Wednesday, January 28, 2009

Why a Design Consultant?

It’s all about change.

Where there was product and company loyalty, now there is none. Where there were large demographic groups, now there are many micro groups. Standard communication paths to employees, customers, and prospects have been replaced by multiple paths.

Businesses are being subjected to revolutionary pressures and issues seldom dealt with in the past. Corporate downsizing has shifted the workforce. Cellular and internet technology is shifting the work environment. A better educated audience has shifted the markets.

In this ever-shifting business environment, you must find new and flexible connection points with your audiences – connection points that overcome the visible and invisible barriers created by culture, locations, and technology. Only a visual dialogue between you and your customers can bridge this change.

Only dialogue that is effective and efficient gets results.

What do designers do?

As designers we are cultural generalists, understanding the barriers and bridges between clients and their audiences. We find common connection points in written and visual languages that allow for a visual dialogue to exist and flourish.

Dialogue is based on a need to formulate and communicate a clear message. A message that is clear is based on three principles. Integrity – honesty to a set of values and an audience. Purpose – courage to attain announced goals. Passion – a devotion to an aim or cause. These principles are the foundation to effective communications. How they are combined and emphasized determines the intellectual and emotional intimacy of the message.

By managing this process, we combine your message and budget goals with your audience’s expectations, creating a unique visual voice that is heard over the noise of the competition and culture.

Tuesday, January 6, 2009

Finding my inner NASCAR!


So sometimes it's fun and rewarding to push outside ones own comfort zone - in 2008, using the NASCAR theme was my design push.

To promote a healthy lifestyle through the use of health assessments and checkups to a business population comprised largely of healthy, thirty-something aged men, we tapped into the NASCAR attitude and image. 


Partnership with:
The Idea Factory Inc.

FORE-SIGHT Logo


FORE-SIGHT is CASMED's Cerebral Oximeter. It's the world's first non-invasive monitor that measures a patient's brain oxygenation during complex surgery.

The FORE-SIGHT monitor works by projecting harmless near-infrared light through the scalp and skull and into the brain. 

Partnership with
The Idea Factory

CASMED - For what's vital


CASMED is a leading developer of innovative, non-invasive vital sign monitoring technologies and products that deliver accurate, reliable patient data.

The search and development of the CASMED identity focused on building a brand that was modern, stable and suggested what their business was about - vital sign monitoring.   


Partnership with:
The Idea Factory

Saturday, January 3, 2009

Premise - software for the healthcare industry


The most important gauge in the success of a hospital is how a patient is admitted, treated and released. Premise provides decision support software tools to the healthcare industry in the area of capacity management.

Partnership with:
The Idea Factory

Friday, January 2, 2009

Celera Genomics - deciphering the human DNA


Some projects come with schedules that makes you clarify the objectives! Celera was named and designed in just 13 weeks, with the final logo design being picked by the great Craig Venter himself, the decoder of the human genome! He did not pick from the proposed designs but from the rough sketches - the least conventional solution! The final logo design combined the human element with a confident wordmark.

Partnership with:

Tony Spaeth

Thursday, January 1, 2009

Orbital - a Rocket & Satellite Communications Business


There are many times in the design business that best or most unique ideas are not implemented - for whatever reason. Orbital is such an example - drawn on a airline napkin, flying home from the final design presentation! 

Try as we might, the client had their hearts set on a swish and so the positive/negative globe was not to be. Still love the mark though! 

Partnership with:

Tony Spaeth

Footstar - a Wall Street Brand


Foorstar was the parent company of Footaction & Kmart's shoe operations. The goal for this mark was for it to be straight forward with no icons, or embellishments - in it's simplicity the Footstar mark showed confidence and strength. 

Partnership with:

Tony Spaeth