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A Division of UnderConsideration

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2009
–
2017

A birthday or anniversary is a good excuse to celebrate and of course, print something special. If only we could count on unlimited budgets for such occasions.

At deviantART we have a pervasive urban/textural style to a lot of our branded work, and considering this booklet was a special party invitation I wanted to do something that would stand out. We all knew it needed to be a keepsake, since our community loves attending events and would want to remember our 10th birthday for a long time.

I was inspired by formal events such as weddings, and I designed this booklet using a favorite paper that fit the bill perfectly. The typography on this project was something new to me; blending script flourishes and blocky sans-serif forms, but it ended up quite unique and looked pretty good. I knew I couldn’t use gold foil for the entire booklet. It’s got quite a bit of fine detail in the typography, and producing foil dies for every single panel would’ve been a costly nightmare. So I opted for metallic ink that would still give off a very fancy vibe without requiring the production of dies. In retrospect, I think I could have gotten away with the cost of one little die for that and had a nice foil to it, but then again it could have made people feel like the rest of the booklet was cheaper because it didn’t use all foil.

Even if the project ended up being a single color job, there were some challenges to be faced along the way, and into the last stages of production.

Working with a printer can be challenging no matter what. There are always staff members at the press with whom you’ve never worked before, and sometimes you’ll get vibes from people where they seem confused. This job was no exception. Some people knew exactly what I was having them do, others looked at me quizzically when I explained things to them. If any lesson was learned, it was to always hand a self-made dummy booklet to the printer even if they say they understand how something is to be folded. When everything was printed and it was time to fold the booklets, I got a call from the printer the day of and had to drive down just to re-explain the way things were supposed to get folded.

The Feedback Loop Notebook Project

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Jennifer Daniel Business Cards

DeviantART Event Booklet

Production Method

Design

DeviantART
Design, Concept, Creative Direction: Ryan Ford
Design aids: Zack Isaacs and Mario Luevanos

Printing

Coastal Press