winterizing

Follow up

2011-12-31T14:50:00.000-08:00

As many who know me personally and professionally, I'm a mix of traditional and modern. Not just in my design work, but also in the way I approach life. And like many professionals, the computer is a tool that we can't live without. But it's not our only tool.

I often discuss the importance of making a connection, in a traditional way. That we're bombarded with constant contact and the ability to reach someone in a fraction of a second. A phone call doesn't go through in a second and we think there's something wrong. An email goes unanswered for a few hours, HOURS! and we go nuts.

To center myself and disconnect/reconnect I took up yoga a few years ago. And before long, I found myself working with a variety of health and wellness companies as well as Yoga Studios.

And while I love being connected to a virtual yoga world through facebook, I was pleasantly surprised when after taking one class from a new studio, I received a hand written letter. ON STATIONARY. And with a card. And I thought, now that's a way to make a connection.

Here's hoping that 2012 brings you some great connections.

New ways to reinforce your brand

2011-11-18T07:39:00.000-08:00

I've noticed a trend that companies are use some less than traditional ways to market. Using humor, personality, and a sense of community, traditional print and now even traditional online marketing are not the only options. And while my own personal design philosophy is not the in your face style of guerilla marketing (check out some amazing ideas), I love an opportunity to reinforce a company's presence in ways that really reflect the business and people who work with them.

Take for example these laptop skins, recently designed for SWC Technology Partners. Instead of just plastering a logo and web address, which so many companies do, they wanted to focus on the individual who uses them. We came up with a list of some fun questions that each employee would answer, as well as supplying three photos. We converted the pictures to black and white, for a more uniform look, knowing that the quality and style of images would vary from person to person. We also played with the tagline, adding people to the front. Putting people before business, technology, success says a lot about the company. And they company they keep.

Visualizing Your Company: The Branding of Yoga

2011-11-03T13:59:00.000-07:00

An overview from the Yoga Journal Conference presentation: Visualizing Your Company: The Branding of Your Business

A hot button for some, the business of yoga is a much discussed topic in magazines, journals and blogs today. While some are bothered with the commercialism and recent popularity, others argue over whose yoga is better. But I'm going to step away from all that. Because that's not my business. My business is branding, with a special emphasis on health and wellness companies. And what I see is competition.

Along with the huge boom and popularity comes a marketplace flooded with options. Which is fantastic for the students. More styles, teachers, times, and studios to choose from then ever before.

But what about if you own the studio? How do you "compete" for clients? A word often shunned in the practice of yoga, but necessary when talking about your business. Any business.

The reality is, with all the social media out there, websites, and daily deals, how do you not only survive but thrive?

Ask yourself the following questions. And then move on. After all, it's yoga.

Websites are often the first introduction someone has to your studio. Does it accurately reflect your space and what you have to often? When you enter the site, is it a place of calm or chaos? How are you using color? Are you using photography? And if so, does it reflect that kind of classes you offer. Nothing can scare off a new student like seeing someone on the home page in an advanced pose. But if that's what you offer, than go ahead and show that.

Are you using social media? Building a community in the studio is one place. But getting online is a great opportunity to keep your students (and new potential students) up to date on classes, promotions, etc. And all it costs is time. Take photos of events, share, and promote. Get people excited, even when they can't make it to a class. It's a great way to stay connected. Start a dialogue. Ask for feedback. Create a space that people can come to as a resource.

Email marketing is another fantastic way to keep your students up to date. But be careful. Don't send them out to often. To much, and you might just risk going right into the trash box.

Daily Deals. What can I say but be careful. While for some companies it's a great opportunity to create awareness in a market that can target a huge population that otherwise wouldn't know about your studio, you also risk the possibility of getting those students that will not return. And watch how much you discount. Keep in mind that many of the daily deal sites are negotiable with the terms.

Podcasts & youtube are great ways to keep your students practicing, even when they can't make it in. All you need is a video camera and the ability to upload file from your computer. While it will never replace going to a physical space, like all the above suggestions, it's meant to keep your students connected. Even if it's virtual.

For something to think about, check out this video.
http://winterandconstruction.com/journalvideo.html
winter and construction design: design grounded in strategy

When it's time for your own refresh

2011-10-30T06:48:00.000-07:00

refresh is now all white

All brands evolve, even those that specialize in creating them. So recently I became my own client.
And I went through the same process that I go through with my clients. What's working, what's not. What I like, what I don't. Who my audience is. And quiet a few more conversations that take place when you're looking to make a change in the way you present your company.

For me, a big part of my own evolution was pure and simple. Readability issues on my website with a black/colored solid background. I also wanted to focus more on the work that I did for my clients, and not my own brand. I wanted my website to be clean, simple, and elegant.

So what did this mean? For winter and construction design, it meant keeping color limited, as well as streamlining the entire site. All my content is the same, but it's easier to follow, easier on the eyes. I kept to my color palette of orange and gray. And to compliment that, I used the same photography, but in black and white.

Sometimes a change is what's needed to keep moving forward. To grow. And look for more changes to come. Some exciting things are happening for us. This is only the beginning.

Looking the other way

2011-09-26T15:28:00.000-07:00

When I work with clients, often they point to other similar businesses as a guide to how it's done within their own group as far as marketing goes. Then there was ElderOptions. As we went through the discovery process, and looked at what other agencies were doing, we went the opposite direction. While for some there is comfort in playing it safe, looking at what others are doing as a benchmark, this company choose to look the other way. They wanted their image to reflect a more intimate, personal, and positive direction. And I think they're doing just that. They really are staying true to their promise: changing the way we see old age.

Take a look at their site: http://elderopt.com/

Now take a look at the others. And ask yourself, "How do they make you feel?"

http://www.caremanager.org/
http://homecareassistance.com/lp2?gclid=CJCA7b72u6sCFQ0CQAodyhWMvA
http://www.rgcmgmt.com/

What a statement for a drink

2011-08-09T16:43:00.000-07:00

The packaging is what first caught my eye. Then the name. And the messaging.
Enlightened. Followed by Reawaken. Rebirth. Repurpose. Redefine. Quite a lot of promise from a beverage. But who knows. I feel this way about coffee.

Does social media have an expiration date?

2011-08-03T16:42:00.000-07:00

Google+. Amazing interface. Gorgeous I would say from a design point of view. And as a tool to organize your relationships, incredible. But I'm not ready. Not there. Still telling clients to "follow me on twitter". Over liking on Facebook, but I still have a presence. I've been more active on Linkdin lately. But I just don't have time to put into creating new lines of communication today. Not today. Today I'm busy writing thank yous. By hand, not by email. To busy thinking of campaigns that will connect a non-profit to potential fundraisers. Something that will last. A year, two. Maybe longer. As a designer my goal is to create lasting impressions. Tell a story. And when I look back, good storytelling never goes away. It just comes back in 3D.

Getting excited opening a package

2011-07-20T05:57:00.000-07:00

At the Yoga Journal Conference I ordered a pair of Juil Sandles. First, let me say that their tag line is one of the best I've ever heard. "Awaken your soles." How perfect for a company that sells shoes. Next, let's talk about the fantastic lifestyle photography that is on all their marketing materials. From the website, brochure, to tradeshow, it's on all their communication tools. Then comes the best part. Getting them in the mail. Opening the beautiful green box, only to find not only a pair of gorgeous and comfortable sandals, but a yoga bag. What an unexpected surprise. It made me happy. And that's what a great brand does. It pulls together all these elements, from the logo, to the website, to the brochure, to the packaging, to an event, and creates an experience. It's something that as a consumer I want to share with others. Which would then make me a brand embasador. And that's ok, because I love this brand.

Blowing your brand

2011-07-18T05:11:00.000-07:00

I am a new homeowner. My husband and I purchased a Chicago brick bungalow. It's been a labor of love working on the house. Which means we spend a lot of time at Home Depot. And I mean a lot of time. And while the prices are great, we've had some problems with service. From not finding anyone to help answer questions, to finding staff huddled together in groups talking about their night out, to not getting a person on the phone, billing issues with our account, and my personal favorite, employees who don't know anything about gardening working in the garden section.

Why am I writing about this? Because it's killing their brand. At least for me. Because when I thought of Home Depot in the past, I would think of their great radio spots. The big clean stores, their amazing out- door section, and the idea of picking out paint colors. But all that has changed. My experience these last few times has been terrible.

And that's branding. It's about the experience. The personality of your store. And connecting your clients with your brand promise. Which is interesting. Because the Home Depot promise its "You Can Do It, We Can Help" Great line. But it doesn't deliver.

Maybe I'll try Loews. There's is "Let's build something together." Let's hope they can deliver.

When your logo is misread-funny things can happen

2011-06-13T07:35:00.000-07:00

Ok, this one had me laughing as I drove by a park this morning and saw a portable potty with the logo on the side. With a light yellow "Z" fading it read "Drop One" at first glance. Kind of funny, but probably not intentional. It should have read "Drop Zone", which is a great name for their service. Some things should be thought out more when creating a logo.

Going half the distance

2011-06-09T08:46:00.000-07:00

I'm surprised when I get an email for an event from a retailer that announces some new store opening, a new product, or even an open house that contains a casual email, lots of images attached, and sent from an aol account. I'm surprised because it's so half way. The business realizes they can connect with a larger audience by sending out this announcement, but they don't have a website, a blog, an online store, or anything else that would support their marketing. And worse, an aol account that comes from a personal email, not the business itself. For those that don't want to engage in all that the internet has to offer, I say, to bad. That's a missed opportunity. But if you're going to go that route, why not send out something more traditional? There are so many incredible paper and invitation companies out there. From custom invitations to those that you can by at a store like Paper Source, think about the impact you may make with a direct mail piece. With any luck they may just keep that invite instead of getting annoyed by the large files you sent and putting it all in the trash.

First you're a business.

2011-06-05T04:49:00.000-07:00

I recently was on an about section of a website. They titled it ABOUT THE BRAND. Wow. They're calling themselves a brand. The thing is, you're a company first. You're people. A brand is made up of so many things. It's a feeling. An experience. And to call yourself a brand on your own website is a disservice. It speaks that you're marketing first. Putting the experience second. In the age of being hit from every direction with some sort of marketing, I think we need to give our clients more credit.

Beyond great service

2011-06-01T06:51:00.000-07:00

Last night I was fortunate to spend a great night with my husband at Nomi. We were at a preview night to relaunch the space. I love getting dressed up to go to one of my favorite places, and the night didn't disappoint. Not because of the food (which wasn't my cup of tea), but because of the service and elegance. From the time I got into the lovely hotel, were staff was waiting to check you in with ipads, to the beautiful space, with friendly and eager waitstaff, to the chefs preparing the food, it was service done to a whole new level. Sure it was a cocktail party, but every detail was thought of. It was packaging to a whole new level. And now when I think of the lounge, not just a name comes to mind. But the experience. Sights, sounds, tastes, even smells. A combination of the senses. And that's what great branding does. It goes beyond a logo and a name. It makes a connection. And boy, did I connect.

The "parting gift" was spices in a wood box, with the logo and messaging burned in. Rustic and elegant, it also contained spices and a recipe. Probably one of the few gifts I will actually keep.

Identity crisis

2011-05-16T07:46:00.000-07:00

In a recent casual conversation I had I learned of a new yoga studio opening up. With lots of research into building the studio, they were doing the research. Sort of. The first flag was that they did not practice yoga. The second flag was that they purchased a logo online. A moment of cringing on my part I admit. As someone who takes the work of design seriously, a member of AIGA, and someone who does not believe in spec work, or contests where designers compete, I inquired how this happened. Apparently not understanding the value of marketing and design, it was purchased online. The problem was, what did they purchase? Perhaps a logo that will also be used at a studio in another state. A logo that could be sold to various individuals, with rights belonging to the company that sold it to them. No worries for them? What about if they want to expand? I'm going to take a leap that people who open a yoga studio that don't practice yoga are doing it to create a successful business. And with that, the opportunity for growth. And as you grow your business, your brand can/should evolve. It's really about finding the right words and pictures that will connect your potential new customers and clients. But you want to tell an accurate story. Like yoga, you should build from the ground up. Have a solid foundation on which to grow. And it starts with your name. And from there, an identity. Your own identity. Not the possibility of having someone elses. Which can be a problem as you grow and think about trademarking or copyrighting your logo and tagline. This is serious business. To learn more about building your brand see me at the Midwest Yoga Journal Conference

Pictured is my daughter Elli in her favorite pose, tree.

Your beauty is your hair.

2011-05-14T13:16:00.000-07:00

Your beauty is your hair. That's a sign for a salon that I used to see in my old hood. And every time I drove past it with my husband we always laughed. Because A. I wear my hair very very short. And B. My husband is bald. So neither of us really believe much of that statement. But what I do find interesting is that in the last couple of days, appearance has been the topic of choice with two of my professional woman friends. It was in the context of how we present ourselves in our professions. And while I have to say that even though we were all in much more of the creative work sector, it's still an issue. I remember years ago when I was working at a design studio that had a rather lax dress code, that our account manager, who was always dressed to perfection, told me he didn't want to take one of the designers to a meeting because he looked like a meat head. (his choose of clothing to work was a baseball hat, tshirt and jeans. He always looked like he was about to go to a Cubs game.) I couldn't have agreed more. I think to a certain extent we all dress the part. I love the saying "dress for the job you want, not the one you have." Because it's all part of the packaging. No matter how you choose to wear your hair.

That's me sitting on a Knoll Barcelona Chair at Milwaukee Art Museum. A favorite chair of design studios and swanky hotels. My daughter took the picture and told me to look serious.

Orange. Tolix. And Al Fresco.

2011-05-10T14:06:00.000-07:00

Somethings I cannot help but love. One is the color orange. It's my favorite for so many reasons. One being that it's bright, positive, and much more contemporary than it's close cousin red. I also love Tolix chairs. Which come from France and are designed specifically for outdoor seating. They can take abuse from all sorts of weather, children, and animals. Last week I was walking down North Avenue in Bucktown and came across these beauties. Sitting empty because it was raining, I fell in love. With the city, the idea of eating outside sometime soon, and seeing the combination together. Add it with the brick exterior, and I have to say, this is part of what makes Chicago so wonderful. And with a great martini, I can't wait to take my seat.

the difference is in the service. not the price.

2011-03-29T07:27:00.000-07:00

The other day I went into Saks. Now, I'm not a Saks kind of woman, more like the Gap, but I wanted to check something out in the makeup department. Now keep in mind, they sell the same stuff at Macys. But I don't like Macys. The last time I was in there, the store felt empty, dirty, and had a sign that said price check for you to look up a price or something. Very Kmart of them. And I expect that from KMart. But this was Macys. And if I'm spending that kind of money, I want to also enjoy the experience. Isn't that part of why we go shopping?

So in the end, we have the same product. Same price. The difference is the level of customer service and environment between the two stores. It just makes me wonder, will there be self checkouts next at Macys? If so, why would you want to shop there at all? It's the little things (and big) that bring value to your businesses. It can also take it away.

Crass naming: Thanks for introducing my kid to new words

2011-03-16T11:08:00.000-07:00

I heard an ad today for potato chips. What was normally something I would tune out, I found myself listening harder. That wasn't what I just heard was it? Sure enough it was. The product was called Heluva Good. And while I'm not shy when it comes to using certain words, I don't use them in business. In fact I shouldn't use them at all, but that's another story.

Isn't there more creative names for a company that don't need to use the word Hell? So I don't have my 6 year old asking for Hell chips or something to that nature. I'd like to think we as creatives can be a little more sophisticated than that.

Don't market your website if you don't have one

2011-03-15T08:45:00.000-07:00

Now that title, as my husband would say, screams "Captain Obvious". Yet I'm still amazed at how many business owners promote their website with social media such as facebook, with a link to their website that says nothing more than "parked courtesy of godaddy.com".

That says one of three things to me:
1. That you are new. Very new.
2. That you don't know how to market. Or market very well.
3. That you rushed into promoting something that wasn't ready to be promoted.

You realized the importance of social media, and you are driving people to your site. But once there, nothing. No phone, email address or even a contact name. A missed opportunity. And also the possibility of turning people off. It's like handing someone a blank brochure.

And you never get a second chance to make a first impression.

Tell it like it is. Almost

2011-03-04T17:02:00.000-08:00

I've noticed lately some creative titles. I saw a posting from Anthony Robbins that he had positions for "Sales Legends". Sales Team, Sales Member, Sales Force, Sales Legends. Call it what you want, it's sales. And that's what's important. What you do. Who you are. Why wrap it up in some kind of fancy packaging? Why not be direct and honest? I'd like to think people are smarter than that. That they can see through that. In a time were it seems that everyone needs a gimmick, were attention spans are shorter than ever, I suggest less is more. Make it simple. Keep it simple. And try telling it like it is.

Oops they did it again

2011-02-23T15:34:00.000-08:00

In the quest for getting pr JCPenney decided to reinvent their brand. Along with some new designers, they also decided it was time for a logo refresh. And who better to do this then employees, students, and of course opening it up to professionals who don't want to get paid for their work.

In the end, they almost got it. Almost. And while the minimalism approach of the jcp looks contemporary, it's the second part that falls short. Because when I see their new mark, I see enney as much as I see jcp. That's to bad. Maybe they can hire someone to clean it up on isle 4.

Chiseled on a wall?

2011-02-10T09:28:00.000-08:00

In a time that brands are looked at as more living breathing entities for multiple platforms, what I find interesting is that the logo was crafted with the thought of it “might look good chiseled into the side of the building.”

And while the final identity may have some nuanced type, the end result seems more like any one with a few fonts on their computer could have done this.

Devaluing your own brand

2011-02-08T10:54:00.000-08:00

Every day it seems I get an email deal from the Gap. It's gotten to the point were if it's not 40% off sale, than I'm not buying it. It makes me wonder what they're thinking. Because if you keep discounting yourself, why would anyone pay full price?

Groupon, WeDeal, Living Social: If you're going to participate, get with the program

2011-01-04T16:17:00.000-08:00

There's a lot of great offers out there. This isn't about getting half off a manicure. Or $40 worth of drinks for $20. What this is about is doing something halfway. As in, some of these businesses are putting themselves out there to thousands, if not hundreds of thousands of potential clients/customers. They've already decided that the potential for new or repeat business is worth the loss leader. But what amazes me, is knowing that with the potential to reach a new client base, many of these companies don't have a website. And some that do.... Don't get me started. Stores without retail prices? Links that don't take you anyplace? These can turn people off. Don't drive them to you if it's only going to turn them away.

Sophisticated. Brilliant. Funny

2010-12-11T04:49:00.000-08:00

Comedy Central just unveiled their new logo. And what I love is a number of things: First it works on the simple sophistication of working in 1 color. Black. One of the first design rules I learned in college was that a good mark needed to work in one color. Now forward 20 plus years. With technology always changing, the mediums and options for application are endless. But that doesn't mean that design needs to become more complicated. In fact, as we process information faster and faster, look at smaller and smaller screens to see content, I feel that it's more important than ever that design needs to be a simple and easy to understand. And what is also fantastic is that the agency that did this understands that as well as their audience. From the video they put out, to the fake twitter account acknowledging the change, it's clear that these people know what they're doing.
New Logo Video
Face Twitter Account
Design Discussion on the new identity

What your twitter icon says about you

2010-12-01T12:31:00.000-08:00

The size is .24 x 24 pixels. That's tiny. And that's the size of your twitter icon that potential followers are seeing. So what does yours look like? Is your logo cut off? Are you using gradients and textures that when reduced are little blurs? A photo of yourself? Make sure your head isn't cut off. An image "borrowed" from another website, photographer or illustrator. Don't get me started on copyright issues. But what I'm saying is to think about it. How others are seeing you. In different mediums. In different environments. Because what you put out there, if you own your own business, represents you. So think about it as the world's tiniest business card. Does it say what you want? Because it needs to say a lot in a little space. Just like a tweet.

winterizing: Spiegel, I thought you were smarter than that

2010-11-28T15:19:00.000-08:00

winterizing: Spiegel, I thought you were smarter than that

Spiegel, I thought you were smarter than that

2010-11-28T15:14:00.000-08:00

Despite the fact that I've only purchased one item from this retail giant and get daily emails on sales despite a number of attempts to be removed from their spam, I found today's ad especially annoying. Because I am convinced that despite focus groups and knowing their consumer, they decided that to feature selling plus size clothing they should put a tiny size zero in their ad. And while the model looks stunning in her cashmere tunic, the real connection to marketing is lost. A connection to the audience. Because my guess is that woman who lounge around in cashmere are smart consumers. Smart enough to know that there is no way in hell they would like that if they bought these sweaters.

Gap redoes Logo. Look what happens.

2010-10-11T05:40:00.000-07:00

Gap recently redid their identity. And while I see traces of their old mark (in the tacky gradient square), it seems that this was a wasted opportunity to refresh their highly recognizable mark.
And without knowing exactly what the client wanted (because as I've said before, it starts by listening)
I can't help but feel that this has positioned (or repositioned) the gap as a lower line. Closer to Old Navy, one of the other companies under the huge corporate umbrella that also carrier Banana Republic, Piper Lime, and Athleta.

MTV refreshes logo-by cropping off tag line

2010-02-14T05:22:00.000-08:00

As businesses evolve, sometimes a refresh of a logo is necessary. Maybe the type is dating the companies with a 70"s vibe. Or a tech company from the 90's used some sort of swoosh. Or a television station that once started out playing videos and now features people with the name Snookie as their big money maker. Either way, MTV, once responsible for video killing the radio star, felt that after 30 years, the logo needed to be refreshed. The result: They removed the tagline. Now, not knowing what was also presented as part of this exercise, I did a little investigation. The only thing I learned was that the "M" now stands for Millenium. That's their audience. But what happens when that audience gets older? Are they going to try to retro fit another "M" meaning? Read about the thoughts behind the original logo

Chair Obsession

2010-02-06T15:32:00.000-08:00

I am always on the search for the perfect chair. So when I saw these on Apartment Therapy, my first thought was I wish I knew how to reupholster. Despite being creative, I can't even make a pillow. Maybe that's why I am so in love with Anthropologie's Astro Chair.

Anthropologie

Or maybe it's the color. Then there's this little red number from the James Hotel. Like the perfect little black dress, this one never goes out of style.

Naming

2010-02-06T14:09:00.000-08:00

I love creative names for companies. And if the name of the company and website are the same, more power to them. Especially since it feels that every good name online has already been purchased.

So while I was at my in-laws today, I came across an ad in Family Circle, for their online mag targeted to moms with kids between 7 and going to college. Momster. Ugh I thought. Like monster, or napster, or some sort of weird hybrid. It wasn't funny or clever. More leaning towards grungy. And while I poked around for a few moments, I realized this wasn't for me. I didn't want to be a Momster. I wanted to be a cookie. Which was a much more interesting resource for urban parents.

http://www.cookiemag.com/

iphone and design apps

2010-01-06T16:04:00.000-08:00

I did it and bought an iphone. Never mind the fact that AT & T has terrible service. Which it does. And while I'm not in love with it like some of my other associates are, (I prefer the keyboard on the Blackberry) I do appreciate the interface design. Beyond that, the apps icons that are created. The simplicity and restrictions of the phone itself call for a more streamlined design. With only a tiny square, designers need to communicate what their application offers. Years ago, I had a boss who always said, "Will it fit on a pencil?" It was his litmus test for marketing. Today, while no longer my boss, I can hear him in my head saying "How will this look on the iphone?" Scott Mitchell, over ten years later, and I'm still learning from you. Now that's a great boss.

Marketing with a phone Number

2009-10-28T06:17:00.000-07:00

I grew up knowing the theme song to Empire Carpets. I could recite that companies phone number just like I could sing the Big Mac jingle. Problem is, that you can't just use a a few letters and a name anymore in advertising a phone number. Why? because of technology. I have a Blackberry. (next year it will be an iphone) The keyboard on Blackberry's don't correspond to the same letters as a traditional phone. So once again, I'm driving and I see the billboard for the window company and their offer of buy one and get one. And sure enough, I get stuck at the light. Again. And I thought, maybe I'll just give the company a call to tell them about their grammar issue. I reach for my phone, and I can only make half the call.

Make it as clear as glass.

2009-10-23T14:36:00.000-07:00

I was driving by a billboard the other day and something caught my eye. No, not the design, which was uninspiring, but the content. The ad claimed "By one window, get one." Of course if I bought one of something I would get one of something. Did they mean buy one get one free? Half off? I had no idea. But it's important when crafting your message that you make it clear.

Not everyone is a designer

2009-10-06T12:41:00.000-07:00

While some people can sing, dance AND act, the majority of creatives who make a living doing something creative tend to focus and specialize in a particular field. And while yes, some people who design may be incredible photographers, as we market ourselves professionally or as a business, it's recommended to not be a jack of all trades. Perhaps then some actresses who may delve into singing may want to rethink revitalizing an entire fashion house. While it's interesting that a brand like Ungaro "used" Lindsay Lohan's fame and packaged that as a "muse" (and please stop me with the quote speak) I think it's a telling sign that sometimes bad publicity IS bad publicity. There are so many talented fashion designers out there who really deserve to show in Paris Fashion Week. And while money can buy you style, it doesn't mean you have taste.

WTF

2009-10-01T09:23:00.000-07:00

WTF-Wisconsin Tourism Federation needs to rethink it's name and it's logo in the age of texting. And yet this logo was approved and used. I can't believe that not only was there not someone on the board or a designer not savvy enough to know that the acronym means something. On top of that, with the incredibly sophisticated marketing that's going on with Michigan, the logo created is unsophisticated and uninspiring.

winterizing: Big Box Marketing as a "Local Business"

2009-08-05T14:40:00.000-07:00

winterizing: Big Box Marketing as a "Local Business"

Big Box Marketing as a "Local Business"

2009-08-05T14:35:00.000-07:00

This is a fantastic article about marketing and the spin that some larger corporations are saying that you're supporting "local businesses".

winterizing: Now you don't need a designer

2009-07-23T11:22:00.000-07:00

winterizing: Now you don't need a designer

Now you don't need a designer

2009-07-23T11:15:00.001-07:00

I was looking for an online printer and I came across this site. It explains why you no longer need a designer to do your cards. They offer a bunch of templates. Just pick your industry and go from there. Of course I had to look. If you're a dry cleaner, then there are all these choices to make. The designs are about as sophisticated as clip art from Word. However, I did come across another site recently that does have some fantastic design. http://inkd.com/
The only problem is two-fold. One, you're buying a template. That means that the business down the street from you can also do the same. Your brand? What brand? You're buying a design. A design that easily show up from a competitor. Try setting yourself apart with your services or products when from a visual point of view there is nothing to do that. What you have here is a better looking version of Word. Second, I have a problem with designers that take concepts that were done for a client and try to resell them. It's an ethics issue and one that I do not participate in.

umlauts

2009-07-14T11:49:00.000-07:00

Recently I've noticed a trend in design. Maybe it started with the annoying graffiti style posters everyone for Bruno. We have enough graffiti in Chicago, so I'm not a huge fan of marketing designed to look like some punks took a spray can to a building. That aside, it's the umlauts that caught my attention. I remember as a young designer being fascinated by those two little dots over a letter. They made everything look so cool. But reality took hold. In this country, adding an umlaut is not as easy when you work on a computer. Plus, not everyone knows what one is. How it changes the pronunciation of a word. With that said, I hope this isn't something that continues.

Be careful when naming your organization

2009-07-03T05:20:00.001-07:00

A fellow designer of mine from Indiana had mentioned that their local baseball team had undergone a new name and logo. The name is in reference to Johnny Appleseed, who is the local hero of Fort Wayne. They named their team The Tin Caps. Unfortunately, they're called The Pot Heads by everyone else.

What does your card say about your company?

2009-05-06T11:51:00.001-07:00

Whenever I present to a client concepts the first thing I say is that I believe that design doesn't need to be explained. Now of course, I always have rationales for everything I have done. And I always talk about them, because that's part of the job. But the truth is that good design should communicate your message without the designer needing to speak a word. If an idea isn't understood, than it's not working. As designers we're problem solvers. And we use words and pictures to solve those problems. What's important is not what we tell you a concept means, but what your reaction is. Because if you don't have a reaction, then how can one of your clients? Your materials need to be understood so that when you're not around, they're conveying your message, your brand. Case in point: I received these cards yesterday from a client that I have just branded. A professional organizer. And what I really love is not only did she pull out her card, but a card of a competitor. With so much information crammed into a tiny space, with images all over the place, it was clear that we succeeded in conveying her goals. To create a space that works. a space you love.

Newsletters-what they may look like

2009-05-06T09:57:00.000-07:00

Every day I get the Hungry Girl email. Right now I'm thinking it's a bit to much, so I will probably unsubsribe. Something to consider when sending out mass emails. The other issue, which I mentioned on the previous posting, is how they may appear on different email systems.

Bit of a control freak

2009-05-05T16:21:00.000-07:00

Today I sent out my second newsletter. And while my first thought was to use a service such as constant contact, I wanted control over the design. The problem is, that you can't send out pdfs using the service. What they offer is html with the ability to customize and add images. And while I tested the service out, the problem is that you can't control all the different email clients and the way that they're viewed. So what did I do? Just like I would for a client, I needed to come up with a solution. For me, it was important that it appeared a certain way. Also, I wanted to give a brief overview of what was in the newsletter. So while the original is posted on my site, the email version had links. A second piece was created, a gif, that allowed for the best image options while still keeping it under the required size.

Aha Moment Campaign

2009-04-25T15:23:00.000-07:00

I read about how Oprah's lawyers were suing Mutual Of Omaha for using The Aha Moment as their newest campaign. So of course I had to check it out. It's really fantastic. From the home page are individual stories. I couldn't help but start going through them.

2009-04-23T07:27:00.000-07:00

Printing business cards

2009-04-23T07:18:00.000-07:00

Today there are so many options in printing. From online to conventional, the choices are endless. So are the options and prices. While I've had my own cards printed through vistaprint.com and have been very happy with them, sometimes going the more traditional way has it's benefits. These cards were printed with two Pantone inks, metallic silver and an embossing. The benefits for printing with Pantone inks is that it's a perfect color match. While that may cost a little more, these cards were designed for a specific audience. Like all good marketing, you need to take into account who you are trying to appeal to.

Looking for a little inspiration? Check out these amazing designs.
http://cardobserver.com/

Finally Truth in Advertising

2009-04-19T08:26:00.001-07:00

Finally some truth in advertising. I couldn't help but pull over yesterday on my way up north for a little road trip and take this photo. The honesty was refreshing.

What's in a name?

2009-04-10T06:42:00.000-07:00

Last year I attended a conference for independent designers. About 400 like minded individuals attended. As we sat at our oversized conference table of about 15, we handed out our cards and introduced ourselves and our company. Now talk about a tough crow. We know cards. We all design them. But the name of everyone's business was what intrigued me. We would later have an entire break out section about naming alone. I had a meeting with one of the panelists who told me to change the name of my company. I listened to all his advice but that one. A year later I only remember the name of one other studio: Anne Likes Red.
Playful, unique and a nod to what she does. So in the era of google and yahoo, companies like A Hundred Monkeys do it really well. And of course, love the name.

Turned off by a tag line

2009-04-09T15:13:00.000-07:00

A tag line has a purpose. It can act as a descriptor for your business. And when a business uses a name (ie winter and construction) which says nothing of what you do, then a tag line is even more needed. Sometimes a company's tag reinforces the philosophy (ie Nike: just do it). A couple of weeks ago I drove past a bar in River North. As usual, signage always catches my eye. And the name I found appealing. Stone Lotus. The lotus flower has a lot of meaning in yoga. And using stone was an intriguing mix of organic and cold. But what really stood out was the tagline: Lounge, Restaurant and Liquor Spa. I was immediately turned off. Liquor is not a great word to begin with. There's something unsophisticated about that. It reminds me of a cheap corner store that someone runs into to buy beer to watch a game on a sunday. Or a bottle of something stronger. But spa? Spa to me means escape. Relax. Get away. So when you put Liquor Spa together it says escaping with alcohol. And not in a good way. The funny thing is, buy the looks of the inside, it looks like a beautiful space. But with events like Booty Camp, I probably wasn't their market anyway.

Good design doesn't need to be explained

2009-03-22T07:37:00.000-07:00

I see that the Art Institute of Chicago has a new logo.
And while I envy the design studio that got that project, I am not a fan of the end result. It looks like a typo was made. And while I read the rationale, there seems to be a disconnect. Perhaps is the Roman U was done in a completely different type face, it would seem more deliberate. Good design doesn't need to be explained, it needs to be understood.

This only looks expensive

2009-03-11T13:06:00.000-07:00

Like everyone else, I need to focus on how I spend my dollars. And that includes my own marketing. I needed a brochure. Some sort of leave behind after a networking event. Or something to introduce myself to new clients. And while there are some printers that can print one for you relatively inexpensively, I have an issue with the paper. But that's me. I always have issues with paper. It's one of my passions, and one that my professional organizer told me to stop buying until I started using some of the one's I already had. But that's another posting. This one is about MY brochure. I needed to get creative. Think outside the box. (I still don't like that expression). But the truth is, I needed something different. Low costs, creative, that printed well. Running anything off my printer is like throwing away money. So what did I do? I upload six photos on the Walgreens and CVS website. I picked them up an hour later. At Walgreens. CVS had no record despite the three confirmation emails. I came home and bound them. Total time: Designing, Driving, Production: 5 hours. The result: priceless. No, not really. 66 cents.

Pretty good article about logos

2009-02-18T11:00:00.000-08:00

Name calling

2009-02-16T15:48:00.001-08:00

What’s the point of titles anymore? Are they really an indicator of success? Talent? Years in business?

I’m asking this because I have no idea. I’ve been called a lot of things in my almost twenty years as a designer. And it’s not what you’re thinking. I’ve been an art director, associate creative director, senior designer. It used to be that titles had relevance. That you couldn’t become a senior designer without first being a designer. That art directors often came after designer. But now, I see job postings (yes, even in this economy) for art directors with two years experience. Two years? I was doing production work two years after college. I didn’t like it, and was actually fired for it, but still. I had to pay my dues. And I did. I worked long hours. I commuted. I got paid a salary that barely paid for a 450 square foot apartment.

But that was than. Now I come to the table a seasoned professional. I’m paid for my experience and the work that I can deliver. Call it what you will. And I mean that.

winterizing: For my husband

2009-02-16T14:17:00.000-08:00

winterizing: For my husband

Urban Decompression

2009-02-16T14:14:00.000-08:00

Last year my husband did a career switch. From twenty year in sales, he went back to school to become a licensed clinical massage therapist. At the time some people thought it was a crazy idea. But as someone who gets headaches, I was more than thrilled. It turns out, I do not get massages on demand. But I do get to design all his marketing materials. Last week we relaunched his website. With more of a focus on what's going on with the economy and the benefits of companies using massage as part of their overall wellness program. Why am I blogging about this? Because I think it's important, no matter what your business, that you keep up with what's going on. That might mean tweaking your message a bit, enhancing your story with different visuals, or even creating new marketing pieces. But no matter what, you need to stay relevant. If you're product or service isn't something that people need, than find a way to make them want it. I know I always want a massage. I just need to find a way to get one.

Domino Magazine. I will miss you.

2009-02-16T09:29:00.000-08:00

It saddens me that Domino magazine just went under.I find it one of the greatest magazines out there. Every month I look forward to it. I find it not only inspirational but attainable. Unlike Architectural Digest, which always looks like no-one ever lives in those places. And if they do, they don't have kids or pets. There's something so inviting about the spaces shown in that magazine. And it always renews my love (and fear) of wallpaper.

Love and branding

2009-02-02T12:20:00.000-08:00

An interesting website from Saatchi and Saatchi about our relationships with certain brands. I agree that it's more of an emotional response we have to certain brands. Of course, if I didn't feel that way than I shouldn't be in this business, but that's for another blog.

Momo color exhibit

2009-01-27T16:24:00.000-08:00

Have you seen the Moma exhibit on color? An excellent example of beautiful use of flash and color. But I have to say, anytime I get directed to a museums website, I always end up in the online store.

update to resume

2009-01-19T13:40:00.000-08:00

It wasn't an easy task. But after spending the weekend, finessing, reviewing and otherwise pondering the last almost twenty years of my life, I was able to finish my resume.

Will we ever stop updating our resume?

2009-01-16T13:53:00.001-08:00

Next week I will be talking to DePaul students on going out in the design world. Which has forced me to examine some of my own design tools. One being my resume. I'm a huge proponent of walking the walk, so this week I've decided to update my resume. How do I sum up the past 17 years of my life on one 8 1/2 x 11 sheet of paper? After doing research, I found that it's recommended. No fancy designs, don't turn it horizontally. But as a designer, our resume is a visual tool that also represents the kind of work that we do. Which is probably why I find it challenging. My goal-to have it finished this weekend. But when I've been doing this for 25+ years, I'm going to go to two pages.

Support winter and construction in the 2009 StartupNation Leading Moms in Business Competition

2009-01-14T17:22:00.001-08:00

Support winter and construction in the 2009 StartupNation Leading Moms in Business Competition

Posted using ShareThis

Twitter-what is it?

2009-01-14T16:29:00.000-08:00

Social networking, blogging, facebook. And my Blackberry. Man, I love my Blackberry. I just read an article about businesses marketing themselves on Twitter. So I thought I'd give it a try. But I have to say, it's getting a bit overwhelming. While I try to post things that I think are interesting or funny, who knows. Everyone's sense of humor is different. And when did it become ok to follow people? I thought that was stalking. So as I try out the "newest" social networking tool, I have to wonder, do all of these connections make us closer to each other, or farther apart. While I know the day to day of some of my "closest friends", I'd much rather go out and join them for a cup of $4 coffee.

Insights, new sites, and a new year

2008-12-31T12:35:00.000-08:00

As the end of 2008 wraps up, I supposed I am like everyone else and reflect on what this past year has been about. For me as well as my husband it marked new beginnings. I opened my studio, and my husband went back to work as a clinical massage therapist after leaving the business world. Are there things I would have done differently? Absolutely. But I'm happy where I'm at, and without making those mistakes (or decisions) I wouldn't have learned anything. Even at 40, I still feel like I'm still learning, growing, and trying to be a better person, a better wife, mother, designer, and business owner. A tall order. But I feel blessed to be doing what I'm doing. Lucky that I have clients that appreciate how much work goes into their projects. I really feel that as a designer something that was missing over the past 5 years was working directly with the client. Maybe that's why I like the idea of looking big and staying small.

This week will also mark the beginning launch of three websites I have been working on. While the process for each has been different, from a six month scope, four months, and two weeks, the end date was the same. So here's to 2009. May it bring much success for everyone. And more importantly, may your year be filled with health and happiness.

Things were easier at 10

2008-12-18T18:46:00.000-08:00

OK. I'm very happy to say that after a year of yoga practice/ I can do a backbend. Now, when I was ten years old, those and cartwheels were so easy. Now, I get on a swing and I get nauseated. So for the past year (with a few months off because of neck pain) I've been going to yoga a few times a week. I remember last year the first time I tried a backbend, I thought I was going to pass out. Now, I can do them with ease. And it only took a year. But now it's time to move on. Because unlike everything else in life, with yoga, you let it go. It's over. On to the next. Move on. Hopefully I'll take that lesson into the new year. It's a nice philosophy to be able to let things go. Namaste.

It's not a creative outlet for me

2008-12-16T15:04:00.000-08:00

Most people are surprised when I say I don't like to cook. They think it's shocking that a creative person doesn't like to "create" in the kitchen. That doesn't mean I don't appreciate fine food. My husband is a bit of a foodie, and I'm a huge fan of "Top Chef". But yesterday I tried to bake. And the results were horrible. Today I did a lot better. Making three batches for upcoming holiday parties. But I have to say, as proud of my results as I am, I think I'm done cooking for the year. Some things are better left to the professionals. Like Charm City Cakes. Now these guys are artists.
http://www.charmcitycakes.com

I used to be afraid of patterns

2008-12-15T13:45:00.000-08:00

If you know me, or at least knew me twenty years ago, I was the one in black. All black. But maybe it's a sign of getting older, or wanting to try something new, that I have turned into a lover of pattens. Not only do I love textiles, but it's snuck into the way I dress. The more color, the better. I also love dresses. Now as I look at a recent photo of my daughter, it's obvious that it's transferred over to what I buy her. Although at four, she is now capable of picking out her own clothes. This one was all her idea. I just hope she doesn't start dressing like a little Kimora Lee Simmons. I was hoping more for a Kate Spade kind of dresser. Vintage and skirts. Maybe in forty years we'll find out.

Former designers turned indie artists

2008-12-07T05:36:00.000-08:00

Yesterday I went to the Renegade Craft Fair in Chicago. There must have been hundreds of exhibiters and a ton of shoppers. I guess no-one worried to much about the recession when you can buy a $25 dollar long sleeve hoodie with edgy type. Once we found a spot to park in the non-plowed side streets of Wicker Park, it was amazing to see so much creativity in one place. It was obvious by the business cards (which I have to say were quite creative) that many of these people were/are graphic designers. With more t-shirt lines and letterpress cards, I felt bad I didn't find something. Although as usual picked up a little something for my daughter. If you can, check it out.

inspiration

2008-12-02T13:21:00.000-08:00

I came across this site the other day and thought I'd share it. Great for ideas.

Living up to my name

2008-12-02T13:09:00.000-08:00

Ok, I admit, something has happened as an adult. I know longer see the snow and get excited. I realized this when I woke up yesterday to our first real snow. I took one look out the window, decided not to go to my morning yoga class, have my daughter stay home from school, and wait until the roads cleared before leaving the house. That's the joy of working for yourself. On the other side, I was working until 8, but a small price to play. Now my daughter on the other hand, couldn't wait to get out and play with the snow. I supposed that reinforces why I named my company winter and construction. That's my sense of humor. And it sounded better than "we should move somewhere warm". Not as catchy.

Site Redesign

2008-11-25T05:42:00.000-08:00

I am about to launch the new design of my website. Done in html, this site features more information, samples, and a more efficient way to make updates. I'm interested to see what you have to say. Designers should always be open to feedback.

Museum of Contemporary Art

2008-11-24T15:12:00.000-08:00

On saturday I took my daughter to the Museum of Contemporary Art in Chicago. Cheers to the Chicago Public Library for letting us getting a family pass, but I have to say that it's one of the worst museums to go to with a kid. Second, I don't get half (and that's being generous) of what they're featuring. One current exhibit has so many lights flashing I was sure it was going to induce a migraine. Another had human bones, laid out on the table. Perfect for a four year old to try to grab. So many times things came out of my mouth like "Elli, don't sit on the box, it's art." Or, Elli, I know that it looks like a sign, but don't tough it, it's art." While I suppose it makes you question what art is, sometimes I think I'm old school. Give me the Art Institute any day. Maybe that's why we have the family pass there. And they have programs for kids, art projects and a library. Enough said

Our Own Traditions

2008-11-17T05:19:00.000-08:00

This year my husband and I are hosting Thanksgiving. It's our first, even though we've been married for five years. Living in the city is not always conducive to entertaining big sit down dinners. Although our space is beautiful, and we do throw a great cocktail party, we decided to start with a few traditions of our own. The first is that we're not doing turkey. Neither of us like it that much, and we decided to do something else. My husband is a bit of a foodie, and he likes mix it up. The second, which I tried to introduce a few years ago but it was not well received, is that I want each person to bring something that they have written that they are grateful for. David will read it out loud. I think at times like these, it's important to give thanks. Even if there's no turkey involved.

Our First Trip to McDonalds

2008-11-15T08:06:00.001-08:00

Today my daughter and I are going to a birthday part at McDonalds. While she's never been there, we did pass one the other day and she commented, "we don't eat there, we go out for Indian". Now that had me laugh for two reasons: We don't go out for Indian very often, and second, because she then followed it with "we eat healthy". Now, she calls the baked chicken she eats "chicken nuggets" which I am sure in infringing on copyright laws, and last week we went to Weiner Circle for cheese fries. So while I'd like to think that we've managed to go this far without it, I am sure today is opening Pandora's box. And once it's open, you can never close it.

Is 40 middle aged or just the beginning?

2008-11-14T12:23:00.000-08:00

Lately I seem to know a lot of people in their 40's who seem tired. Not physically tired, but just mentally done. And with the prospect of a couple more decades of work ahead of us (and maybe then some), it seems that people no longer look at their current professions as something they're going to be doing the rest of their lives. Last year my husband went back to school, and went from sales to being a massage therapist. I know art directors who have no desire to return to their job after having kids. The days of the gold watch seem to be over, and as the economy gets worse (did we need the government to tell us we're in a recession?) it seems that more people are not only looking for new ways to earn a living, but looking for ways that are a 180 from what they studied in collage. I know in my own industry, it seems that there's been a shift from understanding design to being able to program. Are we seeing a shift into going from a generation of consumerism to one that is looking for what will keep us happy? Maybe only from the tough times can we really appreciate what we have. Maybe it will no longer be about the car you drive, but about how much time you spend doing something that makes you happy. Because no one ever looked back on their lives and wished they worked more.

In Fine Spirits

2008-11-13T07:50:00.001-08:00

My husband and I discovered the best wine bar in the city. In Andersonille there's a place that when we can get a sitter we love to go. It's intimate, but not overly romantic. You can hear lively conversation, and they serve more boutique spirits than you're run of the mill. The bartenders always know their stuff. I went their with some girlfriends for the big 40, and on our way to a party this weekend we stopped in for a cocktail. Cheers to In Fine Spirits.

It only looks expensive

2008-11-13T07:38:00.000-08:00

I've received incredible feedback on my business cards. Now, I'm going to share something with you. They cost me $40 to produce. Now, that's just the printing. Since I'm a designer, I don't charge myself for design work. But people are always looking at them, and thinking, they must have cost a lot to produce. But the reality is, I love The Paper Source. They're a constant place for inspiration and new techniques. Now, a few years ago I did our holiday card using wax seals, and while the end result was beautiful, it was a little time consuming and the wax didn't always go the way I wanted. But for my own cards, I found a punch. I printed the cards, leaving space for the mark. Yes, I have to do each one by hand, but for the cost (and the minimal amount of time) I am very happy with them.

More wired than I ever believed I would be

2008-11-12T17:53:00.000-08:00

I have a blackberry. I got it for work. Then I made fun of my husband being on Facebook, and sure enough, I'm addicted. I've connected with people from 20 and 30 years ago. I love yelp, because the reviews are better and more real than anything a professional reviewer could tell me. Call me a product of the times, but I have a number of clients who have blogs. So now I have one. Do I have anything interesting to say? You be the judge. I do know that as a person who works for themselves, my day to day contact with the outside world is different than what it used to be. But now I feel like the world is even more connected. I miss going to work and wearing high heels. No one notices your shoes when you work for yourself. Well, actually my four year old does. But as I find that as much of a connection that I have through the internet, nothing replaces the contact you get from real people. Maybe that's why Starbucks is always busy. And maybe that's why I'm returning to sending out real letters. Because as easy as it is to send out an electronic card, nothing is as personal as something you do yourself.

Click here to read Winterizing: our first Newsletter

2008-11-12T12:55:00.000-08:00

I just sent out my first newsletter. And as much as I love print, I sent this one out electronically. For two reasons: One it's cost effective. Two: Did I mention it's cost effective? And while I sit in my office designing a hand assembled holiday card, there are some things that just make sense. As it turns out, it was a case of the cobblers kid's having no shoes, or however that goes. I know shoes were involved. While I have time to do this for clients, working on your own marketing is another story. If you want to read it, I posted it on my website at www.winterandconstruction.com

What happened to Lucky Magazine?

2008-11-12T12:16:00.000-08:00

I love Lucky. I remember when it first came out. They did something radical. They didn't use famous people on their covers. They showed wearable clothes and boutiques that made me want to go out to shop. The people they dressed had that cool urban feel. Like they didn't spend a ton of time getting ready, yet looked effortless chic. Something I admire the french woman for. But that's for another discussion. Today I just wondered what happened to that magazine. While I still love the features and some of the clothes, it seems like every other top is over $200.00. Don't get me started on the shoes.

Then I thought, well maybe since I'm a mom, I've gotten a little more practical in my shopping habits. But then they came out with a magazine called Cookie, for the Stylish Parent. Hey, that's me! Or I thought so. Turns out, Marc Jacobs has a line for the little one. I can get my four year old a zippered hoodie for $395. And while I would love to dress my daughter in cashmere, as well as myself and my husband, it remind me of this summer when I went to a design conference. No regular name tag badges there. We had to put something that no one knew about us. I put My Name is: Susan, and I'm good at making cheap clothes look expensive. After all, there's nothing wrong with the Gap.

Colors from a child

2008-11-12T12:06:00.001-08:00

As a designer I am keenly aware of color. Funny from a person who only used to wear black. But that was my 30's. Now in my 40's I seem to have "lightened up." So I thought it was interesting that my four year old daughter wanted tomato soup, tomatoes, and ketchup for lunch the other day. It seemed rather odd, (and boring) but since she's normally an adventurous eater, save for the hot dog requests we got every other day, I gave in.

Office Space

2008-11-12T11:31:00.000-08:00

Recently I had the pleasure of having a home organizer come to my office. It's a very satisfying feeling working with someone who wants you to succeed. After that, it took me about two months to find the perfect furniture, art and accessories to set up my office. Now that it's all here, I love coming to work everyday and having a space that reflects myself personally as well as professionally. After years of working in a variety of environments, from cubes to lofts, I finally found the perfect space. And no-one to complain how warm I like it!