Flux Quarterly

FLUX QUARTERLY

ISSUE 01

P. 01 & 02

QUARTERLY

F L U X Q U A R T E R LY M A G A Z I N E

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PREMIERE ISSUE

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DECEMBER 2013

01

OUR MISSI F L U X Q U A R T E R L Y Is a locally inspired magazine that reflects the creativity of Sacramento. Our goal is to fill the needs and interests of the Creative Class; from the artists and designers, to the scientists, engineers, architects and educators. We strive to provide excellent editorial, design and photography to appeal to the high-quality tastes of our readers. We want to showcase the many facets of Sacramento that may not normally be recognized, while uniting and inspiring others from all locations.

WE ARE A PLATFORM FOR IDEAS. For us, Flux means a “continuous flow�, and our magazine represents this by being a carrier of innovation.

We hope to help facilitate the flow of ideas from one person to the next, and ultimately, we want to become a catalyst for creativity by providing insight and encouraging others to take part in our network of creative, and ambitious individuals.

ION

We hope to help facilitate the flow of ideas from one person to the next . . .

DEC ISSUE

TABLE of CONTENTS

01

GET INSPIRED

06

16

GO ANALOG.

28

UNWANTED BEAUTY

H ow the 21st century has taken over analog trades, and why we should help preserve them.

FUSING FUNCTION WITH CREATIVITY

M uralist’s struggles to gain recognition in the community.

36

34

SMALL BUSINESSES, BIG IDEAS

STARVING ARTIST NO MORE C reative careers are no longer synonymous with low salaries.

culptor Gina Rossi turns S trash into treasure with her artistic creations.

H ow businesses who invest in good design and branding stand apart from their competition.

&THE CONTRIBUTORS AMANDA ORTIZ

WILLIAM LEUNG

BRITTANY BALEDIO

EMEZIE AN Y A N W U

ARTICLE & PHOTOS

GO ANAL

BY AMANDA ORTIZ

FLUX QUARTERLY

ISSUE 01

P. 06 & 07

LOG. BECOME RE-INSPIRED THROUGH THE LOST ART

FORMS OVERLOOKED BY OUR DIGITAL AGE.

THE 21st CENTURY, IS KNOWN FOR BEING THE ERA OF TECHNOLOGY AND INNOVATION.

FLUX QUARTERLY

Never before have we been witness

ized works. Traditional disciplines

to so many wireless gadgets and con-

such as sign painting, print making,

nective devices being used on a daily

leather tanning, wood crafting, and

basis. With each new technological

jewelry making, to name a few, have

platform, we strive to be more ad-

either become adopted by industrial

vanced, more intuitive and faster than

manufacturers, or have just plainly

ever before. With every new update,

become obsolete. We are no longer

version or release, we are ultimately

thoroughly engaged in our work,

creating a grander, more convenient

because computerized programs and

reality for us to live in. However,

digital software have been created to

though technology has allowed us

do most of our jobs.

to reach higher levels of efficiency

Film photography is another

as well as knowledge, it also involves

example of an analog trade that has

certain drawbacks. Our immense

greatly experienced the impact of

involvement with technology can be

technology. Digital cameras have

simply put: We rely on it too much.

enormously changed the dynamic

Modern day technology has also

of the photography trade. Instead of

spurred much change to the artistic

manually developing film through a

world; not only has it made art and

multi-stepped process with various

creative based professions more ac-

chemicals and solutions, photogra-

cessible, but it has allowed people to

phers can now easily view their im-

explore new mediums, techniques as

ages before the development stage,

well as styles, and in turn, it has taken

and later digitally print them at their

on new forms entirely. However,

leisure. This is an obvious benefit for

because of this forward movement

consumers and photographers alike

of the arts enabled through new age

because digital cameras eliminate

technology, we are beginning to

the mystery—and not to mention

forget our “roots” and the traditional

the expense—of having to develop

tools we have once used before this

film. Moreover, digital cameras have

virtual time. In this digital age of

also been shaped to be user friendly,

machinery and robotic arms, many

where any person will find it relatively

traditional and hand-crafted disci-

easy to learn to use. From once being

plines have become overshadowed

a revolutionary device in the 1900’s,

by their digital predecessors, which

film cameras have been increasingly

has caused us to lose appreciation

pushed to the sidelines from people

for these thoughtful and personal-

flocking to its digital counterpart.

ISSUE 01

P. 08 & 09

THOUGH DIGITAL TECHNOLOGY HAS MADE MANY

PROCESSES MORE

CONVENIENT, TECHNOLLGY SHOULD NOT THE DEFAULT.

Traditional disciplines that require hands-on work can actually be extremely beneficial to the creative process. In lieu of the film versus digital camera instance, we interviewed Professor Nigel Poor of the Photography department at Sacramento State University, to gain her insight and feelings on how traditional film photography is being increasingly phased out by digital cameras. We wanted to see what her stance was on preserving traditional art disciplines, and what she thought would be a good way to preserve them.

INTERVIEW

F L U X | As a photographer, do you prefer working

F L U X | New technology has greatly overshadowed

digitally, or with a traditional film camera?

film photography because it has made it easier and inexpen-

sive to take and develop photos. In your opinion, do you think

P O O R | I used to have a preference but now I feel like

I select the process that is appropriate to the project. For

it is important to preserve analog photography regardless?

instance, when I am photographing inside of San Quentin

Prison, my time there is very restricted, and the lighting

ing? I think so. There was a time when people thought

conditions are very challenging so I use my digital camera.

photography would make painting obsolete and of

However, I have many other projects that I do in my studio

course that was ridiculous. Digital may take over certain

where I prefer taking my time, as well as using them as a

types of photography: journalism, commercial work, so-

meditative process, so I use my large format film camera.

cial media presentation but that is only a small part

F L U X | What skills or knowledge do you feel that

your students learn from starting out with a film camera that they cannot learn from a DSLR?

P O O R | I feel that students learn to be more pa-

tient when using film; they are forced to slow down and consider each image composition they take, and with digital work I think sometimes people take hundreds of images without even thinking. They say to themselves, “Oh, I don’t have to worry too much, because I can “fix” this in Photoshop”, and that is not a desirable attitude.

FQ | New technology has greatly overshadowed film photography because it has made it easier and inexpensive to take and develop photos. In your opinion, do you think it is important to preserve analog photography regardless?

P O O R | Yes I do. Is it important to preserve paint-

of what photography does.

F L U X Q U A R T E R LY

F L U X | How do you think we can help preserve

POOR |

P. 1 0 & 1 1

ISSUE 01

Individual expression, perhaps the inter-

these dying trades, or support these individual artists?

est and ability to think abstractly, the ability to slow

down, to ponder and let answers come to us slowly, for

POOR |

We can support individual artists by

buying their work. Society in general could support

things to be revealed over time. Our problem solving

artists by recognizing that contemplation and exploring

skills will change, I am not saying they will be better or

ideas is a worthy venture even if it does not produce a

worse but they might function in a different way. We

commodity. I am afraid we don’t value contemplative

lose a connection to the past and a visual language

activities- we are obsessed with outcomes and earnings

also disappears. That would be sad.

and less interested in the process of thought and the value of thinking and grappling with abstract ideas.

F L U X | What do you think we will lose if these

trades completely die out? Charm? Authenticity? Value?

“ We lose a connection to the past and a visual language also disappears. That would be sad.

�

“

As artists, desig photographers, an tects, letting our p porate hands-on to experiment, pu and ultimately en be more thoughtf in our work.

As professor Poor has put

As artists, designers, sculptors, pho-

mouse in comparison to a pencil and

it, just because we live in an age

tographers, and even architects, let-

paper, so don’t let technology be

where even our most trivial activi-

ting our process incorporate hands-

the only component of your creative

ties are affected by technology, it

on work allows us to experiment,

process. Despite the advancement of

doesn’t necessarily mean that we

pushes us to play, and ultimately

the arts through the vehicle of new

must forget how to work with our

encourages us to be more thought-

technology, we should not forget our

hands, or how to be creative physi-

ful and engaged in our work. There

analog roots, and never let go of the

cally. There is always something to

is a huge discrepancy from solely

humanistic qualities we are losing in

learn from these types of disciplines.

being in contact with a computer

this highly digitized era.

gners, sculptors, nd even archiprocess incorwork allows us ushes us to play, ncourages us to ful and engaged FF LL U UX X Q QU UA AR R TT E ER R LL Y Y

IISSSSU UEE 0 011

PP.. 1122 && 1133

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W E CA L L O UR S T YL E O P E N - M I N D E D M O D E R N

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Lumens.com

ARTICLE & PHOTOS / EMEZIE ANYANWU

are individuals in our society that go out into the starkness that is the cityscape and try to add their mark of beauty to the city using art. These artists do this legally and illegally, on train cars underpasses, and on occupied or abandoned buildings.

our lives getting lost in the traffic and

monotony of the city. Work, sleep, and

responsibilities; all blend together into a

blur of requirements and tasks that need

to be done to survive. Each one of these

daily tasks follows a rule-set that society

puts forth to rotate the wheels in the ma-

chine that is our economy. However there

EVERYDAY we wake up and go about

The hidden art & discarded history of Sacramento F L U X Q U A R T E R LY ISSUE 01 P. 1 6 & 1 7

THE ACT OF CREATING SOMETHING IS WHAT ART ESSENTIALLY IS. ART IS EVERYTHING AROUND US FROM THE LANDSCAPE TO THE ARCHITECTURE.

What differentiates good art from bad art is how well the people that walk past it perceive it. In a city of tall geometric buildings, copy-pasted homes, and gaudy typography, interesting art is hard to come by. There are many passionate artists in Sacramento that get overlooked, disregarded and even persecuted because their art is not in a museum.

Their art gets regulated to the run down parts of the city, and dark unlit back allies; where people are more likely to associate them with the smell of garbage than the original meaning that the artists intended. One of the very first art forms ever created started with painting on the sides of boulders and caves to tell the great stories of a community.

This tradition has developed over the thousands of years that humans have been on this planet into the art form of creating murals.

I set out on a Friday to capture the unnoticed creativity and beauty in Sacramento, and was confronted with the task of digging though the gray, bland, and sterile design of this city. On most major city streets of Sacramento people are more likely to find a poorly kerned store sign, than stumble across a fine work of art. Only when I went onto back streets or hidden alleyways did I actually see examples of art that are scattered about the city. Hidden next to dumpsters and parking spaces I discovered that there are hundreds of murals around the city that most people do not pay attention to.

F L U X Q U A R T E R LY

ISSUE 01

Passionate artists get persecuted because their art is not in a museum.

P. 18 & 19

MOST MURALS HAVE BEEN

CONSTRUCTED OR PAINTED BY

ARTISTS LONG FORGOTTEN OR

UNKNOWN TO THE VIEWER.

These artists spend hours of their

of a mural is in the back alley of their

time trying to brighten the community

building. The artist said he had been

of Sacramento, wall by wall. On that

painting every day since Monday for

same Friday I stumbled across one of

six to eight hours each day to finish

these artists that paints murals for a

the mural, which was almost done. He

living. He was painting a mural in the

mostly uses spray paint has his main

back of a restaurant called Beach Hut

media he also painted a couple aban-

Deli next to their trash cans, because

doned buildings on Del Paso Boulevard

that is he had permission to paint.

in North Sacramento a week prior.

Apparently in our society the most logical place for a business to approve

In the twenty minutes that I stood there watching him paint a colorful version of a woman and a hound, multiple people drove though the alley and commented on how well the mural looked. Why a person that spends most of his time trying to make our city look more appealing, is relegated to the back of an alley while poorly designed signs are relegated to the front is baffling to any viewer.

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“

ISSUE 01

P. 20 & 21

THESE ARTISTS SPEND

HOURS OF THEIR TIME

TRYING TO BRIGHTEN THE COMMUNITY OF SACRAMENTO.

UNLIKE A BUILDI

HAS TO BE WELL

ITS SPACE TO CLA

MOST PEOPLE W

OVER OR VANDA

The difference between a mural and

pliment each other and in turn make

the urban environment it is placed in is

the overall architecture pleasing to the

a stark contrast. The generic sterility of

eye. In comparison most unadorned

the city verses the organic fluidity of an

buildings are not visually pleasing be-

artist’s visual handwriting on the wall;

cause they have to serve as a building

is why there is a functional and visual

first and beauty always comes second.

esthetic appeal of murals to the community. The visual contrast between organic and geometric forms of a mural and building is similar to the contrast in notes in a great song; the shapes com-

THAT THEY SEE V

A mural has to fit the community and building that it is placed in or is quickly discarded.

The longer a mural lasts the more you know

incoming onslaught of graffiti. Murals can be a

the community approves of the work, because

timeline of a community and show what build-

a mural in essence is a message on a wall ap-

ings or cultural events have happened in that

proved by the community. Murals also raise the

area in the past. They also reflect the history

value of the surrounding community by adding

of the area due to how long they last, because

visual appeal to the surrounding area; and in

when a mural stops representing its community

this economy when shops close down and leave

it will be quickly replaced or erased.

empty rundown buildings, murals have the duty of occupying walls denying/preventing the

However, when a person grows up in an area with a mural, the mural changes from

FLUX QUARTERLY

being just a painting and becomes a part of

murals will tell a story of the people that have

the neighborhood, and from the community’s

lived in the area. Murals are an integral part of

perspective it would seem weird to destroy

our society and history, which is why it seems

something that they are so familiar with.

like a disservice to place murals in the most

Anyone can walk, drive, or ride around

obscure out of the way places in our society,

the city and through any community and see

since they are so important to the culture of

it’s character by looking at the murals that

Sacramento; in a sense the character of each

have lasted though time. Unlike buildings the

community is being hidden.

ISSUE 01

P. 22 & 23

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ISSUE 01

P. 2 04 1 && 0 22 5

[ THIS ] is the age of information where time is a precious commodity, because time equals money. Who has time to stop and look at the message an artist painted in the back alley next

ing around this city I realized that there are too few people trying to actually make it better visually, and the ones that do get ignored.

OUR COMMUNITY should go out and appreciate the work that is all around us. Because there are artists and designers out there trying to preserve the culture of our city, and when we participate in the creativity of our society we will learn more about each other, the creativity in our community, and the history of our city.

history of our city.

of an abandoned building? By walk-

the creativity in our community, and the

should be left out in the back alley

. . . we will learn more about each other,

to the recycling bin? Who thinks art

Happy Holidays!

Enjoy

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FUNCTION FUSING FUNCTION CREATIVITY WITH CREATIVITY

Who knew bike racks could transform in to such an admirable piece of art?

NG The metal dragon located in front of the Shoki Ramen House, the com-

edy and tragedy masks by the New

Helvetica theatre and the word “KAY”

FUNCTION

in front of The Broiler are all extraordinary pieces that share a common goal: to vfunction creatively within

the community. Bicyclists, passerbys, and customers can appreciate these

fun, exciting, interesting works of art.

Whether they’re running errands, getting a quick haircut, or stopping by a

local coffee shop, adding just a touch of creativeness displays the fact that

the community cares for its bicycle riders and want to ensure that they have a safe place to secure their bikes. Not only are these bike racks functional, but they also add a lively touch to Sacramento by recognizing the creative talent within the community.

These bike rack works of art are the creations of Gina Rossi, a metal sculptor and welder based locally

Sacramento. Growing Growing up, up, Gina Gina in Sacramento.

WITH CREATIVITY CREATIVITY WITH

self-taught artist artist using using became a self-taught items to to create create art. art. Art Art household items imagination allowed allowed her her to to and imagination herself freely freely and and helped helped express herself most of of her her troubled troubled stabilize most Gina came came up up with with the the childhood. Gina crafting creative creative functional functional idea of crafting bike racks four four years years ago ago when when she she watched bicyclists bicyclists look look for for places places to lock up their their bikes. bikes. Lamp Lamp posts, posts, poles, and fences fences became became common common for bicyclists bicyclists to to lock lock up up their their bike bike to. to.

Seeing this this as as an an opportunity opportunity to to put her creativity creativity to to use, use, Gina Gina seized seized the moment moment and and fused fused creative creative design with with functionality. functionality. Now, Now, Gina Gina currently has has fourteen fourteen of of her her artistic artistic bike racks installed installed throughout throughout downtown and and midtown. midtown. Her Her busibusiness is continuing continuing to to expand, expand, with with businesses as as far far as as Lodi Lodi requesting requesting for Gina’s clever clever bike bike rack rack creations. creations.

ARTICLE ARTICLE & & PHOTOS PHOTOS // BRITTANY BRITTANY BALEDIO BALEDIO

of creativity with function has local businesses opting for her fun designs, rather than paying for someGina turns trash into treasure thing bland. Not only do these bike by using recycled metal, glass and racks add flair and personality to other materials to sculpt her debusinesses, but they also connect signs. She scavenges for unwanted and enrich the community through treasures and saves them from art. The integration of function and being thrown out. Her eye is sharp art taking place in a public area in assessing the elements of pieces touches the lives of individuals evand determining their best uses for ery day, exposing them to art and her clever projects. A broken golf allowing them to interact with it. club is used as a nose. The heads of old wrenches are used as dragon’s teeth. She never tosses anything away because she knows that it could be useful for later projects down the road. Gina’s clever fusion

Trash into treasure.

Trash into treasure.

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“ A BROKEN GOLF CLUB IS USED AS A NOSE. THE HEADS OF OLD WRENCHES ARE USED AS DRAGON’S TEETH. SHE NEVER TOSSES ANYTHING AWAY GINA’S CLEVER FUSION OF CREATIVITY WITH FUNCTION HAS LOCAL BUSINESSES OPTING FOR HER FUN DESIGNS

ISSUE 01

P. 30 & 31

THROUGH CREATIVE FUNCTIONALITY, THE

SACRAMENTO COMMUNITY HAS COME TO LIFE,

INSTILLING CREATIVITY AND BRINGING THE COM-

MUNITY CLOSER TOGETHER.

LOCATED IN MIDTOWN, GINA’S STUDIO, ROSSI SCULPTURAL DESIGNS, HAS COUPLES, FRIENDS AND FAMILIES SIGNING UP FOR CLASSES, EAGER TO GET HANDS-ON EXPERI-

Gina hopes her work will continue to

come to life, instilling creativity and

do – to inspire the community to cre-

bringing the community closer to-

ate their own stories through art.

gether. The next time you lock up your

students so that each student can

There’s no doubt that Gina’s use of

bike rack on Gina’s creative works of

get the individual attention they need

creative functionality has benefited

art, consider stopping by her studio

in order to feel comfortable and in-

the community greatly. Four years

to take some classes on how to fuse

spired in their environment. The class

ago, bicyclists helplessly searched for

glass to create a colorful masterpiece.

begins with the introduction of tools,

potential sturdy platforms to lock their

You’ll reach a deeper understanding

safety procedures and a step-by-step

bikes to. Now, they can easily spot one

of art that will inspire you to pursue

process on how to create beautiful

with a twist of funky personality dedi-

creative functionality on your own.

pieces with glass. By the end of the

cated entirely to them. Functionality is

day, students feel closer to each other

art’s best form because it becomes in-

than they were before. Most impor-

tegrated with our lifestyle. Over time,

tantly, they feel more connected to

we realize its importance masking its

art and gain a greater appreciation for

beauty. Through creative functional-

1201 R STREET

its beauty. This is the accomplishment

ity, the Sacramento community has

1401 28TH STREET

ENCE TO CREATING ART. Classes consist of eight to ten

FIND HER WORKS ON: 2318 K STREET BY 12TH & K STREET 1730 BROADWAY

3418 FOLSOM BLVD

NEW EXHIBITIONS Coming this January 2014

UPCOMING SHOWS // AFRICAN AMERICAN ART HARLEM RENAISSANCE, CIVIL RIGHTS ERA & BEYOND // SAM FRANCIS FIVE DECADES OF ABSTRACT EXPRESSIONISM FROM CALIFORNIA COLLECTIONS // THE PROVOKE ERA JAPANESE PHOTOGRAPHY FROM THE COLLECTION OF SFMOMA // THE NATURE OF WILLIAM S. RICE ARTS & CRAFTS PAINTER AND PRINTMAKER// OUR AMERICA: THE LATINO PRESENCE IN AMERICAN ART

- 2 1 6 O ST REET • DOWN T OWN SACRA M E NT O • 9 1 6 8 0 8 7 0 0 0 • CR O CKE R A R T M U S E U M . O R G -

STARVING CREATIVE NO MORE FULL OF NEW OPPORTUNITY, THE CREATIVE CLASS RE-ESTABLISHES THEMSELVES IN OUR WORKFORCE. shaggy late 20’s early 30’s guy

tions that might not exist now,

synonymous with low salaries.

living in a studio apartment,

can be the next big thing as more

One reason behind this is that

scraping by with his so-called

businesses rely on the web and

before the Internet boom, most

talents. But today, someone who

mobile devices to relay informa-

creative jobs were those of fine

has the title of ‘Creative’ might

tion to customers all around the

artists. Even though there has

be that tech wiz making a 6-fig-

world. Here is a little insight on

been an influx in creative jobs that

ure income working for compa-

some creative career choices

have breached into the corporate

nies like Google or Apple.

Creative jobs have always been

world, the public’s perception is

Jobs in this industry are con-

still a bit skewed. They still have

tinuously changing and new titles

the idea that a creative is some

are being made all the time. Posi-

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REP

ORTED MEDIAN

FRE

ELA

NCE

ISSUE 01

P. 34 & 35

RATES

ART DIRECTOR | $75/hr

MOTION GRAPHICS | $75/hr

PHOTOGRAPHER | $100/hr

WEB DESIGNER | $50/hr

ENGINEER | $80/hr

ARCHITECT | $30/hr

PRINT DESIGNER | $45/hr

COPY WRITER | $45/hr

APP DESIGNER | $85/hr

* Statistics are provided by AIGA design salaries, salaries.com and AIA compensation report.

SMALL BUSINESSES,

BIG IDEAS

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ISSUE 01

P. 3 06 1 && 0 32 7

Local businesses tap into design to create unique experiences for their customers

ARTICLE & PHOTOS / WILLIAM LEUNG

When locals think of Sacramento, design isn’t usually the first thing to come to mind.

P L A C E S L I K E Portland, Seattle, San Francisco, Boston, and New York seem to resonate design more than Sacramento, especially in their architecture and urban city lifestyle.

Businesses at these metropolitan cities whole-heartedly adopt good design practices and set the standards for other local businesses.

From exterior to interior, these small businesses really pay attention to all the details. Sacramento on the other hand, hasn’t quite reached it’s full potential. The city has a wealth of great business concepts but so often, these business owners have a hard time seeing it through. However, some have been able to take big business strategies and find success. In doing so, there has been a progression of creativity and growth in the Sacramento business scene.

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ISSUE 01

However, business can still be successful without having comprehensive branding. That’s why branding and design is such a low To really understand why design

priority for so many small

should be important to business

business owners. The real

owners, they first need to understand

question is what value does

branding. Branding isn’t just a logo or a product; it is something that triggers associations in a customer’s mind. It is the experience people have

a business with less brand presence have “ M A N Y O W N E R S S T I L L

compared to one that does?

CAN’T SEE THAT

when they walk into your business and the perception they have towards

That value has

VALUE AND THEY BE-

it. Branding can be doing activities

no number but

and communications that reinforce a

can be felt at

brand, i.e., what a company is known.

local businesses

It is also the elements that make up a brand. That can be the logo, packag-

like Hot Italian, Devine Gelateria,

ing, colors, reputation for customer service, low prices, high quality, etc.

COME CONTENT WITH THEIR SUCCESS. BUT SUCCESS AND GROWTH ARE TWO

& LowBrau. That unquantifiable

DIFFERENT THINGS.”

experience is what modern customers seek nowadays.

It is also what businesses should strive for too. Many owners still can’t see that value and become content with their success. But success and growth are two different things.

P. 38 & 39

HOT ITALIAN, DEVINE GELATERIA, AND LOWBRAU HAVE DEFINITELY PUT THEIR MARK DESIGN-WISE ON SACRAMENTO, PUN INTENDED.

T H E S E P L A C E S are hip and keep people coming back. These businesses give customers a new experience. They all tell a very different story in their branding by tapping into the “customer experience.”

Everything from the exterior design, interior design, logo, menu, atmosphere all the way to how the workers talk to you attribute to that customer experience. It inherently strengthens the company and what it stands for. Customers get more than just a product and in turn are more loyal and value that company more. Big companies like Coca Cola, Starbucks and Google use the same strategy to resonate their product and values into customer’s minds. They’ve gone out of their way to get their customers to live there with the oversized couches and free wifi. Even the types of music and art on the wall induce a feeling represented by Starbucks. That feeling never changes and customers rely on it. These branding strategies have always been a part of big companies and smaller businesses are finally catching onto the success.

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ISSUE 01

P. 01 & 02

C L A Y N U T T I N G , part owner of LowBrau attributes much of their success as a business to branding & design. “I think design has helped build a connection between our business and our guests. At the heart of our concept, we are a beer and sausage joint, our brand tells a deeper and more meaningful story to our guests and showcases the soul of our business. On any given day, people can be spotted all along their patio enjoying craft beers and packed inside their large picnic tables. With an events and marketing background, he helped create a place where people can get behind and have fun at. Everything they did serves a purpose; to make their business

when they walk into your business and the percep-

succeed and continue growing.

tion they have towards it. It is also the elements that make up a brand. That can be the logo,

T O R E A L L Y understand why design should

packaging, colors, reputation for customer ser-

be important to business owners, they first need to

vice, low prices, high quality, etc.

understand branding. Branding isn’t just a logo or a

O T H E R L O C A L businesses haven’t had

product; it is something that triggers associations in

such an immediate impact like LowBrau. When

a customer’s mind. It is the experience people have

asked why he thinks others do not invest, Clay responded, “I think they are tentative to invest.

Starting a business can be very expensive and if you are not comfortable with knowing how to appropriately create a brand, it can seem like a daunting task and maybe an expensive process to get it right, so they end up just having a logo and assets haphazardly put together and call it a day.”

AT THE END OF THE DAY, a company can not succeed without a good product. Branding can only help so much. Even though branding can visually make an impact, it is still only an identifier of the product. Devine Gelateria is known for their homemade specialty flavors of gelato and delicious desserts. The brand revolves around what they sell which is key for a successful business. Whether it is gelato, pizza, or hot dogs and beers, you have to ask yourself these questions: does it cater to the people in the surrounding areas, is it something that fills a need, is it practical and amongst all, how much does it cost? Every time a person drives Devine Gelateria, they see the logo and windows. Every time someone hears the name, they think of gelato.

Our brand tells a deeper and more

Locals all know that Sacramento will never be one of those large metropolitan

meaningful story to our guests and showcases the soul of our business.

areas. The closest we have to city life is Downtown/Midtown. Even then, there is a lot to offer. Businesses who are not afraid to take the next step in creating a refreshing

Branding reinforces the business with

experience have made an effect in the local

more points of association and it also gives

economy. People are out more, enjoying

creates an opportunities to expand. Deciding

foods, hanging out with friends and taking in

to open a business is a daunting task let alone put branding as a high priority. If the product has value, then everything else that is associated can either raise its values or lessens it.

all the new experiences. It makes the city as a whole feel more hip and trendy. Sacramento is surly coming into its own as a nest for good music, good food and good design.

The movement towards a better visual and

creative community has slowly begun and with time, Sacramento can transform into a city with a lot of quality businesses with exceptional customer experience.

F L U X Q U A R T E R LY

SMALL DETAILS THAT GO THE EXTRA MILE

ISSUE 01

P. 4 2 & 4 4