I was asked by a professional colleague to assist their design conference by developing a typeface to both commemorate and be used in the design conference called DICE. This year’s DICE theme is ADAPT and for this, they wanted to develop a custom, geometric, display typeface that could be given away to attendees of the conference based on historical De Stijl, Bau Haus and Avant Garde designs such as Architype Van Doesburg or the typography developed by Pentagram for the Parsons New school of Design. I was supplied with four letters A,D,A,P and T and from there I developed an initial alphabet of letters based on a grid design that expanded on my initial character set. I was able to develop the initial 5 typefaces that were suggested, but it really didn’t have the flexibility that I would want from a typeface like this. So I got back to the drawing […]
It may not be beautiful, but the process has to start somewhere. Whether it is a napkin, an empty matchbook or the back of a rejected layout. The idea needs to be sketched out, refined and refined again. Even once the initial sketch is then redrawn and then photographed and then brought into Illustrator revisions and improvements must take place if you hope to even get to some place close to satisfactory. This is my process. The initial sketch which may look a little shabby. The sketch is then redrawn and positioned, searching for interaction and possibility. Refined and digitized and then fine tuned. Lastly, small embellishments are added. It may not be the best process, but everyone has to start somewhere.
A few years back I moved to Arizona. One of the first things I did once my family relocated, I searched through images and Pinterest pinboards of things to do and places to go and locations that absolutely must be seen to believed; by one that lives in Arizona. On this list; hiking the red rocks of Sedona, spelunking the crevasse that is the Grand Canyon, careen down the glass-like smooth surface of slide rock and hike the Superstition Mountains (and if you get lucky you may stumble upon the gold of the lost dutchman mine). The visuals of the Superstition Mountains are flat out amazing. The fact that mountains could seemingly sprout out of the desert with a near vertical face, thousands of feet in altitude gain and picturesque views…flat-out amazing. So I put together a thumbnail of a sketch three years ago and finally had the time to start illustrating and […]
Produced at: DesignConcern Produced for: CU Direct Member Protection Services /Arrowhead Advertising A lot of times a client will come to you with what they think they need. We need a brochure. We need a logo. We need a website. As creative thinkers, art directors and strategic designers it is important that we educate our clients about what they really need and then guide them to their end goal. A lot of marketing executives think they understand their needs prior to meeting with their design partner. It is the duty of the designer to help their executive understand that their presumptions and personal bias may be wrong or hinder the outcome and that research must be commited to come to breakthrough creative. After research and establishing what the client needs are, then we can get to that logo, website or brochure. Case in point; CU Direct Member Protection Services. They […]
Produced for: Pacific Links International Produced at: Big Yam, the Parsons Agency I was tasked with developing a print campaign for Pacific Links Golf Network, an international luxury golf service offering executive-level members the opportunity to play championship level golf courses worldwide . The creative brief was pretty much wide open; there was very little guidance from the client or account service. Sounds like a creative dream come true right? Well there is a huge difference between giving a creative free range and not providing research. This was one of the initial campaigns that was eventually scrapped that I developed based off some first round concept that PL Golf Network was their passport to a world of golf focusing on three premier international destinations for golf: Las Vegas, Hawaii and Australia. We eventually scrapped this idea and went with something a little more subtle and less direct.
I have been experimenting with different types of lettering for the past year and half. Lately I have been exploring different ways of digitizing the lettering to create different styles of casual hand-lettering and elegant styles of hand-lettering. Each lettering style from my experience is better achieved with different techniques, be it using the width tool in illustrator or duplicating he initial path and joining the ends (for a thicker/chunkier) lettering style. This post is an exploration in the elegant style of lettering, which I have not had the opportunity to work in. It also entirely relied upon the width tool within adobe illustrator to achieve the seamless transition from thin to thicker lines.