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RRR Project (Self-initiated)

Quantity Produced


Production Cost


Production Time

2 Weeks

Dimensions (Width × Height × Depth)

6 in × 9 in

Page Count

96 + Cover

Paper Stock

Cover: Lynx Opaque Cover, Brightwhite Smooth, 100 lb
Text: Rolland ST 30, 70 lb

Number of Colors

Cover: Black + 2 spot
Body: 1 × 32-page signature CMYK, 2 × 32-page Signature Black + 1 Spot





Archer by H&FJ
Carousel by Gary Gillot


The RRR Project — short for Reduce, Reuse, Recycle — invites participants to “Look around your environment, see what you can save, pick it up, turn it over, and look at it in a different way.” The result is a collection of artwork, photography, words and all other kinds of visual flotsam and jetsam given a second chance to inspire in a collective experience. First published as an e-zine celebrating Earth Day, RRR now comes in a juicy, printed book, RRR.001. The sturdy, uncoated book comes printed with two 32-page signatures in CMYK and one 32-page signature in black and cyan, which gives it a nice pacing and added interest — some of the original artwork from the book is posted on RRR’s Flickr group. The overall feel is of a refined zine bursting with cool stuff, making a solid case for reducing, reusing and recycling not just artwork but the waste around us. Editor Scott Massey assures us it’s not all just hot air:

We tried in every way possible to reduce our footprint with this project, so we wouldn’t be complete hypocrites. And in the next one we will try harder.

The RRR Project supports the Surfrider Foundation and their efforts in protecting the world’s oceans, waves and beaches.

RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001 --- RRR.001

All books bought online will be sent in 80% recycled chip board stay flats to keep them safe and sound. To keep them company, we’ve silk-screened each one to be ¼ of an 18 × 24-inch print. We hope that you enjoy the packaging so much that you won’t throw it away and possibly use it to carry bills or pictures of friends and family.

Recent Posts



RRR.001 Book


Production Method



Scott Massey
Co-designer: Jonathan Sandridge

Co-published by Untitled Publishing



Westcan Printing Group

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

Armin Vit

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

January 5, 2010


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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