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"I see some companies' names and I can't tell what they actually do," Stewart relates. "Sometimes I hear the name and I think, what are you and what does it mean? I haven't felt a compulsion to rebrand my company to some other name that hides the fact we're printers."
There's no crisis of identity at Capital Offset, where craft is king and the process is almost as much a work of art as the piece itself. It competes in four major disciplines, led by the production of museum and gallery books, along with fine art photography. A recent job for Capital Offset was an illustrative book containing all the design and art from the Obama campaign; the result of which, Stewart proudly (and rightly so) notes, will end up on the president's desk.
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