Year of the Horse


There are those projects where the stars align perfectly, and the result is an enviable design. MM Identity Lab’s 2014 self-promotional piece is one such constellation of well-conceived and executed elements.

Every year, the studio produces a calendar that correlates with the Chinese Zodiac. Because 2014 is the Year of the Wooden Horse, the team decided to create a poker-inspired desk calendar accompanied by a special deck of cards.

Twelve of the 52 cards in the deck do double duty as the 12 months in the year, which are displayed on the custom-made wooden holder. Each holder was hand stained with charcoal, water and linseed oil to add character and individuality.

The two-color palette (gold and black) represents day and night. Custom woodcut-style illustrations, borders and typography really shine on the Ivory Utopia Silk. Everything was packed in hand-stamped boxes with wispy hay to round out the presentation. Best of all, the calendar is still useful as a custom-designed deck of playing cards for years to come.


Project Details

Title Year of the Horse Client Self promotional Date January 2014 Design Julie Baker, Paul Dunbar, Victor Vasquez, Crissy Saint, Adam Hansen, Jarrod Joachim Print O'Neil Printing
Phoenix, AZ
Paper Appleton Coated Utopia Silk Ivory 90 lb. Cover

Production Details

Dimensions 2.5" x 3.5" Print Quantity 600 Production Time 2 weeks Printing Method Offset Number of Colors 2 colors Finishing and Binding Diecut, handwork


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