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Lead Image

Randal Ford Promotional Mailer


Production Method




The Butler Bros

Lindsay Braun - Designer
Marty Butler - Creative Director
Judy Schulz - Paper Rep
Randal Ford - Client



Mike Plouff

In my opinion, it is the textured paper on these promotional postcards that take this project to a new level. I so want to rub my fingers along the images while figuring out whom shall receive one in the mail.  



Randal Ford

Quantity Produced


Production Cost


Production Time

4 months

Dimensions (Width × Height × Depth)

Postcards: 4 × 24 in.
Scoutbook : 3.5 × 5 in.
Mailer: 8 × 6 in.
Bellyband: 8 × 1.5 in.

Page Count

Paper Stock

Postcards: Neenah / Classic Linen / Natural White / 130 C
Masking Tape: Red / Spot printing / 2 in. width
Mailer: Brown Kraft  / Self Stick-Rigid / 6 × 8 in.
Scoutbook: Brown kraft cover / 3.5 × 5 in.

Number of Colors



Clear aqueous coating




Scanned vintage type
Trade Gothic
AT Sackers


Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer
Randal Ford Promotional Mailer ---

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Project Description

Randal wanted to share some stunning images he created for LL Bean's 100th Anniversary catalog. These images are the product of using iconic LL Bean cover illustrations from the past 100 years. The concept is meant to have real utility while being dovetailed with the vintage Americana from his photography series. We added typography to the photographs and turned them into travel post cards, printed on the Neenah Classic Linen, Natural White, 130C paper series. 4-color printing process on full color side, spot color on address side, with an additional aqueous coating for protection when mailed. We also designed a Scoutbook as a travel journal, overflowing with advice for capturing road trips on film. The post card and Scoutbook set is a real keeper that will end up on the fridge—not in a land fill.

Production Lesson(s)

I wish the masking tape printing had a bit more contrast. The tough thing I found when printing these, was there was no press check and I had to really trust the vendor to alert me if something wasn't quite right. With that, you lose the opportunity to tweak for perfection!

Finding the right stock to fit with the overall theme was a really fun aspect of the project. The Neenah Classic Linen ended up being the perfect match! So authentic of vintage paper goods I can hardly stand it!”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

August 6, 2013


Filed Under

Promotional Cards


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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