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Rohner Letterpress

Quantity Produced


Production Cost

Production Time

Dimensions (Width × Height × Depth)

3.5 in × 7 in

Page Count

11 Cards + Carrier and Mailer

Paper Stock

12 Different Stocks

Number of Colors

12 Spot for Letterpress
5 Spot for Engraving




Gotham Rounded
Hand lettering
New Century Schoolbook


Before everybody had their own letterpress shop, back in the dot-com days of the early 2000s, only a few folks in the U.S. did good, solid polymer plate letterpress printing. I happened to share the hometown of Rohner Letterpress, Chicago. I printed this business card with them back then and I was immediately hooked. Seven or eight years later, and two American States later too, we still send stuff to Rohner, including our own holiday cards. Anyway, this is a very long way of saying that this is a promo for Rohner Letterpress and Rohner Engraving, designed in collaboration with Chicago-based 50,000feet, Inc., who explain:

In late Spring 2009, Bruno and David Rohner approached us with a simple request — design a promotional postcard. Our approach made a direct appeal to the senses, playfully exploring how words can take the shape of the sounds they make. The postcard packed a powerful punch, with all the energy and sparkle of “snap, crackle and pop.” The first card grew into a package of eleven, combining sight, sound and touch in a simple, but impactful, way.

It was group consensus to challenge the assumptions of traditional letterpress and engraving. We wanted to break the mold without breaking the bank. Rather than dumping the entire kitchen sick into one card, we paced out treatment combinations with a fresh, affordable take on some very old techniques. For the most part, production ran smoothly, with only a few ideas that were not executable. One in particular was to engrave plastic but it was just too pliable. The greatest lesson learned was to take a collaborative approach and merge the craft and creative ideas early in the process.

The cards are really great and playful, each one surprising you in a different way. And they photograph as smooth as butter. I had a hard time editing the selection down to fifteen.

Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo --- Wowza Promo


Recent Posts



Wowza Promo


Production Method



50,000feet, Inc.



Rohner Letterpress
Rohner Engraving

See Printer Profile on Inker Linker

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

October 5, 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