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2017

ADV @ UNDERCONSIDERATION      Peek here for details

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BROWSE


Lead Image

Bridging the digital world with a tangible promotion a photographer goes interactive and tactile with a carefully crafted frame and inserts—and her designer was careful to not waste but pull double duty on parts that would normally go to waste. 

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Client

Heather McGrath


Quantity Produced

2,000 packs
2,000 business cards
20,000 postcards


Production Cost

$6,000


Production Time

3 months

Dimensions (Width × Height × Depth)


Page Count


Paper Stock

110#C


Number of Colors

Letterpress: 2
Digital: CMYK

Varnishes


Binding


Typography

Acumin Pro
Kepler Display
Industria
Millesime

 


Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
Miniature Views, Heather McGrath Promotion
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Project Description

Heather McGrath is a commercial photographer with a wanderlust for extreme landscapes and passion for organic beauty. She needed a refresh on her visual identity and collateral suite to showcase her personal travels and photo series projects. Extending her aesthetic for early 20th-century parlor cards and ephemera, we worked together to produce a self promotional package called “€œ10 Miniature Views”—a nod to photo souvenirs and travel keepsakes of times past. The concept was to allow the receiver the experience of looking through a small window into incredible or otherwise unimaginable scenes—€”not just places to visit but showing real vision behind her particular viewpoint as a photographer. About the size of your phone, (intentionally in a traditional in 4:5 photo format) the small package was created to be a tactile experience and one to treasure. A letterpress outer package using Colorplan Dark Gray and 3 sets of 10 miniature postcards, digitally printed on Mohawk Via Linen, packed a-la-carte or in curated sets for versatility. So not to waste precious paper, the die cut window from the package doubled as her return address shipping label. Her business card then used the same dieline dimensions but on a sturdier 200#C to all work nicely with her new visual identity suite.

Production Lesson(s)

Having a working relationship with Repeat Press was invaluable to the process. Going on press and seeing some test runs of paper, varnish and ink mixes before going for the full production run was incredible. I would have spec'ed a separate spot color, but he suggested we mix a clear varnish ink with a small amount of black to achieve a debossed impression on the dark gray paper.

Getting the dieline for the package to work with 100C was helpful in testing as well. Luckily Repeat Press was able to adjust the score lines with paper thin moves to wrap around the 10 card stack perfectly and the whole package folds very neatly while still able to open and close with ease.

Ha! We almost lost a bit of the artwork when on a second file submission for printing, one layer had been turned off! Good thing you view in outline mode before sending out for the plates! ”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter

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Date Published

August 18, 2017

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Filed Under

Digital
Letterpress
Promotional Cards

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About

FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

FPO uses Fonts.com to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

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All comments, ideas and thoughts on FPO are property of their authors; reproduction without the author’s or FPO’s permission is strictly prohibited

Contact us by e-mail

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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.

also

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.


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