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Optimizing for their print medium of choice, letterpress, Serafini Creative re-imagines a solid-fields-of-color design for Photographer Toni Edge with a more minimal, graphical approach. 



Toni Edge Photography

Quantity Produced


Production Cost


Production Time

2-3 weeks

Dimensions (Width × Height × Depth)

3.5 × 2 in.

Page Count

Paper Stock

Neutech / Pure White / 160C

Number of Colors






Toni Edge Photography Business Cards
Toni Edge Photography Business Cards
Toni Edge Photography Business Cards
Toni Edge Photography Business Cards ---

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Project Description

Toni is a passionate photographer who wanted to build a brand that reflected her philosophy and style as a creative. She's all about capturing images that aren't over planned or staged, but rather conveying the emotion and feeling of the moment. I wanted the branding to reflect that, using simple graphic elements that replicate a camera, utilizing her initials inside, as well as using diagonals to create movement and play up her photo-journalistic style.

Production Lesson(s)

The first business card design concepts had a lot of solid fields of color, which we quickly learned was not ideal for letterpress. We tweaked the design so that it would be optimal for letterpress printing, and it turned out great! We also learned that for cost savings purposes, it's less expensive to do 2 colors on both sides, rather than 2 on one and 1 on the other.”

Post Author

Author Picture

Kelly Cree

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

December 16, 2014


Filed Under

Business Cards
Identity Materials


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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