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GDUSA Newsletter

APRIL 2014

 
MODEL CAMPAIGNS

The era of objectifying women and judging beauty based on one idealized standard ended decades ago, at least in the public realm and polite society. But consumer advertising people are often the last to know, which may explain why many of them are taking a victory lap — some 20 years late — because of the Dove “Real Beauty” advertising campaign and its progeny — such as the recent American Eagle “Real Girls” program (see below), American Apparel’s use of seniors to promote lingerie (see our February Enews), and the new Betabrand campaign featuring women with Ph.D’s. The intention is wonderful — encouraging women to feel good about themselves rather than bad when making buying decisions. And if these marketing initiatives sometimes seem like they try too hard, protest too much, and take credit for what should be common decency and common sense … well … perfect is the enemy of good.

— Gordon Kaye, editorial@gdusa.com

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MILT GLASER KNEW THE MAD MEN

There have been kudos and controversy regarding Milton Glaser’s poster promoting the final season of Mad Men. The positives: Glaser captures the 60s zeitgeist as well anyone has ever done. The negative: grumbling that the new work is derivative of the famous 1966 Bob Dylan poster inspired by a Duchamp silhouette self-portrait with psychelic flowing hair associated with Glaser’s initial rise to the top. Glaser told The New York Times: “I haven’t been working this way for 30 years or so. My anxiety was that people would think, wait a minute. I’m still doing this sort of thing.” He also told the newspaper: “I could have walked through the door of that firm (Sterling Cooper & Partners). I knew those people.” GDUSA readers recently named Glaser the “most influential” designer of the era. READ MORE >


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LOGO KEY TO BRAND RENAISSANCE

Olive Garden is serving up a new logo, menu changes and a revamped restaurant design to win back customers. Lippincott is credited with assisting in the redesign, which is described as “clean, fresh and appealing.” Executives at Darden Restaurants are expressing confidence they can bring about a “brand renaissance” at the chain with the new look and updated menu; customer traffic has been falling at the Italian eatery. Darden also owns Red Lobster, among other franchises. The online crowd has weighed in, many arguing the new look is too generic for the purpose.  WATCH >


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COLLINS IDENTITY ADDS DIMENSION

New York’s high-tech showcase, Internet Week, has a new logo by brand agency Collins. The identity’s goal is to reflect the openness and energy of the festival, as well as of the internet itself. Brian Collins sees the identity as a nod to the the most ubiquitous character mark in HTML, a converging pair of three-dimensional brackets. According to Collins, the image represents the limitless space in which Internet Week occurs, while providing a versatile creative template.The creative team included Dave Frankel and Ali Ring.  SEE MORE >

   

 

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MERCURY RISING AT SOTHEBY’S

Pentagram’s Abbott Miller collaborated with Sotheby’s over a two-year period to bring stronger coherence to the auctioneer’s identity and communications, including website, catalogs and magazine. The project began as a site redesign but blossomed into a broader review of all communications materials. The serifed Mercury serves as the primary typeface and takes the place of Gill Sans for the wordmark. A refocused editorial approach places the venerable auction house in a larger historical narrative about art, collecting, and living with art. Joining Miller are designers Kim Walker, Andrew Walters and Kristen Spilman. SEE MORE >

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GOT A NEW MILK CAMPAIGN?

It’s goodbye moustache, hello muscles. America's milk companies have launched a new multi-million dollar, cross-platform campaign designed to reinforce how milk's nutritional benefits — especially high-quality protein — can help power the potential of every day. The new “Milk Life” campaign replaces the iconic, but arguably tiring, “Got Milk” messaging that had once captured so much attention. Lowe Campbell Ewald is the creative agency for the Milk Life initiative. The Milk Life campaign includes print, tv and digital advertising, consumer and retail promotions, public relations and social media. This is the first work to come out of Lowe Campbell Ewald's newly opened New York office. SEE MORE >

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BRIDGEMAN ART LIBRARY
VISIT BRIDGEMAN AT THE STUDIO AND HOW DESIGN LIVE

Bridgeman Art Library, the go-to fine art, culture and historical visual resource, recently launched Bridgeman Studio, a new online platform assembling the best established and emerging contemporary artists, photographers, illustrators and graphic artists in one place, providing easy access to today’s most creative content for image licensing.

Heading to Boston for HOW Design Live? Visit Bridgeman at the Stock Photo Expo on May 13 as well as the design expo from May 12 to May 16.

Interested in learning more about Bridgeman Studio? Visit the Bridgeman Studio website.

VISIT THE STUDIO >

 

UNDERWEAR RETAILER GETS REAL

They’re real! Riding a trend toward more diversity in female models, American Eagle Outfitters’ new #AERIEREAL campaign features only “real girls,” and there will be no Photoshopping or supermodels. The point: to appeal to girls of all different sizes, specifically when it comes to bras and underwear. A new guide allows buyers to choose from among photos of models of potentially similar size when making online purchases. The website also invites visitors to upload self-portraits. Photographer is John Urbano.  READ MORE >

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SINATRA IS A FRIEND OF JACK

Brown-Forman, makers of Jack Daniels, plans to spend more than $2 million to promote Sinatra Select, a version of the Tennessee whiskey once favored by the iconic singer. The agency is Arnold Worldwide. Says Eric Doniger, VP Global Marketing Creative Director for Jack Daniels: “The budget could grow.” The Sinatra Select campaign is a significant investment, but bottles cost up to $150 a piece. Packaging includes a commemorative gift box and a booklet detailing the singer’s long history as a friend of Jack. Consumer research, we are told, finds that Sinatra, with his “classic cool,” still plays with the young adult drinker. The licensing deal coincides with the upcoming 100th anniversary of Sinatra’s birth in 2015. WATCH >


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SELFIES MAKE #MYCALVINS A SNAP

Calvin Klein turns over its latest marketing campaign for designer underwear to the average fashionista with a camera or phone. But before the crowd was allowed, the #mycalvins campaign kicked off with selfies of supermodels, followed by those of well-known bloggers. These #mycalvin moments were viewed by more than one million fans in the first 24 hours. The idea, explains Calvin Klein EVP and Chief Communication Officer, is to allow consumers to create their own moment and movement, so that it feels more organic and less promotional.  SEE MORE >

   

 

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CAFFEINE + WATER SIMPLIFIED

Avitae USA rolls out new packaging for its all-natural Avitae Caffeine Water. The new look, designed and produced by Pinckney Hugo Group, seeks to highlight the brand and enhance the simplicity of “caffeine + water” by making it more noticeable for consumers. The most prominent visual element: a die-cut holographic label — with a wave theme design and light reflection — intended to remind shoppers of a natural flow of water and to stand out on store shelves. In addition, the Avitae name is more prominent on the label, and information is generally easier to read. The new bottles, is now in a more traditional cylindrical shape. Syracuse NY-based Pinckney Hugo Group was recently among 100 small businesses nationwide to be honored by the U.S. Chamber of Commerce as a 2014 DREAM BIG Blue Ribbon Small Business of the Year Award winner.  LEARN MORE >


GRAPHICS HOPE TO HOOK VIEWERS

The World Fishing Network sports a new look to lure viewers. The Angler-aimed service now has a fresh appearance, its first update since 2005. Designed in conjunction with Denver production firm Impossible, the new logo features a fishing hook incorporated into a stylized “F”. The primary color pattern has also changed, from orange and black to blue, a clearer symbol of water and the great outdoors. Commenting on the redesign, Impossible creative director Joel Pilger says: “Spearheading the logo design with World Fishing Network was a great example of what collaboration looks like in today’s fast paced broadcast environment.” Pam Stinson is VP of Marketing. SEE MORE >

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INCLUSIVE HOOSIER HOSPITALITY

The Indiana Office of Tourism Development parks its tagline “Restart Your Engines” and unveils an all-inclusive replacement. “Honest to Goodness Indiana” is the centerpiece of a statewide rebranding campaign, developed by Williams Randall of Indianapolis and Terre Haute. The new theme has the advantage of touching the entire state, rather than emphasizing the state capital of Indianapolis and its Speedway tradition. The Williams Randall agency focuses on branding and advertising, online presence and media placement.  SEE MORE >

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GRAPH EXPO 14 TO REVEAL PRINT-ONLINE-MOBILE INTEGRATED FUTURE

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GRAPH EXPO 14 is set to impress attendees with the latest technologies, cutting edge show floor attractions, and unique applications from which to discover the next profit opportunities. The “how to” focused exhibition and conference program is designed to intrigue, educate and demonstrate the multifaceted and profitable new future of print. The overall event is recognized as the Americas’ most comprehensive exhibition of digital, inkjet, offset, flexo, gravure and hybrid technologies, products and services for publishing, printing, packaging, marketing and design, among other industries. Enhancing networking and education are dozens of co-located events, conferences, users’ groups, special events, and galas that offer a customized show-going experience across 12 market segments. GDUSA is a sponsor of the GREENspace Pavilion.  LEARN MORE >

 

MICHAEL JORDAN: THE BUZZ IS BACK

Once the New Orleans Hornets announced they were dropping their nickname in favor of the “Pelicans” last winter, the Charlotte Bobcats retook the “Hornets” nickname that it owned from 1988 until 2002, before former owner George Shinn moved the team to Louisiana. Michael Jordan unveiled the “new” name and a lively logo at center court during halftime of a recent game. The primary logo utilizes a purple and teal color palette, and features an aggressive-looking hornet ready to attack. The wordmark is written across the insect. The CMO, Pete Guelli, says that Jordan was very much involve in the name change and logo development process. SEE MORE >

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FICTION PROVIDES TRUE IDENTITY

Completing a rebrand two years in the making, Fiction is responsible for the new look of the San Jose Earthquakes. Highlights include a redesigned crest and two new jerseys, the result of a deep dive into the heritage and culture of the ball club. The Major League Soccer team’s look was introduced to a cheering crowd by projecting images of the work on the side of a 12 story building. One surprise for longtime fans: while the primary jersey remains blue and black, a secondary jersey is all red, harkening back to the founding of the team in 1974. Fiction is based in Portland OR.  SEE MORE >

 

2014 GDUSA INHOUSE DESIGN AWARDS IS IN THE FINAL WEEK

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We at GDUSA are tempermentally a modest bunch, but the American Inhouse Design Awards is just too good to underplay. This competition is the original and premier showcase for outstanding work by inhouse designers. It is a unique opportunity for inhouse design departments at corporations, publishers, non-profits, associations, universities and government agencies to be recognized for their creativity, for the special challenges they face, and for their contributions to their businesses and institutions. Over the decades an astonishing array of departments have been part of it. And creative staffing firm The Creative Group is the exclusive sponsor. So forgive us if we are just a little proud. GK
 
LEARN MORE >

 

BRAND UNION DESIGNS PRODUCT, TOO

To extend their brand portfolio and tap into a new US market, Baby Gourmet engaged Brand Union to develop the concept and design for a new line extension, targeting 6-14 year old kids and their parents. Brand Union developed a new product, called Slammers, which consists of four products, each designed around aspirational personalities with ingredients choices that follow Baby Gourmet’s brand story and commitment to providing healthy, organic food options. The agency also designed a microsite which showcases the history of the brand. Creative credits include Fred Richards, Worldwide Creative Director; Daniel Andersson, ECD; and Stephanie Landry, Design Director. LEARN MORE >

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LIGHTNING STRIKES FOR EXPERTICITY

Global creative agency Attik has developed a new corporate logo and identity system for Salt Lake City-based Experticity. The client gathers information and data, and provides advice to retailers on what to buy. Associate creative director Stu Melvin led the project at ATTIK. Key to the project was creating a platform to help Experticity communicate with its wide range of audiences. As for the logo, Melvin says: “The concept of the lightning bolt was retained from the previous identity. The bolt is a powerful brand icon that we applied throughout the larger system. From there, we incorporated a ‘human touch’ approach to key elements of the completed visual identity system by using texture on a warm color palette, handcrafted typography, playful illustrated iconography, and an optimistic style in our photographic elements." SEE MORE >


haberman-crafts-brew-campaign

HABERMAN CRAFTS BREW CAMPAIGN

August Schell Brewery tapped Minneapolis-based Haberman to concoct a new marketing campaign. “We Are German Craft” headlines print, outdoor, radio and digital messaging. Founded in 1860 by a German immigrant, it is the second oldest family-owned brewery in the U.S. and the oldest in Minnesota. The Haberman campaign, says Schell president Ted Mari, is about explaining the deep tradition and German heritage to “a new generation of craft beer drinkers.” LEARN MORE >

   

 

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SECRET INGREDIENT IS PASSION

Mary F. Pisarkiewicz, Chief Creative Officer of design and branding agency Pisarkiewicz Mazur+Co (PM+CO), has two passions: design and cooking. Through her agency, she has devoted 30 plus years to solving design problems, as well as keeping a focus on those in need; to date, half a million dollars in pro bono work has been donated. Now Pisarkiewicz is using her other great passion to give back, too. As a lifelong foodie who feels most at home in the kitchen, she launches Mary’s secret ingredients (MSI), a surprise subscription box service in which she curates artisanal and gourmet ingredients for home chefs of all experience levels. By way of these vetted products, she hopes to bring new recipes and fresh ideas into home kitchens, promoting easy cooking and healthy eating. Each season, a box of surprise goodies will be delivered to subscribers’ doors. (The first box will be mailed on April 25.) And, on an annual basis, 10% of profits will be donated to the worldwide organization Feed The Children, because, she tells GDUSA, “No one should go hungry.”  LEARN MORE >


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EDUCATING ON CHARTER SCHOOLS

The New York City Charter School Center is the focal point of New York City’s growing charter school movement. The Center helps new charter schools get started, assists existing schools and builds community support so that highly effective schools can flourish. To help parents better understand charter schools, they asked Bernhardt Fudyma to design and produce a microsite (charternyc.org) that provides a synopsis of key information. The module was built with responsive design capabilities to display properly across multiple devices. The entire project has taken on increased significance given NYC’s new Mayor and his ambivalence toward charter schools. LEARN MORE >


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PROVERB LEADS RELIGIOUS OUTREACH

To reach out to millenials, the Unitarian Universalist Association is engaged in an outreach program with help from brand development firm Proverb. The design firm, whose mission is “the truth made simple,” found that the UUA is known for its progressive and inclusive behavior, but that non-members could not quite differentiate it from other groups. This called for clearer and more consistent messaging, which now includes a new logo, website, and branding guidelines that help crystallize the organizations goals and image.  LEARN MORE >

 

INK IDEAS AND EFFECTS FOR DESIGNERS AND BRAND OWNERS

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PLATINSTAR solvent based silver metallic inks from ECKART are designed for flexographic and gravure printing to create decorative effects on shrink sleeves, while retaining brilliance at high shrink temperatures. PLATINSTAR inks create an ultra-high brilliance printed metallic surface that allows designers and brand owners to create maximum shelf appeal and visibility. PLATINSTAR inks are easy to use for printers and offer flexibility in creating unique design effects that range in effect, value and cost.


FREE E-ZINE >

LEARN MORE >

take-five  

Take Five! Career Tips From The Creative Group

ONLINE ETIQUETTE RULES

We’ve all had moments of frustration at work ‒ some leading to hastily crafted emails or thoughtless tweets. But one flip comment in today’s digital world can go viral, quickly damaging a career. Before you hit send or share, consider these five online etiquette rules:

1. Don’t Vent. While frustration, stress and anger are natural emotions, your first priority should be to remain professional. Nothing you share online or in an email should be considered private.

2. Be Considerate. Never say anything rude or inappropriate about your company, colleagues, clients or other business contacts ‒ even the competition. You never know who might read it or who you may need assistance from in the future.

3. Pause Before Hitting Send. If an incident or conversation leaves you heated, stop and take a breath to gain perspective on how to respond. If you do compose an email or post while emotions are fresh, clear your head before you send or share.

4. Pick Up The Phone. In certain situations, it may be better to pick up the phone or meet face to face than shoot off an email or IM to resolve a sticky situation.

5. Acknowledge Your Mistake. The best way to recover from a mistake, digital or otherwise, is to own up to it and make amends if you’ve offended someone.

For more tips, visit the TCG Blog
blog.creativegroup.com/online-etiquette-rules-how-to-avoid-a-digital-disaster

The Creative Group specializes in placing a range of highly skilled interactive, design and marketing professionals with a variety of firms. For more information, please visit creativegroup.com

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