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HOW Clever + Letter Love: The Luxe Project Business Cards


Production Method




Claudean Wheeler, Art Director of HOW + PRINT Books; Adam Ladd, Art Director of HOW Magazine; and Ronson Slagle, Art Director of PRINT Magazine




Here’s another fun business card set for Moo.com’s The Luxe Project. This time the art directors from HOW and PRINT designed two sets of cards for which all proceeds go to EPIC. 



The Luxe Project

Quantity Produced

50 cards per pack

Production Cost

$34.99 per pack

Production Time

on demand

Dimensions (Width × Height × Depth)

3 × 2.5 in

Page Count

Paper Stock

Mohawk Superfine Eggshell

Number of Colors

4 color




"HOW Clever": Trade Gothic and Trade Bold
"Letter Love": Clarendon

This piece is available for purchase for $34.99

Description ---

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Project Description

These two collections were designed by the art directors at HOW and PRINT for The Luxe Project. The publications got involved with the project as a way to give back to the design community. They chose EPIC (iambic.org) as the charity to receive 100% of the proceeds from sales of the collections. EPIC is a Chicago-based non-profit comprised of volunteer designers who come together to do pro bono work for local non-profit organizations dedicated to social change.

"HOW Clever" is a collection of 10 designs that feature a "how" question or statement, meant to create a dialog, from "HOW bizarre" and HOW time flies" to "HOW do you do?" The collection from PRINT is "Letter Love", an adoration of letterform. In this collection each letter of the alphabet is given its own style treatment—using they typeface Clarendon, which is one of the fonts used in the publication itself.

Production Lesson(s)


Post Author

Author Picture

Duncan Robertson

Former intern at UnderConsideration LLC.

More: Online / On Twitter


Date Published

January 10, 2014


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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.

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