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Quantity Produced


Production Cost

Production Time

1 month

Dimensions (Width × Height × Depth)

Business Card: 4 in × 2 in
Letterhead 8.5 in × 11 in
Number 10 Policy Envelope

Page Count

Paper Stock

Number of Colors

2 Spot




Trade Gothic


This set is deceptive at first glance. The color, appropriate for the brand name, doesn’t exude jocularity; but upon further investigation, the pieces start speaking in a rather playful manner, breaking the stereotypical sternness of army green. And oh, so many beautiful diecuts.

The identity system consists of letterhead, custom #10 policy envelope and wafer seals, double-sided business card set bound with rivets. Perforation on the business card set makes for an interactive introduction to theCOUNTERcorps and its brands as the consumer or buyer flips through or tears off each layer until getting to the core card consisting of traditional business card contact information. As a matter of fact, this entire system is interactive. For example, there’s an area on the letterhead to highlight the date at the bottom and on the reverse side of the #10 envelope there’s an area to indicate what type of correspondence the recipient is receiving.

Production Notes: 2-color (PMS 5625 and 8501 metallic), blind emboss on every component, custom die-cuts for every component, printing on back of letterhead, business card set and inside lining of envelope, perforation and rivets to finish the business cards.

theCOUNTERcorps Identity System --- theCOUNTERcorps Identity System --- theCOUNTERcorps Identity System --- theCOUNTERcorps Identity System


Recent Posts



theCOUNTERcorps Identity System


Production Method



WORKtoDATE: Greg Bennett



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

April 29, 2011


Filed Under

Identity Materials


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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