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studio marcus kraft





the daily reference




launch campaign for the ‹reference line› by bag manufacturer FREITAG.

the design of the bags was inspired by news messengers on horseback in the 19th century. to emphasise that fact, i suggested to produce a letter press printed newspaper for one month by setting up a temporary newsroom and printing facility in zurich.

from monday to friday, an editorial team cut out images from daily newspapers, which could then be commented on by everybody via the internet. the best commentaries were typeset and printed on a letterpress from 1842. every evening, people could come by and pick up their personal copy of ‹the daily reference›. in addition, paperboys on bikes distributed the newspaper to several cafés and bars in zurich.

download high resolution pdf (38 mb)

nominated for the swiss federal design award and design preis schweiz


read it online here:

high resolution pdf download

photo shoot for various media
photography: bela borsodi

scroll to the right ›

making-of video

accompanying lecture series
three very interesting positions about the future of journalism and media.
organised by freitag and swissmiss.

khoi vinh
blogger, author, former design director for NYTimes.com

david rowan
editor, wired magazine, uk

peter hossli
a curious reporter who always finds a good story (in german)

christian haas, helen pombo
typesetting & printing:
buchatelier markus müller
editorial team:
daniel & markus freitag, martin lötscher,
fosca toth, julia köberlein
interior design: nijo
client: freitag lab. ag
made at raffinerie


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