ADV @ UNDERCONSIDERATION      Peek here for details





Hat-trick design

Quantity Produced


Production Cost

Production Time

2 months

Dimensions (Width × Height × Depth)

115mm × 85mm × 40mm (4.52 in × 3.34 in × 1.57 in)

Page Count


Paper Stock

Coated, 80gsm

Number of Colors



Spot gloss varnish


Case bound


Helvetica Neue


A book celebrating their tenth anniversary, and celebrating the completion of over 1,000 projects, almost one per page—a little (big) book showing the breadth of work for so many clients.

We don’t have a lot of theories or manifestos, but we love doing the work. This simply shows lots of work. We worked closely with an amazing copywriter, Nick Asbury, to write the shortest possible headlines for each project. There is no other explanation or justification for the projects. Just showing them as they are.

We begin the book with a quote by Elmore Leonard:“I try to leave out the parts that people skip”. We follow with a very brief intro about the fact that design briefs are rarely brief. Solutions should be as concise and easy to understand as possible.

Here are a few things we learnt in the process:
Designing a 924pp book takes longer than you think.
Writing very short copy takes longer than you think.
It’s very soul searching to choose the projects you like most.

Producing a small book with that many pages was a bit of a step into the unknown. Getting several rounds of dummies produced until we were satisfied was key, as was getting a backed up scatterproof to test any tricky images and show through.

Hat-trick Promotional Book ---Hat-trick Promotional Book ---Hat-trick Promotional Book ---Hat-trick Promotional Book ---Hat-trick Promotional Book ---Hat-trick Promotional Book ---Hat-trick Promotional Book ---Hat-trick Promotional Book ---


Recent Posts



Hat-trick Promotional Book


Production Method




Hat-trick design

Direction, Gareth Howat and Jim Sutherland
Design, Alex Jurva



1010 Printing

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

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

February 16, 2012


Filed Under



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