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Lead Image

Typeforce 3


Production Method

Foil stamp



Firebelly Design

Will Miller, Creative Director
Nick Adam, Designer
Ohn Ho, Designer
Greg Calvert, Designer



Graphic Arts Studio Inc.

Heavily embossed, glimmering with foil stamp and inviting your hands to tear open the mystery, this type exhibition catalog invites deep exploration like a psychedelic Egyptian tome.  



The Public Media Institute

Quantity Produced


Production Cost


Production Time

5 weeks

Dimensions (Width × Height × Depth)

5.25 × 7.875 × .5 in.

Page Count


Paper Stock

Domtar / Cougar / Smooth White, Vellum Pink, Vellum Fushia / 80T+ 100C, 60 T

Number of Colors

CMYK + 2 spot





Absara (Xavier Dupré)
Hard Times, custom (Firebelly Design)

This piece is available for purchase for $20

Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3
Typeforce 3 ---

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Project Description

Can an exhibition catalog capture and provide the physical excitement of a moment while honoring tradition, the showcased typographic artistry and artists individual conceptual narratives? By taking a UI approach to the book's design we capture the physical energy of being one of the 1,000-plus attendees discovering new works at the opening reception.

Each year Firebelly redefines this task by guiding the reader's attentiveness in an effort to honor and celebrate each of the canonized artists. The studio's third Typeforce catalogue explores new heights in fundamentals by uniting history with the discovery of contemporary methods. Honored typographic traditions, simple mark making and hand-carved stone forms are complemented with emerging glimmers of light, moments of resounding reflection and bursting brilliance.

Production Lesson(s)

The interior is paginated by content types, using multiple paper stocks gave visual cues guiding the reader across sections. This meant using three different CMYK mixes to ensure our reds were identical across the three paper types.

Our emboss plates needed to accomplish very different effects, communicating our intent with the craftsmen hand-tooling these pieces took place outside of files and offline. We'd discuss examples of naturally rough stone that had been embossed and shared videos of chisels hitting solid-slabs achieving dimensional cuts. This illustrated to the die-markers the specific techniques need to accomplish the detailed finish.

The catalogue's true cover is completely sealed by a hand-affixed wrap. To open the book and get to the contents the reader must crack open the wrap. There are strategically sized and placed die cuts that allow the cover to achieve a clean snap only when bent. Figuring out these die cuts took testing and adjusting. There was a round that did not yield a clean snap, one that would hold form for 12 hours then would snap due to the the physics of the binding, another snapped based upon the amount of shake within a shipping box. All of this was tested for and solved.

Across all of these challenges what rang true each time was that we were working with the best printer and finishing house around. If there is one lesson, work with experts and invite their expertise and thoughts into the design process. Working together in a truly collaborative fashion will lead to the best product.”

Post Author

Author Picture

Jessica Mullen

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

April 14, 2014


Filed Under

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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.

FPO uses Fonts.com to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

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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