byDIZZ.com info@byDIZZ.com
strawberry + energy y o u r d o c t o r ’s f a v o r i t e e n e r g y d r i n k
y t i v i t a e r 9 c s o g o 13 l g n i g a k c a 17 p y h p a r g o t o h p 21 g n i d n a r b 25 y r e n o i t a t s 29 n g i s e d t c u d o r 33 p n o i t a r t s u l l i 35
tomorrow’s mobility beyond the stars
sod
H
take-out
S
the grass is greener either side of the fence now
it’s Kitchen Foods!
taste and see
W
home-cooked
Y
The all new authentic Chinese-American General Tso Chicken sauce blend by Kitchen Foods.
the creative process that works every time: “going for gold” When presented with the finished product, one may ask: “How did you do it?” This question can be answered several different ways. The most common approach would be to enumerate a list of applications, i.e.: InDesign, Illustrator, Photoshop, etc. However, I coined my approach Going For Gold. Though it may sound a bit abstract and illusive, it faithfully outlines my creative process. Going For Gold is a 4-legged approach wherein I consider the idea, the tools, Mastery and Distance. THE IDEA Though the client usually hands down the initial overarching idea (in the form of a creative brief), the direction in which the idea is driven can often be submitted to our care. As the foundational leg of this approach, it must be carefully studied — it will be the first point of contact with the target audience. We can take this very publication for example. The overarching idea was to create a portfolio; however, the direction was to create it in the form of a magazine, both in hardcopy and for mobile platforms. THE TOOLS When considering the tools, applications are the last things to come to mind; though essential, they’re more like the icing on the cake. I start by asking myself: “Which of my artistic abilities can be used to help actualize this idea?” This line of questioning takes for granted that an agglomeration of 9
byDizz.com
abilities (tools) might be necessary for the completion of the task at hand. For instance, while creating the ad for Kitchen Foods’ general tso chicken blend, 4 tools were utilized: cooking, photography, 3D modeling and graphic design. A balanced combination of necessary tools helps quickly satisfy the client, rather than relying solely on a single tool. MASTERY Mastery can be seen as a taskmaster, always demanding more, and always expecting that spark of eloquence. Though usually supervising over the tools, if granted permission, he can be seen influencing the direction of the overarching idea — this explains his dual ability to both micromanage and macromanage. Nonetheless, let us take the design of the Erets rings for example. We have every diamond perfectly cut and carefully encrusted; notwithstanding, we also have the use of a V-ray rendering engine for the best lighting solution. Mastery usually has me look at the product and say: “If it was me, I would…” Then, changing from a mere adviser to the artistic director, requests that the suggested modifications be applied. Though the experience is not always pleasant and often ego shattering, the completed product is always worthwhile. DISTANCE Distance is the wise judge taming the often-overbearing exuberance of Mastery. At this stage, I rid myself of
any preconceived view regarding the project, and try to put myself in the shoes of the target audience. A literal break is often required. A fresh look brings proper perspective. Nevertheless, as judge, Distance can demand a complete overhaul of the project’s direction, thereby recasting the vision. This obviously results in additional work, as the current product is rendered obsolete. Once again, this publication is a fitting example. Its initial direction was video; several months were invested in its creation, as Mastery demanded excellence in motion graphics and 3D animation. However, Distance had me adopt the magazine approach instead. Nonetheless, though I had to start over, the wisdom and skillsets gained along the journey were implemented in the new direction. As a project nears its end, I often experience a healthy back-and-forth between Mastery and Distance; this helps usher in the desired “gold”. Going For Gold, though being my creative process and my answer to “How did you do it?” I see it as a journey, and I see the journey as a teacher. As the product goes through this process, it is transformed into gold. Notwithstanding, it is not the only thing being transformed — I also am being transformed. Applications are essential, but on their own cannot transform an idea into gold, especially if we omit the refining fire of Mastery and Distance.
kiwi + energy y o u r d o c t o r ’s f a v o r i t e e n e r g y d r i n k
the secrets of great logos revealed What are the makings of a great logo? As a graphic designer, you are expected to know the answer to such questions — you’re viewed as a design doctor with the ability to raise the dead… Lol! Nevertheless, although considered an artistic discipline, it cannot be lightly esteemed. You are expected to create the visual face of a company. Now, with the burden of seriousness aside, how do you produce a timeless logo? How do you make it memorable?
mother tongue: symbols. The logo then becomes a flagship with the ability to cast and embody the company’s vision and direction. We then move beyond aesthetics into functionality; the logo anchors and leads. Therein lies the importance of the timeless. The Blessed2Give logo is a fitting example. The circular motion of the arrows embodies the concept of giving and receiving, an integral part of the company’s culture.
In order to create the timeless, time must be considered. One cannot create with the right now in mind. Essential is the ability to look into time, to look into the future, and see the company 5 to 10 years from now. The key is then to maintain the integrity of what was seen. This can easily be actualized via conceptualization and the designer’s
Memorability is attainable when embracing the simple rather than the complex. Moreover, simplicity has the ability to widen the sphere of influence: the young can relate, the more mature can relate. This can be actualized by taking for granted what can be taken for granted. There is nothing wrong with letting the viewer connect the dots.
This actually forces the mind to engage what is seen and make sense of it. Such an interaction with the mind, though often very subtle, creates a lasting impression: memorability. The One logo is a fitting example. We see the usage of a silhouette and negative space: the mind is able to read the silhouette and interpret the negative space to be a door. The makings of a great logo are timelessness and memorability. Both are essential attributes. While one is the ideal team motivator with the ability to anchor and lead, the other is the ideal promoter with its usage of subliminal marketing. Rightfully, the combination of these two can breathe life into a once dead situation.
b e c a u s e y o u k n o w s h e ’s w o r t h i t
Erets
The all new authentic Chinese-American Orange Chicken sauce blend by Kitchen Foods.
#euphoricexperience
packaging: product caught fully clothed Imperative is the role of a makeup artist before any photo shoot; the same is that of packaging before the display of any product. Due to its extrovert nature, it is seen as a very expressive stage. In its own right, packaging yells out: “Come see about me!� Nevertheless, as it is true for most graphic design disciplines, functionality prevails over aesthetics. Proper packaging not only announces the content but also helps differentiate it from its counterparts. In the case of Liquefaction, we can take the strawberry flavor for example. We have a very artistic screen print, with the nutritional facts on the back; but the front has the flavor clearly identified, distinguishing it from the kiwi and orange flavors. Notwithstanding, if not properly addressed, packaging can be seen as counterproductive because of its protective nature; it actually hides the 17
byDizz.com
product. In such cases, it is important for it to entice the potential consumer, by displaying the product already in use. This situatuion is ideal for the use of models. The packaging of the One phone is a fitting example. We have the mobile device in use, displaying the picture of Becca.
Personally, I highly esteem the importance of packaging, viewing it as the immediate ambassador of the product. Whether the product is completely hidden, as in the case of One, or whether the product is fairly exposed, as in the case of Liquefaction, functionality is key.
Erets a testa m e n t f or a n y spe ci a l m o m e n t
like the river runs, so will we
sod
the state vs. the photographer’s eye Since a picture is worth a thousand words, there’s no need for the jury to linger in deliberation over the photographer’s worth. Despite my mastery of the inner workings of the darkroom and the exposure triangle, I can affirm that there is more to photography than the mere technicalities. Without the photographer’s eye, we are left with imagery void of art. Essential is the ability to capture the moment in all its integrity. This is crucial in the case of performance and 21
byDizz.com
event photography. However, when dealing with models, one has to be able to usher in that desired moment, by mirroring the emotions and postures required for the final shot. Once everything is in place, we come to the moment of truth: how will the shot be captured? The use of non-conventional angles and canted frames may often add that touch of finesse, leading to the desired outcome. This is how the photographer shares his unique perspective of the moment in question.
The photographer is indeed an orchestra conductor in his own right. Not only does he play with reflections to bring out the best from his models, but he also decides how the moment will live on. With the triggering of the shutter and the firing of the flash (or soft boxes), the moment is artistically eternalized.
byDizz.com
22
orange + energy y o u r d o c t o r ’s f a v o r i t e e n e r g y d r i n k
branding exposed Imagine meeting someone for the first time. You greet them with the desire to initiate a conversation; however, they hand you a business card and walk away. This would accurately mirror the inadequacy of reducing branding to stationery design. Contrary to popular belief, branding is not your specialization or even your logo. More precisely, it is the essence of who you are, the spirit behind the logo. Branding is the value system that people will commune and resonate around. Along with having a story, good branding possesses the power of conversion.
for different audiences. While Becca, with the pink phone, represents the adorable, innocent, often vulnerable woman, who wears her emotions on her sleeves; Melanie, with the purple phone, represents the ever busy, ever trendy contemporary, rebelling against the box always seeking to define her. Despite the difference in curation, they both evoke a sense of independence and freedom: one through emotional expression, the other through lifestyle. We can therefore agree that One is not actually selling mobile devices, but rather the idea of freedom through independence.
Notwithstanding, like a dedicated preacher, the main assignment of good branding is to convert the viewer into a believer. Focusing on their feelings and emotions rather than the product itself can attain this. For example, let us consider the Erets ads. In the first one, though visibly displayed, the focus is not placed on the rings, but rather on the feeling one will experience by purchasing them for another. In the second ad, the focus is placed the joy and relief one will experience knowing that the rings are perfect for the occasion.
Humans have always had this overwhelming longing to believe in something; and good branding fulfills this desire through materialism. This belief system, once established, will become the bond fire that people will find themselves resonating around. Though, to the undiscerning, one may appear to have been sold a product, in reality, they were sold the culture and philosophy behind that product: the branding. For example, we can take a closer look at the two One ads and identify what lies beneath. By the use of different models, interestingly enough, the branding has been curated
Whether through wisdom transmission or simply a relatable situation, good branding always provides a brand story. This story has one goal, bringing the viewer to a place of agreement. A fitting example would be Liquefaction’s kiwi ad. This drink, which happens to be your doctor’s favorite, has been helpful in keeping you energized during a late night shift. The projected testimonial and the endorsement from a “medical official” increase the story’s credibility in order to bring the viewer to a place of agreement.
Branding can be appreciated from different perspectives. Nevertheless, we are not dealing with a dichotomy, but rather one resonating truth: good branding is genius. It will attract you with its philosophy, persuade you with a good story and convince you into believing, by catering to your feelings and emotions.
25
byDizz.com
The all new authentic Chinese-American Red Chilli Chicken sauce blend by Kitchen Foods.
#dramaticexhilaration
boost conversions with your stationery Amongst an overwhelming majority, it is believed that presentation is everything. When discussing stationery design, though we can debate over the validity of the word “everything”, we cannot underestimate its figurative implications. Moreover, as part of a company’s figurative attire, whether a polo shirt or a tailored suit, its function is that of a gatekeeper. Furthermore, as a gatekeeper, does the stationery design permit or restrict access? Nothing can be more frustrating than having an employee repel potential customers. In an ideal world, they would seamlessly assist the potential customer through the transitional phases, leading to customer satisfaction. However, to make this 29
byDizz.com
possible, the stationery design is to woo the potential customer with its smile, by showcasing some of its attractive attributes. In the case of Kitchen Foods we see how this goal is attained. Throughout the design, the logo is outlined by one of their gourmet signature dishes. This extends an invitation to the potential customer by providing them with a foretaste of what can be expected. In regards to customer impact, when referring to polo shirts and tailored suits, it is not that one is better than the other, but rather that one may be more appropriate. Nevertheless, despite the choice of attire, it is imperative that it is well ironed (or pressed); and this speaks to its adherence to fundamental
graphic design principals. In the case of Blessed2Give, one can consider its attire to be a tailored suit. Nevertheless, due to its involvement in finance management, this presentation is very becoming and appropriate. The simplicity of this design evokes a sense of transparency, appeasing any potential uncertainties. This is also made possible by adhering to the designer’s biblical principals: contrast, repetition, alignment and proximity. Therefore, it can be implied that a healthy stationery design must be both functional and appropriate. These two fundamental attributes are addressed in its presentation, rendering it tremendously important.
byDizz.com
30
sod
product design: what freedom looks like For the designer with architectural aspirations, the limitations that interior design often imposes on conventional graphic designers can be very frustrating. Now, imagine the bliss of being able to create from the very beginning phases of a production pipeline. As we walk backwards, we now fall into product design. For the sculptor, though we are not talking about clay or plaster, this is very exhilarating. Though functionality is the basis of any product, product design also allows for the implementation of unique aesthetic
signature traits. Let us take the design of the One phone for example. We have a long display with a non-conventional U-shaped bottom. Moreover, the casing itself has a pointy, almost blade-like bottom, and is adorned with an LED contour notification light. As a creator, product design is not necessarily the license to reinvent the wheel, but rather to customize it for marketing purposes. For instance, the Liquefaction bottle does not redefine the basic parameters of a bottle. However, its shape derives from the synthesis of an Erlenmeyer and Florence flask,
establishing the notion that its content is some sort of precious potion. Product design is ideal for the designer that despises the restrictions of the box, which he is often asked to think outside of. The painter is no longer only responsible for the artistic composition, but also for the construction of the canvas.
byDizz.com
34
strawberry ENERGY FOR THE LAST DANCE
illustration talks It is believed that written communication, according to art history, can find its beginnings in pictographs. However, as we fast forward through time, pictographs evolve into illustrations and full-fledged sentences; cave walls evolve into big luminous billboards and multi-platform publications. Notwithstanding, despite the course of evolution, its integrity is maintained: communication. Since an illustration is the face of an entire storyline, I personally prefer to begin its inception with the use of pencil and paper. Now, my stance on tools has not changed; I still believe that the creative genius lies within the
creator and not the tools. However, since each line is so pregnant, I do believe illustrations need to be birthed in their rawest form. We have our Liquefaction dancing damsel for example; every main line was drawn out by hand first, and then digitally remastered. As an artist, I do believe there is a thin line between illustration and art, which transcends style. One helps to communicate an idea or a train of thought, while the other is a mere visual representation of an emotion or a state of being. Now, if we were to compare the dancing damsel with the old man, though I am the author of both, one is supported by an entire
marketing campaign, while the other is only a visual representation, despite its photorealism. With that being said, I would boldly state that artists have the ability to birth the best illustrations due to their mastery of art. However, this trait makes it possible for one to misdiagnose illustrations as mere works of art. With its ability to synthesize entire storylines and trains of thought, the modern-day pictograph remains the ideal medium for communication. With this understanding, I would deem it safe to revisit the idiom and re-coin it as: “An illustration is worth a thousand words�.
y o u r d o c t o r ’s f a v o r i t e e n e r g y d r i n k
tomorrow’s mobility beyond the stars
sod