Work Sample: FOCUS

Phillips Plastics Corporation was kind enough to ask me to design their November issue of FOCUS, their monthly employee news magazine. I love working on these projects because they're very fast-paced, in-depth and require a lot of thought. The company knew that the issue was going to be called "Next," so as to talk about things that were coming up in the future of the business.

Below are a few sample layouts of the piece I worked on. There were 16 pages to design in all, but I've chosen a few of my favorites. Click the image for a larger view.



Please note that work shown above is the property of Phillips Plastics and is copyrighted. ©2008, Phillips Plastics Corporation. All rights reserved.

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.

Peaceful Living Site Up and Running

Yesterday, a site I did for one of my clients, Peaceful Living went live. Already, the client has received feedback from her contact form! Check it out at PeacefulLivingCare.com.

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.

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

Self-Promotion Sample

In a recent posting (The Art of Self-Promotion from earlier this month), I discussed some ideas on how to promote yourself or your company in a unique manner. With October days away, I've decided that I should get a start on my client Christmas gifts this year. I needed to create something that was sure to grab attention and, if at all possible, utilize the skill set that my business is all about.

I know in The Art of Self-Promotion I had suggested the idea of celebrating another holiday and showing client appreciation. But for me personally, this is my favorite time of year and I can't help but join in the season's festivities. Each year, I'm sure to send out cards or a postcard of some sort. This year, I wanted to show my most dedicated and frequent clients just how much I appreciate their business with a little something extra. So, I decided I'd have some custom wine bottle labels created and send those special clients the gift of wine. If they're not big on the alcohol, it's still a great self-promotional piece. You can find both my Christmas wine label below.

work sample

A while back I was asked to design a logo for a small business out in California - The Modern Woman's Divorce Guide. The company strives to help women who are recently divorced - how to move on, legal issues, etc. I was really excited about working with this client as I'm all about being an independent woman. Unfortunately, the client didn't feel the logos were working for them, but I truly feel proud of the work. In any case, if you know anyone looking for a little direction when it comes to divorce, have them check out www.themodernwomansdivorceguide.com.

The logos are a bit modern in feeling, as the title of the business suggests. One is more whimsical and hopeful while the others (at the request of the client) include an illustration of a "modern" gal.

work sampling

Here's a sample of a current project I'm working on. The client is a spa located in La Crosse, WI. I was told the inspiration for the project was "Alice in Wonderland meets Luxury." How cool is that? Not only is the concept awesome, but the building looks like a duplicate of the Boston Public Library. I'm very inspired by this project. The name of the client is The Batavian Salon and Day Spa, named after the Batavian Republic. I've worked up a few design concepts based on these elements so we'll see what happens!

a trend

There's a trend I've been taking notice of lately in graphic design. I think it's been around for some time, but is becoming more and more prevelant in everyday advertising and graphics. This style is a blend of type and photography meshed with sketches, doodles and hand-written wording. To me, it is reminiscent of the scratchy renderings I'd find on the top of my classroom desks in highschool.

I'm developing a true appreciation for this style, as I feel it brings design from computers and art made by hand closer together. When finished, a cool and almost retro/vintage feel remains. Will it work for all clients? Most likely not. However, you can see in the wedding shoe advertisement below, that I applied this process to one of kick's pieces. It's not as raw, as it has a need for elegance; it has to speak to the right audience. Consequently, the fun and playful message the ad evokes is true to the client's character.

The other two are examples I found of this design trend from printmag.com (Print Magazine's website) and freepeople.com, a clothing boutqiue.

work sample

This is a work sample I just recently finished. Nordeen Design Gallery, an interior design service and showroom, contacted me for a new logo. They wanted something that would speak to their current customer (an older demographic) while attracting those younger thirty-somethings. The integrity and elegance of the brand needed to be maintained while offering a fresh perspective to the business. You will see the original logo at the top followed by two of my favorite proposals underneath.

work sample

I think I have writer's block today, so what better way to update my blog than with another work sample?

This is a piece I did recently for a client who owns her own personal training company. She needed a logo and a card design that would represent her zest for life and fitness. We chose a healthful looking blue tone to contrast the vibrant orange.

One thing most people know about this client, before they even know she's a personal trainer, is her love for her two Great Danes. She walks with them daily and even brings them to Dairy Queen for icecream and to show them off! That being said, it didn't seem like her personality could truly be conveyed in her cards if we didn't create a little illustration to compliment the design. Needless to say, she's very excited her dogs could be included in her company collateral.

work sample

Just another sample for the day...

I did this proposed website design for a comedian in Eau Claire, Wisconsin. I wanted something wacky and comic book-like to match this individuals personality. The project never ended up being developed, but it's still one of my favorite designs. The unexpected right alignment combined with the, literally, hand-written links creates a comical feeling. I combined photos and illustration to give the overall design a Lichtenstein-type influence.

Work Sample

I have no clue why this didn't occur to me before, but I thought I'd share a few work samples. I love vintage so my style matches well with this particular client, kick (yes, lowercase). They're located in La Crosse, WI and the store recently particpated in the town's Krazy Dayz event. They needed some promotional materials for their "krazy" discounts so this is the ad and mailer that was used. For more samples visit www.13thirtyone.com.

did you know?

One of the services that 13thirtyone Design offers is wedding invitations. What's funny is that some people are amazed at how complex and customized the invitations really are. These invitations aren't your average white ribbon on white paper ones. I try really hard to embody the personality and tone of each couple into their invites. What's great about offering this service is the true appreciation and meaning that comes from working with these clients.