NOTE: WORK ON, NOT IN
I was on a panel on Monday at Graph Expo and was asked what advice I would give
graphic design firms to survive during this strange period. In the past, I would
have focused on new media, new technologies or the latest styles. Instead, I
found myself talking about the need to professionalize your companies: to spend
more time selling and developing new business; to institute quality account
management; to write or update a business plan that identifies your financial
goals; and to build in some time for self-promotion and publicity (By the way,
consider this an invitation to send news to GDUSA!) I know it is hard to find time
for these activities, and I know it is contrary to the temperment of many
designers who just like to... well... design. The alternative, though, is to
live project-to-project or, as design firm consultant Ted Leonhardt puts
it, “working ‘in’ your business instead of ‘on’
it.” That makes you especially vulnerable to choppy economic waves. And
chop they do.
— Gordon Kaye
Save Your Soul, Again
The first edition of “How to be a Graphic Designer without Losing Your
Soul” quickly won widespread acclaim and esteem in the design community; it
quickly became a trusted source of practical advice and philosophical guidance
for young designers. This updated edition covers the growing importance of
social responsibility, professional ethics, and the rise of digital culture,
and adds chapters on professional skills and the creative process.
Here’s a great idea from the Lone Star state: Houston’s AIGA
chapter is sponsoring a design-orientated scavenger hunt with the aim of
promoting local designers, the creative scene, and the Houston Food Bank. Teams
are charged with locating and solving nine clues leading to design challenges,
the culminating challenge being a poster-off aimed at communicating a social
message. An awards ceremony, with DJs, drinks, raffles and food conclude the
day. Saturday October 16 is the date.
Wine To Water
Dragon Rouge and Preventiv Water are teaming up to put the
“French Paradox” to bed in the minds of consumers. Preventiv has been
marketing a health water with the ingredient Resveritrol, the component of red wine
believed to be accountable for longer life and unique health benefits. But they
have not been able to shake its perceived association with alcohol. Enter Dragon
Rouge, who renamed, repositioned, and created a new identity for the beverage. Evr,
as it is now named, has clean, impactful packaging which features a distinctive
logo and a health benefit chart.
The New Math
This year’s DMI annual conference is based on the notion that there exists
five key “macro-shifts” currently taking place, in Geopolitics, New
Leaders, Social Media, Urbanization, and Sustainability, and how Design can
help in new “value creation.” For those keeping score at home,
that’s M5+D=nV, according to DMI mathematicians. Speakers from the realms
of corporate branding, education, science and design will cover topics ranging
from Smarter Cities to marketing to the “Sunshine Generation,”
China’s answer to Generation Y. It takes place October 25-27 in
FIVE! CAREER TIPS FROM THE CREATIVE GROUP
STEADY CREATIVE HIRING FOR Q4
The employment outlook for creative professionals will
remain stable for the fourth quarter, according to The Creative Group Hiring Index
for Marketing and Advertising Professionals. A net 3 percent of marketing and
advertising executives surveyed anticipate increasing personnel in the next three
months; this compares to a net 6 percent increase in hiring projected last
quarter. Following are the top five specialty areas in demand among executives
who intend to hire:
||Public relations — 12%
||Marketing research — 12%
||Social media — 11%
||Account services — 11%
||Print design/production — 10%
The Creative Group is a specialized staffing service placing creative, advertising, marketing and interactive professionals on a project basis. For more information, please visit
Connect with The Creative Group at
Book Floors Clients
Industrial flooring manufacturer Johnsonite commissioned Cleveland-based agency
Marcus Thomas to create a high concept, hardbound book for clients. In
“Possibilities2,” Johnsonite floors are installed in unlikely settings
from Great Lakes to a gas station. The 12”x12” (tile sized) book is 46
pages with 8 gate folds, and has a unit cost of $50; it will be delivered to all
clients, both big and small. Marcus Thomas also created complementary print ads
and a microsite for the project.
Kesler’s Fired Up
Congratulations to Patrick Kesler, who not only was recently promoted to Senior
Art Director at Rizco Design, but has now been recognized by NJBIZ in their
“40 under 40” awards program. The recognition honors men and women who make
headlines in their field, share a commitment to business growth, as well as enrich
and serve their community. Kesler, a volunteer fireman, has designed award-winning
projects for local businesses and non-profits.
A Name With Heart
Minnesota-based design consultancy HartungKemp has completed an ambitious series
of branding projects for medical device company Lutonix, maker of a breakthrough
drug-coated artery balloon Moxy. HK was tasked with naming the balloon, creating
product and parent company identity, and designing of an educational web site
for doctors and patients. According to Stefan Hartung, “We wanted the
brand name to represent the game-changing spirit behind the device.”
NEW GDUSA STORE
GDUSA has teamed with Veer to offer creative professionals the most fun and interesting merchandise available. Current offerings include the following items and much more.
1. White Space T-Shirt. Veer’s fairest tee places
whitespace front and center, making negative space the compositional element. The
Whitespace T-Shirt adds aesthetic balance to any designer’s
wardrobe. It’s American Apparel 100% cotton.
2. Comic Sans Love T-Shirt. There's no denying the pervasiveness of
Comic Sans. How do you feel about it, deep down in your heart? Love it, love to hate it,
or hate that you love it — this t-shirt conveys the mixed emotions on a comfy gray American Apparel T-shirt.
3. Ampersand Cufflinks. For those who like to be clever on and off the cuff, these Ampersand Faux Cuff Links are just the thing. Wear them like regular cuff links on French cuff shirts, or as button covers on pre-buttoned cuffs.
Veer provides visual elements for use in professional creative work, such as graphic design, motion design, advertising and filmmaking. Products include stock photography, illustration, typefaces, and unique merchandise.
You Can Only Gain
Design has the power to change the direction of businesses, provide fuel for
economies and even change lives. Provocative thinkers from a wide range of
disciplines will inspire and reinvigorate at “Gain: AIGA Design and
Business Conference” this fall in New York. Hear business, design and
thought leaders share their innovative approaches to generating greater return
on investment, fostering emotional connections and providing positive brand
experiences for customers. It takes place October 14-16.
Black Fig Evokes Black Tie
Phillips Design Group of Boston has recently wrapped up work on the
launch of Black Fig Vodka, the only natural fig infused vodka in the
world. Seeking differentiation in a crowded premium vodka market, the design
team at Phillips emphasized the sensuality and sophistication of the boutique
product. Steve Phillips says the project included naming, identity, packaging,
launch strategy, collateral and a website.
This Is Big
More than 750 layouts, compiled by Joel Anderson, Katie Jain, and Erin Mayes,
fill this essential volume entitled “The Big Book of Layouts”. It’s
a stockpile of clear, compelling layout designs that range from traditional to
cutting edge, and includes techniques that can enhance any layout, print or
online. Detailed analysis and descriptive info on each featured design, which
include ad campaigns, billboards, invitations and book covers, will aid designers
of all levels. Collins Design publishes.
SPOTLIGHT: PHOTOLIBRARY WEBSITE
Photolibrary, a leading global independent producer
and distributor of stock images, footage and music, has gone live with their
new website. A cleaner design is optimized to use the horizontal real estate
of professional monitors, and background color can now chosen by the
user. Basic searches are streamlined with similar images suggested, advanced
search options are easier to access and use, new image preview page showcases
alternative images (matched by color and keyword/s) make it even easier to
find the right image, and light boxes and shopping cars can be accessed
with a simple drag and drop system. Glenn Parker, Photolibrary Group CEO
comments: “As always Photolibrary seeks to provide its clients with
an improving experience when searching our image, film and music content. We
hope that our users like the changes we have made.”
Download The GDUSA Annual Print and Paper Survey...
See the Inhouse Award Winners Gallery...
Free Samples and Information From Friends of GDUSA...
Send A Friend A Link To Sign Up For GDUSA Enews Absolutely Free...