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Lead Image

MassArt Viewbook


Production Method




Sametz Blackstone Associates

Creative Director: Alex Budnitz
Art Director, Designer: Trish Leavitt
Imagery: various student artwork
Stylized Photography: Alex Budnitz, Trish Leavitt, Jorg Meyer



Hannaford and Dumas

Massachusetts College of Art and Design’s massive deck of promotional cards entices prospective students with student work, stylized photography of work spaces and campus architecture, and clever combinations of paper weights and varnishes. 



Massachusetts College of Art and Design

Quantity Produced

approx. 19,000

Production Cost

Production Time

4-6 weeks

Dimensions (Width × Height × Depth)

8 × 5 in.

Page Count

75 Cards

Paper Stock

Cougar / Smooth / White / 80# C
Xpedx / Endurance / White / 80# C
Poly Clear / recycled /  

Number of Colors

4-Color Process


spot dull, spot gloss





MassArt Viewbook
MassArt Viewbook
MassArt Viewbook
MassArt Viewbook
MassArt Viewbook
MassArt Viewbook ---

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Project Description

This year’s Viewbook is a modular deck of cards which has been divided into 5 suites: About MassArt, Student Profiles, Campus Life, Undergraduate Program and Graduate Program. The visual system is defined by color, artistic marks, and imagery. Visuals are comprised of student artwork and stylized photography of abstractions from work spaces and campus architecture. Each suite was held together with a belly band and inserted into envelopes with brightly printed patterns.

The various stocks create interesting relationships: the clear envelope’s design pattern and translucent ink interact with the uncoated title card below. The belly band is printed on a dull coated sheet and has artistic paint drops and scribbles popping with gloss varnish. The postcards are on an uncoated sheet with saturated ink. The goal of the piece is to create excitement about the school and its offerings.

Production Lesson(s)

There were a lot of moving parts, and it was incredibly helpful to have an ongoing dialogue with the production manager and printer as we evolved the designs and considered different printing techniques. The proofing process was essential in creating a smooth transition from ideas to actuality.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

November 12, 2014


Filed Under

Direct Mail


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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.

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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