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Quantity Produced


Production Cost


Production Time

5 Days

Dimensions (Width × Height × Depth)

5 in × 7 in

Page Count

Paper Stock

Crane's Lettra, Pearl White, 220 lb Cover

Number of Colors

2/2 Spot, a Total of 7 Impressions




Lexia by Dalton Maag


Can you believe it’s April and we are still talking about new year’s cards? Hey, at least they are 2009-to-2010 cards. But are we supposed to ignore a card that, although it only uses two spot colors, required seven impressions to get the effect you see on the images below? Of course not. Created by Three Oaks, Michigan-based Thesis, this card was sent out to friends as well as to their largest client constituency, architecture and interior design firms, hence the visuals. Thesis’ Art director Greg Anderson, explains:

The printing was done in my basement on a Chandler & Price Pilot Press (New Style). I’m always looking for excuses to lurk down there and work with cast iron and rubber ink, either on personal projects or pieces supporting the studio. Thesis has fallen into a tradition of sending out a New Year’s card and my goal usually is to hijack the project so I can print in the basement.

This one was a little tricky in achieving the right hue and transparency for the forms on the front of the card. So, after getting the ink mixed properly, it was simply a few rounds of impressions. Although it’s really only a three color job, or 2 over 2, it required seven different impressions. I printed the four “perspective” shapes on the front individually, at different impression depths, with the hopes of getting some nice overlap on the lines as well as buildup of ink on the double hit areas.

So there you have it, when you want different impression depths and nice overlaps, you have to do things yourself.

Thesis New Year's Card --- Thesis New Year's Card --- Thesis New Year's Card --- Thesis New Year's Card


Recent Posts



Thesis New Year’s Card


Production Method



Thesis: Greg Anderson



Greg Anderson

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

April 6, 2010


Filed Under

Promotional Cards


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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