Eric Stewart asked us to create a new identity for him to reflect a change in his company’s name. Our solution was to emphasize what Eric does—write. Rather than focus on the design, we chose to let the subject matter take center stage. We also wanted the business cards to be something that people would remember. Because the business cards were being printed 10-up, we were able to create cards with 10 different messages, with varying degrees of tastelessness to suit the recipient.