- Firstly, the odd size. The standard business card is 3.5x2". This one is 3.5x1.25". It's slim, streamlined and modest in size. It makes you look twice.
- Secondly, we chose to be scant with the information on the card. There's no title, description or even individual name shown. This doesn't work for everyone, obviously; the fact that the company name is Melissa's name helped our case a bit. Additionally, one can really find everything they need online. The mystery of the unstated industry will ideally serve as a lure to get the recipient online where Melissa's work shines.
- Thirdly, the logo isn't even printed. It's a blind deboss. This technique dates back to the mid-15th century and is achieved using the letterpress process. It's extremely classic, but when used without ink and marking a geometric logo, sings modernity. I was personally thrilled that Melissa sprang for letterpress. It requires a toothy paper (which I love), really purposefully design to make it work on both sides of the card (which I love) and at least two intense press checks (which I also love). You wouldn't even believe what the pressman finagled to make the cards perfect. I don't care how technologically advanced we become as a culture and how much I love my iPhone, we will never be able to replace human hands, hearts and heads in this and so many other fields of work. (I'll post a few choice photos from the first press check tomorrow.)
The end result is a very tactile, sophisticated business card that communicates all the modern luxury Melissa Tomeoni Portrait Photography encompasses.