ADV @ UNDERCONSIDERATION      Peek here for details





Student Project

Quantity Produced


Production Cost


Production Time

1 Week

Dimensions (Width × Height × Depth)

3 in × 2.5 in × 1.25 in

Page Count

Paper Stock

1/8-in Birch PlywoodNeenah, Ivory, 24 lb

Number of Colors


Mahogany Gel Stain



Serifa Bold Condensed
Gotham Medium
Din Bold


Having recently completed my own senior project, I understand how ominous the task can seem. It’s like a quagmire of uncertainty laced with an overarching fear of disappointment. I’ve been an admirer of laser engraving for a while, and I respect Staci’s ambition and willingness to learn a new application in order to stay true to the project’s intent. Especially for senior project…it’s a huge undertaking.

My senior project at University of Wisconsin-Stout required graphic design students to create a hypothetical business, company, or service, as well as the identity system, print materials, and digital media for our created brand. As a result, I created Carabiner, a company that encourages and inspires outdoor activity by providing students and community members with the necessary resources and equipment they need to connect to the great outdoors within their own community. Modern technologies, such as geotagging, geocaching, and online platforms, are used to bring people closer to the great outdoors rather than distract them from it. Technology is utilized as an educational and community-building connecting tool that brings users closer to nature and enhances the outdoor experience, in turn building a sense of environmental stewardship.
I chose to create engraved wooden business cards to enforce the natural tactile user experience the company reflects.

I had to do quite a few tests on the Versa Laser 300 to calculate the intensity appropriate to cut through the birch plywood without burning it. The first few tests resulted in extremely burned wood without a solid cut through the wood. In the end, I discovered that doing three passes at a lower intensity yielded better results. The 80 cards took approximately 7 hours total to engrave and cut. Each card was individually hand-sanded and stained, then labels were applied. It was quite a long process, but I was extremely happy with the results!

Carabiner Outdoor Connections --- Carabiner Outdoor Connections --- Carabiner Outdoor Connections --- Carabiner Outdoor Connections --- Carabiner Outdoor Connections />
<img src= Carabiner Outdoor Connections --- Carabiner Outdoor Connections --- Carabiner Outdoor Connections ---


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

Lauren Dickens

Author Picture

Lauren Dickens

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

February 24, 2011


Filed Under

Business Cards


Tagged with


Share to Facebook Share to Twitter Share to Google+ Add This



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

FPO uses Fonts.com to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

Syndicate / RSS Feed

All comments, ideas and thoughts on FPO are property of their authors; reproduction without the author’s or FPO’s permission is strictly prohibited

Contact us by e-mail

Twitter @ucllc

Sign-up for Mailing List

Mailing list managed by MailChimp

Thanks to our advertisers

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