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Lead Image

Friends Select Search Piece/Mailer


Production Method




160over90, Mike Smith

Copywriter: Chara Odhner
Creative Director: Cory McCall
AE: Will Connor, Megan Pomplas, Kaliopi Rose



Kalnin Graphics

Although religion and FPO don’t always mix, this search piece for Center City Philadelphia’s only Quaker school is a print production gem. Advent-calendar style windows give way to fun facts (rooftop athletic field anyone?!), truly piquing my curiosity as to what Friends are all about.  



Friends Select School

Quantity Produced


Production Cost

Production Time

Dimensions (Width × Height × Depth)

8.75 × 5.75 in

Page Count

Paper Stock

Number of Colors





Neutraface 2


Friends Select School
Friends Select School
Friends Select School ---

Recent Posts



Project Description

We designed this brand to spark fascination in everyone/thing that it touches. So in creating a search piece we knew we had to do something a little different. Search pieces are mailed to potential parents to give them an introduction to the school. Most are oversized, high-gloss, trashy-looking postcards with a dash of high-level information about the school. We wanted this search piece to put all other search pieces to shame.

It comes in an envelope that ties in with our ad campaign, asking a curious question about postage stamps, grabbing your attention from the get-go. The piece itself greets you with a barrage of colors spelling out "Open the Doors to Fascination," printed on real, open-able doors. You can't help but want to see what's behind those little paper doors.

Opening the doors is like looking into some of the amazing classrooms at Friends Select. Photos are paired with fun illustrations and little ditties. Just enough information to make you want more, which is EXACTLY IT'S JOB. BOOM, SEARCH PIECED. It's an exciting piece that parents and kids can both enjoy opening together, while discovering what Friends Select is all about.

Production Lesson(s)

We found out that it's close to impossible to make something that has to be glued together, open up and have photos/graphics printed on every side of the paper. But our printer did an amazing job figuring everything out and producing the product almost exactly as we envisioned it.”

Post Author

Author Picture

Jessica Mullen

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

January 9, 2013


Filed Under

Direct Mail


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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