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Quantity Produced


Production Cost

$50,000 total

Production Time

40 nights and 40 days

Dimensions (Width × Height × Depth)

11.75 in. × 10 in.

Page Count

32 pages + 4 end sheets + cover

Paper Stock

Cover: Curious Paper Skin, Black.
Body: 78 lb. Topkote Gloss Cover.
End Sheets and Mounting sheet, 80 lb. Lynx Opaque Smooth White Cover
Cover Liner: 80 lb. Lynx Opaque Smooth White Cover

Number of Colors

CMYK + 4 spot colors


Matte varnish and gloss varnish


Case bound, Smythe sewn


Linotype Univers


This book was conceived to communicate the achievements of WET, an organization that creates experiences through installations that harness the magic of nature’s elements, something they wished to recreate on the printed page. With various paper textures, varnishes and inks on the interior and the use of foil stamping on the outside they managed to convey different feelings visually and upon touch.

Not quite a book, and not your traditional portfolio, these pages carry a message about the firm with striking photography, flawless production and a lot of personality.

WET Elements of Magic Book --- WET Elements of Magic Book --- WET Elements of Magic Book --- WET Elements of Magic Book --- WET Elements of Magic Book --- WET Elements of Magic Book --- WET Elements of Magic Book --- WET Elements of Magic Book --- WET Elements of Magic Book


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WET Elements of Magic Book


Production Method



Art Direction: Nadine Schelbert
Design: Jane Moon and Avo Adourian
Writing: Nova Jacobs
Illustration, Jennie Lee

Photography: Martin Thomas Ledford, Jim Doyle, Ira Kahn, David Sanders, Patty Lundeen, Peter Kopik.



O'Neil Printing
Roswell Bookbinding

This post was published in the original layout of FPO so all images are smaller. Project descriptions as well as production lessons are quoted in the main content area.

Post Author


Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

August 17, 2009


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

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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 Bloomington, IN. 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