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Quantity Produced


Production Cost


Production Time

One Month

Dimensions (Width × Height × Depth)

Flat: 70 cm × 100 cm (27.5 in × 39.3 in)
Folded: 25 cm × 35 cm (9.8 in × 13.7 in)

Page Count

Paper Stock

Dacostern matte art paper, 135 gsm

Number of Colors



Spot Gloss Varnish



Times New Roman, Italic (generic version)
Times New Roman Expert MT, by Linotype ("for non lining numerals!)
The sans serif is something we drew based off a specimen we found in the public library which was unnamed, we are calling it Zut Gothic.


Making an impression as a small independent design firm in New York is a challenge. One strategy is to go big. Exactly what Frank DeRose did for the opening announcement for his new studio, Zut Alors!, where he created big Z to carry around the streets of the city and then placed that in a big sheet of paper to send out as a promotion.

The project was produced to introduce the studio to potential clients. This turned out to be the most difficult thing ever… we built the six foot styrofoam Z in November of 2008 (November 1, in fact, that is my mother’s birthday) and photographed it a week later. I then spent the next year trying to come up with something that could go on the other side of the piece of paper that the Z image is printed on. In the end what happened is that every idea I had over the course of said year ended up as the reverse side of the image of the Z.

The main thing was getting as big of a sheet to print on as possible… this led us to get quotes from European printers as they just ended up being more economical. We are a New York based shop and the local printers were simply more expensive, or could not handle a large enough sheet.

The result is an enjoyably hectic poster filled with clever details to discover. And if you are wondering about the studio’s name, Facing Sideways had an interview with Frank:

The process of incorporating a business in NY State requires that you send the bureaucrats 3 options and they tell you which of those 3 you can use, they start with the first, et cetera. We sent, literally, 3 lists of 3, and all of those 9 names were taken. So, eventually, Zut Alors! It is just a phrase that stuck in mind from an elementary school French class. And it is funny to have an office which is basically named “Darn it.”

Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement --- Zut Alors! Opening Announcement

Bonus business card shots.
--- Zut Alors! Opening Announcement


Recent Posts



Zut Alors! Opening Announcement


Production Method



Design and copywriting: Zut Alors Inc.
Photography: Pilar Freire



E&B Engelhardt und Bauer

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

November 1, 2010


Filed Under

Self promotion


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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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