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Lead Image

Elbow Grease Magazine


Production Method




Tom Sydenham



Gemini West

A new magazine, Elbow Grease, wants to share the stories of entrepreneurial hardship that are often not talked about. With limited resources, and much to figure out as a small team that comes together out of passion and understanding this is one publication I hope will soon thrive. 




Quantity Produced


Production Cost

Production Time

6 months

Dimensions (Width × Height × Depth)

Page Count

126 + 8 page bound zine

Paper Stock

Number of Colors




Perfect bound


This piece is available for purchase for €10

Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine
Elbow Grease Magazine

We visited our printers with Doubleshot, a local film production company to give them a taste of the process.


Recent Posts



Project Description

Looking at the magazines on offer, and not content seeing independent business represented with stories of smooth sailing, we set out to voice a more honest portrayal of entrepreneurialism. Something that made people want to make things happen without overlooking the obvious hurdles. We focus on struggle more than reward in a hope to represent workers fairly. From labourers who need to make ends meet to the fortunate few pursuing passion projects, we look at why people dedicate their lives to a craft, but more importantly how people can face such adversity and unfortunate odds and still thrive.

Production Lesson(s)

Initially, the mag comprised of three different stocks. In the proofing process we realized it was distracting from what was important and could be perceived as a gimmick. We learnt to show restraint in production and give the information room to lead.

We’€™re sort of Guerrilla. We don’€™t have a space, we have very limited resources, we don’€™t have money and we’€™re a very small team. But I think this breaths a certain life into the mag. We’€™re also free to do things how ever we want to, sound however we want to sound. Especially for the first one, there were no expectations from anyone. As it’€™s something we all do on the side we need to be good with time, Josh, our Editor, also spent a good part of the first issues production on the move in South America. Come to think of it, it was fairly stacked against us, but I guess that’€™s fitting.”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

August 30, 2017


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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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FPO is run with Six Apart’s MovableType

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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