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Lead Image

Saad Stationery and Collateral


Production Method




saad branding+design

Lucas Saad, branding and design director
Carlos Bauer, designer



Centro Gráfico Ruy Barbosa

Brazilian designer Lucas Saad’s rebrand of his studio presented some printing challenges with all of its varnishes and white on black but the result accurately portrays the sophisticated exclusivity he wished to convey. 




Quantity Produced

3,000 business cards / 2,000 letterheads / 300 folders / 100 large envelopes / 1,000 brochures / 1,500 postcards / 50 boxes / 50 notebooks

Production Cost

Production Time

30 days

Dimensions (Width × Height × Depth)

Page Count

Paper Stock

250g / 90g / 170g / 230g

Number of Colors



Glossy varnish, scratchie varnish, glow in the dark ink


Saddle stitch (brochure) / Wire-o (notebook)



saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral
saad Stationary + Collateral ---

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Project Description

One who sells creation and strategic brand management needs that its own brand is strong enough to rely on. After many years of experience both in the national and international market, 2012 was highly important for Lucas Saad's studio. It was time to re-position its image to align it with all its differentiation points: personalized service, the innovative character of the projects and, mainly, the palpable results that branding and design combined had been providing to its clients. That was what the studio's new image needed to portray, reaching strategically an audience who would be able to realize all value that could be added through the services that they offered. Thus, a complete project was developed for the creation of the brand that would then represent a new studio: saad branding+design.

For the development of the studio's brand new image, an extensive research process took place and it included research on scenario, competitors, benchmarks, target audience and trends. Through the analysis of all of them, strategies were drawn that would guide the brand's experience in all of its touch points. The brand was built under three main pillars: the perfect synchronicity between branding and design, the creation of brands that talk to their audience and notable results. From that, a flexible and human brand was created, a brand that relates to its customers, which is exactly what can be expected from all of the brands under the saad branding+design signature. A minimal visual identity portrays some sort of craft-like appeal in its pieces which can relate to the exclusivity and personalized service offered to its customers.

Production Lesson(s)

All the printed material was supposed to have an expensive and sophisticated feel to it, besides, it had to appear a bit artisanal in order to denote exclusivity. The concept for all the pieces was very put together but the practical side to it was much more complex. None of the printers was able to fulfill all of the requirements: if it would do the cliche, it wouldn't print with glow in the dark ink. Consequently, each piece was printed in a different supplier. Pieces such as the business cards were even more difficult: the special paper was bought, then it was taken to the printer (it was printed white in black) and then taken to another supplier for the cliche printing. We learned that if you want quality and the results you imagine when the pieces were conceived, you must not only pay for it, but also search for the right suppliers and make a run for the expected turnout.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

August 13, 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

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