In mid-January, on the generous recommendation of fellow design chronicler Alissa Walker, UnderConsideration was invited by Studio 360 — the beloved Public Radio International show hosted by Kurt Andersen — to tackle a rather interesting problem: Redesigning Valentine’s Day, everything from the hearts, to the roses, to the chocolates, to the expensive dinners, to Cupid. Everything we know about Valentine’s was due for a new approach. Now you might think, who would want to come up with this challenge in the first place? Well, Studio 360 has posed similar challenges in the past: Pentagram was asked to redesign Christmas in 2006 (in which I participated while employed there) and Worldstudio to redesign the gay flag in 2009. Of course, we said yes. Yes, to a project that we had to finish in less than two weeks, with no pay, and without any precedents to refer to. Regardless, we decided to approach it just as we would any identity or branding project. The results of this endeavor, along with the process that got us there, are shown below, and at Studio 360 you can listen to the presentation with our “client,” Mr. Andersen.