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Lead Image

2e Stationery


Production Method




2e Creative

Joe Toohey, Creative Director
Lynda McClure, Creative Director
Dana Muhlke, Creative Director
Simon Lam, Art Director and Designer
Matt Bender, Designer
Devon Hirth, Designer
Michael Piasecki, Copywriter



Stolze Printing

The concept behind the 2e brand focuses on the balance of traditionally right-brained and left-brained dualities of a creative business. For example, blue is for the analytical business side and red is for the emotional creative side. The business cards are even roll-specific with red ink for the art director and blue ink for the accountant. 




Quantity Produced

Business Cards: 7,000
Letterhead: 5,000
Envelope: 3,000
Notecards: 250

Production Cost

Production Time

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

Mohawk / Superfine Eggshell / Ultrawhite / 130 DTC
Mohawk / Superfine Eggshell / Ultrawhite / 80 text
Mohawk / Superfine Eggshell / Ultrawhite / #10 envelopes w/square flap
Mohawk / Superfine Smooth (digital ready) / Ultrawhite / 120 cover

Number of Colors

2 spots, black and CMYK (notecards)


Clear Foil



Berthold Akzidenz Grotesk


Description ---

Recent Posts



Project Description

We undertook a massive rebranding initiative that began with the development of a new 2eCreative.com. The site was developed to have 2 distinct sides—left brain and right brain, i.e. business and creativity—represented by a blue/red color scheme. This new brand was applied across a variety of collateral materials, creating a fresh, uncluttered look that spoke to our dual nature, both sides working in harmony to develop simple, smart creative for our clients.

Production Lesson(s)

The business cards were just painful. The clear foil was the main challenge because we insisted to have this done not only on both sides of the cards, but also in the same spot. After the first hit, it weakened the paper for the second hit on the other side, and therefore caused some issues. After that issue was fixed, we ran into trimming issues as the back was hit twice with black on uncoated and it was cracking on some edges. Seriously, we are just happy and relieved to have a great looking card.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

September 27, 2013


Filed Under

Business Cards


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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