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Lead Image

This graceful identity and collateral system superbly reflect Amy Anderson’s photography and clientele. Soft curves and thin lines in the logo convey a soft caring touch, while the color choice, application and paper selection provide a comfortable home for Amy’s wedding photos and portraits. 



Amy Anderson Photography

Quantity Produced

250 business cards
50 of everything else

Production Cost


Production Time

3 Weeks

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

French / Speckletone / Starch White / 100 C
French / Speckletone / Starch White / 80 T
Business Cards: French / Speckletone / Starch White / 100 C duplexed

Number of Colors





McCartney, Linda (thin weight) by Dan Cassaro
Gotham, Book and Medium by H&FJ


Description ---

Recent Posts



Project Description

Amy Anderson shoots on film and has established a warm, calm style across her portfolio. We wanted to create a look that was visually undemanding so that the photos could do most of the work without being overshadowed by some crazy logo or collateral. A simple, one-color palette of gray was our first step. Then, creating a thin, almost wispy, logo as the cornerstone of the identity helped solidify the sort of "background" presence that we hoped to achieve.

Production Lesson(s)

A project with this many pieces takes FOREVER to prep for print if you're only one person. Schedule (and budget) for that!”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

March 25, 2013


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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX. More…

blogs we publish

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.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End