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Quantity Produced


Production Cost

Production Time

3 Weeks

Dimensions (Width × Height × Depth)

18 in × 24 in

Page Count

Paper Stock

French Paper, Poptone, Sweet Tooth, 140 lb Cover

Number of Colors

4 Spot




Various Found and Hand Lettered Type
Brothers by Emigre
Cantebury Sans by Kingsley/ATF
Engravers Gothic
Gill Sans
Herald Gothic

This piece is available for purchase for $90 + Shipping

The Heads of State have put together a literary-sort-of-meta poster about business cards. And not just any business cards:

We wanted to make a mostly-typographic promotional piece based on Chapter 4 of F. Scott Fitzgerald’s The Great Gatsby. That chapter has a section that is essentially an attendance list of all the folks who came to Gatsby’s lavish parties. There are hints about a character’s profession, or address but mostly it is just names. And the names are extraordinary. That lead us to making 1920s-inspired business cards. We had to make up a lot of background information where it wasn’t provided in order to better inform the design so over time it became a bit of an authorship project, too, with F. Scott Fitzgerald as our copywriting partner.

The result is a dazzling array of vintage typography with an amazing finish: 4 spot colors in letterpress. That’s a lot of juicy overlays and tricky trapping.

Great Gatsby Poster --- Great Gatsby Poster --- Great Gatsby Poster --- Great Gatsby Poster --- Great Gatsby Poster --- Great Gatsby Poster --- Great Gatsby Poster


Recent Posts



“Great Gatsby” Poster


Production Method



The Heads of State

Creative Director, Designer: Jason Kernevich
Designer: Raphael Geroni
Art Director: Dusty Summers



Studio on Fire

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

December 20, 2010


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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