One of my favorite aspects of working in advertising is the creative process. Pretty much every day, we take ideas from an initial sketch on a napkin (or iPad) and develop something new and interesting. If the idea sucks, really there is no amount of polish that can make it great, so we want to make sure that the kernel of the idea is both interesting and on target for the creative brief. Because of this I usually work with my creative partner to create a number of creative concept sketches to present to the client and from there we fully realize that concept. Recently we developed a new campaign for ImpactZ just this way. From the initial sketches in my iPad using ProCreate to working with the CG team at Afterglow studios. This is a glimpse into that creative process that shows how I work with a creative team […]
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Produced at: Reister Produced for: Concept produced for Phoenix Rising FC During the summer of 2016, the creative team at RIESTER was tasked with developing a new name and brand for the Arizona professional soccer club. In this instance, a large selection of names was given to team management, vetted through focus groups, lawyers and stakeholders and Phoenix Rising FC was selected. Myself and several other designers each started developing individual “looks” for Phoenix Rising FC. For my take on Phoenix Rising, I wanted to depict a huge firebird on the chest of team kits (not exactly traditional for soccer kits… yeah, I know) and use more non-traditional styling to the overall look of the team. The client and team ended up making the smarter decision not selecting this design. It would have been nearly impossible to make this concept happen. BUT. It did turn out pretty sweet.
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 […]
Produced at: RIESTER Produced for: Aramark I was recently tasked with working with a team on developing some print concepts for Lake Powell National Park. I worked with a Senior Designer and our Executive Creative Director to find ways to really showcase all of the adventure, watersports and lodging amenities offered at Lake Powell in a way that would give them maximum impact. Ultimately drive sales for houseboats, personal water-craft and reservations at park properties. Lake Powell has more shore than the U.S. West Coast and it has so much to offer. We wanted to communicate that through these print ads in a way that was clean and simple and allowed Lake Powell to stand out from competing marketing visuals and messaging. We did this with bold typography and wall to wall hero images that feel so epic they could literally pull you into the experience. And that really is […]
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.