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Quantity Produced


Production Cost

Production Time

3 Weeks

Dimensions (Width × Height × Depth)

8.75 in × 5.75 in

Page Count

Paper Stock

Neenah Esse Pearlized Latte 105 lb Cover, Smooth

Number of Colors

6/2 Spots
Gold and Holographic Foils


Flood dull varnish



Mercury by Hoefler & Frere-Jones


As an excuse to get in touch with clients and peers, design firm Measure created a set of three postcards with a critterly theme that brings attention to their web site and their recent achievement of being featured in the I.D. Design Annual.

The bugs for the most part are a result of our interest in design in nature and the collaboration of science and art. As a visual metaphor they acted as gilded specimens to promote the portfolio on the website, a highly developed and complex eye to invite the audience to take a closer look, and a showy display to announce our recognition in the I.D. Design Annual.

While all three postcards share bugs, each one has a different visual effect, from the simple offset printed close-up of a fly’s eyes, to the gold gilded spots on the three bugs, to the groovy holographic moth. The latter two are certainly the more eye-catching, especially as the foils react against the light, shining differently at each angle. But according to Measure, it was the paper that brought the three postcards together.

The paper was an experiment that turned out to be what I consider the real success of the production end. We used Neenah Esse Pearlized Latte Smooth. The intent was for the pearlized finish to subdue the foil just a bit by bringing some subtle bling to the printed surface and also use the finish to create depth in a flat piece. The paper has a very hard surface and because the inks go down with minimal water on this particular sheet, they get a great richness and vibrance to them. On the backs we used the black to help control where the pearlescent would punch through and add a sense of depth to the piece. The light green ink against the black resulted in a subtle optical illusion that the type was floating above the surface. It was a slow process with several passes in the press to allow for drying on this sheet, but it performed brilliantly.

Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards --- Design Measure Postcards


Recent Posts



Measure Postcards


Production Method



Design and Illustration: Chad Johnston, Chris Malven and Austin Van Laar,



Offset: Holm Graphic Services
Foil: Feiereisen, Inc.

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

February 18, 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