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DS Reps

Quantity Produced


Production Cost

Production Time

1 month

Dimensions (Width × Height × Depth)

18 in × 24 in × 1.5 in

Page Count

12 individual pages

Paper Stock

Cougar 100 lb Cover Matte

Number of Colors



Velvet Touch Coating



Helvetica Neue


Creating a portfolio of sorts for DS Reps, perfectholiday brand design developed a custom cardboard box that unfolds to reveal a set of large prints that are held together with a binder clip. Finding nothing that met their criteria, they had to experiment and test a series of prototypes before finding the exact fit.

We wanted to create a mobile art show in which everything needed was contained in a large custom box. The recipient is forced to interact with the package rather than place it into a bookshelf where most photo promos end up.

The custom gatefold seemed to be the most appropriate solution to house the posters. It allowed the viewer to slowly open the layers to reach the inside content. Binder clips were a must from the beginning. It is such a commonly used device that works perfectly when hanging the photographer prints. The size of the box necessitated a custom designed box that needed many prototypes and testing. We needed to make sure it had enough strength to survive shipment but also limit excess bulk to keep the proper aesthetic. Also, everything from tape placement to shipping labels had to be well thought out.

And like many projects, this one has a lesson to file away for future use. It has nothing to do with the printing process itself, but with the choices made when putting together the specs that would define its final outcome.

Never print photo promos on matte uncoated stock. Photographers want detail and the matte uncoated stock soaks up too much of the ink resulting in a slightly muddied image.

DSREPS Promotional --- DSREPS Promotional --- DSREPS Promotional --- DSREPS Promotional --- DSREPS Promotional --- DSREPS Promotional --- DSREPS Promotional --- DSREPS Promotional --- DSREPS Promotional


Recent Posts



DS Reps Promo


Production Method



perfectholiday brand design



D. M. Steele

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

September 13, 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