DESCRIPTION Simplicity Law Business Cards CLIENT Simplicity Law DATE September 2009 DESIGN CREDITS Able Creative Direction and Design: Greg Ash Project Management: Emily Smith PRINT CREDITS Graphic Dimensions TYPE CREDITS Caslon by William Caslon Franklin Gothic by Morris Fuller Benton

QUANTITY PRODUCED 500 each of 4 lots PRODUCTION TIME 4 weeks DIMENSIONS: WIDTH × HEIGHT × DEPTH 2 in × 3.5 in PRINT METHOD Offset and foil stamp PAPER STOCK Classic Crest Antique Gray, 100 lb. Cover NUMBER OF COLORS 1 spot ink 1 foil stamp

I never thought I would see purple foil associated with lawyers. But as many say, never say never.

The average contract at Simplicity is probably no more than a few hundred dollars however they are providing every bit of service that you would get from a more expensive competitor. The price point maybe cheap, but the service certainly isn’t. We felt a great analogy to that was that of being able to purchase a suit from Saville Row for the cost of one from JC Penney’s. We looked there for a lot of inspiration. The foil was really just the finishing touch. The over the top touch that says “man that card looks expensive, these guys are the real deal.”

The process was pretty straightforward. I think I was lucky with the production folks that helped us out. We did a temporary run of the card without foil and it just feels like a cheap knockoff. I think the price with foil was like a buck more per card, but it feels like about twenty.

I am pretty sure there is no comparison between the two sets of cards. Go purple foil, go!