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Production Time

48 hours

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Paper Stock

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Brandon Grotesque – HVD Fonts


Self-promo success stories don’t get much better than this one, especially since it involves edible glass. Congratulations on the home run, HLK!

When we heard that the St. Louis Cardinals were looking for a new agency, we knew we had to throw our name in the hat. Our wall facing the stadium is covered in windows and given the proximity of our office to Busch Stadium, we stumbled across a perfect ice breaker. We ordered fake glass from a production house and bought authentic Major League baseballs. We then fashioned labels with grommets and threaded them through the baseball’s laces, addressed them to the key marketing executives within the Cardinals Organization and waited for a call. Well, we got one, and are proud to say we are the St. Louis Cardinals new Agency of Record.

HLK Home Run Pitch Ball ---
HLK Home Run Pitch Ball ---
HLK Home Run Pitch Ball


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HLK Home Run Pitch Ball


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Chief Creative Officer: Joe Leahy
Creative Director: Jake Edinger
Art Director: Dave Mikush
Art Director: Steve Mahn Art
Director: Monica Giardina
Copywriter: Danny Cady




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

Jessica Mullen

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Jessica Mullen

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

February 29, 2012


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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