Awesome Holiday Graphics

Sorry I haven't written lately! My client work has been keeping me either slaving away at my desk or taking a momentary break to grab a quick latte. On my trips to the local Caribou Coffee, I continuously find myself admiring their holiday graphic design. Their cups are sprinkled with snowflakes created from the caribou antlers in their logo; such a subtle but brilliant idea. I love the color scheme as well.




I also really like the cleanliness of the designs. They're very classic and simple, while incorporating slightly retro design elements that are very trendy right now. What do you think?

What I've Been Up To

Sorry for not keeping in touch this past week. I've moved into my office and am all settled... well, sort of. I'm still waiting on a few reception area chairs, some artwork for the walls and a dry erase board, but I'm definitely working from my new space.

I sent out an email yesterday using Constant Contact to notify my clients and readers of my new address. The ad I sent out is below:



Since our email boxes are filled with so much clutter day in and day out, I had to make this email campaign stand with an eye-catching design and a somewhat-interesting subject line. Also, I've recently redesigned my website so it was important that this email be reflective of the new site's style (you never know how many people will click) as well.

The homepage of the new site is below. Have a look around!




While I was extremely happy with my previous website, I wanted an opportunity to discuss the green aspects of my business a little more. Furthermore, as beautiful as Flash can be, it's just not search-engine-friendly, no matter how many tricks one has up their sleeve. I think the HTML will be a little more effective in terms of exposure goes. Also, updating the site and making changes will be much more efficient.

So... that's what I've been up to. I'll be sure to post some pics of the finished office space as soon as I've finished furnishing it. I hate showing a work in progress. Have a good day!

Green Graphic Design

I wrote another article for All Graphic Design's blog on the subject of being a green designer. Check it out if you have time. Otherwise, the article itself is below:

Why Green Design?

“According to the U.S. Census Bureau, the world population is expanding at a mind-boggling rate. The world reached 1 billion people in 1800; 2 billion by 1922; and over 6 billion by 2000. It is estimated that the population will swell to over 9 billion by 2050. That means that if the world’s natural resources were evenly distributed, people in 2050 will only have 25% of the resources per capita that people in 1950 had.”1

Both our individual lifestyles and the way we run our businesses contribute to this rapid decrease in resources. If we as small business owners or freelancers can control our services easily and lessen their harmful effects on the environment, why wouldn’t we? Many people are under the impression that running an environmentally friendly operation at work or at home costs loads of money and time. This isn’t necessarily true at all. In my experience, going green has helped me to reduce costs on utilities such as electricity and water and keep less paper in my printers (which means more money in my bank account). It’s also helping my clients save money as well. They’re no longer paying for the printing of single-sided, countless brochure inserts; they’re using double-sided pages instead or moving their information online entirely. But this isn’t the portion of the article where we discuss the “how-tos” of going green; that’s later.

On a global scale, going green is good for the earth. It joins the worldwide effort to save our planet and to preserve the resources we have for generations to come. In a business sense, it can work to your marketing advantage. It can also keep your expenses down all while giving you a warm and fuzzy feeling. And finally, in terms of design, it uses the skills we have for the greater good. We can use our knowledge of self-promotion to help our clients to market themselves in a more eco-friendly manner. Imagine how much paper could be saved if all designers thought this way!




Going Green: Starting With Your Work Environment

Before we start talking about ways to “green your design,” we must first visit the office space in which you’re working. I feel it’s important to practice what you preach. For example, if you’re telling your clients to use less paper, don’t keep your trash can filled with old print-outs while your recycle bin is empty.

Paper
Start by evaluating how much paper you use versus how much paper you really should be using. Printing out endless mock-ups for client approval is not the most tree-friendly option. Send your proofs via pdf in an email. Keep paper out of it all together if you can. But what about client signatures? What about having them sign off on a project? According to the American Bar Association (http://www.abanet.org/scitech/ec/isc/dsg-tutorial.html), digital and electronic signatures are fully adequate. Furthermore, computer software providers such as Adobe now have programs that are entirely created for Digital Signature recording and security (if you’re interested, check out Adobe Digital Signatures here.

Secondly, for those times when we do need to print off directions from Google Maps for our next client meeting, try printing on paper that is already using a percentage of post-consumer content. Then, use it again. In other words, save sheets of paper that have been only used on one side. Reprint on the back-side and you’ve just gotten twice the amount of printing paper for your buck.

Finally, invoicing takes up lots of paper. I send my statements once a month using pdf files via email. While this may not work in certain instances, it certainly saves on paper, envelopes and postage. PayPal (http://www.paypal.com) also has an electronic invoicing tool for credit cards. Check out the Merchant Services portion of their website.

Lighting
Designers need adequate lighting when it comes to looking over those Pantone swatch books. But do costly fluorescent light-bulbs really do the trick? Lucky for me, I’m able to position my desk under a skylight. On sunny days, I use absolutely no electricity to light my workspace! Don’t have a window? Try investing in Compact Fluorescent day-light light bulbs. They require far less energy and won’t make your own skin appear green.

Recycling
Being that graphic designers do use so much paper, it’s important to look at our recycling methods. Did you know that “for every ton of paper that is recycled, the following is saved: 7,000 gallons of water; 380 gallons of oil; and enough electricity to power an average house for six months”?2

Try to be better about recycling old mock-ups, client print-outs, and even mail. Nothing is a greater distraction than flipping through those beautiful full-color stock-photo catalogues, but at 20 pages a piece, a lot of trash can be created. If you’re not interested in receiving those offers or notifications all together, be sure to get your name removed from their list as opposed to just throwing them out and calling it good.

Website Hosting
Most designers and design firms have websites. Some provide web design services and offer hosting as a service to their clients. Move both to an eco-friendly hosting company next time your contract is up for review, if you can. I’m about to make the switch myself and have found a lot of great companies out there. Some run entirely on solar and wind energy while others buy carbon credits and “pay back” the carbon emissions they create. The preference is up to you, but either way, there are many green providers out there. The list below is just a few that I’ve come across in my search for a greener hosting alternative:

• ThinkHost: They plant a tree for every new customer!
• Sustainable Websites
• Elfon.com

The list can go on and on about how to have a more eco-friendly office. A great podcast that I’ve listened to is hosted by GreenLivingIdeas.com. Their Green Talk Radio host Sean Daily has uploaded several podcasts where he discusses green office ideas with actual consultants. Check out the podcasts directly on itunes to download previous episodes. Otherwise, the direct link is here.



Going Green: Greener Graphic Design Solutions

Obviously all design projects and clients are different, so telling you that your brochures should be of a certain size and be only a one-color job won’t really work. However, there are some definite points to keep in mind when assigned to a particular project. Thinking in terms of creating a more eco-friendly design solution tends to keep the end-result more in mind. Asking yourself, “What will happen when the user no longer needs this piece? Can it be turned into something else? Is it something that people would want to hang on to? Can be recycled?” become routine questions.

Below is a list of several possible design projects and some eco-friendly alternatives I’ve come up with. I would definitely recommend throwing some of these ideas in your “save for later” box as they can make great self-promotional ideas as well.

Email Campaigns, Not Postcard Campaigns
As said previously, one of the best ways to help the environment overall, is to create less trash. As graphic designers, we can contribute largely in this area. Direct mail campaigns may be effective, but they're also costly. Between design services, printing and postage, the dollars really begin to add up. Furthermore, having a 7% response rate, on average, is considered "doing well." That means 93% of the postcards or direct mail pieces create little or no response at all. Where do you think they've ended up? Yep, most likely in the trash.

Not only are email campaigns paperless, but they've been proven to create better results. It's delivered directly to one's email inbox, it creates easy viewing, and there's a level of convenience. If the viewer wants more info, all they need to do is click and they're at your website. That's instant gratification, and consumers love that. Try convincing your client that this may be a more cost-effective and sustainable way to go.

If You Have To Print, Print This Way
So you're client’s all about making postcards and they seem to get great results. Great, but if you have to print, do it wisely. Print the quantity the client will really need; not enough to store on their bookshelves in boxes behind their desk, nor enough to leave you with 400 “samples.”

Talk to your printer about paper options that are created from post-consumer content; options that also won't hinder your design or the project objective. Find out if your printer can use soy or vegetable-based inks. Sometimes, some printers only have these inks in specific colors. Make sure you find out these color restrictions, if applicable. If your printer isn’t into the “green thing,” you can try out a few of my resources:

*On A National Level: Greener Printer
Very eco-friendly and easy to work with online.

*On A Local Level: Graphic Design, Inc.
Located in Hastings, Minnesota. A full print shop with many green capabilities.

*On An International Level (label printing): Metro Label Group, Inc.
I've never worked with them personally, but understand they actually run their business in an environmentally-friendly building. Located in Canada, this company offers label printing solutions.


Better Banners
If you or your client has decided to do a tradeshow, the most typical signage pieces are banners. There are actually printers out there that specialize in printing not only with environmentally-friendly inks, but on eco-friendly, durable banner materials as well. A good example of such a printer is Green Banners.


Put Catalogs Online
If your client prints and distributes product catalogs, there's never been a better time to inspire them to sell products online. E-commerce websites can be pricey and time-consuming to initialize, but once they’re up and the products are listed, it will take less time to manage and advertise them, than it would to redesign and print them however often. Sounds like you just got an opportunity to put a client on retainer and gain a little security.

E-Coupons, Not Paper Coupons
Coupons are great and they tend to be very effective. You can help your clients cater to their lazy customers (and to the earth) by not printing and mailing paper coupons. This creates work for the customer (they have to cut!) and trash. Instead, feature coupons on the client’s website or in an email campaign with a promotional code. Your client now has an effective coupon with no paper and no cutting.

Again the possibilities are endless. But it’s not about having a check-list of what you should and shouldn’t do when it comes to being a green designer. It’s about determining the so-called “after-life” of a project and thinking about its affect on the environment up-front.

Make the Commitment
If you’re really finding that green design is a new passion for you, there are several organizations you can join to mingle with your Green Designer counterparts. Some of these design groups can make great resume builders and others are just great networking opportunities

Design Can Change: Graphic Designers Unite to Address Climate Change
Make the pledge here to be a more sustainable designer and to do your part when it comes to the welfare of the environment.

Co-Op America: Economic Action for a Just Planet
Join Co-Op America and if your green membership is approved, you’ll be placed in their National Green Pages, a directory of environmentally friendly business nationwide. You also get a nifty approval badge to display on your website.


AIGA (American Institute of Graphic Arts)
Not necessarily a green organization in itself, but they host conferences on green design. Check out the sustainability section of their website: http://sustainability.aiga.org/


Minnesota Green Pages Directory
For the locals – become a member of Do It Green Minnesota and you have the option to be listed in their directory.


Renourish
An online resource for green graphic designers. Contains links to blogs, the ability to share case studies and tools for the environmentally concerned designer.


1 Go Green Initiative’s website, http://www.gogreeninitiative.org/content/WhyGoGreen/
2. Go Green Initiative’s website, http://www.gogreeninitiative.org/content/WhyGoGreen/

Call For Entries: Logo Lounge Book 5

Just a little reminder, Logo Lounge is officially accepting entries for Rockport Publisher's next book, Logo Lounge 5. By being a paid member and uploading your logo designs to the site, all work is automatically entered into the contest for publication. See rules below:

LogoLounge has become an indispensable research tool, reference guide and online portfolio for the international who's who in identity design community. It is the site of record, information and inspiration for logo design. From legends to up-and-comers, LogoLounge is the place to be.

From the web site has grown an extremely popular series of books. Full of inspiration and insight from cover to cover, LogoLounge Volumes 1, 2, 3 and 4 feature a collection of the world's best logos, chosen by prestigious panels of jurors.



// DEADLINE: JUNE 30TH, 2008

BOOK 5 SUBMISSIONS BEGIN NOW: Entries for Book 5 are being accepted right now. All logos posted to the LogoLounge.com site are automatically entered, so members are encouraged to upload regularly. (For more information on membership, please Join Now.) Only LogoLounge members are eligible to enter. No additional fees or forms required.

Entries must be posted to LogoLounge.com on or before June 30th, 2008 according to the site’s specifications to qualify. (Logos submitted after this date will be collected for consideration for Book 6.)

For more rules, instructions on how to submit, and pricing info, visit the site at logolounge.com.

Website for Mark Kleive Completed!

I'm very excited to announce the completion of a project I've been working on since the end of last December. Mark A Kleive, a dentist in Maplewood, Minnesota, wanted a Flash website that would convey the personal attention and friendliness of his practice. Using photos of real patients, testimonials, and loads of before and after shots, Mark's website is very informative and is sure to calm even the most dental-phobic person of their fears.

Gabe Morton-Cook, a friend of mine and an extremely talented programmer, collaborated with me on this project. While I do know Flash, he builds sites like no other. Their load times are incredibly efficient and the sites, overall, are extremely professional. You can check out Gabe's site here: www.morton-cook.com.

Some screen shots of the completed site are below. Otherwise, view the real deal at MarkDDS.com.

Logo Design Creation: Step-by-Step Process

I was recently asked to guest-author an article for AllGraphicDesign.com's blog. They had found my site on the Internet and wanted me to write an article about my logo creation process. Of course, I was thrilled to even be asked to write something! The article, to appear later this month or in early May, is as follows:



Logo Design Creation: Step-by-Step Process

There are times when creating a logo can seem overwhelming. But in an industry where efficiency is key, I’ve learned a few tricks that help me to create logos that are effective, meet my clients’ objectives, and are portfolio pieces that I feel proud of. What better way to walk you through my process than by using a client case study? Meet kick, a shoe boutique from La Crosse, Wisconsin.






Step 1: Getting to Know Your Client
When I first started working on kick’s logo development, the first thing I did was research. Because the logo is one of the single most important visual elements for a business, it is imperative that plenty of discussion is done. I always ask the same four questions:
1. What are the values of your business/company?
2. Can I see any current/previous marketing materials you have?
3. Who is your target audience?
4. Do you have any bits of inspiration for me to work from? In other words, paint swatches of colors you like or are currently using? Photos of your business or products? How about patterns/images that really identify with your business?

kick responded as follows: “We are a chic women’s boutique with a throw-back glam décor. We are located in a progressive and growing downtown area… We aim for the distinguished in tasted and in style. A woman who wants a stylish shoe that won’t hinder her daily activities; whether it be work or leisure… We have bright pink paint on our walls and we also like gold and black.”

At this time, kick also provided me with several pieces of artwork that really spoke to them and identified with their business. So now I had all the info I needed… What next?


Step 2: Generate Imagery
One of the biggest mistakes a designer can make, I’ve found, is to go straight to the computer and start plugging away at logo designs. Sure you may be feeling inspired after a chat with your client, but without really thinking, you’ll just be wasting time. Whether you’re stumped or you already have a few ideas floating around, this step has helped me out time and time again.

Sit down, grab some paper and a pen, and make a list. Title it anything you like, but the list should contain words that pertain to your client. For example, in kick’s case, I think of words like shoe, fashion, girl, woman, feminine, vintage, etc. You want to do this quickly and be sure to write down anything that pops into your head. By jotting down this list (whether they be nouns or adjectives), you’ll begin the process of generating visuals. These visuals can produce some pretty amazing logo designs. Take a look at my list for kick below.




Step 3: Logo Conception
Some designers prefer to sketch on paper. I may do this occasionally, if I have an idea that I have to put down right away. Most of the time, though, I go straight from creating my imagery list to my computer. I like to experiment with different fonts and colors on screen so I can quickly duplicate ideas and adjust them slightly if need be.

When beginning, I work my way down my imagery list. I may have an idea that utilizes just one word; I may have another idea that encapsulates a combination of them. Either way, having my list handy is a great reference and keeps the ideas flowing.

It is my policy when working on a client’s logo that I present them with three concepts. I try to create three entirely different looks while utilizing the three different types of logo formats: just type, image only, and a combination of both. Just because my client sees three logos though, doesn’t mean that’s all it takes. With kick’s logo conception, I literally created 35 different logo ideas.





Above is a random sampling of some of the logo ideas I created for kick. You’ll notice that several are type only, some combine both imagery and text, and one is imagery only. Now that I have my concepts, it’s time to decide which logos I will present to kick.


Step 4: Logo Presentation; Which Ones Do I Show Off?
In choosing the logo designs for kick to consider, I first have to decide which ones I truly feel are my best work. It is important that I present clients with pieces that I’d feel happy about showing in my portfolio. Work that is published is work that will be seen by prospective clients as well. Therefore, I must be sure each concept given to the client is of the utmost quality.

After weeding out the “weaker” options, I then refer to the information that kick initially provided me with. Do the logo concepts meet the client’s objectives? Do they communicate to the targeted audience? Are they legible and will they reproduce easily on a wide variety of materials? If not all of the questions are answered with a “yes,” then the logo gets tossed out.

The following are the final three logos that I presented to kick:



When formatting the logos for presentation, I am always sure to duplicate each and reduce them in a size. This shows the client how well the logo appears when minimized. This is also the time to provide any additional color options the logo may have (such as with the circular shoe logo).

Should the client have any tweaks or revisions that need to be made, I include two additional “rounds” of design work. However, in kick’s case, no additional changes were necessary. The client chose the following logo:




Details, Details
So what was my exact concept when creating the chosen logo? I chose a metropolitan, Sex In The City-esque font to convey the modern look kick was going for. Keeping the text black was important because not only did it create a more contemporary feel, it’s also a very sleek and fashionable color choice.

The shoe that serves as the dot over the “i” is one I illustrated myself. To incorporate a slightly Victorian or vintage appearance, I looked at several shoe designs from the 1920s and 1930s. I illustrated this shoe to represent those of the time period. I also added a bow on the shoe to play up the femininity of the design.

Finally, by adding a splash of pink as a circular shadow underneath the shoe, the “dot over the i” idea is reinforced. Furthermore, it puts a sort of spotlight on the shoe itself, emphasizing the store’s product.

If you’d like to see how I’ve carried over these design ideals into kick’s other marketing materials, some of their collateral is featured in the portfolio section of my website at www.13thirtyone.com. You can also visit kick’s website, designed by yours truly, at www.kickonmain.com.

Why Branding?

There are many business owners out there who haven't caught on to the branding phenomenon. Some believe that graphic design is simply reduced to colors and fonts arranged in an organized fashion. They're not meant to communicate or generate a feeling. Instead, those fonts and colors just look pretty.

It is this lack of understanding that, unfortunately, keeps some businesses from attracting new customers. While having a smartly designed logo and website is sure to help your business promotion, it's only a small piece of the puzzle. Designs shouldn't just look like they belong to your company, they should feel like your company. A company newsletter shouldn't just match the corporate identity system, it should feel like the company itself. There's a major difference here. This feeling or vibe that your business design is sending out creates an impact. Branding is the impression that the audience receives.

It may sound far-fetched - the idea of concerning oneself with the emotional reaction their materials are causing. But if a customer is put-off or feels uncomfortable with your company's design materials, they're likely to find another company to go with.

So how does one go about branding? Where do you start?
1. Think about it. What are your company's core values? How do you want the public to view you? Do you want to be a bold leader or a comfortable service provider? The image you want your business to portray starts with a little homework.

2. Make your materials. So you want to be the bold, well-designed, trendy leader in your profession. Good for you. It would only make sense that your materials reflect such. You shouldn't have a logo that plays it safe and looks like everyone else's in your industry. Have a professional help you to design the logo that reflects the goals of your company. Carry this approach through everything your customer is going to see - business cards, brochures, signage, etc. Be as consistent as possible with your new look.

3. Research your market. You're the trendiest coffee shop in town and you have the design materials and logo to prove it. Don't place yourself in the middle of the most conservative neighborhood and expect folks to wander in. You must know who your audience is and where to find them. Only then can you advertise to the right people.

For example, I once received an opportunity to advertise in a graphic design magazine. Why would I do that? The readers of the magazine are graphic and website designers. They're not going to buy my services, they provide those services themselves. I need to market myself to the appropriate buyers.

I have another example. A sales woman from a movie theater once called me and asked if I'd like to advertise on their movie screens before the show starts. I said no, this wasn't the audience I was going to advertise to. She got very defensive and said she didn't understand my logic. I explained that I help business owners promote their products and services. Those people are not going to be looking for a graphic or website designer while at the movies.

4. Start marketing. Now that you know what your company's image should be and you've designed the materials to help you promote that concept, market it. By networking, blogging and advertising, you'll be placing your brand in front of people over and over. Remember - know your audience. If you're a trendy coffee shop, advertise to college students or young folks. Take your advertising to a cool and trendy metropolitan neighborhood. It's all about making matches - finding the matching audience to your business.

By figuring out "who" your business should be and how it should be viewed aesthetically and emotionally, you're saving yourself a lot of advertising dollars. Money and time is wasted when trying to market to a crowd that won't care to notice you. By branding yourself and reinforcing it to the right people, marketing success is sure to be on the rise.

Here's a Thought

I'm really into finding ways to promote myself and my clients that's a little different than what most people would do. In earlier posts I've blogged about sending unique holiday cards, different self-promotional ideas, etc.

Today, I'm working on an ad for myself. It's a full-color, half-page horizontal for a bridal magazine. Because advertising is so insanely expensive, I want to make sure that I put my dollars to good use and create something that's sure to get some attention. While working on my brown and pink piece of art, I was going through the motions and placing a snapshot of a previous invitation design that I had done in the ad. But then I stopped.

Every wedding invitation designer and their brother include a photo of their work. Make sense - give the prospective customer something to look at so they can decide if they're interested or not before they call. But what if, and this may be a little crazy, I don't show a photo? What happens if there's no sample of my work in the ad? What if my ad purely arouses interest and curiosity and drives the reader to call or go online that much more? Hmm...

While I hate to experiment while my advertising on the line, I have a good feeling about this. I'll let you know how it works out.

Times Are Slow? Give Back.

We all run into it. The phone stops ringing, incoming emails are only from those pesky retail stores having a sale, and the communication with clients is slim to none. There's no work coming in, which sadly, means fewer pay checks.

I often find it humorous that as designers and business owners, our knee-jerk reaction is to spend some cash on advertising when things are less than steady. But when you think about it, why would we drop at least a couple hundred dollars on a print ad when we know that times are tight? I have a tried-and-true solution (well, for me anyways) that not only brings in business, but makes me feel good.

When there's little to do, I hunt for a pro-bono client. Whether it be a non-profit that I support or a small start-up business, I try to find someone who is need of design services. This allows me to give back to my community while giving me exposure, creative control, and a new portfolio piece. Furthermore, I'd much rather spend my slow time designing instead of checking out the afternoon's latest headlines on CNN.com.

In finding this candidate, I do a little research. Where is there a client located that could give my work a lot of visibility? Is there a non-profit organization that I feel truly honored to help and would love to support their cause? Is a friend trying to start up a business, but just doesn't have the funds to promote themselves? These are all good finalists. I can't stress enough how important it is to feel good about the work you're going to donate - it's the one thing you'll be receiving for your time.

While this idea may not have the phone jingling off the hook within a few weeks, it may have a lasting effect. For as long as your client's business or non-profit is up and running, your work will be on display. Treat the client right, and you should see some referrals as well.

Creative Blocks

We all get them and they're inevitable from time to time. As creatives, our brains are constantly being stretched and pulled for the next great idea. So when we hit a roadblock and just can't seem to make it through the remaining 4 hours of the workday, what's a girl to do? This may be the opposite of what some say, but my advice is to succumb to it.

While pushing through and forcing yourself to be creative may be appropriate for tight deadline situations, let's face it. The work you're going to come up with isn't going to be all that great. The layouts will be slightly off here and there, words will possibly need a major spellcheck and furthermore, you're probably just not caring enough to notice details. So why do it?

Do yourself some good and do something inspiring. Take a walk, flip through a design magazine, type on your blog, listen to some music, grab a Jamba Juice or read a book. Burning out on work only happens to best of us. Give your brain a little break, maybe even some food for thought, and then you'll be as good as new.

The Proposal

One of the most overrated pieces of design work, I feel, is the coveted proposal. Sure it's helpful for clients in selecting a designer and their proposed design solution. But how much sense does it make, really?

I have found that the proposal walks a fine line between suggestions and spec work. Let's be frank, a client puts out an RFP because they want to see what a designer envisions for them. Great. But being the visual creatures that designers are, how do we tend to best communicate our visions? Through example graphics, diagrams, sketches, etc. So what's the difference between providing a client with a proposal filled with mini-graphic samples and mock-ups and providing a full-size mock-up piece in itself? Aren't they both versions of spec work in one way or another?

There have been a few clients recently who have come my way and asked for a proposal. While I'm happy to compile my thoughts and professional suggestions for them, I try my best to avoid using designs in the document. Furthermore, it only creates the possibility of plagiarism. There are the few bad apples that would think, "I have your ideas, and how it's supposed to look exactly! What do I need you for now?" Sounds paranoid, I know, but I have to watch out for my business. This can make things tricky.

When I do have to put a proposal together, I choose to include photos of the current client's materials, store, etc. I simply create an editorial out of them, compiling my thoughts on how to improve each scene in the corresponding photo. I don't provide sample design work - the work that I would actually execute had I been handed the job. The format goes something like this:
1. Intro (a brief summary of the problem)
2. Problem(s)
3. My Suggestions
4. Notes/Appendix

Many people suggest including a budget and/or a timeline in this document. But for me, I prefer to be a little more realistic. The client should have told me both of those things before I was requested to submit my proposal. And if they haven't, I know that my ideas better be pretty adaptable, or if insanely necessary, I ask. So that's that. The proposal in a nutshell. :)

Christmas Cards

Every year I try to make my own Christmas cards, both for 13thirtyone and for my personal use. In working to create something unique and special each year, the ideas don't seem to flow as easily as they use to. Obviously, a good Christmas card will have a sense of creativity and shows that I've put time into creating each individual card.

In recent posts, I've talked about promoting your business with something different, like a bottle of wine, etc. However, what about the cards that need to be sent to my printers, smaller clients and photographers? Surely, I can't supply a bottle of wine to everyone. So what's a special way to wish holiday cheer, in a card, without breaking the bank? What have other people done for a special looking greeting card?

Work Sample

Below is a Flash website that I just finished for a client, Platinum Dental Lab. They aren't a dentist, but a lab that creates the faux teeth for an individual's mouth. Very interesting.

The launch of their new website just took place and all of us are very excited about it. A portfolio of the ceramists' work is featured on the site along with testimonials and a lot of other great info. Check it out at www.platinumdentallab.com.

printing schminting

Every now and again I am reminded of the craziness that is the printing process. Color matching can be a headache, colors on computer screens vs. colors on the printed pieces can confuse clients, paper weights and textures need to be taken into account, etc. There's so much that goes into the final product that goes beyond the design itself.

Being that this part of the process can sometime trip people up (both designers and clients), I thought I'd share my mini checklist for sending works to the printer. Of course, varying steps may need to be taken for two color jobs vs. four color, but this is a general outline.

1. Photography: Make sure all of your photos are either embedded directly into the file or saved with items you're sending to the printer. A lost photo at the printer can delay time and create a few headaches. Also, make sure your photos are in the correct color mode - more often than not, CMYK. If your photo is RGB, it's more than likely that your picture will print out a little different than expected. Finally, ensure that your photos are at the correct resolution for the right job. Magazine and newspaper ads can usually go at 150 dpi. But for those gorgeous, high quality pieces, no less than 300.

2. Fonts: Just as with photography, "embed" your fonts into your file by turning them to outlines before sending to the printer. This ensures that a default font doesn't override yours at the print shop. If you need the text to be edited after it gets to the printer, for business card employee names, for example, send the font file along with your package. Having the fonts right there and ready for the printer is much appreciated.

3. Bleeds: If the printing on your document needs to run past the edges of the page, be sure to include a bleed. A 1/8" bleed is typical. Simply take the color you want to run to the edge of your document by dragging the shape over the document edge in your design program. Furthermore, if exporting your file to a pdf, be sure to include your bleed by selecting the "marks and bleeds" option. Set it to 1/8" unless specified otherwise by your printer.

4. Printer's Marks: Not only when using a bleed, but when sending any job, I'm always sure to include printer's marks. This is an option you can select when exporting your file for print as a pdf. These marks include trim marks, registration marks, and color swatches. Again, whether using a bleed or not, it's good to let your printer know where the item ends for trimming purposes.

5. Color Correction: If sending your file as CMYK, be sure those are the only four colors in the document. In other words, make sure all Pantone swatches that were used are now converted over. In reverse, be sure all Pantone swatches are clearly stated to the printer and are the only colors present in your document. If a large area of black is to be printed on your piece, I always set my CMYK settings to not just 100% black, but also 50% Cyan. This allows for a deeper, truer black. Strange, but true.

6. Paper: Be sure that you specify to the printer which type of paper your document needs to be printed on. If it's glossy, or coated paper, be sure to have your pantone swatches set for coated (usually reads PMS 123C). If you're printing on a matte surface, be sure swatches are set to uncoated (PMS 123U). Seems like a small detail, but colors will come out much different than expected if not set for the right paper texture.

For more details and thoughts, check this link: http://www.davidairey.com/12-money-saving-questions-on-commercial-printing/. And for a more specific rundown of the process, I'd go here: http://www.graphicdesignblog.co.uk/design-for-print-check-list/

helpful issue for entrepreneurs

Just a quick note - I was flipping through the current issue of HOW Design magazine over the weekend and I strongly suggest picking up a copy if you're considering going into business for yourself. Even you aren't ready now, grab it and hang on to it. It covers everything from marketing, testimonials from other designers, and finance mangament. Very helpful.

Check it out online here at: http://www.howdesign.com/

publishing your client list?

As I acquire more projects and more portfolio pieces, I continuously try to keep my website updated. It offers viewers the chance to always see some new work and it allows me to exhibit a wide variety of projects.

In my industry, it seems to be standard to publish your client list along with your portfolio. While I feel this is a little redundant, I can't help but wonder if this is a good idea. Is it fair to the client to have their design source advertised? Is it unfair to a prospective client who wants to know if you're working for their competition? Do some design firms simply use it as a bragging tool? Thoughts?

work sample: wedding

*©2007, 13thirtyone Design LLP. All rights reserved.

One of the services I like to provide to clients is the design of wedding invitations. I really like working on these projects as they're so personal and I'm honored to be apart of someone's big day.

I've been working with a bride who just got married this past Saturday. She really wanted to play up autumn colors in her designs. This is the final product which I'm pretty happy with.

check this out

Even though it's not on newsstands until next month, HOW Design already put our business cards up on their website. Be sure to take a look: http://www.howdesign.com/dc/features/bizcards.asp

what's with all the portfolio sites?

When I first started trying to promote my services, I signed up with Portfolios.com. It's a well-known portfolio site which is part of the Create Network - hence, where Create Magazine comes from. While I've gotten a few inquiries and a few jobs from posting my portfolio on this site, I've also received a wonderful invitation to join an Advisory Board for an up and coming design software. Very cool.

The crazy thing is, I signed up for that gig last February and never heard of these portfolio portals before. Now, they're everywhere! I receive generic messages about once or twice a month saying, "Hey, I saw your portfolio and think you'd be a good fit for our online portfolio tool. If you're interested, visit www..." I found CarbonMade.com recently this way and signed up because the site looked pretty cool and it was free. But what about all the other ones in between?

What is it about this particular portfolio sharing system that makes their creators think we need more and more of them? Are there really that many people out there using the sites? Furthermore, is anyone really benefitting from them all that much? In other words, are designers really generating a solid clientele this way?

The thing that worries me a little is that the work is unprotected. Being that my subscriptions to both of these sites are about to run out, I'll deal with it in the mean time. But, isn't there a pretty good chance that someone can just right click, download your portfolio swatch and go from there? Am I being paranoid?

Dealing With Competition

Competition, in my mind, is always a good thing. It pushes us along and keeps us on our toes. Being in a suburb of the Twin Cities, the market I live in is currently saturated with graphic/website design firms, agencies, and freelancers. So how does a person make their mark while so many others are trying to do the same thing?

In my experience, there are a few tricks that I've found to be helpful. First and foremost is style. The way that I design and the look of my product is very unique. My love for vintage-style work and retro graphics sets me apart right away from other designers. While this look may appeal to some prospective clients, it could also turn a few away. The nice thing is that people who approach my business have usually already checked out my site. They know the type of work that I do and they tend to already have a sense of who I am as a designer. My work samples and promotional materials attract a certain audience, and I appreciate this because I know I won't be forced to design in a style that doesn't fit my personality or my business.

The second thing is exposure. By creating brochures and keeping them sprinkled throughout my town, entering contests for design, and by often attending networking groups, people can put a visual to my business name. When they hear or see "13thirtyone Design," I want them to be able to know myself or know my work. This way, I won't blend in with the "yellow page" designers.


Finally, and unfortunately, is the daunting task of researching the market. As said before, the area in which I live is completely congested with designers. While I am a member of my local area Chamber of Commerce and Professional Women's Network, I also try my best to pick up clients in other cities. Lately, I've been working with some new clients from La Crosse, Wisconsin. This is great for me because the area is looking for a new designer's style. Furthermore, I know my competition isn't really looking for work there.

Co-existing with the competition can be a little tricky. But it doesn't have to be a bad thing. It only pushes me, personally and professionally, to grow in different directions, ones that aren't as obvious at first glance.