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Lead Image

The Perfect Pair Playing Cards


Production Method





Design, Illustration: Tim Damitz
Art Direction: Justin Ahrens



O'Neil Printing

Teaming up with Just For Kicks to create a promotional piece that shows off the printing prowess of O’Neil’s new HP Indigo, Rule29 illustrated a deck of playing cards that brings a whole new meaning to the term “two pair”. 



O'Neil Printing

Quantity Produced


Production Cost

Production Time

6 Months

Dimensions (Width × Height × Depth)

3.5 in × 2.5 in

Page Count

56 Cards

Paper Stock

Cards: Neenah Linen 115lb cover, White Pearl
Box Tray: Neenah Environment 100lb cover, Desert Storm (smooth)
Box Sleeve: Neenah Linen 100lb cover, Red Pepper

Number of Colors

CMYK + Spot White
Cards: 4/4 + aqueous coating
Box Tray: 4/0 + white
Box Sleeve:4/4 + white


Cards: aqueous coating



Gotham by HFJ


The Perfect Pair Playing Cards
The Perfect Pair Playing Cards
The Perfect Pair Playing Cards
The Perfect Pair Playing Cards
The Perfect Pair Playing Cards
The Perfect Pair Playing Cards ---

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Project Description

The Perfect Pair is a promotional for O'Neil's new HP Indigo and a collaboration with Just For Kicks. Each face card was given a name after a type of person that loves shoes: "The Athlete," "The Congressman," "The Writer," "The Fashionista," etc. The remaining 36 cards each feature a different shoe profile to complete the unique deck.

Production Lesson(s)

Our biggest challenge was planning time to illustrate 52 custom cards and a container that mimicked a contemporary shoe box - it was going take a lot more time than we originally thought. The paper, though, was the make-it-or-break-it factor. Would uncoated paper produce playing cards that felt right? Neenah's digital papers fit the bill perfectly. During the process, we were able to learn just how the digital press handled the different papers and finishes.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

March 13, 2012


Filed Under

Self promotion


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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