Deck of cards for O’Neil Printing by Rule29

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CLIENT

O’Neil Printing is the oldest print company in Arizona.

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BRIEF

O’Neil Printing wanted us to create a piece that would show off their digital press and appeal to creatives at the AIGA Arizona conference. The Perfect Pair is a promotional for their new HP Indigo and a collaboration with Just For Kicks.

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APPROACH

Each face card was given a name after a type of person that loves shoes: The Athlete, The Congressman, The Writer, The Fashionista, etc. Each of the remaining 36 cards feature a different shoe profile to complete the unique deck.

PRODUCTION LESSONSOur biggest challenge was planning time to illustrate 52 custom cards and a container that mimicked a contemporary shoe box—it took a lot more time than we originally thought. The paper, though, was the make-it-or-break-it factor. Would uncoated paper produce playing cards that felt right? Neenah’s digital papers fit the bill perfectly. During the process, we were able to learn just how the digital press handled the different papers and finishes.