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GDUSA Newsletter

MAY 2014

 
WORKING WEEKENDS

I have worked most weekends of my professional life and that goes back 30-something years. Sometimes showing up on weekends is motivated by practicality, but more often driven by sheer habit and compulsion. Sometimes it’s hard to separate the two but there it is – weekends in the office are my default position and comfort zone. For this reason, I was drawn this week to a set of career tips by The Creative Group, the very wise specialized staffing firm, about how to minimize weekend work. (See “Take 5 Tips” below). The Creative Group presents pragmatic ways to avoid unnecessary weekend labors: prioritize, plan, delegate, refresh. I thought they were also addressing the compulsive aspect of weekend work that plagues me – and perhaps you other weekend worriers? – when they recommend “SEEK HELP.” Turns out the advice refers to hiring freelancers for overflow, rather than to locating a mental health professional. Oh well.

— Gordon Kaye, editorial@gdusa.com

    xpedx

 

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MAXWELL HOUSE BREWS REBRAND

Maxwell House freshens its cup with new packaging graphics, new logo and expanded product varieties, all supported by an advertising campaign dubbed “Say Good Morning to a Good Day.” And the once dominant coffee brand is bringing back its iconic tagline, a nod to Teddy Roosevelt’s proclamation back in 1907 that the coffee was “good to the last drop.” Wieden & Kennedy is among several agencies involved in the revamp, and is handling overall creative duties. Bulletproof, New York and London, is credited with the design elements. “More than ever, Americans have embraced coffee as a routine part of their lives, so it made sense for us to re-introduce people to what a good cup of coffee can do to kick start a good day,” explains Chris McClement of Maxwell House. The canisters are the traditional blue color, with emphasis on the “last drop.” A multimedia brand campaign includes television, print and a digital focus, and features a “perking pot” jingle initially introduced in 1959. SEE MORE >


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PAINTING A PANTONE TRIPTYCH

Creative agency Sub Rosa has created the first ever branding campaign for Pantone. The “Make It Brilliant” campaign features Pantone’s array of offerings – and underscores its unique expertise – through a display of dancers and various shades of light and color. Michael Ventura, CEO of the New York and London-based agency, explains that the print and digital campaign incorporates colors chosen from Pantone’s trend forecasts to “paint” the walls with light rather than using colored backdrops, allowing for subtle and infinite variations. Triptychs symbolize Pantone’s three core product lines – Graphics, Fashion & Home, and Industrial Design. LEARN MORE >


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BEHAR DESIGNS NEW PAYPAL LOGO

PayPal introduces a new logo, its first since 2007. The logo includes a monogram of the double PP, which is now at a slight angle and is displayed in different shades of blue. Yves Béhar of fuseproject in San Francisco is responsible for the logo. He says: “Silicon Valley tends to be very focused on great products but isn't as focused on great brands in some ways. If you think about the size and scale of their influence, I believe they really deserve a look at their identity in a way that is more global and they need look at it in a way that matches their ambitions.” SEE MORE >


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STAR INSPIRES SAGMEISTER & WALSH

Sagmeister & Walsh has developed a new graphic identity for the Jewish Museum on Fifth Avenue in Manhattan. The identity, being implemented throughout the building, digital, and print materials, reflects the Museum's commitment to exploring art and Jewish culture, historical and contemporary, while infusing it with an up-to-date sensibility and a global perspective. The graphics are inspired by ancient sacred geometry fused with a contemporary aesthetic. Everything from the logo mark, logo typography, patterns, and illustrations were drawn on the same geometric grid from which the Star of David was formed, yielding a structured yet flexible graphic system. The design also reflects the intimate experience of visiting the Museum, while recalling the building's history as a family home. Says Claudia Gould, Helen Goldsmith Menschel Director. “We engaged the innovative team of Sagmeister & Walsh to help us create a dynamic system that will evolve with the institution.” READ MORE >

   

 

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BRINGING BACK MILLENNIAL MOM

As demand for commercially produced baby foods declines, Beech-Nut is trying to change the dynamic, with the help of Chicago’s Bluedog Design. In the effort to rejuvenate the segment, Beech-Nut had to face hard truths in its initiative to “Bring Moms Back.” From a product standpoint, the company worked with its chefs to emphasize purity, freshness and natural ingredients. And in response to the health and well-being concerns of millennial moms shopping in the produce aisle, Beech-Nut’s VP of Marketing, Andy Dahlen turned to Bluedog to create a more organic graphic look and feel. The solution includes redesigned glass jars, an emphasis on simple ingredients, and homemade wooden gift box displays that cradle the jars and are akin to a fruit crate. Says Bluedog CEO Michelle Hayward: “Together we have created visual disruption in stores and are delivering a modern brand and meaningful baby food experience…”  LEARN MORE >


‘B’ IS HERO IN CRAFTING IDENTITY

Celebrating their 25-year anniversary in 2014, La Brea Bakery ‒ a leading producer of artisan breads for restaurants and grocery ‒ partnered with Hornall Anderson to update their identity. The goal: to better communicate the craftsmanship behind La Brea Bakery breads. Retaining the longstanding “B” identity, the design team reimagined the brand by utilizing the deep red color of the original identity, and by prominently featuring a more stylized lowercase “b” as the hero, with the subtle outline of a loaf of bread at its heart. The font was updated and the 1989 emboss was added. “Our bread is a gift,” said CEO John Yamin. “Hornall Anderson did an incredible job of conveying the passion and commitment of our people and the artisan spirit of our breads in our new look and feel.” LEARN MORE >

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EXCHANGING THE BAG FOR THE TAG

The National Retail Federation has traded in the bag for the tag. Rain, a New York-based digital agency, developed the new identity which is meant to encompass both online and instore shopping. The switch to initials is also intended to make the organization more memorable and to make the logo more adaptable to digital applications. SEE MORE >

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NATIONAL PARKS REACH OUT

In anticipation of the National Park Service’s 100-year anniversary in 2016, a new campaign – “Find Your Park” – seeks to expose the system to millennials and multicultural communities. “Looking at the continued relevancy of the parks, it was obvious we needed to bring awareness to a younger generation, to reintroduce the parks to those [who] have been enjoying them and to those who did not have an awareness of them,” said National Park Foundation president Neil Mulholland. “We are not on their radar.” Grey New York is helping with the rebranding; Ken Dowling, a partner at the Grey Group, said that part of the challenge is to introduce new people without alienating loyal park-goers. The revamped logo design keeps the iconic arrowhead and more clearly shows the connection between the Service and the Foundation. READ MORE >

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SEE THE AMERICAN PACKAGE DESIGN AWARD WINNERS SPONSORED BY NEENAH

This annual GDUSA competition is our fastest growing – entries rose more than 20 percent (again) this year – because it celebrates the power of design to promote the brand, communicate the value, convey essential information, and make the sale. And, once again, Neenah is the exclusive sponsor, which gives us a chance to call attention to the fact that Neenah manufactures unique and premium packaging and label papers.

VIEW THE WINNERS GALLERY >

NEENAH PACKAGING SOLUTIONS >

NEENAH LABEL PAPERS >

 

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DESIGNING EYE ‘KANDY’ FOR MEN

How do you brand a new line of product from Klondike, while keeping your core market happy and engaged? This was the challenge Unilever asked Cuticone Design to solve. Design firm founder and creative director Joe Cuticone explains: “Because Klondike bars have traditionally been a favorite ice cream snack of men, the new Kandy bar line needed to sit comfortably in the mindscape of this passionate consumer. We looked in-depth at the ice cream and candy aisle, considered the male demographic and developed packaging with cues that fuse the bold expectation of Klondike with the mass appeal of candy bars.” LEARN MORE >


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GLOBAL FIRM SIMPLIFIES NAME

Jones Lang LaSalle is now JLL. The professional services and investment management firm specializing in real estate introduced a refreshed logo. Given its global operation, the hope is that the new name will be easily recognized and visible in countries around the world; memorable and easily pronounced; and suitable for digital applications and mobile channels. Says Charles Doyle, Chief Marketing and Communications Officer: “The JLL ‘Worldmark’ logo symbolises all of this: a global company with local roots, built from multiple types of expertise, working in collaboration with clients wherever they need our services.” SEE MORE >


CBX SHOWS BIG HEART

CBX collaborated in the creation of a new name and identity for Big Heart Pet Brands, previously Del Monte Foods’ Pet Products business. Big Heart Pet Brands is home to several famous brands, including Milk-Bone®, Meow Mix®, Natural Balance®, Kibbles ‘n Bits®, 9Lives®, Milo’s Kitchen®, and Nature’s Recipe®, among others. CBX used their methodology to help Big Heart Pet Brands arrive at a name that showcases the company’s desire to nurture the bond between pets and the people who love them. “Big Heart Pet Brands doesn’t believe in owning pets. They believe in loving them. We strongly believed the name should live up to this core belief,” said Rachel Bernard, Strategy Director at CBX New York, “The objective to show an unparalleled passion for pets truly inspired us – the result is a unique name that we believe advances the strategic vision of this category leader.” CBX also developed a visual system for the company; at the core is a new “heartpaw” logo that reinforces the company’s love for pets and desire to continually create better solutions for them, explains Rick Barrack, Chief Creative Officer. LEARN MORE >

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DESIGNER IS NOT HORSIN’ AROUND

Pony Pizza Company™ was started by award-winning graphic designer Connie Fry, who is also a life-long horse lover and equestrian. The head of cfk Creative began the horse treat business as an outgrowth of her close relationship with horses and her experience with horse shows, which all began when she was a child. The idea for the treats came about a few years ago, when someone brought a pizza into her barn. At that point, Fry began to make and market treats at local shows. Eventually, she found a professional baker – Baker’s Pride – which turned out the pies in their downtime – and the rest is entrpreneurial history. Pony Pizza is now sold in track stores in 15 states, as well as online. Perhaps even more meaningfully, says Fry, “we are committed to give back to the equestrian community and community at large by donating time and support to several organizations.” Among them: Pony Pizza became the official treat of the Pin Oak Charity Horse Show 2014, one of the oldest horse shows in the nation and which supports the Texas Children's Hospital and several other charities. The branding, by the way, won a 2014 GDUSA American Package Design Award. LEARN MORE >

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SHEPARD FAIREY’S NEW HOPE

Shepard Fairey, best known for his 2008 HOPE poster of Barack Obama, has designed a print of Chinese artist and human rights activist Ai Weiwei, who continues to be denied his passport to travel freely outside of China. Fairey created the poster to promote greater awareness of Ai Weiwei's ongoing political situation in China, where he has been under domestic house arrest since 2011. "I admire Ai Weiwei for his art and his activism. His art is beautiful in form, and in function embodies the principles of populism and social consciousness I aspire to in my own practice," says Fairey. “I hope the image will help raise awareness and advance dialogue that might lead to permission for Ai Weiwei to travel freely and continue to express himself.” Of the limited edition of 375 posters, the artist has donated 100 to the Brooklyn Museum, which is presenting an Ai Weiwei retrospective through August 10. READ MORE >

 

XPEDX: FREE SWATCHBOOKS AND SAMPLES FOR ENDURANCE

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To obtain high-quality print results, designers and clients need reliable products from a trusted source that can perform. Endurance is a leading print media brand, distributed exclusively by xpedx, North America’s largest paper and graphics distributor, that delivers a high level of quality, performance and reliability. GDUSA readers are welcome to a swatchbook or sample pack of any and all of the offerings: Endurance Printing Paper, Endurance Digital, Endurance Recycled and Endurance Board. REQUEST NOW >

DAN ANTONELLI ON BRAND BUILDING

Dan Antonelli, CEO and Creative Director of award-winning New Jersey ad agency Graphic D-Signs, Inc., has written a book about small business branding based on his extensive experience with some 1,000 clients. “Building A Big Small Business Brand” delivers straight answers to small business owners and entrepreneurs – an often overlooked group in the publishing world’s obsession with Fortune 500 companies – about why a clear and identifiable brand is critical to a company’s success and creates a competitive marketplace advantage. Antonelli provides more than 100 design samples and case studies across several industries,and also explores core issues such as communicating authenticity, choosing the right logo, and leveraging brand perception for profitability. LEARN MORE >
 

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TFI ENVISION: KEEPING IT LIGHT

Imagine you are driving home and suddenly your “Check Engine” light comes on without warning or explanation. You get that sinking feeling and don’t know what to do. Standard Motor Products selected TFI Envision to design and develop a consumer education program for NAPA® (National Automotive Parts Association) to specifically address this issue. To change that sinking feeling, TFI Envision changed the meaning of the light, developing a “Keep Your Engine NAPA Happy” campaign idea and logo, transforming that scary light into a positive reminder on behalf of NAPA Auto Parts Stores. LEARN MORE >

 

STOCKSY CELEBRATES ‘AUTHENTIC’ ANNIVERSARY

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Stocksy United, a photo licensing co-op, celebrated its one year anniversary this Spring by announcing growth, profitability and the appointment of a new CEO, Brianna Wettlaufer, formerly of iStock, and CTO, Richard Brown. With its launch, Stocksy created what it describes as an “authentic movement” in the world of stock photography “providing a highly curated online marketplace owned collectively by its photographer members who are paid one of the highest royalties in the business as well as sharing in the cooperative's total profits in the form of year-end dividends.” After only one year Stocksy and its co-op members report profitability with its business model. Winners of Stocksy’s first annual photographer awards can be seen on their website. LEARN MORE >

 

BFG DISTILLS A BRAND CHARACTER

BFG, a marketing agency out of Hilton Head SC, has created an entirely new brand for Virgil Kaine Bourbon. It’s all based on the character of Virgil, a fictional bourbon maker disguised as a train conductor during the Prohibition ERA. Major components to the playful rebrand includes new packaging that evokes a flask, a brand campaign unleashing the fictional character’s personality, as well a new juice flavor that Virgil himself whips up by infusing the small-batch bourbon and whiskey with ginger and vanilla. SEE MORE >

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adoberemix-campaign-cubed

#ADOBEREMIX CAMPAIGN CUBED

The #AdobeRemix campaign invites creative talents across the world to reinterpret Adobe’s logo, putting their creative mark on the Adobe brand. When Goodby Silverstein & Partners’ BETA Group was asked to participate in the project, they wanted to showcase the capabilities as creative developers, technologists and makers. Accordingly, the team recreated the logo as a physical installation with 100 handmade cubes, each one correlating to an artist using Adobe software in real time. SEE MORE >

 
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Take Five! Career Tips From The Creative Group

WORKING WEEKENDS?

While some employees are working for the weekend, many executives are working on the weekend. Sixty-two percent of advertising and marketing executives surveyed by The Creative Group said they bring work home at least one weekend per month, with 12 percent reporting they do it every weekend. Here are five tips to avoid working weekends:

1. Prioritize. Take 10 minutes at the start of each day to assign a one-to-three “urgency rating” for each item on your to-do list. Tackle top-rated tasks as soon as possible and postpone or delegate items with less urgency.

2. Empower Employees. Performing certain tasks yourself may initially be quicker than explaining them to someone else. But time spent training staff now can reduce your workload later and improve the overall skill set of your team.

3. Rethink Meetings. Take a close look at any standing or upcoming meetings and ask yourself if there are enough agenda items to merit a gathering.

4. Schedule Personal Time. Block time on your calendar to relax or pursue outside interests on weekends. Hobbies can feed your creativity, increase your happiness and provide extra motivation when you’re back in the office.

5. Seek Help. If overtime is constant, consider bringing in freelancers to help ease the workload for you and your team.

For more tips, visit the TCG Blog
blog.creativegroup.com/3-tips-to-avoid-becoming-a-workaholic

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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