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Lead Image

BAKER Holiday Card


Production Method




BAKER Design

Design Direction: Trent Johnson
Icon Design: Everyone at BAKER
Production: Cindy Oman



Jessen Press

A collective effort within BAKER to showcase all of those things the entire team is thankful for comes together to also share with you their collective gift towards those in need. 




Quantity Produced


Production Cost

Production Time

3 days

Dimensions (Width × Height × Depth)

7 × 5 × ┬áin.

Page Count

Paper Stock

Arjo Wiggins / Curious Touch / Milk / 111 C

Number of Colors





Gotham Rounded (Hoefler & Frere-Jones)


BAKER Holiday Card
BAKER Holiday Card
BAKER Holiday Card
BAKER Holiday Card ---

Recent Posts



Project Description

"Creativity is at our core and it's in everything we do." Since setting that phrase as our mantra during our identity redesign in 2010, BAKER has challenged itself to live up to an exceptionally high bar creatively. As a culture of creative individuals, where everyone is inherently unique in their own way though invariably part of the larger collective whole, we pride ourselves on our differences as well as our similarities. It is with this lofty level of careful consideration that we set out to design a holiday card that would not only put a meaningful twist on the traditional seasonal mailer, but also encompass our entire creative community. From creative to accounting, everyone at BAKER was invited to creatively 'sign' the card by developing an icon based on the idea of something for which they were thankful. A variety of ideas were submitted ranging from big picture blessings to life's little pleasures with a wide breadth of icons making up our final selections. Collectively, the icons were then artfully arranged to make up a unifying red cross in honor of the donation we have made to help the victims affected by Super Storm Sandy. In addition to the final printed piece, a behind the scenes video was then also produced internally and posted on, showcasing the people who make BAKER what it is and adding an extra layer of personal connection to the meaning behind each individual icon.

Production Lesson(s)

Though seemingly simple on the surface, there was much learning to be had during the production process of this card. While we were initially aware that the combination of Pantone premium metallics (PMS Silver + PMS 10171) on the Curious Touch paper would effect the overall luster of the inks it was difficult to know to what degree. Due to this detail it was imperative that the text side of the card be printed on the softer touch side of the card allowing the metallics to achieve a slightly more luminous sheen on the icon-laden front side of the card. In addition, the inks took up to 3 times longer to dry due to the paper stock, adding an extra element of planning to the production timeline. Once completed, however, we are extremely happy with the end results and want to specifically thank Jessen Press for working hand in hand with BAKER to achieve the desired overall effect. ”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

January 10, 2013


Filed Under

Holiday Card


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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