Brainstorming magazine | Issue 04 by DDS Idea is all

BIH edition - Printed in the BiH

ISSUE 04 MARCH 2009

6 EURO | 12 KM

brainstorming magazine Mustafe Kamerića 6 71000 Sarajevo Bosna i Hercegovina p: +387 33 471 326 p: +387 61 208 895 w: www.brainstorming.ba e: info@brainstorming.ba

Publisher DDS Idea is all Salke Lagumdžije 3 Hadžisulejmanova 10 71000 Sarajevo Bosna i Hercegovina p: +387 33 471 326 p: +387 63 150 273 w: www.ideaisall.com e: info@ideaisall.com Editor: Rusmir Arnautović | rusmir.arnautovic@brainstorming.ba Review editor: Ena Matković-Arnautović | ena.matkovic@brainstorming.ba Cover illustrator: DDS Idea is all "idea is all" is an digital design studio located in the Sarajevo area and serving clients worldwide. We have experience in Branding, Identity Design, Web Site Design, Graphic Design, Multimedia and Print Production. Our work has been recognized by a number of clients in various industries for exceptional performance, expert advice and quality services in the fields of design, information architecture, branding and development. INFO: http://www.ideaisall.com

We`re always on the lookout for new artist as well as established creatives - so if you`re interested in contributing to the magazine, please send some examples of your work to (e.) samples@brainstorming.ba

01 | ISSUE 03 | How to Write Advertising Copy

Welcome Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.

Meet the artists Meet the artists Pino Lamanna

Meet the artists Alberto Seveso

Branding, Character Design, Typography

Does not really matter who I am or where I come from, the world has no borders. My illustrations speak for me, if you are interested to my artworks contact me.

Meet the artists Orgut Cayli

Meet the artists Marcel Pirosca

Advertising, Art Direction, Graphic Design

3d, web design, photo manipulation, illustration, render, layout, website, graphic design, fine art, website layout

Meet the artists Drasik

Meet the artists Rinze van Brug

Design, Illustration, Art Direction

Branding | ISSUE 04 | 02

CONTENTS MARCH

When and How to Dump a Client

BRANDING What is branding? CONCEPTS Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called integrated marketing.

Client satisfaction gives us reputation and credibility, however, every now and again we will come across a problematic client. Some of my colleagues will continue to work with clients even when they have asked them to compromise so much and cause hassle. Usually in this scenario, if you do not end the relationship with the client, there will be problems in the future. There are certain things which the client can say which you should take as a big orange sign saying “Danger”. So when do you dump a client? 1. When they ask for silly deadlines When a client asks you to do a project sooner for the promise of more pay or that they will recommend you to their friends, you are not in for a treat.

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30 Websites with Lovely Layout and Typography I often collect and save examples of layout and typography that interests me or I find enjoyable and beautiful, so below I’ve gathered 30 websites showcasing beautiful typography and layout design for your viewing pleasures. Enjoy.

- Printed

in the BiH BIH edition

ISSUE 04

MARCH

2009

6 EURO

| 12 KM

Page 19

Creative Auto Ads When we have successfully got our steady lives, what will be the next target? To be more comfortable. That is to get a larger apartment and to buy a better automobile. So it is understandable that why the competition among auto distributors becomes fiercer and fiercer. In order to promote the brand culture and unique advantages, auto distributors conduct all kinds of campaigns as price cut, auto-expo, and of course advertising. All aspects of auto, including energy saving, stable performance and enhanced power can always be shown by advertisers in clever and impressive ways. We have to admit that making the inanimate body---auto to be the leading role of each piece really brings romantic atmosphere into the bitter selling contest. Here are several good examples, enjoy it and if we miss any other good ones, please feel free to let me know.

Page 27

Artist, Illustrators, Photographers, News Meet the artists OrfĂŠe

Meet the artists Guy Seese

Digital Art, Graphic Design, Web Design

Advertising, Art Direction, Writing

Meet the artists Craig Shields

International Competition

Currently in my final year as a degree student studying Graphic Design at the School of art and design in Lincoln, UK. I currently freelnace in my free time for small businesses, doing illustration work.

The international competition Young Package is for designers and this year also for creators of comics who have not reached 31 years of age. The deadline is 29th March 2010.

Meet the artists Waldo LEE

Meet the artists Karol Kolodzinski

Digital Art, Digital Photography, Illustration

Karol is a freelance new media designer experinced in creating interactive and print projects for clients such as: Coca Cola, Ikea, Vichy, Oakley, Life Sciences, Magazine, Delecta ...

Born Milan/Italy 1976 Does not really matter who I am or where I come from, the world has no borders. my illustrations speak for me, if you are interested to my artworks contact me.

ALBERTO SEVESO

INFO: http://www.burdu976.com/

Meet the Artist:

INFO: http://www.yuchenghong.com/

Yu Cheng Hong Yu Cheng Hong is freelance illustrator / concept artist / motion designer, based in Taipei, Taiwan. He specializes in chatacter design, fashion, visual graphics.

e v i t a e r C s k r o w

Branding | ISSUE 04 | 10

BRAND A brand is a name used to identify and distinguish a specific product, service, or business.

Concepts Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or ser vice has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called integrated marketing. Careful brand management seeks to make the product or services relevant to the target audience. Therefore cleverly crafted advertising campaigns, can be highly successful in convincing consumers to pay remarkably high prices for products which are inherently extremely cheap to make. This concept, known as creating value, essentially consists of manipulating the projected image of the product so that the consumer sees the product as being worth the amount that the advertiser wants him/her to see, rather than a more logical valuation that comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the cost of distribution. Modern value-creation branding-and-advertising campaigns are highly successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents' worth of wheat. Brands should be seen as more than the difference between the actual cost of a product and its selling price - they represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of metal working, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, for it is these people the company should wish to find and keep, the difference is incomparable. Failing to recognize these assets that a business, any business, can create and maintain will set an enterprise at a serious disadvantage. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical

mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com. Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, storebranded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. Brand Awareness Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name,logo, jingles and so on to certain associations in memory. It helps the customers to understand to which product or service category the particular brand belongs to and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products. Brand Salience Brand salience measures the awareness of the brand."To what extent is the brand top-of-mind and easily recalled or recognized? What types of cues or reminders are necessary?" How do customers remember? The tendency of a brand to be thought of in a buying situation is known as “brand salience”. Brand salience is “the propensity for a brand to be noticed and/or thought of in buying situations” and the higher the brand salience the higher it’s market penetration and therefore its market share. Salience refers not to what customers think about brands but to which ones they think about. Brands which come to mind on an unaided basis are likely to be the brands in a customer’s consideration set and thus have a higher probability of being purchased. Advertising weight and brand salience are cues to customers indicating which brands are popular, and customers have a tendency to buy popular brands. Also, an increase in the salience of one brand can actually inhibit recall of other brands, including brands that otherwise would be candidates for purchase. It is widely acknowledged that buyer’s do not see their brand as being any different from other brands that are available. They buy a particular brand because they Branding | ISSUE 04 | 12

are more aware of it, not because it is more distinctive, or has a point of difference. We now know that all decisions made by humans involve memory processes to a greater or lesser extent. Incoming information from the external environment travels by the sensory memory into the short-term (or working) memory (STM) but if it is not acted upon in a very short time the brain simply discards it. But salient information that is important and received on a regular basis through different channels is passed to the long-term memory (LTM) where it can be stored for many years. Memories are stored or filed via connections between new and existing memories in the different parts of the memory. They are laid down in a framework making some memories easier to access than others. Recall is the process by which an individual reconstructs the stimulus itself from memory, removed from the physicality’s of that reality. Global Brand A global brand is one which is perceived to reflect the same set of values around the world.Global brands transcend their origins and creates strong, enduring relationships with consumers across countries and cultures. Global Brands are brands which sold to international markets. Examples of Global Brands include CocaCola, McDonald's, Marlboro, Levi's etc.. These brands are used to sell the same product across multiple markets, and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.

Benefits of Global Branding In addition to taking advantage of the outstanding growth opportunities, the following drives the increasing interest in taking brands global: •economies of scale (production and distribution) •lower marketing costs •laying the groundwork for future extensions worldwide •maintaining consistent brand imagery •quicker identification and integration of innovations (discovered worldwide) •preempting international competitors from entering domestic markets or locking you out of other geographic markets •increasing international media reach (especially with the explosion of the Internet) is an enabler •increases in international business and tourism are also enablers

13 | ISSUE 04 | Branding

Global Brand Variables The following elements may differ from country to country: •corporate slogan •products and services •product names •product features •positionings •marketing mixes (including pricing, distribution, media and advertising execution) These differences will depend upon: •language differences •different styles of communication •other cultural differences •differences in category and brand development •different consumption patterns •different competitive sets and marketplace conditions •different legal and regulatory environments •different national approaches to marketing (media, pricing, distribution, etc.) Local Brand A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area. A local brand is a brand that can be found in only one country or region. It may be called a regional brand if the area encompasses more than one metropolitan market. It may also be a brand that is developed for a specific national market. Examples of Local Brands in Sweden are Stomatol, Mijerierna etc.. Brand name The brand name is quite often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's. Types of brand names Brand names come in many styles. A few include: Acronym: A name made of initials such as UPS or IBM Descriptive: Names that describe a product benefit or function like Whole Foods or Airbus Alliteration and rhyme: Names that are fun to say and stick in the mind like Reese's Pieces or Dunkin' Donuts Evocative: Names that evoke a relevant vivid image

like Amazon or Crest Neologisms: Completely made-up words like Wii or Kodak Foreign word: Adoption of a word from another language like Volvo or Samsung Founders' names: Using the names of real people like Hewlett-Packard or Disney Geography: Many brands are named for regions and landmarks like Cisco and Fuji Film Personification: Many brands take their names from myth like Nike or from the minds of ad execs like Betty Crocker The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer jeans. A brandnomer is a brand name that has colloquially become a generic term for a product or service, such as Band-Aid or Kleenex, which are often used to describe any kind of adhesive bandage or any kind of facial tissue respectively. Brand identity A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. Effective brand names build a connection between the brand personality as it is perceived by the target audience and the actual product/service. The brand name should be conceptually on target with the product/service (what the company stands for). Furthermore, the brand name should be on target with the brand demographic. Typically, sustainable brand names are easy to remember, transcend trends and have positive connotations. Brand identity is fundamental to consumer recognition and symbolizes the brand's differentiation from competitors. Brand identity is what the owner wants to communicate to its potential consumers. However, over time, a products brand identity may acquire (evolve), gaining new attributes from consumer perspective but not necessarily from the marketing communications an owner percolates to targeted consumers. Therefore, brand associations become handy to check the consumer's perception of the brand.

color palette, and station architecture to create a comprehensive consumer brand experience. The recognition and perception of a brand is highly influenced by its visual presentation. A brand’s visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. In the United States, brand identity and logo design naturally grew out of the Modernist movement in the 1950’s and greatly drew on the principals of that movement – simplicity (Mies van der Rohe’s principle of "Less is more") and geometric abstraction. These principles can be observed in the work of the pioneers of the practice of visual brand identity design, such as Paul Rand, Chermayeff & Geismar and Saul Bass. Brand parity Brand parity is the perception of the customers that all brands are equivalent.

Branding approaches Company name Often, especially in the industrial sector, it is just the company's name which is promoted (leading to one of the most powerful statements of "branding"; the saying, before the company's downgrading, "No one ever got fired for buying IBM"). In this case a very strong brand name (or company name) is made the vehicle for a range of products (for example, Mercedes-Benz or Black & Decker) or even a range of subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury Fingers in the United States). Individual branding Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun (Beiersdorf)), which may even compete against other brands from the same company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever). Attitude branding and Iconic brands

Brand identity needs to focus on authentic qualities real characteristics of the value and brand promise being provided and sustained by organisational and/or production characteristics. Visual Brand Identity The visual brand identity manual for Mobil Oil (developed by Chermayeff & Geismar), one of the first visual identities to integrate logotype, icon, alphabet,

Attitude branding is the choice to represent a larger feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Inc.. In the 2000 book No Logo, Naomi Klein describes attitude branding as a "fetish strategy". «A great brand raises the bar -- it adds a greater sense Branding | ISSUE 04 | 14

of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters." Howard Schultz (president, CEO, and chairman of Starbucks) The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in English were copied into matching Hebrew logos to maintain brand identity in Israel. Iconic brands are defined as having aspects that contribute to consumer's self-expression and personal identity. Brands whose value to consumers comes primarily from having identity value comes are said to be "identity brands". Some of these brands have such a strong identity that they become more or less "cultural icons" which makes them iconic brands. Examples of iconic brands are: Apple Inc., Nike and Harley Davidson. Many iconic brands include almost ritual-like behaviour when buying and consuming the products. There are four key elements to creating iconic brands (Holt 2004): 1. "Necessary conditions" - The performance of the product must at least be ok preferably with a reputation of having good quality. 2. "Myth-making" - A meaningful story-telling fabricated by cultural "insiders". These must be seen as legitimate and respected by consumers for stories to be accepted. 3. "Cultural contradictions" - Some kind of mismatch between prevailing ideology and emergent undercurrents in society. In other words a difference with the way consumers are and how they some times wish they were. 4. "The cultural brand management process" - Actively engaging in the myth-making process making sure the brand maintains its position as an icon. "No-brand" branding Recently a number of companies have successfully pursued "No-Brand" strategies by creating packaging that imitates generic brand simplicity. Examples include the Japanese company Muji, which means "No label" in English (from "Mujirushi Ryohin" â&#x20AC;&#x201C; literally, "No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement. "No brand" branding may be construed as a type of branding as the product is made conspicuous through the absence of a brand name.

Derived brands In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right. The most frequently quoted example is Intel, which secures its position in the PC market with the slogan "Intel Inside". Brand extension The existing strong brand name can be used as a vehicle for new or modified products; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc. Mars extended its brand to ice cream, Caterpillar to shoes and watches, Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop extended its brand from tires to other rubber products such as shoes, golf balls, tennis racquets and adhesives. There is a difference between brand extension and line extension.A line extension is when a current brand name is used to enter a new market segment in the existing product class, with new varieties or flavors or sizes. When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within the originating product category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did likewise extending its strong lines (such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy Automatic) within the same category, dish washing detergents. Multi-brands Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics); simply to soak up some of the share of the market which will in any case go to minor brands. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one). In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to preempt others entering the market. Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent

15 | ISSUE 04 | Branding

brands in the US market. This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of the business separate â&#x20AC;&#x201D; from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels). Cannibalization is a particular problem of a "multibrand" approach, in which the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being one stage in this process. Private labels

emerged as a major factor in the marketplace. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded. Individual and Organizational Brands There are kinds of branding that treat individuals and organizations as the "products" to be branded. Personal branding treats persons and their careers as brands. The term is thought to have been first used in a 1997 article by Tom Peters. Faith branding treats religious figures and organizations as brands. Religious media expert Phil Cooke has written that faith branding handles the question of how to express faith in a mediadominated culture. Nation branding works with the perception and reputation of countries as brands.

With the emergence of strong retailers, private label brands, also called own brands, or store brands, also

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30 Websites with Lovely Layout and Typography I often collect and save examples of layout and typography that interests me or I find enjoyable and beautiful, so below Iâ&#x20AC;&#x2122;ve gathered 30 websites showcasing beautiful typography and layout design for your viewing pleasures. Enjoy.

Chirp

Neutron Creations

Vigepops

INFO: http://chirp.twitter.com/venue_contact.html

INFO: http://neutroncreations.com/

INFO: http://www.vigepops.com/

19| ISSUE 04 | Branding

Billings

Simon Collison

The Gates Notes

INFO: http://www.billingsapp.com/

INFO: http://colly.com/

INFO: http://www.thegatesnotes.com/

SimpleBits

Vegas Uncork’d

Build Guild

INFO: http://simplebits.com/

INFO: http://www.vegasuncorked.com/

INFO: http://salem.buildguild.org/

Epic Event

Happy Cog’aoke

Pictory

INFO: https://epicevent.com.au/

INFO: http://2010.cogaoke.com

INFO: http://www.pictorymag.com

Branding | ISSUE 04 | 20

Trent Walton

OrderedList

Design Litmus

INFO: http://trentwalton.com/

INFO: http://orderedlist.com/

INFO: http://www.designlitm.us/

Analog

Authentic Jobs

Electric Pulp

INFO: http://analog.coop/

INFO: http://www.authenticjobs.com/

INFO: http://electricpulp.com/

Frank Chimero

Information Highwayman

Ligature, Loop & Stem

INFO: http://profile.frankchimero.com/

INFO: http://informationhighwayman.com/

INFO: http://www.ligatureloopandstem.com/

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Matthew Henry

Ryan Clark

SVA

INFO: http://www.matthewhenry.org/

INFO: http://ryanmerrill.net/

INFO: http://interactiondesign.sva.edu/

Veer Ideas

Fever

Squared Eye

INFO: http://ideas.veer.com/

INFO: http://feedafever.com/

INFO: http://squaredeye.com/

DevDays

Sushi & Robots

The Sew Weekly

INFO: http://stackoverflow.carsonified.com/

INFO: http://sushiandrobots.com/

INFO: http://www.sewweekly.com/

Branding | ISSUE 04 | 22

Logo Design A to Z - B Last month we began a new series of posts on logo design. Our goal? To cover as many logos as we can until the end of the year... we started with logos starting with A, today is all about B's. There are some pretty good designs here.

Art Generation

ABC Promo

Aipo

Action Now

AD Passion

Analog X

Art Bomb

Arka Photo

Allay

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Allumina

Art films

Andy Fiord

Avifauna

ACI research

Attebury Grain

Amosa

Air Power Turbines

Aslan

Appetite Consulting

Atack

Ajeva

Branding | ISSUE 04 | 24

When and How to Dump a Client Client satisfaction gives us reputation and credibility, however, every now and again we will come across a problematic client. Some of my colleagues will continue to work with clients even when they have asked them to compromise so much and cause hassle. Usually in this scenario, if you do not end the relationship with the client, there will be problems in the future. There are certain things which the client can say which you should take as a big orange sign saying “Danger”. So when do you dump a client? 1. When they ask for silly deadlines When a client asks you to do a project sooner for the promise of more pay or that they will recommend you to their friends, you are not in for a treat. At this point you should explain to the client that there is nothing you can do to speed up the process and you will not be able to comply. It may be that you can negotiate a time with the client to make it more satisfactory to your own needs. Continue with the client if they do, however, do bear in mind that if you are late on a project despite aiming for the early deadline, the client will be upset. The client may ask for returned payment or even worse ruin your reputation. 2. When the client refuses to sign It is a very clear sign that the client will be causing problems, if they refuse to sign a contract with you. There must be a reason why they do not want to sign a document which can stand up in a small claims court against them. Whatever reason they give you, even if they are genuine, I would advise that you always get a signature. If the client still refuses then explain to them politely, how it is your policy to not to continue on a project without a signature. They may be after a revision in the contract, and if it is a legitimate concern then you may want to change the contract to make it more suiting. You may want to be careful about what you change, but only you can be the best judge of that. This may resolve the issue, but if it does not, I would not continue.

problematic as their work can be done and dusted and then it will be up to the clients ethics whether they pay you or not. I would not trust a client, as I have ended up losing some serious money trusting a client. You may want to negotiate the deposit. Many freelancers will take 50% deposit and 50% on completion. You can easily change this to 40% deposit and 60% on completion. In extreme genuine circumstances you may want to even consider 30% deposit with 30% when half is complete and then the last 40% at the end. With clients requesting late payments I would try to negotiate instalments. If they do not want to pay the remaining 50% on project completion, I would ask them to pay 25% now and the remaining 25% in a month. If none of these solutions work then the client is most likely to cause problems for you in the future. Dump them politely. 4. Clients who want too may revisions When you show your work to a client and they ask you for a revision, this can be fine. Too many revisions, however, can be problematic. I would usually stretch revisions to the third or fourth revision and after that I would assume that the client can do better without me. The level of revision also matters. If a client wants you to start again from square 1, you should not compromise so much. 5. When the client wants to run your ass There can be instances when a client will expect you to do project after project for cheaper or revisit former projects for updates. If a client wants to hire you again, it can be very good, but if they want you to do too much work, I would usually decline. The more problematic issue, however, is when a client wants you to keep checking a previous project and updating it. This is the main reason I do not give clients my IM account details! If you find yourself stuck in this situation, try explaining politely that you can not keep updating previous work. I find that a sly approach is better…let me demonstrate:

3. Late payees and deposit-avoiders A deposit is your compensation if the client rejects your work in the future. The time which you will have spent on the project before they reject it, along with your pursuit of their project and rejection of others can be compensated with a deposit. If the client wants to refuse a deposit, you will not be compensated when the shit hits the fan.

Client: Can you change this on the project you did? Me: Yeah sure, I’ll send you a new invoice Client: Isn’t this included as part of the last project Me: Unfortunately not, you see, the contract outlines that there is a period where you can make revisions and after that period has expired, I will have to make a new invoice

Requesting a delayed payment can also be

I find that usually sorts out the problem

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Meet the Artist:

David Vineis

INFO: http://www.sub88.com

Digital Art, Art Direction, Graphic Design

Meet the Artist:

Alex Fuentes

INFO: http://www.losfokos.com

Illustration, Character Design, Design

Meet the Artist:

Paulo Flatau Art Direction, Illustration, Digital Art INFO: http://www.pauloflatau.com

Meet the Artist:

Pino Lamanna

INFO: http://www.schakalwal.com

Branding, Character Design, Typography

Coway Electronic Bidets We Love Your Tush! Advertising Agency: Innocean Worldwide, Seoul, Korea Creative Directors: Jeong Sang Soo, Jung Jun Mo Art Director: Jung Jun Mo Graphic Designer: Lee Kyu Uk Copywriter: Kwon Hye Jin Production Manager / Photographer: Kwon Jin Woo

Crisol Bookstore Frodo Baggins vs. Harry Potter Advertising Agency: El Garaje Lowe, Lima, Peru Creative Directors: Marco Caballero, Luis RamirezGast贸n Art Director: Ivan Tahara Copywriter: Gino Pezzia Photographer: Rene Funk Illustrator: Contraste Digital

MENA's Leading Advertising Festival This year the Dubai International Advertising Festival adopts an exciting new format. The leading advertising festival in the Middle East and North African region for the creative community now boasts an inspirational and hard-hitting two-day learning programme, featuring top local and international speakers, from 15 to 16 March at The Palladium in Dubai Media City.

INFO: http://www.dubailynx.com/

12 Things Which Kill Creativity A major factor causing procrastination is lack of creativity. This find its roots deep in a freelancer’s own life, and specifically in the freelancer’s head. I have discussed the twelve bitches of life which cause me to lack inspiration from time to time. These are the dirty dozen who should be avoided at all times! 1. Mouthful Ever heard the expression “Bitten off more than he can chew”? When a person has too many things on their plate, they can become burdensome and cause one to become extremely stressed. Having to deal with too much work all at the same time will cause the quality of the work to decrease. A freelance web designer, for example, will design better when he has more time to conjure up his skills and apply them as opposed to hurrying just to meet a deadline. A simple solution to this is better organisation and mature estimates of deadlines. 2. Fear Fear can be of many things. Some people fear spiders, while others fear heights. I fear waking up one day and finding Madonna in bed next to me…yuck…that ugly old grandma! I was however, speaking of fear of failure. So many freelancers are too scared to explore beyond their usual routine or to even practice what they have learnt to its full breadth. One of the many adverse effects which fear of failure has on a person is that they will become so scared of their work being rejected that they will spend too much time worrying about avoiding failure as opposed to worrying about how to grow in their field of expertise. 3. Money The recession has had many effects on us, it even claimed the life of Michael Jackson (a joke, for all you serious people out there), however the biggest effect of the recession is debt. Mounting debt moneyand late bills with court orders and bullying bailiffs will hardly help keep your creative mind intact. This causes a person to work harder but at the cost of the quality of service they provide. Yes, work harder if you have the stress of debt and financial insecurity. Remember that the only way in which the plan of working hard can ever be successful is by keeping the super computer between your ears totally inspired. 4. Distractions When you work, you should work! If you are working and are the kind of weirdo who wants to updates their 45 | ISSUE 04 | Branding

Facebook status at the end of every fart then you really need a parent control on your computer! Tweeting and updating your Facebook status will get you nothing apart from a few girls realising how sad you really are! Take regular breaks and attend to Facebook or play Gears of War in your break, not during work! 5. Family and Friends Human beings are such that when something depresses our loved ones, it affects us. This can be with serious issues but also with trivial small things. For example if your partner has had a bad day and wishes to exert their frustration, you should learn to become more listening instead of shouting back and causing a massive argument. This will help you reduce your levels of stress, and therefore you’re less likely to procrastinate as such. Some problems are minor and can be resolved through talking and taking active steps to better a relationship, however other serious problems may require counseling or something similar. Remember, a happy surrounding will make you happy and more efficient with work. 6. Your Health Health does not always mean ‘mental health’. In fact I mean the vast spectrum of things which will have ill effects on your body causing you to have limited concentration and reduce your productivity. Stress and depression are perhaps the main things in the 21st century causing us to fall behind. However, there are other things relating to health which can cause problems. In my opinion obesity and malnutrition of vital vitamins is perhaps the main cause of a ‘zombified’ freelancer. I would recommend a daily jog. Psychiatrists recommend this for reducing stress levels and depression as it can release serotonin, a hormone which in turn will cause you to feel happier. Running can also reduce excess fat and also help you get out of general laziness. It also provides you with the ever important fresh air which every freelancer can never get enough of in front of their monitor! A healthy diet can also help. Apart from teaching me

new ways of insulting people, Gordon Ramsay also taught me that cooking healthy, edible food need not be such a chore and hard. Just Google some healthy recipes and I guarantee you will enjoy cooking and eating your food! 7. Insomnia I had a friend who suffered for years with insomnia. It not only caused him to fall behind at university but also had detrimental effects on his social life. After years of suffering at the hand of such a treatable problem, he visited his doctor and got some medication. Personally, I would use medication as a last resort. If you find yourself tossing and turning in bed trying to get to sleep, I would recommend getting up from bed. Your bed should be for sleep and not for simple relaxing. Carry on doing whatever you are until you feel sleepy and then go to bed. This way your bed is associated with sleep only as opposed to lying there waiting for sleep. Try waking up earlier and packing your day full of productive tasks, you will end up being exhausted and as soon as sleep begins to overtake, tuck yourself in and don’t let the bed bugs bite! 8. Lacking direction in life Many freelancers will feel the lack of motivation due to not knowing what they wish to achieve in life. I feel that this is a personal decision and nobody can tell you where you should be in ten years time. I would recommend getting a blank piece of paper and writing down all the things which motivate you. Make a list of your dreams and the things you want to achieve by the end of your life. Knowing these things better will help organise your mind better so that you can aim toward something in life. If it is a specific car or a massive house which motivates you and you feel that it is what you wish to achieve, then print off a picture of your dream home along with your dream car. Stick it up at your workspace so you can see it and remember your aim. 9. Deadlines If I was to ask the people reading this article “What kills creativity?” I am sure 9/10 of you would reply ‘Deadlines’”. An irritable client who will repeatedly ask for updates on their work several times a day or cause you grief over a deadline will cause you to lose creativity and lack inspiration. For God’s sake, deadline even has the word ‘dead’ in it! Your reputation is on the line if you are late, so I would warn you from falling into the trap of trying to impress a client by giving them ambitious deadlines. In fact, I would recommend that you overestimate how long a project will take so as to not offend the client for being late. 10. Block You can call it writer’s block, or designer’s block. In reality we do pass through a phase every now and again where we don’t feel as creative as before. I would recommend taking a walk through a pleasant

park, going mountain/hill walking or simply looking to art. A holiday to an inspirational country such as Egypt, Dubai or Japan may lift the block and get you inspired again! 11. Competition Watching a freelancer friend overtake you in the field and reach new heights can cause one’s spirits to become dampened. “Why is he so successful?” and negative questions of this sort will creep up and cause your attitude to become negative. This will cause unwanted reactions on your creativity. If I was to ask you to draw a picture on a day at random when you felt excited and happy, you may draw a picture of beautiful scenery or a portrait of the ones who you love. Comparatively if you drew a picture on a day when you felt down, depressed, exhausted or frustrated you may draw a picture of a dull, dark setting. Don’t let your competition get you down, in fact mould your unhappiness into motivation. Be happy for your friend and know that success is not far away for you as well. If they got there earlier, it hardly means anything, you will be at that level of success very soon if you keep at it. 12. Belief I feel that this is the core point of creativity. If you believe that you are a good designer, you will design well. Similarly if you believe you are a good writer then you will write well. There is a “Law of Attraction” and it’s a load of utter bollocks because it claims that you and I are “gods”. The theory however raises some good points such as saying that if you believe that you will get something you will get it. The ‘theory’ of attraction claims that this is due to the universe answering the manifestation of your thoughts. The truth is that if you believe in yourself then your actions and behaviour will change such that you will start to see routes towards achieving your goals. Remember that you are special and unique in your own amazingbeach_believe way. I know a freelancer who is a designer and had been designing for years and has amazing capability and talent. One day he decided that he may not have what it takes any more and began falling down a oily slope until he realised that he was designing to same level as before. The problem was he was near the bottom of the slope and had lost business because of this. The moral of the story being that if you are good at what you do, doubting that will cause you to lose valuable clients. Conclusion Whatever it is which starts killing your creativity, do away with it – fast! Talk to friends, family, professionals and do not feel shy about talking to them. They will offer advice and help you through any problems. Finally ask yourself “Is there anything in my life killing my creativity?”. If there is then please share it with us below so everyone can benefit from your experiences. Branding | ISSUE 04 | 48

12 Reasons You Shouldn’t Freelance Going into business for the wrong reasons can bring ruin into both your financial and professional life. While freelancing comes with many perks, it’s important not to base your self-employment decision solely on those perks, as you may run yourself out of business. We’ve discussed great reasons to start freelancing, but we haven’t really talked about why you shouldn’t start freelancing. Let’s take a look at some of the worst reasons to go into business for yourself.

Reason 1: To Sleep in All Day and Leave Work Early It’s true that as a freelancer, you can set the hours you work. However, if you think that means you can sleep in all day and get off early, you’ll be sadly disappointed. Clients still expect you to keep some normal business hours. While it’s ok to shift your schedule to times where you’re most productive, you’ll still have clients who request to speak to you by phone during nine to five hours. Limiting your work hours to starting at midnight and ending at 3 a.m. will cause you to lose a lot of potential business. Reason 2: Freelancing Will Make You Rich If you want to start freelancing, you shouldn’t do it solely for the money. While you’re free to set your rates, chances are you’ll have little or no money when starting out. Making tons of cash, even if you’re a seasoned professional, is pretty unlikely. Reason 3: You Hate Working with People Sorry to burst your bubble, but even if you plan on working by yourself, you still have to work with people. 47 | ISSUE 04 | Branding

You may have to work with clients, agencies or other freelancers. Reason 4: To Spend the Day with Your Kids Unless you’re planning on only working part-time, expecting to be able to spend ample amounts of time with your kids is a huge potential pitfall. Once you get your business going, you’ll rarely have time for lunch and bathroom breaks; much less to change diapers, have playtime and offer help with homework. Plus, if you’re not careful, staying at home with your kids can be a huge distraction and prevent you from getting any work done. Especially with younger kids, the temptation to spend time with them can often throw a productive day out the door. This isn’t to say freelancing isn’t a good option for stayat-home parents. You just have to be realistic in your goal settings and realize you’re not going to be able to be as productive, busy or profitable as a regular freelancer. Reason 5: You Can Charge Whatever You Want

Related to Reason 2 above, you can’t simply charge any amount of money for your work and expect anyone to hire you. Your rates have to fall into what the market can bear and take into account your quality of work and experience you offer.

I once spent a ton of money at Target when I had no money coming in because I was “bored” from being at home all the time. Don’t make the same mistake! Reason 11: You’ll Have More Free Time

Of course, the busier and more well known you become the more you can charge to “fit” in those clients or schedule them in months ahead of time. Reason 6: Freelancing Is An Easy Job Freelancing is one of the hardest jobs out there. It’s one of the few careers where you’re truly alone, in the sense that you’re responsible for everything. This includes finding the work, doing the work, billing for it, tracking down late payments and taking care of the books and taxes. That’s a lot of work for one person!

When you’re a freelancer, you’ll actually have a lot less free time than when you were working a regular nine to five job, even if you keep the same or less hours than before. Why? The biggest reasons are overscheduling and procrastinating. It’ll take some time to properly schedule your work, but even then it’s impossible to predict if a client is going to have last minute changes or a rush project. You may even end up working nights and weekends.

Reason 7: To Keep Up with the Household Chores Reason 12: Your Family Will Respect You More It drives me nuts to wake up to a kitchen full of dishes or stuff where it shouldn’t be. However, I often have to hold back this urge until lunchtime or after work. Just like kids, it can be tempting to take just a “few” minutes to pick up the house and promise yourself you’ll get “right” back to work. Before you know it, half the day is gone and you haven’t done any work…paid work that is. Personally, I try to have the dishes from the night before finished that night so I don’t wake up with them in the sink. I try to pick up as I go throughout the day so there isn’t a mess, or I wait until my lunch break to clean up what’s needed.

Most non-web people don’t understand what we do at all. They understand even less what we do as freelancers. You’ll probably have some difficulty getting your family members to understand that you’re really working, even if you’re at home. They may not understand you’re running a real business and trying to make some real money. To this day, my mom still doesn’t understand that I can’t just drop everything I’m doing in the middle of the day to do something with her. Just because I set my own hours, doesn’t mean I can make myself free whenever I want to, as I still have to take care of my clients.

Reason 8: Work Will Just Come to You It takes a lot of work to freelance before you even start “working”. Just sitting at your computer everyday and staring at your screen won’t get you clients. Reason 9: No Boss! Without having someone behind you to make sure you’re staying productive, it can be tough to stay motivated and on target. You have to make sure you have enough drive to push yourself to make it through the boring everyday tasks of freelancing. Reason 10: You’ll Save Lots of Money While it’s true you’ll no longer have to fight morning or evening traffic, that doesn’t mean you can sell the car and save lots of money. It gets lonely in your own office so you’ll want to work remotely a few times a week. Often, you’ll find yourself going to your local bookstore, cafe, or restaurant to work for a few hours and you’ll probably end up spending some money there as well. After you factor in this spending money and gas, plus the extra money you’ll spend on electricity and water now that you’re home more often, freelancing can easily add up to be more expensive than a nine to five job.

If you’re married, or living with a significant other, it’s easier for them to see you’re doing real work if bills are getting paid, but sometimes they forget and may try to talk to you or ask you to do things around the house. The best thing to do is to try and talk to them and explain that you need to be left alone, as if you’re working at a regular job, during your office hours. You may need to close and/or lock the office door while you’re working to prevent interruptions. Freelancing Is the Best Job Ever But, it’s also the hardest and most demanding job ever. It can be frustrating because you have no one else to share the business duties with. People, including clients, misunderstand what you do and may not think you’re a real business who charges real rates for real work. That being said, I do believe it’s the best job ever. Really, I wouldn’t go back to a full-time job, even if they offered me a six figure salary. Like everything else, it has it’s drawbacks but it also has lots of good perks. The important thing is to make sure you really like working independently and you have the drive to do this all by yourself. The freedom and satisfaction from being able to control your own career is reward in itself.

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Brainstorming is the successful monthly spin-off of DDS “Idea is all”. Each issue gives you an in-depth guide to a different creative subject, and future issues will covere themes such as print design, web design, Photoshop, typography, packaging, creative advertising, and how to start your own design business. Inside every edition, you’ll find great step-by-step tutorials and tips from the best digital artists in the business, showcases and profiles of upand-coming talent and established creatives, as well as explorative features on the subject in hand.

Why Advertise on brainstorming.ba and brainstorming magazine?

INFO: http://www.flickr.com/orgutcayli

Advertising, Art Direction, Graphic Design

Orgut Cayli

Meet the Artist:

David DELIN INFO: http://www.28162.com/ David Delin aka 28162n is a freelance designer and artist living in Nantes in France. His illustrations are a mix of urban culture combined with the modernity and elegance, resulting in a dose of originality and sensitivity, making her a concentrated portfolio of works striking at will.

Meet the Artist: Marcel Pirosca INFO: http://studioul.ro/

3d, web design, photo manipulation, illustration, render, layout, website, graphic design, fine art, website layout

Meet the Artist:

Foan82 As art director, give his first lecture on communication design with just 25 years old. Presently is involved in various graphic and media projects. His work and articles have been published in several art/design books, magazines and websites. He has worked for several international brands like Coca-Cola, Martini, Samsung, Bes... Currently is our own art director and work for other shops and agencyâ&#x20AC;&#x2122;s. INFO: http://www.foan82.com

Meet the Artist:

Francesco Muzzi INFO: http://www.flickr.com/photos/mootsie/

Graphic Design, Typography, Illustration

Meet the Artist:

INFO: http://www.drasik.com/

drasik

Design, Illustration, Art Direction

Meet the Artist:

Karol Kolodzinski

INFO: http://www.sugarrhyme.com/

Karol is a freelance new media designer experinced in creating interactive and print projects for clients such as: Coca Cola, Ikea, Vichy, Oakley, Life Sciences, Magazine, Delecta ...

The Most Creative 33 Newcomers in the Design Blog Community Over the last 12 months we’ve been featuring great new blogs in the creative field every now and then, so now we can list no more – no less than 40 amazing blogs you shouldn’t miss no matter what.

Visual Compelxity

Useful Tools

Tripping Words

INFO: http://www.visualcomplexity.com/

INFO: http://www.usefultools.com/

INFO: http://www.trippingwords.com/

Tokyo Fashion

db db

Soul Pancake

INFO: http://tokyofashion.com/

INFO: http://db-db.com/

INFO: http://www.soulpancake.com/

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The Pro Designer

Paper Leaf

New Work

INFO: http://theprodesigner.com/

INFO: http://www.paper-leaf.com/

INFO: http://www.ilovenewwork.com/

MonoModa

Made in England

LooksLikeGoodDesign

INFO: http://monomoda.com/

INFO: http://www.made-in-england.org/

INFO: http://lookslikegooddesign.com/

Little Box of Ideas

Anthony Licari

Designer Interviews

INFO: http://www.littleboxofideas.com/

INFO: http://anthonylicari.com/

INFO: http://www.designerinterviews.com/

Branding | ISSUE 04 | 66

Design Informer

Information is Beautiful

iGraphics Explained

INFO: http://designinformer.com/

INFO: http://www.informationisbeautiful.net/

INFO: http://igraphicsexplained.blogspot.com/

idsgn

Great Web Apps

Freelance Shack

INFO: http://idsgn.org/

INFO: http://greatwebapps.com/

INFO: http://www.freelanceshack.com/

Social Media Examiner

Learn Something Everyday Echo Enduring

INFO: http://www.socialmediaexaminer.com/

INFO: http://www.learnsomethingeveryday.co.uk/

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INFO: http://blog.echoenduring.com/

EagerEyes

Dustin Curtis

Drifting Creatives

INFO: http://eagereyes.org/

INFO: http://dustincurtis.com/

INFO: http://www.driftingcreatives.com/

D-Lists

Design Investigator

Design Finds Me

INFO: http://d-lists.co.uk/

INFO: http://www.designinvestigator.com/

INFO: http://designfinds.me/

Design Feedr

Designrfx

Design Critique

INFO: http://designfeedr.com/

INFO: http://designrfix.com/

INFO: http://wecritiquedesigns.com/

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CORNFIELD

Cornfield d.o.o. PofaliÄ&#x2021;ka 3/1 | 71000 - Sarajevo| Bosna i Hercegovina telefon telefax

+ 387 33 658 177 + 387 33 658 117

web e-mail

www.cornfield.ba info@cornfield.ba

Meet the Artist: Rinze van Brug INFO: http://www.rinze.com/

Rinze van Brug began his love of art at a young age. With inspiration from movies such as BEAT STREET and WILD STYLE Rinze's artistic approach blossomed. Drawing and then graffiti were the first methods of expression for Rinze and he worked commercially while in Amsterdam creating art murals for stores and restaurants while continuing his personal art as well. At 19, Rinze purchased his first Macintosh computer and began exploring new programs such as Painter, which allows users to develop their own art work in a much shorter time span. Learning these computer programs escalated the extent of artwork Rinze could achieve. Able to finish projects in one hour that would have taken weeks, Rinze was able to explore new genres of art.

International Competition of Packaging Design The international competition Young Package is for designers and this year also for creators of comics who have not reached 31 years of age. The deadline is 29th March 2010. You can win 750 EUR in one of the two categories of the 15th annual competition: Package for Sweets or Comics. The first category relates to product packaging, the second offers a fresh look at what a package could be. Since its foundation in 1996, the Young Package competition has achieved an international reputation and a distinctive position among competitions for young designers. This year brings a couple of significant changes. First, the image of the competition has changed and for its 15th anniversary the competition introduced a brand new web site. Secondly, the scope of the competition adds a novelty: in one of the two categories, it invites and challenges creative minds from art fields other than packaging design. The competition was founded to invite students and creative people up to 30 years of age, and challenge them to create designs of corrugated and smooth cardboard as used in the sponsorâ&#x20AC;&#x2122;s packaging design. Young Package is held annually. Its founder, the Czech company Model Obaly is a leading package manufacturer and a great believer in supporting and challenging young creative talents. INFO: http://www.young-package.com/

Meet the Artist:

Mike Campau

Current Creative Director of a design and digital imaging studio in Michigan. Love what I do, do what I love. INFO: http://www.seventhstreetstudio.com

Meet the Artist:

Markie Darkie INFO: http://www.behance.net/markiedarkie

Interview with:

Neil Duerden

Neil Duerden is an experienced designer/illustrator from UK and in this interview he is sharing a bit of his work life and also giving some tips for the young designers, and you get a little taste of his work while you read, check it out. Let's start with the usual, tell as a little about your self and what you do? I'm a self confessed mac monkey is based in a rural miners cottage 20 miles north of Manchester, I create pieces that combine elements from mixed media, photography that are interlaced with complex vectors to create pieces that always hit the brief for clients all around the world. My art is from the heart and this passion shows through clever usage of the latest technology and hand rendered techniques alike. I am always hungry for commissions and love what I do. For how long you been doing this and what keeps you going for more? I've been in the creative industries nearly 20 years. Starting as a studio junior and ending up as an art director. I found that a lot of agencies have a "wallpaper". approach to advertising. By this I mean they won't try and push the boundaries for clients in terms of their direction and customer-base. I found this frustrating I believe that to cross sell a product or service through clever advertising is what it is all about. This made me re-evaluate where I was going creatively, so I decided that commercial illustration was the way forward for myself. This was a build up of both personal pleasure, as I love what I do, and for-filling briefs for aspirational clients. Describe to us what's your typical day of work. 79 | ISSUE 04 | Branding

Get up at around 6am and have a healthy breakfast, help my girlfriend get the kids ready for school and then prepare for my day ahead. I start by looking what projects i have on and making sure there's enough hours in the day and schedule everything in. I'll then get started on the illustrative work and the morning always flies by as it's a pleasure to work on most projects. A quick lunch away from the screen and then straight back to work with music always flowing. I always make sure I have time for an evening meal with my family then depending on work load either back to it or spend a little leisure time. This can involve anything from watching a film with my kids through to caving, climbing or mountain biking with friends (it always involves a sneaky beer or two after as well). This gives me such a balance of life, as I live and work in a beautiful part of the UK it never becomes boring or mundane. What kind of music do you play to get you going through the day? Music is essential, I work with it constantly in the background and listen to everything from Radiohead through to Dance. I have a passion for quality hifi too, I believe that music should sound as it was intended too and not compromised by poor equipment. At the

details in nature. I completed a piece a few weeks back that was inspired from the geometric pattern of the seeds of a cucumber:). All you have to do is open your eyes to the world around you. Once you start working on a Piece, what's your working process? I take a briefing and then dependent on the looseness either come up with a few solutions to the campaign or start directly on the creative treatment. Each and every job demands a different approach, the one that fits best. I also keep the client informed and email them and discuss the project at every stage to keep the job on track and right for both the agency and end client. At the end of the day commercial illustration is about selling a product or service, this needs to be the main objective in the most creative way possible. What advice you give for young designer/illustrators that are starting on their journey now? Get a job in an ad agency first! This will give you a broad scope on how the whole"big advertising machine" works. It's not just about making things look pretty and to be successful you need to understand this from a ground level upwards. moment in the background there's Keane playing which seems to be on my playlist more and more at the moment but earlier I was listening to PWEI. It's all good and keeps me going throughout the day. Where do you find inspiration? Inspiration comes from many sources, this can be as direct as the art directors briefing through to noticing

Thank you very much for this interview, and I will leave the last words for you. I'd like to say thanks to all the clients past and present and also thank the team at Abduzeedo. Also all you illustrators out there keep enjoying creating, thats what keeps us all going! For more visit neilduerden.co.uk

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Meet the Artist:

LICHTFAKTOR INFO: http://www.lichtfaktor.eu/

The Cologne artists’ collective, consisting of VJ $ehvermögen (photographer and VJ), Visionlabz (Programmer und VJ) and JIAR (communications designer and graffiti artist), experiments with the possibilities yielded by bulb (longterm) exposure and painting. Their aim is to explore all aspects of “lightwriting” and to develop it further. The LICHTFAKTOR crew intentionally uses the entire space in which a particular work is produced and integrates it into their photos and animated films in such a way that it’s not just a backdrop but a part of the work itself.

Meet the Artist: Alexandra Zaharova INFO: http://www.dobermanstudio.ru/

We specialise in advertising and fashion photography, styling, creating ideas and postproduction. We do like interesting and unusual projects and do our best in every project.

Meet the Artist:

John Beckers

Graphic Design, Illustration, Motion Graphics INFO: http://www.john-beckers.nl

Meet the Artist:

Andreas Hidber

INFO: http://www.andreashidber.com

Corporate Identity Creation and Consulting, Art Direction, Graphic Design, Web Design, Photography, Typography and Type Design, Swiss Graphic Designer.

Meet the Artist:

Waldo LEE

INFO: http://www.walee.com

Digital Art, Digital Photography, Illustration

Meet the Artist:

INFO: http://www.craigshields.co.uk

Craig Shields Currently in my final year as a degree student studying Graphic Design at the School of art and design in Lincoln, UK. I currently freelnace in my free time for small businesses, doing illustration work. I'm an active member of the depthCORE collective (www.depthcore.com). I have also had my works published in Advanced Photoshoop magazine, aswell as DigitalArts magazine, where i have written tutorials and also been featured as one of the Uk's top 10 illustrators to look out for in 2009.

Interview with:

Saad Moosajee INFO: www.saadart.com

Let's start with the usual, introduce your self to our readers. Hey, I'm Saad Moosajee, a self taught 15 year old artist hailing from England who is currently living in America. I'm a big fan of sports, music, and art in particular. You still very young, how did you manage to teach yourself everything you know? Mainly a trial and error process. I use roughly 3 programs; Photoshop, Cinema 4D and Poser occasionally. I didn't know any decent tutorial sites when I started so as far as learning the technical aspects of the programs I would just keep trying artistically. I also learned a lot by looking at surrealist & futuristic painters work like H.R Giger & Salvador Dali. So do you think the influences of surrealism you had while trying to learn more, reflects on the work you do today? 93 | ISSUE 04 | Branding

Yea, partially. I am still pretty influenced by surrealists like Dali and Magritte but less than I was before. These days I get more inspired by my surroundings, especially tagging & graffiti and artists like Banksy. You definitely define a style by the influences you have and that took you to work with some top clients,

exhibitions. Since then me and the rest of the staff worked hard and 2 years later we are producing some high quality exhibitions every 3-4 months, and recently finished our first book which you can find out about here slashTHREE Expressions Book Describe us your work on slashthree as a creative director.

how did you get your first big job? My first job was for a exhibition called tiger translate, which was produced by the tiger beer company from Singapore. The exhibition was global and curated by kult.sg. They contacted me via email so I am not exactly sure how they found me. However, when you start out freelancing its always best to send your work to as many agencies & potential clients as possible, that may help get that first big job.

In winter of 2007 was when we started getting more serious. We began working on v3 of the site and with it planned to expand heavily on what we already had. My job then was to find suitable artists to add to the team and curate packs. Shortly after the release of our v3 in August followed by our first big exhibition Odyssey we began getting more attention. From there my work shifted to mainly focus on curating the exhibitions, managing artist relations, applications, and outside projects such as our book.

Besides getting big jobs you also part one of the biggest art groups of today, how did you become part of slashthree? I am actually the creative director of slashTHREE currently and have been for over 2 years. One of my good friends started the site in April 2007, and when I was just starting out I applied to become an artist. In August after submitting a few works and becoming more involved I asked to become creative director at the time we were still very small and being creative director wasn't really a big deal as we only had three

Do you have any upcoming projects we should know about? I recently completed a piece for the 2009 desktopography exhibition that will be released very soon, in addition to that, I've got some stuff coming in relation to the Keystone Design Union. You can also expect to see more stuff regarding slashthree and you will see it for sale on subism.co.uk soon I hope. Ok Saad, thank you very much for this interview and I'll leave the last words for you. Check out slashthree.com

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Meet the Artist:

Guy Seese

INFO: http://www.guyseese.com

Advertising, Art Direction, Writing

Juicy Fruit Gum Sharks Cannibals and Mr. T-Rex

Wrigley’s wanted to position Juicy Fruit as a gum packed full of delicious juicy flavour. Solution: To highlight this ‘Juicier Chew’ benefit DDB Sydney showed various animals and cannibals choosing to chew Juicy Fruit over their usual diet. Advertising Agency: DDB Sydney, Australia Photographer: Jeremy Park Executive Creative Director: Matt Eastwood Creative Director: Mark Harricks Art Director: Simon Johnson Copywriter: Charlie Cook Producer: Corina Slack Agency Producer: Bryson Holt Typographers: Jay Young, Erwin Santoso 3D: Cream Retoucher: Cream

Titus Cycles Name Changes, Tattoos and Marriage!

Advertising Agency: TDA Advertising & Design, Boulder, Colorado, USA Creative Directors: Jonathan Schoenberg, Thomas Dooley Art Director: Matt Leavitt Copywriter: Jeremy Seibold Photographer: Brooks Freehill, Boulder, Colorado, USA

45 Gourmet Logos Of Food Restaurants Bars And Grills These logos revolve around the food industry in one way or another, food chains, restaurants, bistros, bars, grills and services. It is very interesting to see the subtle yet excessive usage of forks and knives in a lot of the logos. I also like how colors proclaim food of a specific region in the world alongwith design elements from that regionâ&#x20AC;&#x2122;s cultural palette. There are all kinds of styles ranging from casual to upper crust, purely typographic and even photographic vectors. Enjoy these delicious logos, they will surely make you hungry for some grub.

Cavalier

Kinoko

Mowgli`s

Rosy`s

Cama & Mesa

Monty`s

Uno

Gastro

Sushi Box

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Get`s kitchen

Bronies

Yellow

Cafe Max

Mc Dougal`s

Newcastle

Pickin Panhandle

Chez Savior

Tony`s

Meze

Pasadena

The Crazy Tomato

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Gutmann`s

Nekapir

Jolly Roger

Farm 2 Fork

Kashmir saffron

Sugarica

Mogi Mirim

Noosh

The Deli

Pizza Modo

Herban Palate

Tealish

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Vitrine

Peppeta

Plated

Caramel

Falconos

Blues Feast

Curry at the Rocks

Kika Thai

Lindy`s

Julia

Dana McCauley

Costa Macaroni

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Meet the Artist:

Orfee

INFO: http://www.orfeedesign.fr

Digital Art, Graphic Design, Web Design

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