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A Division of UnderConsideration

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Just like last year, we thought it would be fun to do a rundown of our materials for the 2011 Brand New Conference that took place back on September 16. And, also, like last year, we have plenty of leftovers that we are offering up for purchase here. Keep scrolling to read some details about each piece. Swag is no longer available for purchase.

Poster + Swag.

The concept of the materials stems from the hand-drawn, brush lettering that was originally inspired by small grocery stores, bodegas, and buying things on sale by the pound. So we extended the idea of blowout sale prices to the t-shirt, tote bag, and sketchbook by just listing the production price on the front. Kind of silly, but we thought it would be funny to walk around with a random money amount. The t-shirt, at $4.15, turns out to be the main phone area code for San Francisco — something we didn’t plan, but I guess it was meant to be. The idea too is that we didn’t want to just sell a t-shirt with a giant “BRAND NEW CONFERENCE” on it, so it’s less a promotion for the event and more just a general kind of t-shirt. The program, poster, and tote bag extend the grocery store metaphor by being translucent, as if you were looking at a sale sign painted on or posted through a glass window. The poster is printed offset with a lot of juicy overprinting and is full of design-ey stuff — you can download a PDF preview too.

You can click on any photo to view bigger in a pop-up.

Program

For the program we chose this really funky Neenah Paper, Coronado with a Stipple finish, that feels like licking a slick wall. Not that I’ve ever licked a slick wall, but it has a lovely raised texture and a fun sheen to it that make it nice to hold in your hands. The body is printed digital, and I love how far digital printing has come that it now has a very convincing finish to it that it doesn’t look like it came out of Kinko’s anymore. The cover is a very light translucent that we used to create some type and text interaction.

T-shirt

We didn’t do American Apparel again. It’s hard to spend twice the money for it. But went back to Gildan Soft Style in a fire-engine-red color. Our main man at Standard Deluxe, Scott Peek, did a double-hit of white to make the dollar amount pretty opaque.

Sketchbook

Very straightforward: chipboard cover and blank pages. Fits in your ass pocket. Courtesy of the flawless ScoutBooks.

Tote Bag

This is one of the few clear totes out there and the moment I saw it I loved it and knew this was the direction we wanted to take the whole set of materials in. It was also a bit of a gamble because we had no idea what the printing would look like on the clear material. But the good thing is that silkscreen will adhere to anything but egg yolk and the tote came out super great. Red is a bit darker than we wanted but still pretty cool.

Poster

This year, the poster was my favorite piece to make. In part because of the concept and design challenge of filling a giant page with bits and pieces of San Francisco design history and its icons. But also because of the production challenge, knowing that BurdgeCooper was in for printing the poster in 4 spot colors. (Somehow it seems easier to design for 1- or 2-color printing). Since the colors of the conference identity were basically a version of CMYK I immediately thought that it would be fun to do lots of overprinting, because it’s not something I get to do often. There were so many different elements and different ways that the overprinting worked that I had to do the color separations myself and I prepared the InDesign file in an as old-school-as-possible way so that they would just have to output each layer to plate and all the trapping and overprinting would already be there. This was in part because I’m a control freak and I wasn’t sure if prepress was going to get all the different spots. Anyway. Turned out great!

For your perusing pleasure: Download PDF of the poster.

Julianne & Philip Save The Date

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2011 Brand New Conference Materials

Production Method

Design

UnderConsideration

Printing

Program + Poster: BurdgeCooper
T-shirt: Standard Deluxe
Sketchbook: Scout Books
Tote: Holden Bags