bag of tricks

who's manning the sinking ship?

2009-08-25T10:02:00.000-07:00

thanks to Bill D. for this insightful article. i'm appalled.

Crispin Porter + Bogusky and "Crowd-Sourcing" CP+B WTF?!

Hello, my name is Bill and I'm a logo designer...

Crispin Porter + Bogusky is a respected advertising agency with home offices in Boulder, Colorado and Miami, Florida. They've created breakthrough ad campaigns for BMW Mini, Volkswagen and Virgin Atlantic. But lately they seem to be coming up with ideas that are slightly less than genius. They created the "Life Without Walls" campaign to encourage consumers to buy a product Microsoft does not make, PCs. I'll say it again, it's a terribly illogical campaign- "Without Walls" there would be no need for Windows.

In May CP+B auctioned off three months of work on a creative presentation by their interns, on eBay. (The winning bid was $17,655 to an anonymous bidder). Hooray interns! I wonder if they saw any of that money?

http://offer.ebay.com/ws/eBayISAPI.dll?ViewBids&item=270392380113

And then there's the creepy Burger King.

Now CP+B appears to be responsible for "crowd-sourcing" a logo project for Brammo, an Electric Motorcycle manufacturer based in Oregon. They've released a creative brief and have put out a call for volunteer logo submissions. The winning designer will be awarded the pitiful sum of $1000. Brammo's new logo will most likely cost less than the motorcycles they make.

http://www.crowdspring.com/projects/graphic_design/logo/logo_for_brammo_electric_motorcycle/details

Alex Bogusky, if you're within the sound of my voice, please listen. I believe this is a highly unethical, incredibly destructive precedent. This is a well known creative shop trolling for logos. Does their client Brammo know that they're doing this? How much can one respect or value a logo that was created this way? Yes, it is possible that someone out there may create an excellent solution. But I think this sort of process cheapens the work and devalues the design. Worse, if this kind of trolling in mediocrity results in a "successful" solution, other agencies and corporations will be encouraged to follow suit. Corporations may decide they have no need for ad agencies or design partners.

Frankly, this sucks.

Graphic Design is done best by experienced graphic designers. Bypassing a professional process of logo design, and turning it into a free-for-all, is an insult to qualified logo designers and to the craft and tradition Graphic Design.

My profession and the realm of Corporate Identity have been co-opted by ad agencies, "brand consultancies" and "strategic marketing firms." What often results is mediocre, milquetoast solutions backed up by artfully stilted research and bullshit rhetoric passed off as strategy. More often the written and diagrammed accoutrements of these brand identities exist only to justify the fees. Seldom is that kind of logo an adequate cornerstone of a visual identity. It's merely the visual representation of their brand and marketing position, crafted in the midst of compromise and groupthink, rather than any singular vision. This kind of group effort, most often results in more studies in mediocrity.

Good logos are informed by critical thought and developed with goals and appeals in mind. A great logo designer creates having done research and exploration to arrive at a deeply meaningful solution. The logo designer's expertise and experience as a visual thinker, qualify them to create with passion and purpose.

Good logos are evocative, unique marks that serve to effectively present and distinguish an entity to a particular marketplace. Good logos are usually concepts crafted by a qualified, experienced designer working in concert with an intelligent and trusting client.

It's time for qualified Graphic Designers to proclaim their expertise and reclaim their field.

... and shame on you, Mr. Bogusky.

creating a landing page

2009-07-14T10:54:00.001-07:00

we've recently been working on a very unique site design for heart to heart adoptions. part of what makes this site so unique is their landing page - which required some design requirements i'd never encountered before. how did we handle this type of landing page? read on to find out!

because the industry isn't always clear, let me clarify "landing page" or "squeeze page" as an entry page to a website, that doesn't include a normal, full navigation and content. typically, these are meant to "squeeze" people into a website.

in this more unusual case, we needed a landing page that would split site visitors into two groups.

our first concept was simple, beautiful, and very unique. our final design, above, also meets the criteria beautifully, uniquely, and clearly; an "antique photo album" with polaroids. i love these designs; i think this project has been a favorite.

it's important to consider a few things when creating a page like this.

limit content! the more you have, the less your visitor will read. just include enough for them to want to click on something.
limit the number of links as much as possible - you'll notice that there are only two options here; in the final concept we chose (at the top) they are repeated to make it even easier for the user to get somewhere.
design for the viewport - keep important content "above the fold" - usually 768px. this is essential on a landing page.
make it interesting - both of these designs use different elements to balance the page and make it feel dynamic. especially with two choices, you don't want a boring right vs. left layout! believe me, i tried it, it was ugly.
do something different - as long as it isn't confusing, it'll pique a visitor's interest. in this industry, most adoptive families & birth families will visit dozens of sites to do their research. this site will stand out as a memorable representation of a great company.

photoshop techniques i used in the final design:

add a border to the photos for a "polaroid" feel
don't use the standard drop shadow effect. here, the polaroids feel 3D because i bent the edges of the shadow. to make the shadow, use the pen tool to outline the photo edges, but curve the sides inward just slightly. set the transparency to 40% or so, and add a gaussian blur at 1.5px or so (convert the shape to a smart object first so you can make changes to it later if you need). move the shadow diagonally a few pixels, and voila! the photo seems to naturally sit on the page with corners that bend up slightly. much more natural. layer a few photos and angle them so it looks like a stack.
add a texture and drop shadow to a shape to make it look like real paper. if you have an image of the paper, play with the coloring and transparency so it really fits your design - never drop an image in without playing with it first!
distress the main titles using a layer mask and a distressing photoshop brush (you can find them for free in the forums at adobe.com)

mega launch: moneydesktop.com

2009-06-27T10:04:00.000-07:00

probably our biggest site launch yet! ispectrum is responsible for literally everything you see; the complete design, flash, and copy.

working with moneydesktop has been a blast; despite the 11-hour workdays the last couple of weeks (argh), it's been a lot of fun to watch it come together. still getting minor tweaks in the weeks to come, but officially launched. if you've wondered why launch activity has been a bit slower, this major project is the reason.

as usual, i've managed to push the limits of css and design - i'm gaining quite a reputation with programmers for requiring, err, "creative" programming. many posts in the days to come about this design, its unique features and so forth...

view the site!

soapbox: html emails

2009-06-25T16:15:00.000-07:00

working on a simple html email notification template today, i was reminded why i find them so annoying.

the primary reason, no designer will be surprised to hear, is microsoft. rather than making their browsers and email clients compliant with current standards, they routinely take steps backwards! why, you ask? i have no idea. i also have no idea why such a staggering percentage of people still use them; in my opinion, this is ground zero for capitalism breakdown.

but i was reminded of the shortlist version of programming & design requirements to hack html emails for the majority of email clients (for a much more complete discussion, including valuable marketing tips, visit the email experience council):

600px width max.
simplicity is KING in the design. if you do find a way to make it look cool, keep in mind not everyone will see it that way anyway.
make everything important text, not image based. always use alt tags on images. and if you must use an image, be sure to repeat the same info in plain text somewhere.
use the most simple code you can come up with (by simple, i mean grossly archaic and outdated).
use tables (eek!) but don't nest them, or style them, or otherwise do anything attractive with them at all, or they won't display consistently.
code styles inline with both html and css. then try to show your client how to add content to the template. then tie a large, twisty knot behind your ears, using only your toes.
near the top, ask users to add you to their address book, or your emails may never reach them in the first place
test your email in every email client you can think of, and a few you can't.
include a "view in browser" link at the top, in case your best efforts fail miserably anyway.
comply with can-spam laws, or you may get blocked forever.

this is one of those times when minimalism is a great artistic movement to ponder on. not simply because this particular email template will probably have a grand total 2 sentences, but also because we want people to actually be able to see and read them.

color, color, color

2009-06-23T11:00:00.000-07:00

if you've seen my logo, it may be no surprise to you that color is one of my favorite design elements.

case 1:

take, for example, a recent project i've been working on: a web-based money management software. the technology is amazing, but it needed something to connect the advanced back-end with the end user.before: the colors seems drab, and the design un-inviting. (granted, they weren't trying to put much effort into the design)

after: the site appears welcoming, and the technology as advanced as it really is! in some ways, the changes were minor...but they add up to make a big difference.

case 2:
onyx websites

before: the colors are so plain, bland, and paint-bucket-esque, i don't think even a good design could make them look professional.

after: toning the colors down a bit and changing up the logo makes all the difference. though this is a rough design and still very simple, the difference is unmistakable.

in professional designs, gray is one of my favorite colors. it's legible, but not as hard-edged and plain. bright colors can work well, but they must be chosen carefully.

so today's lesson - go, design, create - but do it with (the right) color!

love it...

2009-06-13T09:32:00.000-07:00

i love coming across new and interesting sites that tickle my creative fancy. in only a few minutes i've found so much interesting imagery, it makes me want to go out and design something new.

have a look: www.ffffound.com

site (ok, landing page) launch: seasons boutique

2009-06-11T11:31:00.000-07:00

this landing page is mostly a placeholder for a bigger, better site coming soon, although the design will be very similar. she wanted the bright colors and a classy fashion look. personally, i love the way it turned out: www.seasonsboutiqueutah.com

we also helped with the logo:

site launch: george elliott design

2009-06-11T11:27:00.000-07:00

this was a much smaller site for a local business. because there's so little content, i went with a much more minimalist design. i didn't have as much freedom with the color palette and layout as i'd normally like, but in all, i still think it turned out really nicely! check it out: www.bygeorgeelliott.com

we also designed the logo:

back in the saddle (again)

2009-06-10T11:38:00.000-07:00

the lack of posting has not been for lack of working... it's just been a busy few weeks! many site launches will be posted soon, so stick around! and join with me in defending the world from evil flu viruses, like the one that has kept me ill for the last 10 days... no fun!

loving my new setup

2009-04-13T20:44:00.000-07:00

way back in the day, when i purchased my first computer for ispectrum, i knew the ideal setup would be a laptop & external monitor. but at the time, not only could i not afford a laptop (new business and all), but laptops weren't yet powerful enough to run the many programs i like to have going at the same time (i can count about 7, off the top of my head).

finally, i've taken the plunge! and at the risk of raving about apple in a public forum, let me just say the words "holy cow" have never been uttered so many times in one morning.

in years past, migrating to a new computer took days, sometimes weeks of sweat and frustration. but the mac peeps, in their infinite wisdom, created a setup where i simply connect the old backup to the new laptop, and 20 minutes later, voila! a perfect twin of my desktop, in a compact, high-powered, and let's be honest, sexy 17-inch slim aluminum portable.

bravo apple, bravo.

site launch: stones river oil

2009-04-07T16:18:00.000-07:00

this site has a very limited amount of content, which will only be viewed by a handful of investors. they mostly needed a home page that could catch the attention of a visitor, and that looked professional enough for them to be taken seriously. this home page is a variation on the large image background; in this case, the large image becomes the focal. view the new site here.

large image backgrounds

2009-04-07T15:12:00.000-07:00

you may have seen a recent trend in web design - large image backgrounds. while they are typically more suited to low-content websites, for the right site, they can increase impact dramatically. (some high-content websites can use large backgrounds, if it's done just right - but use with care).

take, for example, westlake harvesting. even though their content doesn't change much from year to year, they like to make small changes to the design so it looks fresh and updated. check out the difference from the old, standard gradient background to the new design:

before

after

visit the site here: www.westlakeharvesting.com. i used a fixed background to maximize impact and minimize the plain color at the bottom.

this was a quickie-update for an old site i didn't even design in the first place (took me about an hour)... but check out what you can do with a little more effort:

i found these images at webdesignerwall.com, under this post. fabulous, and a new favorite design idea.

site launch: an artful journey

2009-03-06T16:05:00.000-08:00

oh, by the way, (ha!), www.AnArtfulJourney.com is now live! it's been a bit, but woops, i forgot to post. i think it turned out lovely.

why i love photoshop

2009-03-04T08:47:00.000-08:00

i've been working for the last few days on a new home page. this one is very different; what i envisioned was rather abstract and difficult to describe, and it's turned out quite beautifully, i think.

so why do i love photoshop? because it can take an abstract mental image, and these photos, and turn it into this:

it isn't quite perfected yet, but wow - whod've thunk you could get to this from where i started?

some of the techniques i used:

masking, masking, and masking, hue/saturation, brightness/contrast, paintbrush (including one for clouds), bevel & emboss, transparency, inner glow, color overlay, gradient overlay, fuzzy paintbrush (for some of the highlights & shadows), guassian blur, diffuse glow, pen tool, blur tool, and the text tool and line tool.

i first created, colored, and masked each layer separately in photoshop (hills, each tree or set of trees, the moon) and then placed them in the master file as smart objects, so that i could apply layer effects such as guassian blur and diffuse glow non-destructively. most of the green glow on the trees is applied using inner glow on a separate layer, and the pump-jack has been recolored, and highlights/shadows added with the paintbrush tool. once the background image was created, i brought that into the home page comp as another smart object, masked the edges (using pen tool and gaussian blur), and added the navigation, lines, and text.

(please note that ALL of these images are copyrighted, and cannot be used for any reason)

great advertising

2009-02-27T13:07:00.000-08:00

the yearly superbowl is always a hayday for us advertisers. even if you couldn't dream of having the budget to make one of these commercials, for those in the know, the riveting show of masculine drama is really just a showcase for great advertising (sorry guys!).

this, surprise surprise, was by far my fav. the advertiser won't allow embedding through youtube, so watch the commercial here:

http://www.youtube.com/watch?v=1m71m-LBqFQ

creativity + sense of humor = AWESOME

2009-02-26T12:58:00.000-08:00

thanks to my friend AJ for finding this link. this animation company, based in paris, has clearly done some wonderful work (including a very cool music video for coldplay). this video is an interesting take on the age-old question:

http://www.passion-paris.com/flash.html#myreel=v790&page=d69&video=v790

there is something quite magical about an artist who doesn't take himself too seriously, no offense, van gogh!

adding to my idea library

2009-02-23T16:25:00.000-08:00

what i do requires a pretty constant process of learning and idea generation, so i'm always on the lookout for anything to expand my realm of ideas. my latest additions:

why are half my books from rockport publishing? maybe because i often go to borders, and maybe because they rock. i've been doing a lot more logos lately, and these authors have some fantastic ideas about both the design process and the messages behind branding, business naming, and logos.

never hurts to stay grounded in the basics (who knows what i'm missing anyway?), and their case studies are well-grounded in the modern world.

oh, and one for me!

losing sleep

2009-01-29T01:23:00.000-08:00

i love finding new ideas and resources. except when they make me feel stupid. i don't mean that in a bad way - i'm glad there's a lot out there to discover; life would be pretty boring otherwise. but occasionally it's a bit overwhelming. i periodically come across crazy cool websites done by amazing designers who bust loose a whole new set of ideas for me; most of which i hadn't previously conceived of.

take, for example, this fish-tank design. if you visit the site, you'll notice it scrolls.....to the right?? i thought this was the cardinal no-no of web design, but it works so well here. and even more surprising, the amazing graphics involve no flash - they are done using jquery (or, as some might call it, crazy cool javascript without having to actually write javascript).

i don't know why i invariably find these noggin-teasers so late at night, but what can i say? if the creative juices flow best at 1 am, i say, let them flow.

tomorrow's to-do list: learn more about jquery. and bust out of the traditional web design box. clearly there's more out there!

loco for zocolo

2009-01-28T17:57:00.000-08:00

after coming across this illustrator several months ago, i have to admit, i've been fascinated. it's such a unique style, and while it won't work for everything, it's PERFECT for some things.

these images are by nicholas wilton, from zocolo.com. wonderful fodder for design inspiration!

philosophy

2009-01-27T18:11:00.000-08:00

inspiration and creativity often comes in the strangest ways. i've been working to update my website for a while now, and would you guess it was an obscure comment in a blog post that finally busted it loose? the words "high caliber design" sounded right, and the rest just came together.

check out the new site; everything is upgraded, improved, changed, and - in short - different. which is always good. finally reflects the amount of effort i put into client sites.

reinvention

2009-01-14T12:38:00.000-08:00

iSpectrum Marketing has been around and kicking for, can you believe it, almost two years? i had no idea what i was getting myself into; at the time, all i knew was that i needed to strike out - so i set off, having no idea where the road would take me. now i have a better idea what i love, what i do best, and where i'd like to be in, say, 15 years.

later this year, our family will be moving to seattle for my husband's job with pwc. since that time will naturally bring so much change, i can't help but think it would be a good time to reinvent iSpectrum... a new business name, a stronger niche, a new website, and a better roadmap for the next few years.

so this year, the theme is reinvention.

one of the best ways i get inspiration is by finding people i admire, who do what i do, better. elixir is one of those design firms - and wouldn't you know, they were founded by a woman who is, perhaps, not so dissimilar from me, striking out on her own 16 years ago.

a website from elixir's portfolio
simple, but impactful

a very intriguing logo, again from elixir's portfolio

i aspire to create graphics of this quality, making design of this caliber available for the small businesses i work with.

i wonder where i'll be in 16 years? featured on some young designer's blog?

christmas cards

2009-01-10T13:46:00.000-08:00

have to say i love the illustration on this year's christmas cards... are those high heels?

oo look, is that a desk? been cleaning all day...

boring book cover??

2009-01-07T22:34:00.001-08:00

recently in before and after's design talk blog, designers everywhere were asked to come up with a "boring book cover" for a nightstand book - say, the exact opposite of what you'd try to do if you actually wanted someone to read the thing. about half of the submissions involved drying paint and sheep, but here's mine:

my new favorite website

2009-01-05T17:09:00.000-08:00

i'm currently working on my favorite website - it's so simple, but (i think) so beautiful.

and note: some very cool css tricks! using a fixed background, the scroll at the bottom adjust with the window height! the site seems to fill the browser no matter how big you make it, but it'll still display perfectly in smaller windows.

check out the developing site!

my bag of tricks...

2009-01-05T16:57:00.000-08:00

i am often asked how i do what i do - by people who are surprised to find a woman who owns a business, and successfully works from home doing something she loves. although my education is in advertising (which is very closely related to what i do), the truth is this: i simply jumped in and hoped i could swim!

i've learned from countless hours of observation, practice, and sometimes simply dumb luck. i hope to chronicle some of my ups and downs, inspirations and successes - the things that influence me most!

please share the things you love... or hate! i believe that art is 90% instinct.