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Lead Image

Letterpress Queen Self-promotion


Production Method




Saint Gertrude

Saint Gertrude featuring The Letterettes
Art Direction: Amy Constable
Queen of Clubs: Wanissa Somsuphangari
Queen of Spades: Carla Hackett
Queen of Hearts: Eliza Svikulis
Queen of Diamonds: Kate Pullen



Saint Gertrude

A self-promotional piece with 4 parts where tight registration and color floods were under constant risk of compromising perfection. With unique illustration styles they come together through incredible production. 



Self Promotion

Quantity Produced


Production Cost


Production Time

8 weeks

Dimensions (Width × Height × Depth)

5.8 × 8.3 in.

Page Count

Paper Stock

Queen of Clubs: Crane Lettra Fluorescent White 120gsm + Neenah Astrobrights Fireball Fuschia 270gsm QUADPLEX
Queen of Spades: Neenah Wild 150gsm + Kaskad Canary Yellow 220gsm QUADPLEX
Queen of Hearts: Spicers Stephen Gesso 360gsm DUPLEX

Number of Colors





Hoefler Text (Queen of Clubs)
Gill Sans (Queen of Spades)
Steile Futura (Queen of Spades)
Caslon (Queen of Hearts)
Futura (Queen of Diamonds)


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Project Description

Self-promotion is never an easy task, especially if you're Australian. Though we live in an age of rampant online narcissism, we also lived in a country with a national pastime of pathological self-deprecation. So creating a printed self-promotional piece for our own studio presented its fair share of creative challenges.

"Letterpress Queen" is the affectionate nickname clients and friends have given to Amy Constable; Saint Gertrude founder and chief printmaker. Even now that the studio has grown, she still lays her eyes over ever printed piece that leaves the building. This project was a chance to really flex the print muscles, showcasing both the fine-tuned skills she uses every day, while exploring new and experimental uses for letterpress.

Produced in collaboration with lettering girl group The Letterettes, the piece was conceptualized and art directed by Amy Constable with lettering by Kate Pullen, Carla Hackett, Eliza Svikulis and Wanissa Somsuphangsri. The design brief was to create four Queens as oversize A5 playing cards and a fifth Ace to tell the story of Saint Gertrud and round out the 'hand'. Each Queen represents and showcases a different skill or speciality and highlights the many strengths letterpress offers to print as a medium. They are also produced using an array of different paper stocks and in this way it acts both as self-promotion, swatch book and inspiration guide for recipients. Letterpress Queen was a slow burn, taking most of 2016 to produce. Nearly 6 months in the concept and design phase, a solid 8 weeks in production and after a brief break, a further 4 weeks in finishing.

Production Lesson(s)

This piece was designed with the intention of being a production challenge and each piece wreaked havoc in its own way.

While producing the Queen of Hearts, an intimidating pile of make-readies acted as a constant reminder of the level of perfectionism required when producing a letterpress piece in tight register.”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

January 5, 2017


Filed Under

Self promotion


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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