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A Cowboy's Dream

Quantity Produced

Distribution items: 1,000
Room objects: 50

Production Cost

Production Time

2 months

Dimensions (Width × Height × Depth)

Letterhead: 8.5 in × 11 in
Envelope: A7
Business Card: 3.5 in × 3.5 in
Promotional cards: 3 in × 5 in; 4 in × 6 in; and 5 in × 7 in
Boxes: 10 in × 12 in
Burlap bags: 5 in × 8 in

Page Count

Paper Stock

Crane Lettra

Number of Colors

Across various pieces: PMS 1817, Black, Blind letterpress and engraving




Engravers Gothic, Hoefler Text and hand lettering


As designers we like to explore, we like to challenge ourselves with the various aspects of what we do, what we are able to accomplish and that which is new. The team at KURO came together to work on the identity system for A Cowboy’s Dream, a luxury bed and breakfast in Alamo, Nevada. With a set of materials running the traditional gamut of items, the team really let loose with the items that are included in each room. Working with wood, engraving, burlap, metal, iron, and paper they beautifully instill a message of tradition and heritage on a twenty-first-century project.

A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity


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This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author


Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

February 11, 2010


Filed Under

Identity Materials


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About UnderConsideration

UnderConsideration is a graphic design enterprise that runs a network of blogs, publishes books, organizes live events and judged competitions, and designs for clients.


Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

Speak Up (2002 – 2009) / Discussing, and looking for, what is relevant in, and the relevance of, graphic design. Archives Only.

Word It (2003 – 2010) / Encouraging creative diversity in the community through monthly, one-word challenges. Archives Only.

Brand New Classroom (2010 – 2011) / Providing a space for critique and opinions on student identity workArchives Only.

graphic design

Department of Design / Designing corporate and brand identities and full development of printed and digital matter for clients.


The 2010 FPO Awards / 2011, self-published.

The 2010 Brand New Awards / 2011, self-published.

Flaunt: Designing effective, compelling and memorable portfolios of creative work / 2010, self-published.

Events & Judged Competitions

Brand New Conference / A one-day event on the development of corporate and brand identity projects by some of today’s most active and influential practitioners from around the world.

Brand New Awards / Celebrating the best identity work produced around the world.

FPO Awards / Celebrating the best print work from around the world.


Graphic Design, Referenced: A Visual Guide to the Language, Applications, and History of Graphic Design / 2009, Rockport.

Women of Design: Influence and Inspiration from the Original Trailblazers to the New Groundbreakers / 2008, HOW Books.

The Word It Book: Speak Up Presents a Gallery of Interpreted Words / 2007, HOW Books.

The End