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Lead Image

2015 Brand New Conference Program


Production Method

Foil stamp






Spray painting: UnderConsideration
Foil Stamp: Studio on Fire
Offset: Classic

For a full explanation of this year’s identity please see this post on Brand New, it sets up a lot of the context about the program. When we started figuring out the concept for the identity one of our “big” ideas was to spray-paint each program individually and then contrast that grittiness with gold foil. It sounded great at the time and it’s still great but the reality of making it happen was quite brutal.

The first task was figuring out what kind of spray, how much, and how so. We did dozens of tests using different brands and then we involved Studio on Fire early on to see what spray and sealant worked better with foil stamping, which required about five rounds of back and forth. Then we involved Classic who was going to be doing the binding and offset printing of the body and they had challenges of their own like making sure we left a quarter of an inch free of spray paint so that the gripper of the binder could grab the paper without getting dirty. We spent a good three months just on testing and figuring out the logistics.

The spray painting was fun but grueling. You can see a video at the end of the post that shows how we did it (along with the conference’s bags and badges). The biggest challenge was holding our emotions together because if anything went wrong at any point between foil stamping and binding we would have to re-spray the covers and that was not an option. In the end, all the testing and comping paid off as well as the infinite patience and quality control of both Studio on Fire and Classic. 



Brand New Conference

Quantity Produced


Production Cost

Sponsored printing

Production Time

Spray painting: 3 Days
Foil Stamp: 1 Week
Offset and Binding: 3 Weeks
Testing: Months!

Dimensions (Width × Height × Depth)

11 × 4.25 × 0.325 in

Page Count

116 + Cover

Paper Stock

Cover: Neenah / ASTROBRIGHTS® Papers / Lift-Off Lemon, Cosmic Orange, Plasma Pink, Martian Green / 80 Cover

Body: Neenah / CLASSIC CREST® / Avalanche White / Smooth / 80 Text

Number of Colors

Cover: Spray paint + Gold foil stamp
Body: CMYK + Gold spot


Cover: TRESemmé hair spray + Deft Clear Wood Finish Satin




Obsidian by Hoefler & Co.
Tripper Pro by Underware
Georgia Pro by Steve Matteson
Mr Eaves Sans by Zuzana Licko


2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program
2015 Brand New Conference Program

Recent Posts



Project Description

The Brand New Conference is a two-day event organized by UnderConsideration, focusing on the practice of corporate and brand identity — a direct extension of the popular blog, Brand New. The conference consists of eight sessions each day offering a broad range of points of view with speakers from around the world practicing in different environments, from global consultancies, to in-house groups, to small firms.

Production Lesson(s)

Home Depot-purchased spray paint is fine but the higher-end Montana Gold or MTN 94 cans are absolutely superior in density and texture.

To seal in spray paint we used TRESemmé hair spray and 5 minutes later Deft Clear Wood Finish Satin spray. It was the only way to keep the spray paint to seal in and not stick to the sheet above it in shipping.

Ventilation breathing masks. No question.

Foil stamp is well known for handling thin lines very good but it will still clog with super detailed things like Hoefler & Co.'s Obsidian.

Spot gold color in offset is not as opaque as we had hoped. (Metallic PMSes are opaque, whereas regular PMSes are not). Classic wasn't being able to get the speaker names to read properly even after trying double and triple hits and mixing the ink differently. We had to fix the textures of spray paint behind them so that they would be more black.

Gold-edge gilding is the shit.”

Post Author

Author Picture

Armin Vit

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

October 21, 2015


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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