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Lead Image

William Roam Stationery


Production Method

Foil stamp



Miles Design

Jon McClure, Designer



Faulkenberg Printing Co.

William Roam creates high quality, luxury hotel amenities. Much like how the packaging of the miniature shampoo can change an entire hotel experience, Miles Design’s attention to detail in this stationary suite sets a sumptuous tone. Even though the client requested recycled paper, designer Jon McClure thoughtfully combines offset, letterpress, clear foil, and edge painting to present a tantalizing wet bar of print techniques. 



William Roam

Quantity Produced


Production Cost


Production Time

3 weeks

Dimensions (Width × Height × Depth)

Business Card: 2 × 3.5 in.
Letterhead: 8.5 × 11 in.
Thank You Card: 9.25 × 3.825 in.
Converted Envelope: 10.925 × 4.125  in.

Page Count

Paper Stock

Cascade / Rolland / Enviro100 / 100 C
Cascade / Rolland / Enviro100 / 80 T

Number of Colors

2 Spot (PMS 583 + PMS Black 7) and 1 Clear Foil




Bauer Bodoni LT


William Roam Stationery
William Roam Stationery
William Roam Stationery
William Roam Stationery
William Roam Stationery
William Roam Stationery
William Roam Stationery ---

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Project Description

The team at William Roam came to us with the seeds of an idea: a name and an understanding of the market they wanted to enter. We helped them fashion an innovative catalog of American-made luxury hotel amenities

To match the unique nature of the brand and its three distinct product collections, we created a set of diverse and distinct collateral, including business cards, letterhead, envelopes, and a thank you card.

At the client's request, we used recycled paper. We also strategically used a variety of processes in order to bring texture to the brand, including offset, letterpress, edge painting, and clear foil. Though this required some additional time and cost, in the end, it resulted in a suite that reflects the complexity and nuance of the brand

Production Lesson(s)

The recycled paper offered a unique challenge, because the paper itself is harder and more substantive, which provides a strong impression, but removes some of the traditional depth of the letterpress. This helped embody the clean lines and masculine aesthetic of the suite.

For the business card specifically, the stock color wasn't available, so we had to flood the reverse with PMS Black 7, then duplex the card for the appropriate thickness. We then had to letterpress the card before trimming and edge painting with PMS 583. The ultimate lesson here was that additional steps might be tricky, but they are sometimes necessary to achieve the best finished product”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 7, 2014


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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