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Lead Image

These customizable posters successfully avoid the prototypical bicycle cliches of someone or something riding a bike by playing with the pattern created by spokes on bicycle wheels. Even better, lyrics from a Queen song laser-cut along the spoke pattern create a sense of overlapping cyclist pathways and radiating light beams emanating from St. Louis’s famous Arch. Different color sheets of paper are provided so that the user can customize it. 



Artcrank STL

Quantity Produced


Production Cost


Production Time

7 hours

Dimensions (Width × Height × Depth)

19 × 25 in

Page Count

Paper Stock

French Paper / Muscletone / Black / 140 cover

Number of Colors







Description ---

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Project Description

Create a hand-made, bike-inspired poster to be donated and sold at ARTCRANK STL 2013. From the get-go, I wanted to create a typographic design and not have the expected bicycle illustration or someone/something riding a bicycle, but still be bike-inspired. I have always liked the pattern from the spokes so I recreated them using an amazing and fitting excerpt from Queen’s “Bicycle Race.” The screen printed tracks in the background help make the connection with the visual, and I decided to have all type laser cut so that each buyer can utilize whatever paper they desire as backing to show through the laser cut, just like how they would customize their own bike.

Production Lesson(s)

While laser cutting is pretty much limitless, I should still consider the amount and size of details and not overwork the laser cut machine — fortunately, the process was painless.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 31, 2013


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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.

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