Perhaps one of the most difficult branding challenges is when you're the client. But I appreciated the unique perspective of having to think about 23rd & 5th beyond the day to day challenges. One thing was for certain: we embraced technology, but had one foot firmly rooted in the history of design and letterpress. Our cards conveyed this blend with the mix of polymer plates in place of wood type and a QR code that lead to a dedicated mobile app/video introduction to our firm.
Technically speaking, our 2012 edition cards were printed on 230lb Crane Lettra, embossed, die-cut, and 1/2 letterpress imprint. The 2010 edition was printed on 160lb French Ultra White, and were 2/2 letterpress.