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The concept for the fifteenth LIVESTRONG annual report carries from the content through the design to the chosen printing process. The idea involves visually conveying the layered experience of having cancer through overlaying textures and patterns with bold colors and complex articulation. Screen printing works as a metaphor for and literal expression of these layers of a cancer patient’s journey. 




Quantity Produced


Production Cost

Production Time

2 weeks

Dimensions (Width × Height × Depth)

11 × 7.5 × .375 in

Page Count


Paper Stock

Cover: Legion Paper / Coventry Rag
Text: Monadnock / Dulcet

Number of Colors

Cover: 6-color screen print
Interior: 4-color


Interior: aqueous coat


perfect binding with custom cover


Mr. Eaves
Libel Suit


Description ---

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Project Description

After 15 years of tremendous strides toward improving the lives of people affected by cancer, The LIVESTRONG Foundation sought a renewed platform to showcase their efforts. We partnered with local advertising agency Proclamation to design the organization's 2012 annual report which visually communicates the layered experience of having cancer. By layering different textures and patterns with bold colors and complex language, our design captures the emotional journey from diagnosis to treatment to friends and family support and LIVESTRONG's assistance. We screen printed the covers for 900 copies and also developed a responsive website to extend the visual story into the digital space.

Production Lesson(s)

Hand-pulling 770 screen printed covers is real physical labor, especially when you figure in 6 colors.

Being that the concept is all about the parallels between the layers of being a cancer patient and the layers of screen printing, the design utilizes dot patterns that would typically be a nightmare for offset printing. Hennegan's stochastic screening technique eliminated all moire patterning and produced a super-sharp print. Without this technique, the final print would not be nearly as successful.”

Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

November 18, 2013


Filed Under

Annual Reports


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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

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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.

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