2015 Brand New Conference Program


There are conference apps nowadays but really, when was the last time you remembered or gasped at a conference app?

– Armin Vit, UnderConsideration


The Brand New Conference is a two-day event on corporate and brand identity with some of today’s most active and influential practitioners from around the world. Although UnderConsideration’s Armin Vit and Bryony Gomez-Palacio — the founders of the event — could have created a slick app to keep 2015 conference-goers in the know, they felt it was important to create and produce a program for this creative audience that provides both a visual and tactile experience.

The design premise for the 2015 Brand New Conference program guide mixed the grittiness and luxury of New York — the location of the event — into one conflicting combination.

They achieved their goal by mixing spray paint with gold foil stamping, and edge-painted the guide with gold leaf on bright shades of Neenah Astrobrights 80 lb. Cover. The interior of the perfect-bound program was printed on Neenah Classic Crest Avalanche White Smooth 80 lb. Text in CMYK plus gold spot color.

To spray-paint the program covers in bulk, the UnderConsideration team set up six stations, each with a different stencil. The star of the design is the combination of the stencil texture and rugged typography with a luxurious serif. Says Vit, “And the gold foil and gold edging provided the exact luxurious quality we were looking for.”


Two lessons they learned from all this, says Vit: “There is no limit (other than time and money) to how much you should test every step of the process, and how one decision at the beginning of production can affect something down the line with another vendor, months later.”

And naturally the UnderConsideration crew took appropriate measures to ensure these stylish looking programs were also eco-friendly, right?

“Ha! We are bicycling everywhere to offset all the spray paint we shot out into the environment!”

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Project Details

Title 2015 Brand New Conference Program Client Brand New Conference Date May-September 2015 Design UnderConsideration Armin Vit, Bryony Gomez-Palaci Print Spray paint: UnderConsideration Austin, TX
Foil: Studio on Fire St. Paul, MN
Offset: Classic Color Broadview, IL
Paper Neenah Astrobrights Lift-Off Lemon, Cosmic Orange, Plasma Pink, Martian Green 80 lb. Cover; Neenah Classic Crest Smooth Avalanche White 80 lb. Text

Production Details

Dimensions 11 × 4.25 × 0.325" Page Count 116 + cover Print Quantity 1,000 Production Cost Donated Production Time Foil: 2 Weeks; Offset/binding: 3 weeks Printing Method Spray paint, foil stamp, offset Number of Colors Cover: Spray paint + foil; Body: CMYK + gold Finishing and Binding Perfect bound


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