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Tactic Marketing, Inc.

Quantity Produced


Production Cost


Production Time

3 weeks

Dimensions (Width × Height × Depth)

1.75in × 3.5 in

Page Count

Paper Stock

220 lb. Crane Lettra

Number of Colors

1 spot ink, PMS 312




Whitney (Hoefler & Frere-Jones)


I remember getting a couple of business cards from realtors a few years back that included, besides all of their contact information, a headshot reminiscent of their drivers license. Besides the real estate industry I had not encountered any other headshots until this card put forth by Tactic Marketing—unlike my previous experience, this one I liked.

We set out looking for something substantial and unique. We loved the idea of letterpress on the heavyweight Crane, and we stuck with a single color to offset some of the cost. From the start, we were attached to the idea of everyone having their own unique ‘back,’ and we played around with several different options before arriving at the headshots. The loose halftones worked well—corresponding with the one color theme, and creating a nice texture. And due to the coarse dot pattern, the headshots are somewhat dynamic in their appearance - up close they appear as an abstract pattern, and at a distance they read as a crisp headshot.

Working within the restrictions of letterpress really inspired us to look at things differently, and we couldn’t be happier with the end results.

Tactic Business Card ---Tactic Business Card ---Tactic Business Card ---Tactic Business Card


Recent Posts



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

November 26, 2010


Filed Under

Business 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