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Quantity Produced


Production Cost

Production Time

2 weeks

Dimensions (Width × Height × Depth)

5 in × 7 in

Page Count

Paper Stock

Neenah Neutech, 160 lb DTC, Pure White

Number of Colors

2 custom mixed spot colors




Adios Script


It’s 2011, and if you would like to be sneaky about something, you’re going to have to pull out some unexpected tricks, because people aren’t phased by much of anything these days. Stereoscopy is a hundred year old optical illusion that everybody still seems to be enamored with. It’s participatory, lighthearted, and clever. I’d like to see photos of people’s reactions while wearing these big, orange paper glasses.

The challenge we faced with this project was to help a couple to actually surprise their families with the fact that they were expecting a baby. They didn’t know how to spring it on them without someone jumping to the conclusion and killing the surprise.

We figured that the root of the problem lies in the approach. So we thought it best to eliminate the approach all together. Sneak up on them. Ambush them with the great news.

To do this we created a letterpress printed announcement with the message hidden from view, as well as some custom printed and die-cut glasses to help decode the hidden text. The simple monogramed letterpress card features a pleasant but ambiguous illustration printed only in red ink. The card politely asks that you adorn the accompanying glasses, which at first resemble classic 3D movie shades only both of the lenses are red. When the card is viewed with the glasses the red lenses cancel out the red illustration and reveal the great news that’s printed beneath.

A custom blue and red ink were mixed in-house to get the exact result needed when viewed through the red lenses.

Surprise Announcement --- Surprise Announcement --- Surprise Announcement


Recent Posts



Surprise Announcement


Production Method



Ben Webster



The Mandate Press

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

Lauren Dickens

Author Picture

Lauren Dickens

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

March 9, 2011


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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