Page 1



MAY 2015

vol. 3 issue 8

creativeground.org CreativeGround@nefa.org

Dig into New England’s free directory of creative enterprises and artists Wikepi Baskets

Studio Echelman

Lida Winfield

AVA Gallery and Art Center

CreativeGround spotlights the creative people and places at work in New England, including cultural nonprofits like libraries and theaters, creative businesses like recording studios and design agencies, and artists of all disciplines such as performing arts, visual arts, and crafts.

What Cheer? Brigade

Photo credits (L to R): Theresa Secord (Penobscot); Ema Peter, Courtesy Studio Echelman; Gene Parulis; Gary Hall Photography; Sean Hafferty

Visit CreativeGround.org today to: Promote your work, activities, and services. Log in and manage an informative and engaging profile visible to a broad audience of arts and non-arts invidiuals and enterprises

Find potential collaborators and resources in your cultural community. Browse 30,000 profiles offering a wide range of services.

A project of the New England Foundation for the Arts, CreativeGround is brought to you through partnerships with the National Endowment for the Arts and the six New England state arts agencies.

from the founder Growing a business with all the tools that we have today, you really need to know what strategy will work best and deliver the specific results you need. In order to communicate the right message in a way that speaks directly to your prospective customer, it’s important to have a well-thought out creative strategy that’s tailored to your specific business.

“What began as my passion to share the unique attributes of our state’s creative arts industry, has turned into a thriving business and movement. Our multiple digital platforms now include business leaders seeking to expand their advertising dollar and opportunities, and have connected freelancers with their next job, while promoting educational events for industry veterans and students. We have reinvented and advanced the knowledge and influence of the creative arts in our community and everyday lives using a combination of digital and traditional media. In turn, our success has resulted in deepening our market reach and strengthening the appreciation and enjoyment the public receives through the creative arts.”

For the May issue, I wanted to discuss a topic that is currently of great interest to most of our state’s businesses, and RICM as well. “Media Communications” has become a key factor in running a successful business today. It is the core of running a successful business. For some of us, it is our business and for others, it is a must-have to survive. In this issue, we have displayed a variety of professions that rely upon a strong media communications practice, such as Patricia Raskin, an award winning radio producer and host on multiple networks (pg. 10); Virginia DesRoches, an interior designer who has developed a web series to promote her D.I.Y. creative tutorials to all viewers (pg. 20); and, of course, our longtime local television network PBS, who features original programming that focuses on local issues, local politics, and local concerns (pg.12). We have also featured other uses of media communication from the past and current times of film, video, print and publishing. It is amazing to know how practices have transitioned and how consumers respond. As usual, we have provided great business tips for you to take and apply to your own business. As we continue to spring forward on a path of creating new partnerships and discovering curators to showcase, we are also in a whirlwind season of amazing events, including Rhode Island Creative Magazine’s “Annual Makers Event” on June 26th at the Pawtucket Armory from 6-9PM. This event is brought to you this year in a collaboration with TOJ Design Studio, LLC and sponsored in part by Ocean State Printers. We will have Maker booths with products handcrafted by local artisans; vendor booths that will provide locally made food and beverages; entertainment by Rhode Island musicians; area speakers and exciting raffles filled with local goodies! It is all about celebrating our creative community, meeting and learning about our amazing RI Makers and supporting their craft. Enjoy our eighth issue of volume three and take some of this great information and apply it to your own business. RICM will continue to do our best to help promote and share all the creative talent, events and information here in RI. Think of this magazine as a great way to stay connected with the large array of social networks of RI’s unique creative community. Sincerely,

Kimberly Sherman Leon KS Designs President & CEO Founder & President, Rhode Island Creative Magazine

Vol. 3 Issue 8 |


The official publication of KS Designs

May 2015 vol. 3 issue 8 Founder and President Kimberly Sherman Leon Assistant to the President Pnina Pressburger Assistant Editor/Writer Rob Mariani Assistant Secretary/Designer Regina Hogan Design Manager Lisa Malm Designers Lillian Ferranti Kate Hanley Panhia Lee Michael Ricci Contributing Writers Kim Celona Chris Sheehy Jairo Gomez John Prothero Josephine Eke Richard Austin Patricia Raskin Joseph Shansky Milissa DeFusco Devon Landis, Esq. Chef Ricardo Costa Ronald G. Shapiro Ph. D. Taylor Umphenour (Guest) Lucie Raposo (Guest) Anisa Raoof (Guest)

table of contents From the Founder Contributors Creative Calender

articles Verbal Artistry The Intersection of App Development and Design Making a Movie - Better Call Saul Right Sizing Your PowerPoint Presentation On the Air with Patricia Raskin Channeling Our Focus on Local When Did “Media” Become Social? Looking Out. Seeing In. An Internal Visual Journey. Media Arts and Communications Wall-to-Wall Creativity Showcased Through a Media Outlet Mother’s Day Brunch Communication and Video Buyer Personas: A Must Have to Reach ROI The Providence Children’s Film Festival Beauty in a Bottle – The Tequila Mystique

Rhode Island Creative Magazine Cranston, Rhode Island T: 401.440.3911 E: kim@ksdesignsri.com www.ricreativemag.com Follow @ricreativemag Facebook.com/ricreativemagazine All contents COPYRIGHT 2015 KS Designs and Rhode Island Creative Magazine. All rights reserved.


| Rhode Island Creative Magazine

Cover photo is supplied and taken by Taylor Umphenour, The Cue Dot: Into the Film Projection Booth. Learn more about this amazing project on page 15, “Into the Lost World of the Film Projection Booth.”


Joseph Shansky

Jairo Gomez

Kim Celona

Milissa DeFusco

Ronald G. Shapiro Ph. D.

Founder and Creative Director of Shansky Works An advertising veteran for over 35 years, has produced national and regional award-winning work. Joe is a creative director and all-around problem solver on a wide array of broadcast and print clients. Now as an independent creative director and founder of a network of multidiscipline practitioners, Joe brings his experience to bear for agencies and direct clients with concept development through production.

Xzito Partner/Account & Creative Director From print ads to logo design to complex package design, Jairo draws from his varied range of experience. As Creative Director, he understands both print and web design, and the printing process. He’s currently working on ways to implement new technology like Augmented Reality into clients’ communications strategies.

Prolific Artist and Writer for over 20 years. Educated in NYC, NY and Venice, Italy; Parsons School of Design (BFA) and New York University (MA), her life and art experiences are varied and extensive. She has been active in the fields of illustration, fine art, photography, writing and art education. Presently, Kim is working on a photography and mixed media series entitled, “Purveying Beauty.”

Whimsical Wishes and Delightful Dreams With over 18 years experience in the design field, Milissa is a graduate from New England Institute of Technology with a degree in interior design. She enjoys every facet of design and art in her life and is an inspiring mixed media artist that supports many local non-profit organizations. She believes in giving back to the community to see someone smile. Her shop can be found on Esty for unique gifts for any occasion.

Independent Consultant and Speaker in Human Factors/Ergonomics (designing products, solutions, and services so that they will be easy for people to use), User Experience, Career Development, Learning, Leadership and Human Resources. Ron has had global or USA responsibility for managing technical learning, technical leadership, employee university education, career coaching, new employee orientation and coordinating human factors/ergonomics for IBM.

Richard Austin

Josephine Eke

John Prothero

Patricia Raskin, M. Ed Chef Ricardo Costa

Speaker of Success After a career as a corporate trainer and educator, and a lifetime of studying the “art of communication”, Richard founded his company “Speaking of Success”. He now provides individual coaching, workshops, and classes in public speaking, presentation skills, and other communication techniques.

Vice President, Design Intelligence, Sterling Brands is a graduate of the Rhode Island School of Design and has an MBA from Northeastern University. She has 20 years experience combining brand strategy, design and innovation with success in building multimillion dollar brands for companies like Estée Lauder, Mattel and Hasbro. Josephine also teaches in the Masters of Branding program at SVA and RISD/CE.

Over 30 years experience in the print industry which started with delivering jobs, bindery, traditional prepress, to account management and digital job production. His skills also run in the area of blog authorship, social media management, and lead generation and qualification of prospective clients.

An award winning producer and host of “Patricia Raskin Positive Living” on Saturdays from 3-6PM on WPRO, AM630/99.7FM, beginning it’s eighth year on WPRO. She is also an author, speaker and coach specializing in change and transition.

Personal Chef/ Cooking Show Host Professional Profile Culinary, nutrition working with families towards a healthier lifestyle.

Vol. 3 Issue 8 |


Create. Participate. Celebrate. Music, art and spectacle converge in the Creative Capital

Sat., June 13

Starts @ 4PM – FREE!

Downtown Providence


liner Angelique Kid

Pictured here: Head za

Photo by Ehsun Mir

Mural by Natalia Rak


Squonk Opera - Pne

ico Wise Fool New Mex


Wise Fool New Mexico

Squonk Opera - Pneumatica

Extended festival events June 11-14 Learn more at: Produced by FirstWorks and the City of Providence with lead support from:


Media sponsors:

first-works.org providenceri.com


Edward Markward, Music Director


Mass in B Minor

through our websites, newsletters, online radio stations, print & digital publications.

BWV 232


Dana Varga SOPRANO


Richard Kennedy



Aaron Engebreth BARITONE





MAY 7:30 PM

MAY 3:00 PM

Cathedral of Saints Peter & Paul 30 Fenner Street Providence, RI

St. Joseph’s Church 5 Mann Avenue Newport, RI

Edward Markward, Conductor

Mary Phillips

For more information, contact the RICCO office at 401-521-5670, info@ricco.org or visit our web site at www.ricco.org Ticket Information Adults $25 at door, $22 advance Seniors $22, Students $10 with ID Groups of 10+ discounts available.

Verbal Artistry by Richard Austin Speaking of Success

What would Gone with the Wind be without, “Frankly, my dear, I don’t give a damn!” Or Dirty Harry without, “Go ahead, make my day”? How would we remember Casablanca without, “Here’s looking at you kid”? And would anything have revealed more about Don Corleone in The Godfather than “I’m gonna make him an offer he can’t refuse.” Clark Gable, Client Eastwood, Humphrey Bogart and Marlon Brando were all professionals who worked tirelessly on their craft so they could deliver those lines with maximum impact. Their command of the art of speech was more important then the words on the script. All the vocal skills at their disposal were used to great effect. The tone of their voice, the pace, volume, melody, pitch, not to mention body language and facial expressions were all employed to achieve the effect they were looking for. We all aren’t professional actors. We haven’t spent countless hours perfecting vocal skills and delivery. That’s all right – we have another verbal skill we can wield. The words we use. Just as there is the “art of speech,” there is another vocal skill we have available, the “art of words.” Communication experts often quote theory and research that touts the ultimate importance of the tone of our voice and our body language. Yes, these are critical components of communication, but there are endless examples of average speakers who have used the art of words to convey what they mean. With his thick Boston accent, President Kennedy sounded pretty strange to almost everyone outside of Massachusetts. However, when he said, “Ask not what your country can do for you, but what you can do for your country,” he galvanized a generation of young people. When Churchill spoke to his country in the House of Commons with the words, “We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender…” he strengthened the resolve of an entire nation. Although we don’t have a recording of “Lincoln’s Gettysburg Address,” that example of the art of words, less than three minutes in length, is recognized as a monumental illustration of the power of words. Don’t believe the legend of Lincoln

writing the speech on the back of an envelope on the train ride to the battlefield in Gettysburg. The President labored long and hard on that speech, knowing that in the midst of a Civil War that threatened to tear The Union apart, the conciliatory tone of the speech, with its references to the soldiers who had recently perished, was what mattered most. Lincoln ended the speech with a call to action that has continued to echo through the generations: “It is rather for us to be here dedicated to the great task remaining before us -- that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion -- that we here highly resolve that these dead shall not have died in vain -- that this nation, under God, shall have a new birth of freedom -- and that government of the people, by the people, for the people, shall not perish from the earth.” Not many of us are great orators or brilliant writers, but that’s not what is needed. What is needed is practice, study, passion and dedication. Vocabulary and pronunciation are in the art of words toolbox that we can all learn to use with precision. I teach that we all carry with us a sack of words that we have collected over time; for most of us, it’s a good-sized sack. The problem is that we are too often lazy and simply reach in and snatch up the usual ones sitting on top. What we need to do is reach down deep, root around, and find that word that truly fits, bring it to the surface and exploit it. The more words we use, the more interesting we’ll sound, and when the word “fits,” it’s a wonderful thing. When we combine the tools accessible to us through the art of speech, with those available through the art of words, we can truly become a verbal artist.

The more words we use, the more interesting we’ll sound, and when the word “fits,” it’s a wonderful thing.

Layout Design by Lisa Malm

Vol. 3 Issue 8 |


The Intersection of App Development and Design by Nicholas Kleanthous YUDU Media


| Rhode Island Creative Magazine

As mobile devices have grown in market penetration, many column inches have been devoted to the relationship between print and digital, usually with the tone of the two being competitors. More recently, a new narrative has arisen, one that is supported by emerging data and that presents print and digital as complementary products. Unfortunately, very little has been written by comparison about the relationship between designers and digital publishing. Indeed, many designers suffer from a lack of transparency in this regard. As an app developer in the publishing industry space, this is surprising. A good portion of our clients come through designer referrals, and the digital publishing sector is continuing to grow impressively year on year. Let’s take a closer look at an industry you’re probably familiar with: magazines. Digital magazines have provided crucial advertising revenue growth, year-on-year, since 2011. By 2016 they are expected to reach $13.4bn worldwide, some 27% of total magazine ad revenue. This shows that digitally published content is becoming progressively easier to monetize. Now, when factoring in other publishing industries, such as digital books (particularly interactive digital books), digital brochures and catalogues and digital educational content, the growth is even more impressive. Moreover, it represents a highly exploitable high-growth area precisely because many designers either don’t know much about digital publishing partnerships or see it as an area that necessitates extensive retraining. Crucially, digital publishing represents an easy source of supplementary revenue if

in partnership with a firm that can provide digital publishing solutions to you as a reseller. Designers stand at an intersection where they can be a one-stop shop for clients – offering not just design services but also publishing services. YUDU Publisher is our cloud-based platform purpose-built to give designers this facility. It allows you to create previews, enhanced with video, audio and interactive assets, of your work quickly and simply from a PDF, and these sit within a range of native multi-platform apps or a HTML5 edition. They can then be shown to the client free of charge, with potential profit margins of up to 300%. The possibilities this sort of approach affords are endless. Suppose you are approached by a client who wants to launch a local magazine, or a tour operator who wants you to design tour brochures; not only can you do the design itself, but you can also offer publishing apps and HTML5 editions to publish the content on. This will potentially help them to reach more people, increase their circulation or do more business, depending on what their aim is. This has the added benefit of not just providing another revenue stream but also potentially making design contracts themselves stickier in the long run. We see the future of the publishing and media space as a network of mutually beneficial, interconnecting partnerships between design agencies, printers and software developers. The stronger these relationships are, the more everyone benefits. For further information and a free login to YUDU Publisher, email les.csonge@yudu.com or call 917-794-6900. Layout Design by Kimberly Sherman Leon

Vol. 3 Issue 8 |


MAKING A MOVIE? Better Call Saul!

My law clients come from every type of art background imaginable, and I have many who cannot be categorized because their ideas are so incredibly innovative and therefore do not fit into one genre. These are my favorites because they push my own creative side too, (which is rare for an attorney).

Copyright Office (copyright.gov), you cannot bring a lawsuit to recover damages.

However, there is one group of clients that face a tremendous amount of risk before their ideas even get off the ground, and they are the filmmakers. Filmmakers, who hope to have their film seen in a local festival or in theaters nationwide, need to see an attorney at the outset of the project. This is essential to protect their rights and not open yourself up to a lawsuit.

Here’s just a sample of possible documents that could be needed:

The first major step for a filmmaker is to organize their business structure in a way that best suits their needs, which is primarily one that would limit personal liability, (meaning a creditor cannot go after your personal assets in a lawsuit), and takes into consideration tax implications. The best structure could mean a traditional corporation or its variations, a limited liability company, or limited partnership, but as with all legal matters, it depends on the specific situation and needs. Another major legal consideration is intellectual property. Copyright law comes into play immediately at the very beginning: the script. Many people have the general understanding that once an idea is put into a tangible form (i.e. writing it down), it is protected by copyright laws.



they push my own creative side too which is rare for an attorney! This is, as a general statement true. However, it oversimplifies things. Without registration with the U.S.


by Devon Landis, Esq. Art & Entertainment Attorney

| Rhode Island Creative Magazine

The aforementioned steps are just the beginning. Once the organization is set up, and the idea is protected, there are still a whole slew of legal documents that are needed.


Operating Agreement for Organization

2 Certificate of Authorship 3 Writer Collaboration Agreement 4

Employment Agreements


Location Agreement

6 Music Rights and Licensing 7


A word of caution: If you are making a film, there is nothing wrong with trying to become as educated about the law as possible. With that said, please avoid using a form book, templates online, or contracts others have used. These documents are not drafted with your particular situation in mind and typically you would not know what is missing, or what might create a liability until it is too late. Devon is an Art and Entertainment Attorney in Rhode Island and Massachusetts, and can be found at www.devonlandislaw.com. Disclaimer: this is for informational purposes only and you should contact an attorney for advice on your specific legal problems. Layout Design by Michael Ricci

Right Sizing Your PowerPoint® Presentation1, 2 Layout Design by Michael Ricci

by Ronald G. Shapiro, PhD

Congratulations! You have been invited to do a thirty minute workshop for colleagues and potential customers. Since you want to appear organized, to present data and some photos of your art, you have decided to prepare a PowerPoint® presentation using the 2010 version. You really do not know how long your thirty minute presentation will really be, because people may come in late, the program organizer may take longer than expected to complete “housekeeping” announcements at the start of your talk, the previous speaker may run over but there may be a hard stop for the end of your talk due to room availability, people needing to leave, or even the caterer bringing in lunch. Also, your workshop participants may have several questions that you wish to address in the early part of your presentation. How do you use PowerPoint® to make it easy for you to get organized and right size your presentation? The answer is to use hyperlinks and arrows rather than the page up down key. The disadvantage to using this technique is that you need to be governing your presentation from your computer, not using a remote device to advance your slides. Here is how to build your presentation:



3 4 5

Design a title page which engages the audience with a captivating title, your name and contact information. Since you are an artist, you may wish to place an image of your art on the title page as well. Place a small forward arrow in the lower right corner of this page. Add a hyperlink to your agenda page to that arrow once you build the Agenda page. Prepare your Agenda on the second page. Complete this page with a list of the five or six key topics you plan to cover during your workshop. Each of these key topics should only be a few words long. You may wish to make the final section the Summary or conclusions. Write (to be removed later) a time estimate for each of these topics in parenthesis after the topic). Place a backwards arrow in the lower right corner of this page and hyperlink it to the title page. Go back to your title page and add the hyperlink to your agenda page to the arrow in the lower right corner. Determine how much content you can fit into each section of your 30 minute talk. (Hint: one or two or three pages of large print on average!) Build your content. a. Be sure to put your topic title on the top line and a small arrow in the lower right corner of each slide. b. Connect the slides to one another by adding the appropriate hyperlinks to each arrow. c. Go back to the agenda page and insert hyperlinks to the first page of each section.


Practice your presentation and revise as desired.


Once your presentation is ready, turn off the page up and down functions in PowerPoint® by going into the: a. Transitions section and turning off “Advance slides by mouse click” by removing the checkmark b. Setup Slide show subsection of the Slide Show section and selecting the presentation mode of Browsed at a kiosk (full screen) c. Save your file as a .PPS (PowerPoint® Show) d. Place a shortcut to your file on your desktop.


Test your presentation. Rehearse for timing and you are ready to go.


Once you are doing your presentation you may be behind schedule. If so just mention the items in one or two of the sections without going into the detailed slides.


You will appear organized because your presentation instructed to focus on the key topics. It is just the right length and you did not do any skipping over slides at the end.

PowerPoint® is a registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries.


I would like to thank Dr. Margarita Posada Cossuto for helpful comments.


Vol. 3 Issue 8 |


th e

ON AIR with Patricia Raskin Kimberly Sherman Leon Founder & President of RICM

How did you start in radio and why? Passion? Inspiration? Who or what inspired you? I began in 1982 with a cable television show in Rockport, MA, with a show called “Positive People” and my theme has been consistent in all my television and radio programs to this day. I was a teacher and guidance counselor with a master’s degree in counseling and always felt that I needed to help people make changes to live happier and healthier lives so that they could transform problems into solutions. I knew at a young age that I wanted to live a long healthy life, and that motivated me to read, learn, and make positive changes in my own life. In Richard Bach’s book “Illusions,” Jonathan Livingston Seagull says, “You teach others what you need to learn for yourself.” That has been my motto and that of so many experts I have interviewed who have been through exactly what that message says.

As the Founder of Rhode Island Creative Magazine, I am pleased to welcome Patricia Raskin, a 2015 recipient of the RI Small Business Administration (SBA) Award. Patricia, a “Positive Media” pioneer, shares her stories of being a nationally successful entrepreneurial radio talk show host and the messaging she delivers over the airwaves. How long have you been in this profession and what does it entail, being a successful Radio Host?

This began as an avocation thirty years ago and developed as a business when I knew that in order to continue doing my calling, I would need to make it into a business. That involves constant networking, marketing, communication with local businesses, local regional and national authors and publicists, consistently using social media, writing, interviewing, and speaking. A “positive media” pioneer for over thirty years, my programs have aired on Fox, PBS and NPR affiliates, WTKF, 107.3FM and Blog Talk Radio. Patricia Raskin’s Positive Living Show, in its eighth year, is heard on the Cumulus Broadcasting affiliate in Providence RI, on News Talk 630 WPRO, and streamed live on Saturdays at 3-6pm ET. My Internet radio program, Patricia Raskin Positive Living since 2002, is heard live on Mondays at 2PM ET/11AM PT on voiceamerica.com. How would you translate “Media Communication” from the perspective of Radio. What does it mean to us as listeners and to you as a host? On my radio program on WPRO, I work with featured guest sponsors, whose message I help deliver through long form radio. I am the facilitator and catalyst so that the program becomes their program through my vehicle, and the goal is for listeners to take positive action. The listeners get to know the guest sponsors and they call in with questions. This model helps featured guest expert sponsors increase exposure and attract clients. And helps listeners get the solutions they need. “Patricia Raskin Positive Living” is in its eighth year on WPRO and has a substantial listener base, which has grown over the years. People tune in to be


| Rhode Island Creative Magazine

Layout Design by Lillian Ferranti and Kimberly Sherman Leon

inspired and to help themselves turn problems into solutions. On my Internet radio program on voiceamerica.com, in its thirteenth year, I interview local regional and national experts who share messages from their books and work. Patricia Raskin Positive Living: What is your mission? My mission is to serve as a catalyst for creating positive change through programs that focus on the positive side of life, to help listeners and audiences transform obstacles into opportunities, and to inspire them to take positive actions. My mission is the same as it was in the 80’s, but now the audience is so much larger. What do you enjoy most about your profession? I love being a catalyst, connector and “pollinator.” It is a thrill to me to help others make the right connections and get the right information. I love being on the air with my guests and callers and I love sharing my own message with audiences as a speaker. I also have been honored and privileged to interview renowned experts and celebrities including Dr. Maya Angelou, Marianne Williamson, Jane Seymour, Dr. John Gray, Dr. Andrew Weil, Jack Canfield, Dr. Mehmet Oz, Joan Lunden and ABC Shark Tank’s Kevin O’Leary. Why did you begin Radio Host Coaching? When I first started my radio show on the Internet in 2002, I was one of the first hosts on “Voice America,” and I had the opportunity to help other hosts. This has grown over the years and now I help other talk show hosts do exactly what I have done. This ranges from helping hosts focus on clear goals and outcomes, planning show content and format, honing their interview skills, finding guests, develop marketing and promotion strategies, and gaining listeners and ratings. What led you into the area of Change /Transition Coaching? I have a Masters Degree in counseling and was recently trained by World Coach Institute, which is affiliated with the International Coaching Federation. With my 30+ years asking questions as a TV and radio interviewer, I know the questions to ask to bring clients awareness, clarity, motivation and confidence. This is a client-led coaching process, which is “co-creative,” where I ask the questions, and the client

provides the answers. Specifically, I work with clients who are in the process of the transition that change brings. These areas include financial changes, loss of a job, transitioning to retirement, empty nest issues ,and new health challenges. I work with clients at that moment of change. Once they have clear options and are ready to move on, I can refer them to other resources in specific areas, if needed. The insights that come forth from clients are amazing and I have heard many “aha moments.” Please share the details of your most recent award! I have been awarded the “2015 RI Small Business Administration (SBA) Award” in the Home-Based Business category. Award recipients in Rhode Island are dedicated to the support of the small business community within the state. In evaluating award winners, some of the criteria that the judges looked at included: Staying power - a substantiated history as an established business; and an indication of continued growth over the three years. Also my innovation with products or services. On Wednesday, May 13th, The Awards Luncheon will be held at Alpine Country Club in Cranston. What other awards and recognition are you the recipient of? When I lived on the Crystal Coast of North Carolina, I received the 1996 and 2003 “Distinguished Woman of the Year Award Carteret County Council for Women NC – ARTS.” I also received “2001 Circle of Excellence Media Award” from the American Society of Plastic Surgeons for producing a radio show that focused the doctor-patient relationship. Is there a message you want to share or make prominent to our readers? I believe in positive messaging, which has grown by leaps and bounds in the last three decades on traditional airwaves. It gives people hope. I am in the process of writing anothor book, called “Aging UP – 11 Positve Ways to Come of Age at Any Age.” Thoughts become things and I have seen miraculous outcomes from dire circumstances. It requires a different way of thinking, finding those “windows of light.” Finding solutions to life’s common challenges through practical advice given over the airwaves, crosses all demographics, cultures, ages, and genders.” “Patricia Raskin Positive Living” airs on Saturdays from 3-6PM on AM630/99.7FM WPRO. Her other radio show is heard live on the internet on Mondays at 2PM ET/11AM PT on voiceamerica.com.

Vol. 3 Issue 8 |


by Lucie Raposo and Joseph Shansky

When people in Rhode Island think of Rhode Island PBS, they may think it is has the same programming as the Boston PBS or other PBS stations across the country. They couldn’t be more right… and wrong! “Yes, Rhode Island PBS airs some of the same hallmark content as other PBS stations. Our viewers love Downton Abbey, Call the Midwife, and Mystery,” says David W. Piccerelli, president of WSBE Rhode Island PBS. “But what really differentiates Rhode Island PBS is the kind of content you won’t see on any other local channel. We feature original programming that focuses on local issues, local politics, and local concerns content produced by independent filmmakers, or right here at Rhode Island PBS.” In fact, Piccerelli said, the nationally syndicated PBS shows make up only about 25% of the Rhode Island PBS schedule. A viewer-supported member of the network of more than 365 independent public television stations, Rhode Island PBS is now a community licensee under the Federal Communications Commission, no longer owned and operated by the State of Rhode Island. The station is operated by the Rhode Island PBS Foundation, with an active and engaged Community Advisory Board. In addition to its flagship weekly political affairs series A Lively Experiment – on the air for more than 25 years – Rhode Island PBS also produces ongoing series such as Our Town, as well as one-time specials.


| Rhode Island Creative Magazine

NATIONAL ISSUES | LOCAL PERSPECTIVES Whether part of grant-funded opportunities or self-initiated projects, Rhode Island PBS takes issues raised in national documentaries and examines them from the local perspective. Again and again, Rhode Island PBS brings together the experts and innovators - those affecting situations and those effected by them – and facilitates conversations that lead to greater public awareness and toward solutions. Just recently, Rhode Island PBS partnered with American Cancer Society in an ongoing initiative called SCREENINGS | community conversations about cancer, a public awareness and education series in conjunction with the broadcast of the latest Ken Burns film Cancer:The Emperor of All Maladies. One event

at the end of April was LUNG CANCER | a community conversation, a live telecast of a local panel discussing the Burns film. Among the panelists was a nonsmoker diagnosed with lung cancer, who shared her compelling personal story. Currently in production and scheduled for June 1st, the next program under the initiative is Living with Dignity, an intimate view of one Rhode Island man’s struggle with his terminal diagnosis and its effects on his family. LOCAL ISSUES One year ago, Rhode Island PBS took a hard look at what Rhode Island health officials were calling an epidemic: the skyrocketing number of deaths by heroin overdose. No Hero in Heroin presented a spectrum of perspectives on the story. Combining in-studio panels as well as pre-recorded interviews, local health officials, addiction counselors, recovering addicts, and family members put the intimate, human faces on the startling statistics. Off camera, addiction counselors staffed a phone bank to answer viewers’ questions about intervention and treatment referrals, and other addiction recovery information. LOCAL PRIDE Of its 39 municipalities, Rhode Island has 31 towns - each offering unique stories. Our Town is a Rhode Island PBS community project wherein neighbors become film-makers to tell the stories of “Our Town.” Part fund-raiser, part community builder, part historical and cultural documentary, and part “day-in-the-life” video scrapbook, Our Town shares with viewers the local legends, historical happenings, and backyard secrets of a town and its villages – untold or uncelebrated stories that capture the essence of the town. “Everyone has something they love about their town. And they are happy to talk about it, given the chance,” said Piccerelli. “Our Town taps into that town pride, giving people the opportunity to tell those stories now on television and preserve the stories for future generations to Layout Design by Joseph Shansky

enjoy.” About to start filming this summer, two towns will be featured in Our Town for 2015: North Kingstown will air in September and Portsmouth airs in December. THE STAGE THAT AMPLIFIES LOCAL VOICES Among the creative, original works by independent producers, topics covered on Rhode Island PBS span the spectrum from postpartum depression, to the evolution of emergency medicine, to farm-to-table cycle, to band concerts from The Met café in Pawtucket. Each week, Rhode Island PBS showcases these stories during a one-hour block on Sundays at 6 reserved for Rhode Island Stories, the umbrella title for a rich collection of independently-produced documentaries. Although the topics vary widely, these films share a strong local connection. FOOD FOR THOUGHT… AND ACTION Rhode Island PBS also connects with its youngest audience members through a series of events scheduled throughout the year through the Rhode Island PBS Kids Club. The most recent event was Rhode Stand | healthy food will make you grow! for children 4-11 years old, held in early May. In partnership with Farm Fresh Rhode Island, Johnson & Wales University, RI Academy of Nutrition and Dietetics, Southside Community Land Trust, and Tatutina, Rhode Island PBS hosted a multi-sensory experience wherein children touched, saw, smelled, and tasted their way through age-appropriate exhibits, activities, and art projects centered on how vegetables and fruits grow. SPANNING GENERATIONS, BUILDING TRUST As a small non-profit with a big mission, Rhode Island PBS has to be creative in effectively allocating its limited resources, and being a responsible steward of supporters’ investments. The investments are not only monetary, but investments of time and trust. “Choosing to produce and present more local content about subjects that are of interest to our community is the connection that differentiates us from other TV stations. It’s how we engage and serve our community,” Piccerelli said.

Vol. 3 Issue 8 |


When Did “Media” Become Social? by Richard Austin Speaking of Success

The term “media” was coined around the same time, as newspapers became the prominent means of conveying the “news”. It refers to a method of distributing information on many topics (sports, politics, religion, business, entertainment, etc.) to a large audience. Until technology caught up, newspapers were pretty much the only method for mass communication. Radio was an enormous leap forward, because with it, events could not only be communicated much more quickly, but people could also listen to them as they happened. Television, of course, was believed (at the time) to be the pinnacle of media. It involved both sound and sight, and brought images of the world, for better and worst, directly into our homes. However, none of these are “social”. They are all static, one-way avenues. We could rail at the radio and shout at the television, but no one heard. Ah, but the internet. That’s a game-changer. Immediate access to two-way communication was suddenly possible. Don’t like something? Tell the world on Facebook. Love something, blog about it. What to form a movement, why not start on Meetup? Have a great idea? Let the whole country support you through a crowd funding campaign. Need a new job?... Well, you get the point.


| Rhode Island Creative Magazine

Before the web, it was almost impossible to be heard. Now that (pretty much) all media is social, it’s still hard to be heard because of the “noise”, the competition of everyone clamoring for attention. At first, it was thought (or at least hoped) the web would be the ultimate in “democratic” communications. One man, one voice. But, because of the democracy of the web, each man’s “one voice” has little impact. Just as politicians need many “middle men” to raise huge sums of money to be heard, to “get their message out there”, our new “social media” has created another new class of “middle men”. Men and women who know the (every-changing) rules of social media, and guide their clients so they can be heard above the noise. Social media can be a panacea for businesses with big ideas but little budgets. Rhode Island Creative Magazine (RICM) is a perfect example. With (for the most part) a volunteer cadre of dedicated writers, illustrators, partnerships with local cities and organizations, as well as formal and informal educational involvements, their vision of supporting and drawing attention to the Rhode Island creative industry is being realized. In fact, RICM is averaging 73% new visitors and usages each month! RICM is one of the better examples of meaningful, supportive social media experiments; and it’s working! All of us at the magazine what to extend our heart felt thanks to all of you who have helped us achieve everything we have to date. So, get on Twitter, Facebook, LinkedIn, Pinterest, Google+, Tumblr, Instagram, Flickr, etc., and hashtag #RICM to success! “Social media spark a revelation that we, the people, have a voice, and through the democratization of content and ideas we can once again unite around common passions, inspire movements, and ignite change.” Brian Solis, Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Layout Design by Panhia Lee

Into the Lost World of the Film Projection Booth

by Taylor Umphenour The Cue Dot

9 4

8 3

7 2

Most of the movies you’ve seen in theaters over past decades were shown using physical analog film. These films were run by professional projectionists, who spooled out 35mm movie memories high above the crowds, from the hidden world of the film projection booth. Over the past several years, the widespread conversion of movie theaters from film to digital projection has changed what goes on up in the projection booth and quietly transformed the way we see movies. For almost ten years, I was lucky enough to be one of those film projectionists — the person responsible for keeping the show on screen, and among the last in a profession that has now largely vanished. My interest in film began as a kid, when I started collecting 8mm films from flea markets and projecting them off my family’s front porch onto the side of my neighbor’s house. While I was majoring in film and animation at the Rhode Island School of Design, I started working as a film projectionist at the Avon Cinema (AvonCinema.com) on Thayer Street in Providence. In 2011, the major movie studios started announcing that they would soon stop releasing their movies on 35mm film. New releases would only be available digitally. It was essentially an evolve-or-die ultimatum that forced many exhibitors into a difficult position: either invest tens of thousands of dollars Layout Design by Kimberly Sherman Leon




in new equipment, or lose access to their core product. The result was a sea change that has gone unnoticed by many, while others continue to debate the technical merits and economic realities of each format. When I learned that the Avon Cinema would have to convert from film to digital projection, I embarked on a massive endeavor to capture the projection booth in all its detail, across multiple mediums. I recognized that my background as a filmmaker and projectionist had intersected in a unique way and provided me the chance to tell this story and take people into this world. It’s a world that remained unseen for the century that it existed, and is now all but gone. Now, two years later, the release of this project is unfolding in multiple phases. I began the first phase of this project by sharing the story of the booth on social media. I’ve now released a collection of archival giclee prints of my photography from the projection booth, taking people inside this lost world. Learn more about this continuing project, connect socially and shop online by visiting: FilmProjectionBooth.com or email Taylor Umphenour at taylor@tmu.co. Photos by Taylor Umphenour, The Cue Dot: Into the Film Projection Booth

Vol. 3 Issue 8 |


Looking Out. Seeing In.

An Internal Visual Journey. by Kim Celona Profilic Artist & Writer

Visual communication is communication, which relies on using ones vision. The way we communicate visually within our personal landscapes, coupled with interpreting the visual language of others is absolutely a very fascinating dynamic. The mind and visual processing are so vast, yet individualized. We process visual information differently and unlike verbal information, there is more of a gray area, so to speak, on what we recognize and notice or want to “see.” We are attracted or align ourselves with specific visual symbols which resonate within us in some way. It could be a past association or memory which draws us into specific imagery. We relate to certain visuals. As an artist, I always find myself looking at and being attracted to visual imagery based on elements of art

like color, pattern, lines, balance or looking at how light affects objects or scenery. I use this visual information to create or be inspired by. Sometimes I use it to just plain relax. The formulation of a painting or series of art revolves around a visual experience I have and manifests into my own creative interpretation. My visual mindset is usually geared towards a realized piece of art or idea. I don’t always take into account what I see, process, and am inspired by visually actually as symbol or in the context of my life. In response to this month’s subject of Media and Communication, I’ve decided to create a visual journal of a day in my life and honestly dissect it, trying to decipher and understand my visual language on a deeper level than I have been.

It’s Good Friday and I have the day off. I wake up breathing a great sigh of relief. As I gaze upward, what comes into view is a different view. I’m used to looking at this object straight on and right side up. It is a blue heart tied with a ribbon that I’ve hung right above the center of my bed. It is embellished with vines and flowers woven into its design tapestry. It’s really a lovely delicate object. I pause and take it in with the morning light. I walk downstairs and do one of the first things I normally do, which is to make a pot of stovetop espresso and magically turn it into a latte or cappuccino. Like ritual, I put it on and go sit in the living room, in my comfortable wingback chair and watch the sun rise over the sea. Glorious. Always. The sweet, seductive aroma of my coffee being almost ready breaks me away. Walking over to the stove, I pause and watch the steam from the coffee maker dance across the air, almost hypnotic and oh so very enticing. It’s really visual food and like the sunrise, a daily occurrence. I putter around my house; performing various visually boring tasks and then the outdoors beckons me. I take my almost three-year-old yellow lab, Melody for a long walk. The air is mild and welcoming, We begin and walk along the harbor and into a beautiful residential street, which follows the sea. I watch the light along the water, subtle today but forever moving with the ebb and flow of the sea. I breathe in and out with the flow of the water.

and also small white boats neatly arranged bottom up. The blue buoys appear even bluer because the sky is cloudy and the contrast is brilliant. Also, the white boats against the dark brown dock are creating a similar affect. I photograph them for this reason. Inevitably, we are interrupted, not by people but by nature. While I’m taking pictures, I begin to feel a gentle rain on my face and see it on my lens and in the sea. I take what I can get and we head back home. I begin internalizing this specific visual imagery and digesting it. Why am I attracted daily to certain imagery and feel like I need it almost like food or water? Why do I stop mid track to observe other imagery? Why does it call out to me? Retracing my visual dictionary, I think about the daily rituals of watching the sunrise and making coffee. These two visuals bring me comfort. They ground me and help me center to begin my day. It is comfort I need before I venture out into the unknown territory of what the day may bring. As I ponder the other visual information, a few more symbols stand out to me. The sea and birds. They evoke a sense of freedom and strength. They also move and are ever-changing. The ebb and flow of the ocean is reminiscent of the motion of the bird’s wings. Life is constantly moving and changing form and direction. It is an important message to keep on file. Knowing this gives me hope and faith and helps mentally prepare for lives uncertainties and upheavals. There becomes a certainty in the unknown when I view life in this manner.

“Learn to stand back and observe. This is an effortless form of mindfulness, where you open yourself to let impressions flow in without resistance.” – Deepak Chopra

I also see all different kinds of birds. Singular and in flocks, perched on telephone wires or trees. They are on the ground and in the air. Black crows are making quite a ruckus, but their song is beautiful nonetheless. Seagulls, morning doves, cardinals, ducks and geese all follow the natural order of things. I follow the best I humanly know how. We reach the end of the peninsula. We look around across the water for a bit, and then head back up the street. Looking down, I see a miracle. Like clockwork, even in this winter that would never end, there is growth. Doing a double take, I am in awe to see green growth. Bright, new, crisp green. At the top of this gorgeous green growth is the beginning of the crocus bloom. So delicate in its newness, I lightly touch the white blossom. It is wonderful. Still following the water, we walk uphill and to our destination, the docks of the yacht club. Not a soul present, we relish in the fact we can enjoy without interruption. There is a pile of bright blue buoys, stacked up on the dock Layout Design by Kimberly Sherman Leon

Growth is another visual. We are all a work in progress. I learn about myself from wherever life takes me; I grow and emerge better and stronger from it. A symbol of newness and the cycles of the seasons and nature make me realize that I can reinvent, begin anew, whenever I make a decision to do so. After performing this exercise, I realized certain visual imagery is necessary to my existence. It is more than creative and artistic visualization. It is food and water for my soul. The nourishment is essential to keeping my balance and aligning myself to wherever my lives adventure may lead me. In essence, we see what we need to see and what we want to see for visual guidance as we navigate the unchartered waters of our lives. These images communicate and teach us what we need to learn. Artwork created by Kim Celona

Vol. 3 Issue 8 |


by John Prothero Prothero Press

When one thinks of Media Arts or Communications, the prevailing image is online media, or broadcast media. However, print has been – for decades – the prime source of communicating and conveying ideas. In the early days of radio, print was still the major focus of companies and ad agencies, although the smart companies would tie the radio and print together. You might find an ad for a product that was tied into “The Lone Ranger,” or “The Shadow” – famous radio shows that attracted specific demographics. As television explosively grew in the 1950’s and into the 1960’s, print was still a preferred media, but now, the advertisers could show product beyond a photograph or illustration, and it could move as well. Whirlpool could show the June Cleaver-ish housewife doing the laundry. The cigarette companies could show how sophisticated a man could look smoking Pall Malls. The term “Soap Opera” actually had its genesis due to soap companies sponsoring these daytime, uh, well, um….dramas. Fast-forward to now, the mid-2010’s, and we have cable TV outlets, we have streaming through YouTube or Netflix, and we have hand-held devices that can watch digital media or take video or still images. Advertising now is 10-13 seconds before the video starts, or a small box in the lower corner highlighting the product. Content now can be selectively sent to all forms of


| Rhode Island Creative Magazine

social media based on what you watch. For example, if you watch a YouTube video about Subaru, your Facebook page will have Subaru ads in the sidebar. How can printsurvive in that type of a competitive and frenetic environment?



The paradox of print is that, even as content on the web (such as this digital magazine) grows exponentially, and the sophistication of hand-held devices increases, print has retained a foothold as a strong choice for presenting a company’s product or brand. The smart companies, though, recognize the value of print, and they understand how to blend it into a cohesive brand message across all media platforms. Take, for example, the recent video done by Ikea which promoted their 2015 catalog. The cleverly done video used digital terms, along with someone actually turning the pages of the catalog, to create a very tongue-in-cheek jab at the digital-only market.

Let’s do a quick run-down on ways you can use print to bolster your digital marketing:

So, savvy marketers will use print as a means to promote digital, and vice-versa. But the other thing is that as we become a more mobile society, dependent upon our tablets and smartphones, our knee-jerk reaction is to return to something of permanence. Something that is tactile. Something that can be picked up and browsed through, or left on our desks as reminders. This is where print still has an advantage. And with the newest advance in coatings both on press and post press, or creative packaging and finishing, print can create and engage with very bold colors, textures, and even dimension.

• “QR codes” on a printed piece that leads to your website • Personalized URLs (pURLs) that the recipient can follow, which will take them to a customized landing page. • Direct mail, or personalized direct mail, that compels the recipient to visit your site • Catalogs, particularly with QR codes, or your “social media bugs” to engage your recipients • “Augmented Reality,” which is more sophisticated than QR codes, that can start up videos taking imagery from the very page the person is looking at.

Print is becoming more responsive to how digital marketing works, so by using print in concert with digital marketing, you can increase brand awareness and customer engagement in both the B2B and B2C models. Layout Design by Kate Hanley

Vol. 3 Issue 8 |


Wall-to-Wall Creativity Showcased Through a Media Outlet by Rob Mariani Assistant Editor & Writer

Growing a business with all the tools that we have today, you really need to know what strategy will work best and drive results. It is all about how you communicate that message to your prospective customer. You might think that painting a wall in your home or studio is a no-brainer. But when you have someone showing you ideas—someone like Virginia DesRoches, you will watch, listen, and learn. Virginia DesRoches, lead Interior Designer of Artful Interior Finishing, has taken the strategy of media communication and created her own very successful media outlet. She’s developed several do-it-yourself style videos that showcase her work by using an approach that has become very popular in home makeovers and décor projects.

Watch Virginia’s videos on her web site (www.artfulinteriorfinishing.com) and you’ll see how, with a few professional suggestions, even something as simple as painting a wall can offer many different, inspiring creative options. “I am a ‘Do-It-Yourself’ enthusiast,” Virginia says, “With experience and a vision to better the look of things with paint. I like to figure out creative ways to solve challenging paint projects around the home.” Virginia’s passion for designing with paint was sparked at a very young age when she gained experience working alongside her father and six brothers painting and renovating homes. After receiving her degree in Visual Design, she started her business, Artful Interior Finishing. Virginia has grown her business by promoting her services via social media networks. Currently, she is one of the most sought- after Interior Artists in Massachusetts. With more


| Rhode Island Creative Magazine

than 18 years experience, her work has been featured in hundreds of homes across New England. She not only helps clients bring personality, style and charm into their space, but she has also become a trusted online specialist sharing her tips, product advice and creative solutions with people who are looking to tackle their own do-it-yourself room makeovers and other home improvement projects. Virginia’s website contains several inspiring videos on how to color and design a variety of venues ranging from kids’ rooms to overall home revamping, gardens, restaurants, and even garage doors. One look at her website’s demo videos and you can see how she has strategically positioned herself in a number of related categories of interest to an audience with a variety of interests. To keep prospects coming to her page on a regular basis, Virginia has created “Blank Canvas,” a series of weekly online tutorials with a new subject each week. Her last on-line video on “Blank Canvas” is accessible on Facebook, Twitter, Google, Pinterest, and Instagram, and to date it has generated over 10 thousand views.

Virginia has launched a Kickstarter account for “Blank Canvas” demonstrating that the creative possibilities in home care and décor are virtually endless. You can learn more and support her project at https://www.kickstarter.com/ projects/2031603929/blank-canvasthe-possibilities-arelimitless Virginia’s website is an impressive example of how to utilize the many tools that are available today to build an audience. It’s also a good example of how important it is to have a well-thought out creative strategy that works best for your business. Clearly, Virginia’s efforts utilizing social media have taken her business and her web series to levels beyond even her own expectations. Layout Design by Kimberly Sherman Leon

Instead of flowers this year why not a special brunch for the moms? This will tug at the heart strings for years to come. Remember you only have one...


Vanilla Crepes

by Ricardo Costa Personal Chef

Serves 12, you can share if you like? 1 1/2 cups milk 3 egg yolks

Pineapple Coolers

2 tablespoons vanilla extract

A drink mothers will appreciate.

1 1/2 cups all-purpose flour

1 large fresh pineapple

2 tablespoons sugar

1.25 cup sugar

1/2 teaspoon salt

11 sprig fresh lavender, rosemary, or lemon verbena

5 tablespoons melted butter

0.25 cup fresh lemon juice

Fill crepes with your favorite fruit, cream, caramel or even ice cream or cheese to serve.

Cut the peel from the pineapple, remove the core, and cut the fruit into 1-inch pieces.

In a large bowl, mix together the milk, egg yolks and vanilla. Stir in the flour, sugar, salt and melted butter until well blended.

Place the fruit in a food processor fitted with a metal blade and pulse until the pineapple is crushed but not pureed. Transfer to a large nonreactive pot, add the sugar, 4 cups water, and 3 herb sprigs. Bring to a simmer over medium-high heat. Reduce heat to medium-low and cook for 15 minutes. Strain the mixture through a fine mesh sieve. Gently press the solids to extract the juice. Cool and stir in the lemon juice. Serve over ice garnished with the remaining herb sprigs.

Layout Design by Lillian Ferranti

Heat a crepe pan over medium heat until hot. Coat with vegetable oil or cooking spray. Pour about 1/4 cup of batter into the pan and tip to spread the batter to the edges. When bubbles form on the top and the edges are dry, flip over and cook until lightly browned on the other side and edges are golden. Repeat with remaining batter.

Vol. 3 Issue 8 |



Communication has always evolved with technology. Visual communication started in a cave around 40800 BC. The medium was stone and the image crudely painted. Sharing happened when someone walked in and viewed the wall. When paper was invented in 105 AD, by Ts’ai Lun in China, it took visual communication to a whole new level and would reach the western world a thousand years later. The Gutenberg printing press of 1455 revolutionized bookmaking and slowly made books available to the masses.

The interactive experience – prelude to the moving

In the 1980’s MTV was born as a channel and music


videos became cult entertainment for a mass audience of young adults. The original purpose was to play music videos that were guided by VJ’s (video jockeys) or TV personalities. The video execution used a wide range of styles & techniques, including animation, live action, documentary and abstract film (thanks to Richard Lester).

Visual mediums for communication accelerated with

In the late 80’s I worked in video at Wayman Produc-

The introduction of music videos in the 1960’s

We did a lot of corporate videos from the tactical

picture can be credited to Robert Baker who in 1787 created a circular viewing room with a 360 degree painting that seamlessly covered the room from floor to ceiling. The experience involved people in the entire narrative.

the first photograph produced in 1826 by Frenchman Joseph Nicéphore Niépce. This started the rapid evolution of photography that progressed to film (and the digital of today). The invention of television in 1925 brought moving image into the homes of every man and TV content evolved into multi-media entertainment.

expanded the creative expression of storytelling. Most notable was Bob Dylan's Subterranean Homesick Blues https://vimeo.com/72540087. In 1964 film director Richard Lester was contracted by The Beetles to make their music video short for a Hard Days Night and his stylistic innovations garnered him awards as the “father of the music video” and set a new standard in video execution. https://www.youtube.com/watch?v=TWbiVqlSMgc


Josephine Eke  VP Branding  & Communications  UNFI

| Rhode Island Creative Magazine

tions and was influenced by the creative of MTV and how mixed stylistic execution added richness to a story. Desktop computers were still relatively new and did not have video or photo software and the limits of technology meant we had to be really creative in how we executed pre production and pushed the bounds of the physical set up/elements.

benefit videos to the more sexy promotional videos – Bill Wayman was a great creative thinker. We once did a video shoot using moving colored water in different vertical containers wrapped in typography to explain the various combinations and levels for your 401k benefits. We shot physical film and edited on a paint box at a local studio with an operator/editor. Paint Box was the professional equipment used for film editing and both large and costly – not for the desktop. Layout Design by Josephine Eke

Good communication is as stimulating as black coffee, and just as hard to sleep after.                           Anne Morrow Lindbergh

The Internet, the computer, the iphone, photo/editing software & high resolution recording on every device have

driven the explosion of video communications on social media: YouTube,Vimeo,Vine and Instagram. Video content has become a mainstream and instant communication tool and many companies are moving their TV ad spend to online. Video consumption is still linked to worthy content – you don't have to press the play button. Video is being used to communicate to internal corporate and external audiences and there has been a rise in post-production both in-house and in the birth of new studios.

Has technology and the evolution of video influenced the style of the corporate video?


years later as VP of Branding & Communications at United Natural Foods I am once again involved in the world of corporate videos. Perhaps it depends on the industry and the level of investment by the company but the majority of corporate videos I reviewed have not kept pace with technology or the level of creativity. The mind-set and expectations for creative in corporate has not changed. There are too many samples of people sitting behind desks or standing in an office talking, dizzying amounts of bad special effects and typography that has no design sense or elegance. Some sort of unwritten rule that corporate messaging or explaining benefits has to be drawn out, uninspired and lack creativity to be taken seriously or be successful.

The Internet, email, texting and twitter have shifted our paradigm. Communication has become concise and

short. Polonius, a character in Shakespeare’s Hamlet captured a communication truth that resonates today in the adage “brevity is the soul of wit”.

        Therefore, since brevity is the soul of wit, And tediousness the limbs and outward flourishes, I will be brief . . .

We need to remove the word corporate and think engaging story directed to an audience that live in a bite

sized and fast moving communication world. To redefine our corporate videos I needed some benchmarking. The goal to find short videos that inspire and capture the quality and creative diversity of today’s motion landscape while quickly getting across multiple messages.


ot surprisingly broadcast and entertainment companies tend to get it right (so they should with huge creative staffs that deliver on video stories every day) but I also found some fabulous brand videos – adverts of sorts and thought I would share. My pet peeve is BAD typography so it took going to a category that emphasizes nice type to find three of my favorites – enjoy: https://vimeo.com/channels/nicetype/72456372 CNBC prime https://vimeo.com/channels/nicetype/78528825 Fox life worldwide TV Branding reel https://vimeo.com/channels/nicetype/86304922 Grolsch Brand film

Communication has evolved with technology but quality and content are still left to the discretion of the creators and demands of the audience – people drive good communication.

Vol. 3 Issue 8 |


by Cristina Zapata Xzito

There is no doubt you know and understand the basics of your buyer persona: age range, title or position, location, and so on. But do you know how potential buyers move through your organization’s sales funnel? How do they consume information? What does a typical workday look like for them? What are their professional goals? What are their main challenges and problems? Knowing their demographics is good, but having a deeper understanding of their behavior, habits, and mindset will help you achieve a better return on your investment (ROI). In this article, we’ll share with you how buyer personas can impact ROI and how you can develop or redefine yours. First things first, though. Let’s define what a buyer persona is. According to a recent definition on Hubspot: Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

It is crucial that you, the leaders in your organization, understand the buyer persona. It is even more imperative that your staff members master the buyer persona as they embark on any marketing strategy. Achieving this harmony puts everyone in the company on the same page with respect to messaging and communications.

Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience. The purpose is to uncover the motivations and goals that drive buying behavior. Here are some practical methods for gathering the information you need to develop personas: Interview customers, either in person or over the phone, to discover what they like about your product or service. Look through your contacts database to uncover trends about how certain leads or customers find and consume your content.

By knowing and understanding the buyer persona, you and your marketing team can: Increase relevancy. When you speak the customer’s language (both figuratively and literally) and address the customer’s needs, you position your products as relevant and worthy of consideration. Assure connection. Marketers who understand the buyer's journey through the sales funnel can make sure that their messages get the best possible response at every touch point in the buying cycle. Foster strong brand messaging. This humanistic and individualized approach is more likely to draw prospects in for further discussion and communication. Improve ROI. Buyer personas enable you to develop cost-effective marketing strategies that are based on how your target customers are most likely to act.


| Rhode Island Creative Magazine

When creating forms to use on your website, use form fields that capture important persona information. (For example, if your personas vary based on company size, ask each lead for information about company size on your forms.) Take into consideration your sales team's feedback on the leads that generate the most interaction. What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best? Try to determine the individual goals and responsibilities for the personas you have identified. Who do they report to? What are their biggest challenges? Ask your prospects what resources they use to obtain industry information, and find out if they have a preferred form of contact. When you know what prospects need from you and understand how they want to receive that information, your marketing messages will become more effective. Knowledge is a sure path to improved ROI. At Xzito, we work with clients to understand their buyer personas, so we are able to develop better strategies to increase web traffic and conversion. To find out more about using buyer personas to improve your return on investment visit http://www.xzito.com/how-to-create-buyer-personas.

Layout Design by Kate Hanley

Buyer personas provide remarkable structure and insight for your campaigns. A detailed buyer persona will help determine where to focus your team’s time, guide product development, and allow for alignment across the organization. This will result in increased interest on your brand, better qualified leads, and more closed sales.

Film Talks with directors and post-film presentations help deepen the film watching experience.

Zip & Zap and the Marble Gang (Opening Night film at the 2015 Festival) Director: Óskar Santos Spain | 2013 | Spanish w/ English subtitles

Finn (Screened at the 2015 Festival) Director: Franz Weisz Netherlands | 2013 | Dutch w/ English subtitles

The Providence Children’s Film Festival: The best of independent and international children’s cinema that inspires, delights, educates, and connects a diverse community of children and families from Rhode Island and throughout New England. by Anisa Raoof and Joseph Shansky

THE ANNUAL FESTIVAL The Annual Providence Children’s Film Festival takes place in February at several venues within walking distance of downtown Providence. There are over eight days of screenings (including live action, animation, and documentary), showcasing 18 feature and over 75 shorts from professional filmmakers from around the world along with a Youth Filmmaker Showcase that nurtures the work of youth filmmakers.

Layout Design by Joseph Shansky

Plus film-making workshops, free activities and post-film conversations that help deepen the film-watching experience and encourage critical thinking skills. YEAR-ROUND PROGRAMMING PCFF presents films of the same high quality and film-related educational programming all through the year. Now in their 7th season, PCFF has become one of the top film festivals in the country dedicated to programming for children and youth. OUR COMMUNITY PARTNERSHIPS To extend the reach of their programming beyond February, they have expanded collaborations with their peer organizations in Rhode Island to provide screenings and other opportunities for youth to learn from and engage with film. Youth-oriented partner organizations include: AS220, the Boys and Girls Clubs of Providence, Providence Children’s

Song of the Sea (Rhode Island premier at the 2015 Festival) Director: Tomm Moore Ireland | 2014 | In English

Using cameras and editing equipment are some of the skills learned at the youth filmmaking workshops during the year.

Museum, Providence CityArts, Providence Athenaeum Children’s Library, Rhode Island Museum of Science and Arts (RIMOSA), Providence Community Library, RIOLIS, and the RISD Museum. The Providence Children’s Film Festival (PCFF) is a 501(c)(3) non-profit organization. To learn more, or to become a donor, sponsor or volunteer, visit their website at providencechildrensfilmfestival.org.

Vol. 3 Issue 8 |



| Rhode Island Creative Magazine

by Rob Mariani Assistant Editor & Writer

Did you know that a bottle of fine, well-aged tequila could cost as much as $1,800 or more? That’s not just because this traditional Mexican beverage continues to evolve and become more popular with connoisseurs. It’s also because this many-facetted drink is presented and sold in some of the world’s most creatively designed bottles. Once you see the exquisite artistry that goes into the making of these glass and ceramic master-pieces, you’ll realize they are worth every penny, and why they are so coveted by collectors the world over. Take for example a bottle of Milagro Romance Extra Anejo. The inner chambers of this crystal clear, hand-blown bottle are craftily suspended inside the unique outer bottle. There are three inner chambers that were once filled with 100% Blue Agave Select Barrel Reserve anejo tequila. Each chamber represents a year of the tequila’s aging to maturity. Some bottles depict ancient myths and gods, while others feature complex arrangements or folk tales. Artisanal handcrafted tequila bottles can contain gem stones, stories, paintings, clay; one of the pieces in the collection is a ceramic bull’s head that is surrounded by six matching shot glasses with miniature bull’s heads wrapped around each one. A Gran Centenario Azul Gran Reserva is one of the most beautiful bottles of tequila to come from Mexico, and extremely rare. Its elegant blue ceramic body presents a bronze angel playing a long trumpet in its hollowed out center. The bottle comes cradled in a handcrafted burlap material display case along with a booklet of information about the tequila.

There are so many aspects to this unique art form of making fine tequila and packaging it in extremely imaginative ways, that Providence’s Alan Miller, Founder of “TequilaArt,” currently an online Museum, is now offering two-hour evening tasting tours twice a week, Monday and Thursday. Each tour features a tequila and food pairing at three of Federal Hill’s most acclaimed restaurants, as well as a guided tour of this historic area. All tastings are included in your ticket purchase. Enough food is served that, for most participants, a meal afterwards is not needed. Tickets to the tours, which are priced very reasonably at $37.95, can be purchased at: https://www. zerve.com/TequilaArt/FedHill To learn more about TequilaArt Museum, visit their website at TequilaArt.com.

And the dazzling creativity doesn’t end with just beautiful bottle designs. Many of the fine tequila bottles, such as Jose Cuervo’s top of the line Reserva de la Familia collection, comes in meticulously crafted wooden boxes adorned with original graphics - artwork and limited production and distribution that makes these boxes collector’s items as well. Photos taken by RICM staff. Layout Design by Kimberly Sherman Leon

Vol. 3 Issue 8 |


What's happening creatively in Rhode Island? A rtsNowRI.com An easy-to-use calendar that covers all

art related events statewide. You can view the many different artists and events that our creative state has to offer. It’s also where you can submit any events you may be having. Make this your go-to calendar to see what is going on creatively in RI!

5/14/15 The Artists Loop presents Intro to Lighting Sponsored by: Friends of Rochambeau Library 708 Hope Street, Providence, RI 6-8PM; FREE and Open to the Public

5/1/15 Community String Project Spring presents Spring for Strings – Gatsby Style. This fundraiser will be held at Linden Place, 500 Hope Street, Bristol, RI 7-11PM $85/pp Contact Cheryl Burns, 401.500.1243 info@communitystringproject.org

5/14/15/15 The Business of Art: Tax and Accounting Basics Art Night Bristol & Warren Art Night Members - $5 Non-Members - $10 East Bay Chamber of Commerce 16 Cutler St., Warren, RI 6PM

5/4/15 Woonsocket Creative Placemaking Project (WCPP) 6-7PM Beacon Charter High School for Arts 320 Main St., Woonsocket, RI To RSVP or for further information, please call Riverzedge Arts at 401.767.2100 or email wcpp@riverzedgearts.org. 5/9/15 UNPLUGGED ACOUSTIC RECORD RELEASE SHOW - Mericans Allysen Callery | John Faraone Providence Public Library 225 Washington St., Providence, RI 7-11PM 5/12/15 The Artists Loop presents Photography Fundamentals Pawtucket Public Library 13 Summer Street, Pawtucket, RI 6-8PM; FREE and Open to the Public

5/13/15 AMP RI featuring Richard Austin of Speaking of Success Sonoma Bistro & Wine Bar 7366 Post Road, North Kingstown, RI


| Rhode Island Creative Magazine

5/14/15 May Newport Gallery Night 5PM in Downtown Newport 5/16/15 Rhode Island Civic Chorale & Orchestra Cathedral of Saints Peter and Paul 30 Fenner Street, Providence, RI 7:30PM, Buy Tickets www.ricco.org 5/16/15 GIVE ME 5 Teen Film Festival 7-9:30PM Greenwich Odeum 59 East Main Street, E. Greenwich RI

Edward Markward, Music Director


Mass in B Minor BWV 232


Dana Varga SOPRANO

Mary Phillips


Richard Kennedy TENOR

Aaron Engebreth BARITONE


Edward Markward, Conductor

RI’s Comprehensive Arts & Entertainment Calendar

5:30-7:00 PM, Pizza & Cash Bar $5 members, $10 non-members RSVP at ampri.info@gmail.com or call 401.861.7200 Bring a friend and your business cards!


SATURDAY SUNDAY For more information, 5/17/15 contact the RICCO office at 401-521-5670, info@ricco.org Rhode IslandMAY Civic Chorale or visit our web site at www.ricco.org MAY 7:30 PM 3:00 PM & Cathedral Orchestra Ticket Information of St. Joseph’s Church Adults $25 at door, $22 advance Peter & Paul 5 Mann Avenue Seniors $22, Students $10 with ID St.Saints Church 30 Joseph’s Fenner Street Newport, RI Groups of 10+ discounts available. Providence, RI 5 Mann Avenue, Newport, RI 3PM, Buy Tickets www.ricco.org

5/19/15 Pour Painters Art Party Salvation Cafe 140 Broadway, Newport, RI 6:30 to 9:00 PM $40 per person, 401.862.0083 5/21/15 Gallery Night Providence 5:30PM; FREE One Regency Plaza, Providence, RI 5/22/15 An Evening of Ghost Stories & New England Legends Blackstone River Theatre 549 Broad St., Cumberland, RI 8PM; $15 ADV | $20 DOS 5/30/15 The Hive Open House 4-8PM Lafayette Mill 650 Ten Rod Rd. #2, N. Kingstown, RI 5/30/2015 - 5/31/15 Quonset Air Museum & Air Show Blue Angels perform Quonset State Airport (OQU) (OQU), 488 Eccleston Ave, N. Kingstown, RI Phone: (401) 294-9540

Check out the full calendar online!

Cross-Platform MARKETING with RICM will CONNECT you to your audience.

The official publication of KS Designs


OF Rhode s Island Craftsmen and Artisan


Friday, June 26, 2015 6-9PM

Pawtucket Armory • 172 Exchange Street • Pawtucket, RI BEING PART OF A COMMUNITY OF MAKERS Maker & Vendor Booths - Inspirational Speakers - Food - Drink - Music - Raffles Rhode Island Creative Magazine’s Annual Makers Event is brought to you this year in a collaboration with TOJ Design Studio, LLC and Sponsored by Ocean State Printers.

Profile for Rhode Island Creative Magazine

Vol3 issue8 ricm 0515  

For the May issue, I wanted to discuss a topic that is currently of great interest to most of our state’s businesses, and RICM as well. “Med...

Vol3 issue8 ricm 0515  

For the May issue, I wanted to discuss a topic that is currently of great interest to most of our state’s businesses, and RICM as well. “Med...