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Lead Image

Upselling Upscale: Bellevue Towers Toolkit


Production Method

Foil stamp




Creative Direction: Joe Quatrone
Design, Art Direction: Quinn Ianniciello
Copywriting: Jenn Maples
Production: Bob Bost



McCallum Print Group

These marketing brochures adapt the design of the buildings they represent into printed collateral to make a powerful first impression to potential residents. The combination of woodgrain with more manufactured industrial elements as seen in high-end contemporary architecture was translated into design elements by way of pairing debossed woodgrain texture with the contemporary geometric Klavika type family. 



Bellevue Towers

Quantity Produced


Production Cost

Production Time

Two Weeks

Dimensions (Width × Height × Depth)

9 × 12 × 0.25 in

Page Count

Paper Stock

Mohawk / Premium / Mahogany / 100C

Number of Colors

Foil Stamp (Silver) Two Areas, 4C Interior Elements


Black, Satin Aqueous



Bank Gothic


Description ---

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Project Description

Bellevue Towers is one of the best-selling luxury condominium properties in the nation, and our task was simple: woo an elite group of brokers and clients to drive sales of the remaining homes. Every brand touchpoint had to make an impression (and fast), as well as draw attention to the property's LEED® Gold certification and luxurious natural finishes. (Ooh, ahh.) We developed this Broker Toolkit as an “everything-you-need" folder for someone in the market. Purpose: to support brokers and create a lasting first impression. Brokers are able to learn from elements in the kit, then personalize it and pass it along to their perspective buyers. The debossed wood grain design compliments the rich mahogany finishes found in many of the homes, while silver foil accents dial up the class and provide a necessary dose of “oooh shiny.”

Bellevue Towers currently sit at 95% sold, but that last $6 million penthouse is still up for grabs—in case you were still looking for a Mother’s Day present.

Production Lesson(s)

Between finding the right paper, the right capacity of the pockets, and debossing a complex wood grain pattern over an entire sheet we learned quite a lot. Even further, we had trouble with foil stamping the logo (with such small type) and worked out a solution with our fantastic printer for a fine balance of pressure and matte aqueous coating, which also darkened the paper and added a a touch of richness. Top everything off with a complex hand-fold and insertion process to finish out the kits and this is a piece we're proud to say we won't forget.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

July 30, 2013


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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.

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products we sell

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events we organize

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Brand Nieuwe Conference / Ditto but in Amsterdam.

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