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Lead Image

MacDonald Photography Brochure


Production Method

Foil stamp



Rule29 Creative

Creative Director: Justin Ahrens
Designer: Steve Czech



O'Neil Printing

Full color, spot color, spot varnish, several foil stamps, 3 papers and stitch-bound? We’re not worthy!

FPO video review at the end of the post. 



MacDonald Photography

Quantity Produced


Production Cost

Production Time

3 Months

Dimensions (Width × Height × Depth)

11.75 × 17.5 in.

Page Count


Paper Stock

Skin Curious Collection / Mocha 141C
Curious Translucents (U/lc) / 27T
Utopia / One Gloss / 80C

Number of Colors

Cover: Clear + PMS 871 Foil Stamp
Flysheet: 1/0
Interiors: 4/4 Plus Spot Dull Varnish


Spot Dull





MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure
MacDonald Photography Brochure

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Project Description

In collaboration with MacDonald Photography, Rule29 wanted to create a breathtaking book of full-page photography that depicts the story behind a cause close to both of their hearts. Worthy features moving, full-color images captured in the slums of Nairobi, Kenya, with the intent of challenging the very definition of the word. As a self promotion for Brian MacDonald's brilliant photography we wanted to capture the way he sees the world as well as his ability to shoot.

We also worked hard to use the paper from Appleton Coated as a part of the story and experience. We chose to work with O'Neil Printing for the beautiful production which included full color, spot color, spot varnish, several foil stamps and 3 amazing papers all bound together by our friends at Roswell Bookbinding.

Production Lesson(s)

Some of the biggest challenges was getting the correct weight of each stock figured out for the right feel, as well as working with production to get the thread the right distance apart so it didn't tear the thinner interior paper. We also agonized over each image to make sure it was cropped right and the reproduction would turn out the way we wanted it to.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 8, 2012


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

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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