer
  • custom dimensional header and sidebar navigation menus and their hover and clicked states
  • a set of hand made custom icons, one each for the 7 market segments for the
  • either source or photograph all the imagery on the site and design the banner slideshows

this was supplied to the developer in pixel-perfect psd files. Also provided the navigational structure, wireframes and researched and wrote most of the technical content on the site.

Digital Proofing Resolved

AbsoluteProof® is a Mac OS X based digital proofing solution that turns your inkjet printer into a cost effective contract proofing system. The built-in Intelligent Multicolor Engine® expands the printer’s color capabilities using standard ICC profiles to achieve accurate color match for CMYK, spot colors, & HIFI workflows. AbsoluteProof can print remotely to multiple devices at multiple locations, and it can match to both certified colour standards such as G7 GRACOL, SWOP, and FOGRA, and match to custom press profiles in CMYK LAB or RGB mode.

Absolute proof brand printout from wide-format inkjet

Absolute Proof | New company name, new identity


Web Design firm: Surface Active graphic design
Web coding & CMS customisation: Deflux

©magentadot brands

1988–2002 Surface Active, AbsoluteProof, Originate brand name, Originate brand positioning statement, Photoshop compositing, Printing & publishing, Software, Technical writing, Technology, Typography, User experience design, Web content development, Web content writing, Website

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