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A Cowboy's Dream

Quantity Produced

Distribution items: 1,000
Room objects: 50

Production Cost

Production Time

2 months

Dimensions (Width × Height × Depth)

Letterhead: 8.5 in × 11 in
Envelope: A7
Business Card: 3.5 in × 3.5 in
Promotional cards: 3 in × 5 in; 4 in × 6 in; and 5 in × 7 in
Boxes: 10 in × 12 in
Burlap bags: 5 in × 8 in

Page Count

Paper Stock

Crane Lettra

Number of Colors

Across various pieces: PMS 1817, Black, Blind letterpress and engraving




Engravers Gothic, Hoefler Text and hand lettering


As designers we like to explore, we like to challenge ourselves with the various aspects of what we do, what we are able to accomplish and that which is new. The team at KURO came together to work on the identity system for A Cowboy’s Dream, a luxury bed and breakfast in Alamo, Nevada. With a set of materials running the traditional gamut of items, the team really let loose with the items that are included in each room. Working with wood, engraving, burlap, metal, iron, and paper they beautifully instill a message of tradition and heritage on a twenty-first-century project.

A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity --- A Cowboy's Dream Identity


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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

February 11, 2010


Filed Under

Identity Materials


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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