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Lead Image

MacDonald Photography Brochure


Production Method

Foil stamp



Rule29 Creative

Creative Director: Justin Ahrens
Designer: Steve Czech



O'Neil Printing

Full color, spot color, spot varnish, several foil stamps, 3 papers and stitch-bound? We’re not worthy!

FPO video review at the end of the post. 



MacDonald Photography

Quantity Produced


Production Cost

Production Time

3 Months

Dimensions (Width × Height × Depth)

11.75 × 17.5 in.

Page Count


Paper Stock

Skin Curious Collection / Mocha 141C
Curious Translucents (U/lc) / 27T
Utopia / One Gloss / 80C

Number of Colors

Cover: Clear + PMS 871 Foil Stamp
Flysheet: 1/0
Interiors: 4/4 Plus Spot Dull Varnish


Spot Dull





MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure

Recent Posts



Project Description

In collaboration with MacDonald Photography, Rule29 wanted to create a breathtaking book of full-page photography that depicts the story behind a cause close to both of their hearts. Worthy features moving, full-color images captured in the slums of Nairobi, Kenya, with the intent of challenging the very definition of the word. As a self promotion for Brian MacDonald's brilliant photography we wanted to capture the way he sees the world as well as his ability to shoot.

We also worked hard to use the paper from Appleton Coated as a part of the story and experience. We chose to work with O'Neil Printing for the beautiful production which included full color, spot color, spot varnish, several foil stamps and 3 amazing papers all bound together by our friends at Roswell Bookbinding.

Production Lesson(s)

Some of the biggest challenges was getting the correct weight of each stock figured out for the right feel, as well as working with production to get the thread the right distance apart so it didn't tear the thinner interior paper. We also agonized over each image to make sure it was cropped right and the reproduction would turn out the way we wanted it to.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 8, 2012


Filed Under

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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