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Lead Image

Incognition Business Cards


Production Method




Gene Wang




A brain is just a brain until you layer a bullet hole over it with a UV spot varnish. A whole new dimension is discovered and is up for discussion as these business cards are handed out. 




Quantity Produced


Production Cost


Production Time

7 days

Dimensions (Width × Height × Depth)

2.16 × 3.35 in.

Page Count

Paper Stock

Sirio 80 Black / 380gsm

Number of Colors



Spot UV



Helvetica Neue LT Std


Incognition Business Cards
Incognition Business Cards
Incognition Business Cards ---

Recent Posts



Project Description

Incognition is an up and coming brand consulting agency with a focus on the psychological aspects of branding. Based on a cognitive theory first proposed by Dr. Steve Bunce in 2006, which explains the act of unconscious thinking, the Incognition way of branding leverages on the stronger processing power of the unconscious.

Incognition's visual identity is represented through a visual of a brain scan. The fracture lines are a result of the impact of the bullet hole that targets the creative (right) side of the brain which spreads its impact onto the rational (left) side of the brain. This visual interprets Incognition's ability of using creative methods to convince the rational mind.

For the business card, the brain scan visual was printed in black on a 380gsm Sirio 80 black card with a spot UV finish on the fracture lines. The details of the bearer is printed in metallic silver ink.

Production Lesson(s)

The main concern before the print production was whether it was possible to spot UV the 0.05mm fine fracture lines. After discussing with the printers. The final artwork of the fracture lines were increased to 0.15mm to ensure that it registers on the spot UV film. In the end, the fracture lines measure about 0.5mm after the spot UV finish.”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

July 2, 2013


Filed Under

Business Cards


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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