Here’s looking at Euclid

Double-sided Business Cards

Inspired by Oliver Byrne's 1847 version of Euclid's Elements, these designs are a startlingly modern interpretation. Helen Friel uses her expertise to turn the grandfather of mathematics’ working into beautiful diagrams in three dimensions.

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Welcome to The Luxe Project. It's a brand new initiative that teams brilliant creatives with new Luxe Business Cards - and helps good causes as well! For one full year we will be launching limited edition designs from well-known international designers exclusively for Luxe Business Cards. Their designs will be available for about one month and 100% of net proceeds will go to the designer's charity of choice. The theme is, 'design for good'. A percentage of the net profit from Helen’s designs will go to Battersea Dogs and Cats Home. “I’ve been a volunteer dog walker since 2011 and have seen first hand the fantastic work they do.” Helen tells us. “They work tirelessly to make kennels as happy as possible for the dogs, including a mind boggling enrichment programme. Many dogs currently at Battersea are Bull breeds and Staffies, a breed which has an unfairly bad reputation. Battersea are working passionately to challenge the public's negative perception of the breed and show people that, with the right owners, Staffies make gentle and affectionate family pets.” Photography by Rob Wilson

About this design

Helen Friel is a paper engineer working in London. She graduated from Central Saint Martins with a BA in Graphic Design in 2009. From tiny sets for delicate jewellery to fortune telling with animal entrails, her work spans huge a range and reflects a dark sense of humour. Her clients include Vogue, Vanity Fair, Time and Harrods.