Process S+W Spring 2012 Issue

Page 1

Behind every brilliant idea is the process.

the art of


spring 2012


Designing a Movement Be the change you want to see by learning 7 principles for sustainable action. Page 22


Oishii Creative Perfecting the balance between creativity and strategy.


Digital Art Photographer ‘paints’ pictures beyond the stretch of the imagination.

New Methods, New Media: with their fresh approach to business, younger execs aim to shape the future of communications. Page 16

What’s your Wage? Email your resumÊ to Now seeking qualified sales professionals

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Behind every

brilliant idea is


the process.

the art of

ic hast stocin ting



ent Designing a Movem you want Be the change g7 to see by learnin able principles for sustain action. Page 22

26 72

e Oishii Creativ balance between Perfecting the strategy. creativity and beyond Digital Art ‘paints’ pictures Photographer imagination. the stretch of the

New Media: New Methods, approach with their fresh er execs to business, young future of aim to shape the Page 16 communications.

the cover:

Whoever says photography isn’t an art form hasn’t seen the mindbending work of Jacques Barbey. The Phoenix-based photographer turns the ordinary into the extraordinary, challenging you to separate reality from fantasy.

the contents: features


16 Young Guns

04 Publisher’s Letter 04 Contributors 54 Calendar + Events + News

Young execs shoot for success in shaping the future of communications

22 Designing a Movement

Discover seven principles and actions for sustainable progress

how to 06 Print

What’s so special about digital papers?

the source

08 Social Media

52 Industry Organizations 69 Resource Guide

10 Market

printer spread

How to fail at content marketing Is it time to change the name of your firm?

12 Sales

Getting out of the ad sales rut

Continental Colorcraft

show time


creative mind

Los Angeles-based printer excels in the fine art of stochastic printing

42 42 Paper Fashion Show 44 ADDY Awards Gala 46 Graphics Night

72 Jacques Barbey

For Phoenix photographer, everything is a story


spring 2012


publisher’s letter

2 + 2 = 22, right?

Photo by Jeff Newton

To most, 2 + 2 = 4. But to me, 2 + 2 = 22. All you have to do is “look” at it that way to get that answer. Right? Of course! Luckily, this simple mindset has afforded me the opportunity to live fully aware of the rules, but free to break them. Let me explain. I get it, I can add, but I also can see that there is opportunity in every equation that others would argue against tooth and nail. In this case, Process Magazine! You might ask yourself, who, in their right mind would create a magazine in this day and age? Especially a printed one! Haven’t you heard about the environment, the new economy, the iPad and that print is dead? Well, actually, yes, I have. But I believe paper isn’t poisonous, trees are some of the most renewable resources around (check out, consumers are still inspired to purchase things they want, and the iPad is, well, just pretty fantastic. And, I hope that the artifact of quality printing, paper, design, marketing concepts, community connection and inspiration in your hands is living proof that print is far from dead. On that note, if you agree — or disagree —I’d love to hear about it! Drop me a note at publisher@ and lets talk 4/4!

Spring 2012 + v.4 + no.1

our people: publisher Jim Nissen managing editor Michelle Jacoby creative direction SW!TCH s t u d i o art director Chaidi Lobato

Jim Nissen Publisher

production manager Elizabeth Dam

the contributors

designers Kris Olmon, Marisa Bigler, Felicia Penza contributors January Alexander, Ben Day, Noel Jeffrey, Madi Power, Joan Westlake advertising sales Chuck Runbeck, Shannon Wolford




01 Valerie Casey

…is a globally recognized designer and innovator, and founder of the Designers Accord, a global coalition of designers, educators and business leaders working together to create positive environmental and social impact. She has been recognized by Fortune, Time, and Fast Company, and lectures on design throughout the international community. Valerie holds a master’s degree in cultural theory and design from Yale University.

02 Ryan Dohrn

…is the CEO of Brain Swell Media LLC and an Emmy awardwinning TV producer and nationally acclaimed speaker, who has been featured in USA Today and on ABC, CBS and FOX TV. As the former general manager of Morris Magazines Interactive, Dohrn has created and managed the Internet strategies for several magazine web

03 David C. Baker

…is a leading management and marketing consultant whose work has been featured in the Wall Street Journal, USA

the partners



spring 2012



Today, and Fast Company. He has also spoken at major conferences in the field, including Harvard and TEDx. David owned a marketing firm for six years, and has consulted with more than 650 firms since 1994. He is the author of three books, including “Managing (Right) for the First Time.”

04 David Spark

…is a veteran tech journalist and founder of Spark Media Solutions, a media consulting and production company. His articles have appeared in more than 30 media outlets including eWEEK, Wired News and PCWorld. Spark blogs on the Spark Minute and is a regular contributor for Mashable, and KQED’s “This Week in Northern California.”

05 Margie Dana

… is the founder of Print Buyers International (PBI) and Boston Print Buyers. Best known for her weekly e-newsletter, “Margie’s Print Tips,” Dana is a popular speaker at industry events, where she shares her knowledge and experience in helping print company executives steer their marketing campaigns and make their online efforts more customer friendly.

Magazine is published quarterly (Spring, Summer, Fall and Winter). Magazine is a professional journal published for the communications industry – advertising, design, print, Web, public relations, photography, illustration and paper. Magazine. All rights ©2012 by reserved. Contents of this magazine may not be reproduced in any manner without written consent from the publisher. Mention of any product or opinions expressed in bylined articles do not constitute the endorsements or the opinions of the magazine or its owners. Information obtained by Magazine is from sources believed to be reliable. However, while every effort is made to ensure the accuracy of the information contained herein, Magazine is not responsible for any errors or omissions or the results obtained from the use of such information. Magazine assumes no responsibility for unsolicited materials and reserves the right to reject any editorial and advertising submissions. 1835 E. 6th St. #18 Tempe, Arizona 85281 Phone: 480.966.2211 Fax: 480.966.4133 Paper Specs Cover & Printer Spread 80# McCoy Silk Cover Interior Pages 80# McCoy Silk Text

Changing the world may or may not work, but wouldn’t you rather design trying? with support from

Find out how at

how to: print


Superior smoothness and formation to ensure quality toner transfer and adhesion.

Better toner transfer and adhesion translates into better quality images, as well as faster time to finishing. If you use an Indigo Press, test this adhesion with a basic “tape pull” test immediately after printing. Place scotch tape over the image and examine the amount of toner transferred to the tape when you remove it. The less toner left on the tape, the better adhesion to the sheet. Many sheets designed for the Indigo press are specifically treated to optimize adhesion and drying time. It’s important to look for either the HP or RIT certification for these products. Third-party certification is especially important when evaluating non-paper substrates such as polyester synthetics, fabric, magnets or cling media. For example, toner-based digital presses such as the iGen and the NexPress utilize a high heat transfer process, which means that some products will not run effectively through the press. Be certain to understand the certification or guarantees for the product before testing in your machine.


Optimized moisture levels to minimize static or curl, which keeps paper feeding consistent and jam free.

what’s so special about digital papers? Story | margie dana


ince digital printing is on the rise, more and more print buyers and designers are spec’ing paper for digital jobs. I wondered: How different is paper for digital printing from offset printing? What should customers know when spec’ing this paper? Last fall, Samantha Jones, director of business development for Lindenmeyr Munroe, presented at our 6th Annual Print & Media Conference in Chicago. Here’s what she had to say about digital papers.

Why digital paper?

Many question whether or not they really need to purchase different papers for their digital press. It’s true that you look for the same qualities in digital paper that you do in offset papers: formation, smoothness, brightness and opacity. However, you do need to take care of the specific requirements to keep your machine operating effectively and delivering consistent, quality images. Paper designed specifically for digital presses demonstrates the following qualities:



spring 2012

Low levels of moisture or a low-humidity environment tend to create static that causes sheets to stick together. High moisture or a high-humidity environment creates paper curl, which can cause jams feeding in and out of the machine.


Precision mill cut to minimize debris and dust, which can damage the machine and your image.

Mill precision cuts eliminate edge welding that causes jams. They also prevent debris and related contaminates from getting caught in fuser, transfer belts or on paper, which can and will compromise image quality over time. In addition, mill precision cuts ensure squareness, which is critical to machine feeding appropriately and delivering consistent registration from page to page. Many often discount the value of precision mill cuts, especially since service and maintenance are included in the click charge for the machine. Yet down time means less time generating revenue and meeting deadlines on time. That’s something no printer can afford.

Bottom line

When specifying paper for your digital press, don’t try to find short cuts for paper that’s good enough. A digital printer needs to deliver consistent quality in a reliable, fast turnaround. That means selecting a paper that not only optimizes image quality, but also keeps your machine up and running. When quality paper means a few pennies more per sheet, don’t risk what disasters around the corner could cost you instead. BIO: Margie Dana …is the founder of Print Buyers International and Boston Print Buyers. For information, visit Samantha Jones is the director of business development for Lindenmeyr Munroe. For information, visit or e-mail sjones@

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how to: social media

Try content on a limited basis

You have to calculate time into your strategy. Rarely do companies have that kind of patience with any communications. It’s understandable that if you spend money, you’ll want to see some results for your efforts. Measuring a content marketing campaign is unlike measuring a marketing campaign. Content’s value is cumulative. No magazine built a brand with its first issue. It takes many issues, trial and error, to build an editorial voice, a brand and a following.

Don’t get involved in social media

Traditional marketing doesn’t require involvement with your audience. It’s something that can be outsourced. This isn’t the case with a social engagement, however, which is intrinsically intertwined with customer service. Unlike most services, this isn’t one that someone can “just do for you.”

Have a narrow view of production

How to Fail at Content Marketing Story | David Spark


crewing up at content marketing is one of the easiest things you’ll ever do. If you’re just starting out with content marketing, you are almost definitely going to make some of these mistakes.

Hire an ad agency or PR firm

As the communications landscape changes, traditional ad agencies and PR firms have been offering more services to satisfy their clients’ needs, such as content marketing. Unless an ad agency or PR firm already has a staff of former journalists and TV producers, it’s not a natural shift—just like it wouldn’t be a natural shift for a journalist to start writing marketing copy. I’m sure I’ll get a lot of heat for this comment as many ad agencies and PR firms are basing a lot of their new business on content marketing. I’m all for that, just as long as they have an experienced staff to do it.

Treat content marketing like marketing People are forced to watch ads, but they self-select content. If it appears that your content is really marketing in disguise, consumers will sniff it out and avoid it.



spring 2012

A good number of my initial engagements begin with, “We want to make a video” and immediately the first question is, “How much does that cost?” Which is the equivalent of asking, “How long is a piece of string?” I’m a big fan of one effort, multiple units of content. For example, instead of going to a conference and producing one video of the event, why not produce multiple videos, articles, photos, a podcast and maybe also a summary of the event? All of that is going to yield much greater output, make you more visible, and reduce your per unit (video, article, photos, podcasts) costs to a fraction of that original video you wanted to create.

Have high expectations about traffic

This coincides with giving up quickly. I’ve had huge clients for whom their employees eat, sleep and drink the company KoolAid, and they believe the rest of the world has been itching to read their brand new blog. It’s not going to happen out of the gate. Unless you already have a brand with an extreme loyal following, no one cares about you. Everyone cares about themselves.

Believe in a direct correlation between site traffic and inbound sales calls

It rarely works that way. Have you ever purchased something solely after reading an article or seeing a video a single time? Probably not, so don’t believe there are some other people out there that do. Direct sales shouldn’t be content marketing’s purpose. That’s the purpose of marketing. Content marketing helps you build greater brand affinity.

Pay attention to your audience first

Self-centeredness with content production only works for a select few that have already established a powerful brand. Before you create any piece of content ask yourself, “Why would anyone care about this?” If there isn’t a compelling reason, then move on to another content effort. Remember, unlike traditional marketing, content marketing is user selected. Make something the user wants to select. BIO: David Spark a journalist, producer, speaker and owner of the brand journalism firm Spark Media Solutions in San Francisco. Read his blog, Spark Minute, at


Our Salary Center tools offer in-depth compensation data for more than 100 creative and marketing positions. To review salary trends, calculate local salary ranges and download a FREE 2012 Salary Guide, visit


Š 2012 The Creative Group. A Robert Half Company. An Equal Opportunity Employer. 091 1-7302

how to: market

but it makes me sound...trendy.

email list. This is the biggest lie you’re telling yourself about naming your own company: “We’ve built up equity in this name and so we’ll leave it as is.” Typically, this issue comes to the forefront when you’re adjusting or completely changing your positioning. All your marketing materials and your website will need to change anyway, so why not couple that with a name change (if it’s warranted)?

Here are the qualities of a good name: + It should be short. + It should not include “design” (that word is

Is it Time to Change the Name of Your Firm? Story | david c. baker


ost creative firms are poorly named, especially if they’re named after the principal and, perhaps, multiple partners. Unless you turn out to be a very large agency with a 40-plus-year track record, your name matters. Naming it in the traditional way after yourself does this: + It makes it a tad more difficult to sell. + It encourages new clients to work with you when you should be doing other things that the firm really requires of you. + It makes it difficult to add significant partners, because every time you do so, the name will likely change. + It makes your agency look small. Chances are that you didn’t put much thought into naming the company when it began with just you as an employee. The attorney was pressuring you to come up with some name that s/he could put on the forms, and so you defaulted to the easy choice. If I had done that, my company would be Baker Inc. or Baker & Associates, etc. You may, in fact, agree with me that the name of your creative entity isn’t ideal, but the supposed “equity” in your current name has held you back. That’s nonsense, really. Do you really think someone who wants to work with you would think, “There was this amazing firm, but I can’t remember the name.” Especially if you keep your current website alive and just point it to the new one. Besides, the real people—the ones who know of you, have talked to you and are interested in your firm—are easy to reach. You already have them on your mailing or



spring 2012

marginalized). + It should not be trendy, like RazorFish. + You should be able to purchase the appropriate domain ending in .com. Using any other TLD is simply a sign that the .com version was taken and you settled for something else. + It should be intuitively easy to pronounce to avoid a prospect having to ask how to pronounce it. + There should be an interesting story behind it, which you’ll tell the curious prospect or client if they ask. Otherwise, it’ll just be something you know about. + It should not feature your location (e.g., 42nd St. Studio). + It should not feature any names of real people in the agency. + It may declare your specialized focus (e.g., orthopedic marketing). Ideally, it will be an empty vessel to fill with your tagline. This last point may be the most important. With all the common domain names taken, when I name companies, I first write down all the single words that describe what they do, who they do it for, and the process they use. Then I use a reverse dictionary, starting with a Latin one (but also using Spanish, French and German) to see if there’s a foreign word that translates one of those key English words, modifying it however I want. To accomplish this last part of the project, I use the tiles from a Scrabble game and keep rearranging them until I find something that meets the criteria outlined above. The next step is to see if the domain is available. I’ve found that Domain Tools and Instant Domain Search are the best resources for this. If it’s available, they’ll tell you and you can register it (Network Solutions is the most trusted and stable registrar). If it’s not available, they’ll give you the full history of ownership. Often, an individual buyer owns it and there’s nothing of substance on the site. You can typically buy those names for $1,000 to $3,000. Now you have a name that fits all the criteria above. But most importantly, it’s an empty vessel that you can fill with your tagline—which also should be short (less than 10 words) and usually start with “Marketing for…” Is it time to inject a little change at your firm and change your name? At least consider it. BIO: david c. baker … is the owner of RockBench Publishing Corp., an independent publisher focused on traditional print and digital content. He also advises on marketing topics and trends through ReCourses Inc., a consulting company that works exclusively with the marketing industry. For information, visit or follow David at

In 2012, Boston is the meeting point for the biggest gathering of designers, freelancers, creative team managers, and other creative professionals in the country. That much creative energy under one roof? It’s a recipe for revolutionary ideas and life-changing inspiration. You’ll rethink your approach to work and life, connect with like-minded allies, hear from creative visionaries, and discover new tools to make your job more satisfying and productive than ever before. Don’t miss this creative uprising—act now!

how to: sales


What are two things about your product or media offering that are new, fresh or different than the competition? Write it down.


Are those two things meaningful to a potential client? Will those things make them money or increase their exposure? If not, re-think the first tip.


Now, how can you enhance the two things to prove to the client that these things matter? Add a success story or a statistic.


Who are you calling on and why? Are they qualified or are they just on the list? How current is the list?


Does your client “truly” have a need? Or do you think they need you?

Where has your client advertised in the last 90 days? How much did they spend? No evidence of spending? Move on. New company, new products. Hit it.


What attack pattern are you using on clients? Email, voice mail, email again then a hand written note? You need a fast pattern. Nothing random.

Getting Out NINE of the Ad Sales Rut TEN


How often are you calling on prospects? Twice a week is a great place to start. Never leave the same voice mail or send the same email twice.

Are your voice mails and emails forgettable? What are you doing via those voice mails and emails to drive need, intrigue and curiosity? Sixty seconds for voice mail and three sentences for emails. What is the last inspirational or sales book you have read? Try “Awaken the Giant Within” by Tony Robbins or “Snap Selling” by Jill Konrath.

Story | Ryan Dohrn


’m often asked by senior level ad sales people advice on getting out of an ad sales rut. What does this mean? It can vary person to person, but in most cases, a senior level ad sales rep is either worn out from selling the same thing to the same people or the rep is tired of calling on their list of 100 and getting no replies. Sure ad sales training is a great place to start, but if you want long standing results, media sales training is just the beginning. Let’s look at 10 things you can do right now to take a fresh look at an old media sales training issue:



spring 2012

Bonus tip: Is your daily schedule decided by your email inbox? Be honest. Set a time aside to prospect and turn off your email. No one will die. All in all, re-think and re-charge. Take a new look at how you’re doing things. If one in 10 clients reply by changing your tactics, celebrate. Record what you’re doing in your CRM tool so that when the one client calls back you, can rinse and repeat.

BIO: Ryan dohrn …is the president and founder of Brain Swell Media, a boutique Internet revenue consulting firm with a detailed focus on ad sales training and media revenue generation. For information, visit or follow him at ryandohrn for daily tips and advice.

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Jasper Casey



spring 2012

Darren David

shoot young guns New Methods, New Media:

for success

Story | noel jeffrey


Photography | Greg Habiby

with their fresh approach to business, younger execs aim to shape the future of communications


arren David and Jasper Casey have several things in common: they are both executives in their respective companies, they are California Polytechnic San Luis Obispo Graphic Communications graduates, and they live their business lives doing something they love. Oh, and one last thing: What they’re doing may surprise you.


spring 2012


Social Stream for Microsoft Surface 2.0, a real-time social media visualizer.

Our secret was to exceed expectations, have a great process and integrity in what you do and be the client or vendor you wish you were working with. 18


spring 2012

Darren David CEO, Stimulant


s CEO of San Francisco’s Stimulant, Darren David runs a digital interactive agency that currently employs 12 people. Interactive, you ask? It’s all about visual communications. From desktop to device, multi-touch to gestures, and portable to permanent, Stimulant creates “magical” multi-user experiences that bring people together. Their work ranges from massive interactive wall-sized installations to small handheld devices. “We develop interfaces for computers that don’t look like computers,” says David, whose company typically partners with advertising, creative or exhibit design agencies serving the Fortune 100. “We figure out how to tell stories. We work on concept development and then build and deploy the software needed.” Only an example can illustrate his point. A recent project, the Intel Connect

to Life Experience, was a 168-foot-wide interactive 3-D virtual life simulation that spanned the entirety of Intel’s booth at CES 2012 (Consumer Electronics Show) in Las Vegas. Conference attendees used stations around the booth’s perimeter to create a shape using their hands, phone, keys—pretty much anything—and the silhouette of that object was used to generate what Stimulant calls a unique “bioluminescent life form” on the massive projection surface overhead (think fireflies.) The animated life forms interacted with one another in playful ways, dancing or chasing the other life forms around the ecosystem.

Edgy Touch Technology Much of the work Stimulant does and the products it develops are based on the Microsoft Surface Platform. David says this expertise came about in an interesting way. When he entered the business world in 1995, his early career focused on web development and Flash work. After he joined San Francisco’s Fluid, “the oldest digital consultancy,” he used Windows

Presentation Foundation (WPF) to build an interactive retail touch screen kiosk for retailer North Face. “That was two years of my life,” he recalls. “After that, Fluid decided to concentrate strictly on online work. At the time, maybe 10 people knew WPF, so I saw this as a chance to do what I wanted to do and set up Stimulant.” According to David, the company had already built up a great reputation with Microsoft, but the software giant had no idea how to work with a small agency. “It took us a year to get Surface. We’ve worked hard with them and we’re now are a top-tier partner, one of some 20 agencies named Strategic Partners,” he says. “Surface became the cornerstone of the business. Our secret was to exceed expectations, have a great process and integrity in what you do, and be the client or vendor you wish you were working with.” Ironically, now they have the only Surface Version 2 in the Bay Area.

Say it With Music In addition to agency projects, Stimulant has developed products. Its first, TouchTones, is a free download for both Windows Phone 7 and for Microsoft Surface Version I. The Surface version uses multi-touch and multi-user functionality to let up to four people create music together. “Music is a common thread for everyone at Stimulant,” David says. “We have a composer, three DJs, a sound designer and everyone with a love of music. That’s why TouchTones was a natural development for

us. It also incorporates what we see as the best practices for Surface. “It has a NUI, or natural user interface, so that no written instructions are necessary. We never punish people for doing something wrong. Adults don’t like to be seen not knowing how to operate something. Our application gives them the ability to make a musical composition that sounds good. It is the first freeware for Surface. We might be selling it for Version 2.” Stimulant’s newest product, LoopLoop for Sifteo Cubes, is an interactive music toy for Sifteo’s Intelligent Play Platform. Developed in partnership with Sifteo, LoopLoop won “Best in Category, Expressing” and “Best in Show” at the inaugural Interaction Design Awards in February in Dublin, Ireland. Sifteo Cubes are mere 1.5-inchsquare devices with 1-inch screens, not unlike a child’s building block. Controlled wirelessly by a computer, they are aware of their own orientation, tilt, direction and proximity to other Sifteo cubes. LoopLoop encourages kids and adults to create improvised musical compositions with their cubes. “Those awards are humbling and a great honor,” David says. “Sifteo Cubes and the application LoopLoop are fun to play with.” He concludes that the people who work with him have all done web work and mobile design and have moved on. They are interested in the “holy grail” of building an interface that ensures users’ success, has the ability to handle “fudge” and still lets users have an enjoyable experience, whether it’s musical or not.

LoopLoop, an interactive music toy for Sifteo cubes

I’m the fifth generation to become part of the business. It’s a business I’ve known all my life and I love it.

Jasper Casey Marketing Services Manager, Casey Printing


ome industry pundits insist that printers must turn themselves into marketing service providers (MSPs) and ban the word printing from their company names. Others, like Casey Printing in King City, have added marketing services as appropriate to their print offerings and introduced new media offerings as well. That’s where Jasper Casey comes in. A 2010 graduate, he serves as marketing services manager (in the old days, he would’ve started as a sales rep). The new department he founded provides a full range of digital marketing services to meet customers’ needs. “Why did I join the company?” Casey muses. “It’s in our family. I’m the fifth generation to become part of the business. It’s a business I’ve known all my life and I love it.” In addition to custom consultation services, Casey’s department offers one-to-one marketing, digital publishing, email and digital campaign management, social media activation, web optimization, and creative services from creative director Brian Coale.


spring 2012


Casey Printing’s quarterly magazine covers all aspects of graphic communications.

“We use social media for our clients when the situation fits,” Casey says. “It’s about consultation and learning about an organization’s needs so we can build a whole marketing solution. If during a discussion it comes out that the client would benefit from introducing social media or improve on their current social outreach, we do it.”

Why Change? In 1901, Casey Printing founder Fred Vivian, with nothing but an old Washington Hand Press and the proverbial “shirt tail full of type,” started a weekly newspaper called The Rustler. From a single newspaper publisher, the company became a publication printer working with other publishers. Then came commercial printing. And now, full-blown marketing. “Looking back 15 to 20 years, Casey Printing’s mix of commercial print and publication work was different. The nature of the clients began to change and our customers on the print side needed marketing materials. The company became more direct marketing oriented, producing both direct mail and collateral, and today, more variable data print,” Casey says.



spring 2012

Walking the Talk When a printing company claims the expertise to offering marketing services, especially across multiple media platforms, they have to convince clients they know what they’re doing. To that end, Casey walks his talk by making good use of available social media. His blog offers educational videos; they have a regularly updated presence on Facebook; and he tweets, posts on LinkedIn, sends out an electronic newsletter and populates a YouTube Channel. For example—following the dictate that social content has to be relevant to followers—Casey covers QR codes in videos aptly named QR Studs & Duds. He writes serious explanations of Google Analytics, and uses Rodney Dangerfield to illustrate “No Respect? Why Print Remains a Force to be Reckoned With.” Yes, young execs think it’s OK to be funny. “We promote ourselves where we project our customers are,” Casey says. “People are active and seeking information and advice. Young people pay attention to social, and we do what we can to get customers to have a deeper understanding and meet their preferences.”

He also notes that they use direct mail and more. “It’s a very powerful tool. Email marketing can also be very effective, as can traditional display mass media. It depends what fits a customer’s needs. We encourage them to get their message out in an integrated program that works in a cohesive way.” Casey concludes that it would be a mistake to say that every printer has to provide marketing services. “I do think, though, that every printer has a distinct niche they are marketing to whether they realize it or not,” he says. “What they have to strive to do is to be less of a vendor and more of a partner.” Stimulant + &

Casey Printing +

Ready, Willing & LABEL



Food & Beverage • Health & Beauty Direct Mail • Marketing Collateral

Flexography - up to 10 colors • Silkscreen Rotary Letterpress • Hot Stamp • Embossing • Custom Inks Magnets • Custom Die Cutting • Instant Redeemable Coupons Folded Booklet Coupons • Expanded Content Labels Tags/Neck Hangers • Scratch Off HarvestMark Certified Partner • Newsnotes • 562.926.1432 | 562.404.2076 FAX • 13260 Moore Street, Cerritos, CA 90703 510.489.5400 | 510.489.2914 FAX • 2900 Faber Street, Union City, CA 94587

movem [Seven Principles for Sustainable Action]



spring 2012

ement t Story

designing a | Vale




he sustainability conversation has evolved radically since I started the Designers Accord in 2007. At that time, major magazines like Time and Vanity Fair were declaring “eco-wars,” reveling in “eco-nakedness” and celebrating Indiana Jones-Athena hybrid “eco-pin-ups.”


spring 2012


Industry conversations were punctuated with comments around recycling and material selection. Questions like, “What’s your end-of-life scenario?” became trendy corporate pick-up lines, provoking our clients into thinking differently about waste (thank you, Bill McDonough). But while the movement matured, the tone of this conversation had a reverse effect in the design community. Many designers found the topic too tactical, too focused on conscious consumption and sacrifice instead of the lingua franca of design: empowerment, status, beauty. Of course there’s great progress to be made by focusing on these specifics—everybody loves the reluctant-hero story of Method, and yes, the improved practices undertaken by Walmart around packaging, composting and supply chain will continue to have major positive impact. But the dialogue at that time appeared to center on adaptation rather than change; checklists rather than experimentation. Even as a few 100,000 people rallied around Designers Accord, extending the movement to somewhat of a global phenomenon, “sustainability” in many ways has still felt out of sync with the incredible potential of design, with the reason we all do what we do every day. Enter the interactive community. In 2010, I gave one of the keynote presentations at the 10-day, film-interactive-music spectacle in Austin: SXSW. It was my first time at the event and all of the rumors, innuendos, myths and warnings rang true. The crew who picked me up at the airport cautioned me that the “South-by” audience ruled, and that the speakers served at the pleasure of a Twitter-equipped crowd who could ruin you (4evah!) within five minutes. The warning was raw: There had been a mutiny that morning during a panel, people constantly recalled the infamous 2008 Zuckerberg interview, and of course, the Umair-Ev interview the day after my presentation will go down in history. I was there, it was indeed that ugly. Fortunately, the talk I gave was well received. And what I did in that talk was call out the fact that the interactive community has been acting as benchwarmers, sitting on the sidelines in the sustainability movement. And they’ve grown comfortable in this passive position despite the fact that their community is comprised of the developers and designers who create the products, services and strategies that shape our global culture. My answer for this audience was to think about sustainability as systems design, something any interaction designer is totally comfortable with—it’s in their DNA. I outlined seven principles for systems design, but as was pointed out to me several times after my talk, interactive designers still wanted to know: What could they do today? Where should they start? One well-meaning designer asked, “Can’t we just re-Tweet something?” While making a list of sustainability to-dos seems antithetical to the message of real systems thinking, I realized that offering real-world applications was the second, crucial part of my message, so here are my seven principles, plus a start at seven action items for anyone is looking for a way to reconsider the sustainability challenge.



spring 2012

Principle 1 A system is more than the sum of its parts. If you take the system apart these properties are lost, and every part of the system affects every other part. Nothing is outside the system. Action: Internalize the concept of the system. It’s easy to see how you can understand matter as a long piece of string with two fixed points. Where you pull one bit, others have to give. You can map your projects, your resources and your impact this way.

Principle 2 Delayed feedback results in “design traps.” The time lag that obfuscates what really needs to change, combined with the bounded rationality that comes from operating from what you immediately know, can cause designers to make bad decisions.

Action: Stop designing for the symptom. A lot of design work focuses on making the problem easier to stomach, rather than tackling its problematic source. Something like Recycle Bank rewards people for recycling without encouraging them to buy less or buy local. The numbers don’t lie: For every $100 spent locally, about $68 stays in the community. If you buy from a chain store, it’s only $14.

Principle 3 There is no such thing as a side effect. We often draw artificial boundaries around our projects, not just to focus on the matter at hand, but also to relinquish responsibility for what lies outside the boundary. Action: Experience your own by-products. How about this exercise: Carry around your trash for a week. Don’t throw anything non-compostable away. That means water bottles, packaging, tissues, plastic utensils, the lot. It’s a quick lesson in understanding the material “side effects” of all we consume.

Principle 4: Create the right measurements of success. Less bad isn’t good. Action: Start a social network with a social cause. We love to create networks, but how about creating a reason for networking? Carbon footprint calculators fall short because the resulting data is abstract but sites like StepGreen, Carbonrally and The Carbon Diet with real users sharing their stories and progress makes the impact, and the effort, more real.

Principle 5 Select the right lever for change. Action: Become a mentor. Spend six weeks working with a high school student and learn about yourself while helping someone else use design thinking to change their environment: their school.

...the interactive community has been acting as benchwarmers, sitting on the sidelines in the sustainability movement.

Principle 6 Recognize the relationship between structure and behavior. The structure of a team, organization, community, industry completely determines its behavior. Action: Investigate a system. Research the food system in all of its corrupt political glory. Understand that what you put it your mouth is a political act. Watch Food, Inc. or the Meatrix, and while you’re at it, find out why a salad costs more than a Big Mac, why the global food market starves the poor, or why your taco traveled from halfway around the world. Visualize and share the source of something you love, and add a little rigor to your investigation—you might just debunk some of the typical sustainability assumptions, and launch a new way of thinking.

Principle 7 Public attention often does not reflect changes in real conditions. Don’t fall for the tranquilizing effect of the buzz swirling around sustainability--you have to do something, too! Action: Contribute, distribute. Act now! If you feel compelled, write about this topic on your own blog. More importantly, ask others for their contributions, too.


spring 2012




oishiicreative interview | michelle jacoby



spring 2012

Creative director Ismael Obregon founded Oishii Creative, which opened its doors in Hollywood, Calif., in 2007. We are a full-service creative agency that focuses on branding and identity development for network and corporate clients. We invest a good deal of time talking with our clients to determine the best ways to address their needs, whether it be through more traditional models of broadcast and print, or more current trends in digital and social media. The studio was founded as an artists’ space where creativity can flourish; there are no cubicles or walls. Everyone

Copyright © 2009 Oishii Creative Inc. All rights reserved.

Hollywood branding firm perfects the balance of creativity & strategy

Tell us about Oishii Creative. What’s the company culture and philosophy?

Copyright Š 2009 Oishii Creative Inc. All rights reserved.

is encouraged to think outside the box and share his or her ideas to enhance the work that comes from the studio. At Oishii, creativity is important, but strategy is key; we engage deeply with each project, big or small, to develop a plan customized to each client.

Tell us about your projects. What have been the most memorable, challenging or unique?

All projects for us are memorable, challenging and unique. Each one is an opportunity to advance or highlight each clients’ brand messaging. For instance, we’ve done work with the NFL Network that challenged us to engage with developing technologies in motion capture.


spring 2012




What most recent technological advancement has drastically changed the way you do business? What do you still do old school?

Another is a promotional piece we did for Nicktoons and the launch of their new series “Voltron.” For this spot, we shot footage from four locations around the globe (London, New York, Los Angeles and Tokyo) simultaneously. Something that we’re very proud of that provides some unique challenges are the “Coaches’ Promos” produced for the NFL Network in 2009. These promotional pieces focused on the human aspect of sports figures, using the individual personalities of each coach to paint the picture of what the NFL Network could provide viewer’s access to. These spots are clean and simple with no cool effects or graphics to hide behind. We achieved access to the raw human emotions of each NFL coach as we asked them compelling and revealing questions about their personal experiences and how those experiences affect their approach to the game. But by far our biggest challenges usually come from us being our own client. For self-promotional purposes, we stepped outside our comfort zone and developed and manufactured “The Kid,” a vinyl toy of our studio mascot.



spring 2012

A good movie might be “The Breakfast Club” because of the personalities that come through the studio and the tightknit groups that are formed around specific projects. The soundtrack would have to be updated with a version of “Ride of the Valkyries” redone by Die Antwoord. We like the collision of cultures and cultural references that this idea invokes.

When it comes to generating great ideas, what fuels the creative process? What or who do you and your team draw your inspiration from?

For us, we look outside of traditional design for inspiration; from architecture and photography, to street life and family. Everything is fodder for inspiration: history, culture and other traditions. Like Janus, we like looking forward and backward at the same time, drawing on traditions, but trying to re-envision them in unpredictable ways. Some people we look to for inspiration might be Saul Bass, Zaha Hadid, Zack Snyder, Southern California, Radiolab, Syd Mead, Call of Duty, Richard Meier, Andrew Zuckerman, Floto + Warner, Beirut, Charles and Ray Eames, Behance, J. J. Abrams, Apparat, Raul Ruiz, Scott McCloud, Jonathan Ive, Jean-Pierre Jeunet, Dragon Age, Mark Coleran, TED, Griffith Park Observatory, DJ Z-Trip, Philip Johnson and more, too many to list.

Design is a very subjective thing and clients’ tastes aren’t necessarily your own. How much of the job is giving in? How much of it is standing your ground?

We really don’t look at projects in this manner. We know all clients have specific needs and these needs are dictated by factors that we may or may not be privileged to; dictates from finance to the personal tastes of another decision maker in the company. Our job is not to unquestioningly impose our vision on our clients, but to listen to them, to read their briefs and brand statements and provide the best design to fit their needs. We are experts at visually translating each client’s brand message and work with them, their financial parameters and any other factors that may influence the progress of the work. Through this process we are able to provide stunning work. Our clients have entrusted us with their brand image and it’s our job to meet that challenges to create the most memorable and unique work possible.

Oishii Creative +

Copyright © 2011 MTV Networks, a division of Viacom International Inc. All rights reserved.

The brain really is our biggest tool.

If you were to compare a typical day at the firm to a movie, TV show or song, what would it be and why?

While we do use the latest technology, both established and experimental, in our design, for us, these are just tools. The most important thing for us is the brain and the thought behind each project we do. This isn’t really old school, this is universal. One of the things you’ll hear around the studio a lot is “figure it out.” This really is a motivating factor where everyone is encouraged to determine the best possible answer to every project. The brain really is our biggest tool.

Copyright Š 2011 MTV Networks, a division of Viacom International Inc. All rights reserved.

We look outside of traditional design for inspiration.


spring 2012


Copyright Š 2008 NFL Enterprises LLC. All rights reserved.




spring 2012

ďŹ ne art the

of stochastic printing



spring 2012



150 Line Screen stochastic 34


spring 2012




Oh, what a difference 40 years can make. STory | Michelle jacOby


onsidered a blip on the radar screen in an industry where many U.S. printers began as early as the 1800s, four decades saw Los Angeles-based Continental Colorcraft rise from a prepress house to one of the leading high-quality printers in the world. “The company started in 1968 as a film color separator trade shop. In those days, printers didn’t do their own prepress/film separations,” says Linda Clark, co-owner and vice president of business development. “Eventually, we began doing film separations for design studios, ad agencies and entertainment studios.”


spring 2012


150 Line Screen stochastic 35


spring 2012

Because of the high saturation of color, the end product has a more continuous tone look versus a traditional printing line screen

Left and far right: Separate 4-color passes through the press were done to illustrate the side by side comparison of a conventional 150 line printing screen vs. a stochastic screen. Stochastic screening provides a crisper image and more of a continuous look.

Above: “Eye for the Sensual,” a 305-page case bound coffee table book which earned “Sappi Printer of the year” in the Book category. Die-cut, sculpture embossed bookmarks accented the book throughout along with a fold out poster and die-cut barn doors to highlight an image.

hey, there. like what you’re seeing?

150 Line Screen stochastic

Hope so, because what you’re holding in your hands is the amazing work of Continental Colorcraft. Collaboration. It’s a wonderful thing.


While not a new technique, stochastic printing has usually been reserved for projects that require displaying the finer details of any product or showpiece In the early 1990s, Continental purchased its first 40” 6-color press, making its first step towards becoming a bona fide printer. In 2008, the company began offering digital print services and wide format imaging. “Today, with four litho presses, we’re able to combine our prepress heritage with the latest technology to manage color across multiplatform products,” Clark says. But the company’s work on fine art reproductions, thanks in part to its reputation for quality camera separations, is what has put Continental Colorcraft on the international map. In 2008, the company won the Sappi Fine Paper International Printer of the year award for the PoM Wonderful Press Kit. Then, in 2011, Continental won the title of Gold Winner in the 14th Sappi Fine Paper North American Printer of the year Competition. The awards program recognizes print excellence and innovation produced on Sappi paper.

Taking home the prize for Continental was “Eye for the Sensual,” a 305-page case bound coffee table book that displays works of art in the Linda resnick Art Collection that were exhibited at the Los Angeles County Museum of Art in 2010. The book showcases various detailed and intricate techniques, including embossed bookmarks on silk ribbons stitched into the hard cover binding; gold foil stamping on parchment; a fold back reveal of one of the paintings behind an embossed, foil-stamped paneled door; not to mention fine stochastic printing of ink on paper. The book also displays the beauty and detail of these stunning works of art through its use of stochastic printing, a process that creates optical and mechanical effects through dot size and distribution patterns of stochastic screens. “In essence, stochastic printing gives more color saturation, detail and sharpness,” says Tom Kabelitz, Continental Colorcraft’s vice president of sales.

According to Kabelitz, because of the high saturation of color, the end product is more vibrant in color, has higher detail and sharpness, and has a more continuous tone look versus a traditional printing line screen. While not a new technique in the printing industry, stochastic printing has usually been reserved for projects that require displaying the finer details of any product or showpiece. “We started using it for automotive brochures because of the detail shots, such as interiors, dashboards, even the detail of the fabric of a cloth car seat. It helps to keep smooth edges in car lines and the curves in bumpers as well,” says Kabelitz. The company has since developed its use for any type of piece. However, stochastic printing, like most printing processes, does come with its challenges. “When printing stochastic one of the most important criteria is registration. Consistent,


spring 2012


printerspread regular maintenance of your presses must be followed to achieve and maintain good registration to enable the piece to be printed correctly,” Kabelitz says. “Also, stochastic printing is a little touchier on press. you have a little less flexibility running the color up or down when on press. Proper color calibration from proofing to press is essential. To be really good at it, you have to run it all the time.” Which is what Continental Colorcraft aims to do. The company is selling the technique to clients and customers, who, according to Kabelitz, instantly notice the difference between it and traditional printing screens. “It’s been very beneficial and has helped our business grow immensely,” he says. Clarke agrees. “Listening to what the customer wants is key to our growth,” she says. “We also focus on being flexible to adapt to their changing needs. This means keeping up with technology, but only as it applies to solving our customer’s needs. But most importantly, we’re always staying mindful of providing the best quality product possible.” CONTACT: CONTINENTAL COLORCRAFT +

continental Colorcraft + Design Full design capabilities with our in-house studio – Cobalt C Creative. + Pre-press 22 Apple Macintosh Intel Workstations using Prinergy Connect PDF Workflo. Kodak Matchprint Virtual Technology. Kodak Approval and Epson Digital Proofing. + Offset offers three Akiyama six-color offset presses and one six-color Heidelberg up to 28” x 41” sheet size. Heidelberg features perfecting printing and all have Aqueous Coaters. + Digital offers Xerox 700 Digital Color Press with variable data capabilities. + Large Format offers both a 16’ Vutek GS5000r and 10’ Vutek GS 3200 UV 8-color + white digital printers. 1000 dpi printing quality on both rigid and roll material. + Finishing & Fulfillment Complete in-house finishing capabilities on all large format printing including heat welding, sewing, die-cutting, laminating and routing. Full bindery with fulfillment and mailing capabilities.



spring 2012


At Sappi, our greatest ideas always seem to end up on paper. Whether it’s creating the most coveted brands in the industry, or publishing sustainability journals like eQ that make it easier to separate environmental fact from fiction, our best ideas always seem to begin and end on paper. Just thumb through any issue of The Standard—the industry’s leading tool for keeping on top of the latest printing techniques. Or take a closer look at the extraordinary print work created by the winners of our Ideas that Matter and Printers of the Year programs. The bottom line is, we at Sappi have never lost sight of the beauty of a blank sheet of paper and the endless possibilities it offers. As a company, we will never stop pushing ourselves to ensure these possibilities continue to grow.

SAPPI is a trademark of Sappi Limited. ©2012 Sappi Fine Paper North America. All Rights Reserved.

Sappi Fine Paper North America 255 State Street, Boston MA 02109 Visit us at



Paper Fashion Show


n March 15, the Art Directors Club of Denver hosted the 8th annual Paper Fashion Show at the Denver Center for the Performing Arts. With 53 original fashion designs—created from paper donated by xpedx—on display, guests were treated to an evening of fun, fashion and creativity. Going high tech, this year’s event included an app that allowed judges to score from iPads during the show, which streamlined the judging process. In the end, the top three designs and a student design took prizes home for excellence in originality and design. The winners weren’t the only ones to take home the prize, however. Downtown Aurora Visual Arts (DAVA), a local community organization that provides afterschool arts programs for urban youth, benefited from the evening’s event, which also featured three entries from DAVA.

Third Place

Student First place

“Pulp Fiction” by Barry Brown, Elizabeth Barnes, Stephanie Ingraham, Robyn Winters



spring 2012

Second Place

“IMM” by Jennifer Lysaught, Kat Adams, Daniel Paul, Kate Ellis-Hill, Dwayne de Freitas, Gina Lee

“Something Blue (RMCAD) by Michelle Lieser, Randy Lieser, Jessica Lieser, Justin Booren

Courtesy of Art Directors Club of Denver

“Burns Marketing” by Torrie Grewe, Erica McCary, Joellen Sarmast, Jennifer Hohn


the winners



ADDY Awards Gala AAF

Metro Phoenix hosted the 27th annual ADDY Awards Gala on March 10, celebrating the best and brightest work produced by the Valley’s talented crop of advertising agencies and firms. Held at The Duce in downtown Phoenix, this year’s program awarded 20 gold, 41 silver and 43 bronze awards, as well as three gold, one silver and six bronze student awards. The evening’s program included a hightech interactive exhibit display to view the online work, video reel to view broadcast entries and a live Twitter feed for audience participation. But the biggest highlight was the presentation of the Creative Director of the Year award, which was given to Tom Ortega, partner and chief creative officer at Riester.

Lindi Koprivnikar from Hapi and Heather Campbell


DC Shoes: Websites, Consumer HTML/Other. Gold ADDY.


isney D Cruise Line:

Art Director of the Year Brad Jones from PS Studios with Tom and Kris Ginter of Cereus Graphics

Magical Cruise: Online.

Gold ADDY.

“ Don’t Look Away” Postcard Booklet, Bruce T. Halle Family Foundation: Collateral. Silver ADDY.

Madi Power and Marisa Bigler

Nomadic Justin Katz and Gary Edlund



spring 2012

Vanessa Rogers and Paul Svancara

Pemmican Brand Book: Product or Service Sales. Gold ADDY.

Courtesy of AAF Metro Phoenix | | Jim Nissen




Moses Anshell

Power A – Not About Cute: Websites, Consumer HTML/Other. Gold ADDY.

The Lavidge Company

Lavidge website: Websites, B-to-B HTML/Other; Creative Services and Industry; Websites, Consumer HTML/ Other. Gold & Silver ADDYs.


Venomocity, Bureau of Tobacco and Chronic: Websites, Consumer HTML/ Other. Silver ADDY.

ANDERSON Advertising Harkins Theatres 2012

Loyalty Art: Poster. Bronze ADDY.

PS Studios

Living for Art, Phoenix Art Museum: Publication Design. Gold ADDY.


Frozen Peas, Salt River Project: Single.. Silver ADDY.


Photos courtesy of AAF Metro Phoenix |

Rose & Crown Menu, Rose & Crown British Pub: Product or Service Sales. Bronze ADDY.


Pop Secret: Pop Camera Action, Diamond Foods: Online. Gold ADDY.

Student Best of Show

Raven Simone Cruz For Minimal Movie Posters School: Art Institute of Phoenix

Creative Director of the Year

mm identity lab

Tom Ortega Reister

Local 1205, mm identity lab: Consumer, Local. Silver ADDY.


spring 2012




PIASC Graphics Night


n March 22, the PIASC Public Relations Committee held the 8th annual Graphics Night and Print Excellence Awards, featuring The Power of Print in the Golden Age of Film at the Pacific Palms Resort in Industry Hills, Calif. The event honored Don Burdge, president of BurdgeCooper, with the 2012 PIASC Executive of the Year Award. BurdgeCooper is the world’s largest engraving company and one of the largest small-format commercial printing companies in North America. Other winners include Clear Image Printing, which captured many awards including the Best of Show, sponsored by UPS. PJ Printers received one Best of Division Award and two Best of Category awards. Taylor Graphics received two Best of Category awards. And last, but not least, Thoro Packaging received this year’s new People’s Choice award, which was voted on during the cocktail reception by guests.

Don Burdge, president of BurdgeCooper, is honored with the 2012 PIASC Executive of the Year award.

Dejirlene Concha, Danielle Toven, Tony Toven, president, and Sammantha Toven of Clear Image Printing.

Emcee Janet Green

PIASC 2012 Executive of the Year Don Burdge contributes to International Printing Museum, Boys Scouts, and the RAISE Foundation.

Guests admire the Best of Show winning entry.

Janet Steiner, president of Thoro Packaging and Urban Hirsch, III, President of Ink Systems, Inc. and PIASC’s Chairman of the Board.

Print Excellence Best of Show sponsor Barbara Wilson (right) of UPS squeezes in a little networking during the reception.



spring 2012

Gary Schulthess (right) of Taylor Graphics shows off his awards with his client.

Kristie Ferronato

PJ Printers celebrate their Print Excellence Best of Category awards.

revolution in design Story | joan westlake


LIVE BOSTON JUNE 21-25 • 2012

All the events are being held in the Hynes You wouldn’t stay home Convention Center in Boston so attendees from Thousands of creative professionals. mending fences while rebels all walks of creativity can mingle, talk about Hundreds culture and work together on new ideas. There sowed the seeds ofof theexpert speakers. are opportunities to network in numerous American would filledvenues Two Revolution, exhibit halls with products and services including workshops, evening parties, keynote sessions, “Lunch with a Speaker” you? If not, pack up that rebel activities and breakfast roundtables. Take the spirit and ride to Boston, June Studio Tour for a glimpse into the work and lives IT’S Aintellectual DESIGNER’S ULTIMATE designers. 21-25, for the revolt of Boston On June 25, keynote speaker Justin Ahrens that CAREER-CHANGING is “HOW Design Live.” EXPERIENCE. of Rule 29 explores the art of wonder through Join thousands of designers, freelancers, team managers and other creative professionals in reinventing work, life and the world. Learn from legendary visionaries, connect with artists who share your spirit and discover ways, tools and ideas to revitalize what you do and how you do it. This is a multi-meeting enclave. HOW magazine is holding four of its nationally acclaimed conferences, bringing together a dynamite mix of designers, writers, photographers, illustrators and others who woo the muses. Under the flag of “HOW Design Live,” this mega meeting connects the 22nd HOW Design Conference, 7th InHOWse Managers Conference, 5th Creative Freelancer Conference and, introduced in 2011, the Dieline Package Design Conference.



To guarantee your place in the revolution,

visit, e-mail HOWDesignLive@ or call 800-436-8700.



spring 2012

film, story and design, examining the ideas and projects that cause you to look at things with a refreshed and, perhaps, radical perspective. You’ll get suggestions on how to bring a little wonder, mystery and story into your life and work, and learn how one little change can shift the way you view each day. The HOW Design Live Exhibit Center is being packed with suppliers offering cuttingedge solutions as well as innovative products. You’ll find the latest paper, stock photography, computer hardware, software and other resources. Plus, there’s an exclusive exhibit hall filled with products and services targeted to package designers. HOW is the creative business and technology magazine for graphic designers. It is published by F+W Media Inc. in Cincinnati.

HOW Design Conference June 22-25

Ignite your creativity, make your design skills unstoppable, sharpen your tech savvy and forge powerful connections with designers from around the globe. HOW Conference is your oncea-year refresher course in resisting the daily grind to make your design, your work and your life extraordinary.

HOW 2011 recap The HOW Design Live Conference, held June 22-27, 2011, in Chicago, converged four conference: HOW Design Conference, InHOWse Managers Conference, Creative Freelancer Conference, and The Dieline Package Design Conference.

Featured Session: What is ‘Good’ Design? by Christopher Simmons 2 to 3:15 p.m., June 23

In HOWse managers conference June 21-23

You lead a gutsy band of creatives through sometimes perilous corporate territory. InHOWse brings you expert advice from veteran in-house pros on inspiring your creative team, powering through a heavy workload without losing the spark, selling your group’s ideas up the corporate ladder and more. Featured Session: Bridging the Great Divide by riCardo Crespo, VP, Global Creative Cheif FCP Twentieth Century Fox, 3:45 to 5 p.m., June 21

Creative Freelancer Conference June 21-22

Being self-reliant doesn’t mean going it alone all the time. At the only business conference for creative solopreneurs, you’ll get expert, from-the-trenches advice on money management, marketing, client relations and more. You’ll also get the rare chance to connect and share survival tips with fellow freelancers. Presented in partnership with Marketing Mentor. Featured Session: Planning for the First Year of Freelance by Shane Pearlman, CEO, Modern Tribe Inc, 10:45 a.m. to noon, June 21

The Dieline Package Design Conference

June 22-25

May Suen and Jim Nissen

Step outside the box at this inspiring, targeted event that solves the particular challenges you encounter as a packaging designer—and reveals the opportunities that arise when you know where to look. Innovation and reinvention are the watchwords at this event that will have you rethinking your assumptions about package design. Featured Session: What Women Want to See, Feel and Understand about Brand Packaging by Jackie DeLise, Vice President, New Business Development, HMS Design, 9:55 a.m. to 10:25 a.m., June 23


spring 2012


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Industry Organizations: “It’s not what you know, it’s who you know.” arizona

American Advertising Federation (AAF) Promotes advertising through a grassroots network of advertisers, agencies, media companies, local advertising clubs and college chapters Metro Phoenix: Mark Anthony Munoz P.O. Box 8767 Phoenix, AZ 85066 602.218.5052 Tucson: Chris Baker 3131 E. 2nd St. Tucson, AZ 85716 520.795.1566 Ad 2 Premier organization in the Valley for young professionals in advertising, marketing and communication. Phoenix: Tucson: Patricia Winter-Hunt AIGA Arizona Serves the graphic design community in the state of Arizona and augments the activities of the national AIGA. Marvin Forte, President American Marketing Association (AMA) Professional association for those involved in the practice, teaching and study of marketing worldwide. Phoenix: Nathalie Potvin, President 3333. E. Camelback Rd. #190, Phoenix, AZ 85018 602.369.3642 Tucson: Doraliz Vega, President P.O. Box 13295 Tucson, AZ 85732 520.545.7132 AZ Ad Club Discussion group for advertising strategy and resources for companies in the greater Phoenix area and on the West Coast. Creative Connect Dedicated to promoting collaboration and community through networking events and other programs to people working in a variety of creative disciplines. Dan Semenchuk



spring 2012

International Association of Business Communicators (IABC) The Valley’s most comprehensive resource for communications professionals. Phoenix: Cory Craft, President Tucson: Vanessa P. Reyes Phoenix InDesign User Group (IDUG) Connect with fellow Adobe InDesign users for free support. All user levels welcome. Tanya Clark PIA of Arizona and New Mexico Dedicated to promoting the graphic communications and printing community through education, cooperative action and fellowship. Terry Sutter, Chairman Runbeck Election Services 2404 W. 14th St. Suite 110, Tempe, AZ 85281 602.230.0510 Public Relations Society of America (PRSA) Pre-eminent organization that builds value, demand and global understanding for public relations. Phoenix: Christie Silverstein 602.803.4130 Tucson:


Ad2 Denver The future of Denver’s advertising and marketing community. Amber Martin, President Ad Directors Club of Denver Focused on strengthening the creative community through education, workshops, informative events, and annual design competitions. Tanner Bennet AIGA Colorado Offers a diverse series of monthly events and programs to connect people throughout Colorado that will ultimately help them succeed as a designer. Colorado AMA Provides education on emerging marketing trends,

connects key resources and confers with marketing experts for collaborative power. Erin Kuwitsky, President P.O. Box 460155 Denver, CO 80246 Colorado Business Marketing Association Professional development organization providing B2B education, networking, resources, and job listings in Colorado. Dave Greves, President IABC Valuable resource to Colorado-based communicators committed to delivering strategic, integrated communications. Julie Ludwig, President 303.223.1387 New Denver Ad Club Designed to elevate Denver’s profile as a national ad community, promote education, professional development, networking and public service. Tonja Roth, Executive Director 1624 Market St. Suite 202, Denver, CO, 80202 303.625.4030 Printing Industries of Colorado Dedicated to promoting the graphic communications and printing community through education, cooperative action and fellowship. Sandi Neuman, President PRSA Based in Denver, the Colorado chapter is part of the world’s largest organization for public relations professionals. Sarah Rasmussem, President 303.382.4074 Rocky Mountain Direct Marketing Association Provides quality programs to educate, encourage, nurture and grow the Rocky Mountain region’s direct marketing community.


AAF Las Vegas’ advocate for the advertising and communications industries through public education, public service, networking and recognition of excellence. Jaime Konzelman, President

a2n2 A professional organization in northern Nevada dedicated to serving as the ultimate resource for education, networking and recognition within the marketing and advertising industries. Brian Johnson, President 775.72.1677 Ad2Reno Young professional organization in the Reno area for advertising, marketing, design, and public relations professionals aged 32 and younger. Rebecca Wikler P.O. Box 13072 Reno, NV 89509 AIGA Serves the graphic design community in the state of Nevada and augments the activities of the national AIGA. Las Vegas: Patty Mar Simmons, President Reno: AMA Professional association for those involved in the practice, teaching and study of marketing worldwide. Las Vegas: Reno: IABC Part of an international network of professionals engaged in strategic business communication management. Victor Rodriguez, President PRSA Pre-eminent organization that builds value, demand and global understanding for public relations. Las Vegas: Jennifer R. Schuricht, President 413 Carlton Kay Pl. Las Vegas, NV 89144 702.401.7107 Reno: Frankie Vigil, President 775.829.2810x514 frankie@

new mexico

AAF Network of ad agencies, design firms, web developers, media suppliers and educators, and broadcasters in New Mexico. Deena Crawley, President P.O Box 30126

Alberquerque, NM 87190 505.750.3670 AIGA Serves the graphic design community in the state of New Mexico and augments the activities of the national AIGA. Robert Innis, President AMA Provides a forum for educational and professional development of marketing professionals throughout New Mexico. Angella Alba, President PRSA Provides professional information, networking and social activities to New Mexico’s communication professionals. Benson Hendrix, President 505.277.1816

san diego

Ad 2 San Diego Helps young advertising and marketing professionals learn the ropes of a fast-paced and fascinating career field. Gary Ware, President AIGA Serves the graphic design community San Diego and augments the activities of the national AIGA. Amy Jo Levine, President 619.233.9633 AMA Dedicated to enhancing San Diego’s marketing community through networking, industry information exchange, educational and career opportunities. Kathy Townsend, President Kirsty Nunez, VP IABC Part of an international network of professionals engaged in strategic business communication management. Jennifer Nance, President PIA of San Diego Dedicated to promoting the graphic communications and printing community through education, cooperative action and fellowship. Greg Gould Director of Board

PRSA Provides professional information, networking and social activities to San Diego’s communication professionals. Anne Stephany, President 619.424.4416


AAF Encourages camaraderie, build knowledge and facility open communication among Utah agencies, media, clients and suppliers. Angie Welling, P.R. 801.746.1628 AIGA Serves the graphic design community in the Salt Lake City area and augments the activities of the national AIGA. Brian Deaver, President IABC Part of an international network of professionals engaged in strategic business communication management. Claire Howells, President Claire.Howells@ Printing Industries of Utah Dedicated to promoting the graphic communications and printing community through education, cooperative action and fellowship. Blayne Jensen, President PRSA Provides professional information, networking and social activities to Utah’s communication professionals. Greater Salt Lake: Brian Deaver, President Utah Valley: Michael Smart, President


AAF Promotes advertising through a grassroots network of advertisers, agencies, media companies, local advertising clubs and college chapters. James Edmund Datri, President & CEO AMA Professional association for those involved in

the practice, teaching and study of marketing worldwide. Michael Kullman, President, Chairperson

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AIGA Stimulates thinking about design, demonstrates the value of design and empowers the success of designers at each stage of their careers. Doug Powell, President IABC A professional network of more than 15,500 business communication professionals in over 80 countries. Adrian A. Cropley, President, Chair International Digital Enterprise Alliance (IDEAlliance) Develops standards and best practices to enhance efficiency and speed information across the end-to-end digital media supply chain. David Steinhardt, President & CEO 1.703.837.1066 Printing Industries of America Enhances the growth, efficiency and profitability of the industry through advocacy, education, research and technical information. 200 Deer Run Rd. Sewickley, PA 15143 412.741.6860 or 1.800.910.4283 Promotion Marketing Association (PMA) Fosters a better understanding of promotion and integrated marketing and its role in the overall marketing process. Jim Holbrook, Chairman of the Board PRSA Pre-eminent organization that builds value, demand and global understanding for public relations. Gerard F. Corbett, Chair & CEO Specialty Graphic Imaging Association (SGIA) Provides imaging professionals with the tools and information needed to make the best possible business decisions. Gordon Brown, Chairman 703.385.1335



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spring 2012


Regional Events: the local update

Pivot: AIGA Design Conference Last October, AIGA’s national conference made its way to Phoenix, where more than 1,5000 designers converged upon the Phoenix Convention Center to share ideas about design, client relationships and needs, social impact, the economy, and where the evolution of design is headed. Attendees also took part in a variety of breakout sessions, hands-on studio activities, designer roundtables and a design fair. Pivot also coincided with the third annual Phoenix Design Week. Kurt Andersen, author, design critic and host of Studio 360, moderated the conference, which featured design experts and speakers from across the country.

Chop Kidd Debbie Millman

Valerie Casey

Robb Smigielski and Jamie Grey

Vanessa Rogers

Ric Grefe

Kris Olmon

Kurt Andersen and Chip Kidd

Jim Nissen

The volunteer crew

Jonathan Hoefler



spring 2012

Regional Events: the local update

Closing party Pics

Command X: Season 3 In its third season, “Command X” returned to Pivot, the AIGA national conference, held last October in Phoenix. The design reality show features seven up-and-coming designers under the age of 26 who are given the opportunity to showcase their work in front of 1,500 of their peers and the industry’s best potential employers. The contestants, who were chosen from a collection of 80 applicants, included Spencer Charles (Salt Lake City), Wendy Hu (New York City), Matt Hunsberger (Danbury, Conn.), Susan Murphy (Amsterdam, the Netherlands), Mark Nizinski (Cleveland, Ohio), Jesse Reed (Brooklyn, N.Y.), and Sarah Sawtell (Grand Rapids, Mich). Reed walked away the winner, taking home with him $1,000, the Adobe Creative Suite 5.5 Master Collection, Linotype Originals Library, Pantone Essentials with Effects bundle, and a year subscription to Shutterstock 25-A-Day.

Jennifer Idol and Jesse Reed

Ellen Lupton, DJ Stout, Michael Vanderbyl and Chip Kidd

Seth Johnson and Kevin Perry

Sean Adams and Susan Murphy Michael Bierut

Jim Nissen

Rachel McClung and Sarah McKinney

Sarah Sawtell, Jesse Reed, Susan Murphy, Wendy Hu, Spencer Charles


spring 2012


Regional Events: the local update

Phoenix Design Museum

The Haymarket Squares

Kathy Ritchie

Mark Dudlik and Jim Nissen

Last October, during Pivot—the 2011 national convention of the AIGA—and Phoenix Design Week, AIGA Arizona hosted the opening reception of the Phoenix Design Museum. More than 800 attendees packed the museum that night alone to soak in the design and meld their creativity minds. Tanner Wodford, Mark Dudlik, Raquel Raney, Andrew Coppola “The reception was a huge success and one of the big highlights of the month the museum was open,” says Mark Dudlik, one of the museum’s founders. “There was a big crowd from the Pivot conference and a lot of locals. It was one of the highlights of Phoenix Design Week. Other highlights [for the museum] included classes from ASU passing through and visits from Ken White’s family, to see his work on display.” Drinks and music were sponsored by AIGA Arizona, Creativity International Awards, and Process magazine.

Elizabeth Dam, Chaidi Lobato and Kat Randall



spring 2012

Regional Events: the local update

Creativa Speed Dating Event

upcoming events May 3

Cliff Kuang, Fast Company The senior editor of Fast Company, will discuss Co.Design, a new website covering design, business and innovation. Denver Art Museum, 100 W. 14th Ave. Pkwy. 6 p.m. Contact for price. May 3

May Mingle

relations. 75 S. West Temple, Salt Lake City. Contact for time and price.

May 4

Gold Key Awards

Awards program celebrating excellence in the field of marketing. Denver Art Museum, 100 W. 14th Ave. Pkwy. 5 p.m. $95 individual, $900 tables.

Networking event with AAF Utah. Contact for location, time and price.

May 5

May 3

Awards program showcasing design submissions by local designers. Santa Fe Complex, 1807 Second St. Contact for time and price.

Spring Conference

Featuring seminars, sessions and speakers on all aspects of public



spring 2012

AIGA New Mexico Showdown

Dana Hastings,

Last fall, Arizona photographers came out for a unique “speed dating” event at The Duce in downtown Phoenix. With their portfolios in hand, 30 photographers got the opportunity to show their work to local advertising professionals, creative directors, publishers and editors in a round robin-style format. “We’re here to make a dynamic marketplace for photographers and creatives to come together,” says Robert Skrzynski, founding partner of Creativa Guides. “The books, website and the speed dating event allow us to get photographers in front of creatives, but this is an opportunity to actually review portfolios. We made sure everyone had face time in front of the major firms.”

Places to be. Things to do. People to see. May 8

Creative Connect – Phoenix

Monthly networking event for designers, Web developers, illustrators, photographers, writers and other creative professionals. Contact for location. 6 p.m.

May 9

2012 Spectrum Awards

Awards program celebrating the top marketing ideas in the Phoenix metropolitan area. Scottsdale Center for the Performing Arts, 7380 E. 2nd St. 5 p.m. $100 members, $110 nonmembers, $900 tables.

May 10

Outside Voices

Featuring Dan Price. 6 p.m. $20 members, $30 nonmembers, $15 students. Contact for location.

May 10

PIA/SD 28th Annual Golf Tournament

Golf and networking event hosted by PIA/SD. Rancho Bernardo Inn, 17550 Bernardo Oaks Dr., San Diego. $130 members, $150 nonmembers, $40 banquet only.

May 15

Three Keys to Creating Your Career Roadmap Learn the thoughts, skills and

technologies needed in creating your career roadmap. Norgren Headquarters, 5400 S. Delaware St., Littleton. 3:30 p.m. Free, members only.

May 15

AAF New Mexico Monthly Luncheon

Speaker event with AAF New Mexico. Hotel Albuquerque at Old Town, 800 Rio Grande Blvd. NW. 11:30 a.m. Contact for price.

May 16

Silver Medal Lunch

Luncheon with AAF Utah. Contact for location, time and price.


spring 2012


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Regional Events: the local update


The Importance of Studio Culture & Identity

In mid-January, PRSA Phoenix hosted its first networking event of the year: the PRSA Phoenix Sip’n’Chat at Coach & Willies in Phoenix. The event was organized by the chapter’s networking cluster and saw more than 50 “sippers and chatters” throughout the course of the evening. Its focus was to give members and nonmembers alike the chance to hear from the 2012 PRSA Phoenix chapter president, Christie Silverstein of Valley Forward, board members and the “cluster folks,” a fancy term for all of the subcommittees (networking events, media breakfasts, master practitioners) that put on PRSA events throughout the year.

Courtesy of AIGA LA, PRSA Phoenix

On March 28, AIGA Los Angeles hosted an installment of their Professional Series program, “The Importance of Studio Culture & Identity.” Held at Continuum in Venice Beach, the sold-out audience listened as Armen David of STARMEN Design Group, Braven Greenelsh of La Visual Inc., Candice Brokeshire of Red Barn Coaching and Michael Stinson of Ramp Creative + Design discussed the significance of studio culture and how to create a prosperous environment. Eduardo Braniff, CEO of Imagination The Americas, moderated the evening’s discussion and revealed he spends 60 percent of his week developing his company culture.

upcoming events

Places to be. Things to do. People to see.

May 17

May 19

June 7

Get an overview of traditional media and find out why it’s still a major player in your marketing plan. Crowne Plaza, 1901 University Blvd. NE, Albuquerque. 11:30 a.m. $25 members and students, $40 nonmembers.

Juried competition honoring the year’s best design, advertising and digital media in Salt Lake City. Masonic Temple, 650 E. South Temple, Salt Lake City. 7 p.m. $35 members, $45 nonmembers, $30 students, $10 additional at the door.

Networking event with AAF Utah. Contact for location, time and price.

May 17

May 24

Traditional Media is Not Dead

Art of Marketing 2012

Featuring speakers, panels and hands-on training on all aspects of marketing. UC San Diego Extension, 6256 Greenwich Drive. 8 a.m. $15 to $115.

AIGA 100 Show

PRSA Reno Networking Night

Networking event at the Reno Aces vs. New Orleans Zephyrs game. Aces Ballpark, 250 Evans Ave., Reno. Contact for time and price.

June Mingle

June 8

Cumbres Awards

Awards program celebrating excellence in New Mexico public relations. Contact for location, time and price.

June 12

Creative Connect – Phoenix

Monthly networking event for designers, Web developers, illustrators, photographers, writers

and other creative professionals. Contact for location. 6 p.m.

June 14

Become an Internet Jungle Hero

Learn proven marketing solutions for battling the Internet jungle. Crowne Plaza, 1901 University Blvd. NE, Albuquerque. 11:30 a.m. $25 members and students, $40 nonmembers.

June 19

AAF New Mexico Monthly Luncheon

Speaker event with AAF New Mexico. Hotel Albuquerque at Old Town, 800

Rio Grande Blvd. NW. 11:30 a.m. Contact for price.

June 20

AAF-Utah Golf Tournament

Golf event with AAF Utah. Contact for location, time and price.

June 29

Legends of Design

Featuring Stanley Hainsworth, chairman and chief creative officer of Tether, a Seattle-based branding agency. Contact for time price and location. Events subject to change.


spring 2012


Regional News: the local update

Ken Godat

Kevin Madden

Jay Taylor

Allen Kath

Fran Katz

AAF Tucson hosted its 31st annual ADDY Awards Gala on Feb. 18 at the Tucson Fox Theatre. In addition to recognizing excellence in local advertising, the organization presented their annual student scholarships. This year’s students include Katie Osgood from Pima Community College, Katlyn Piotrowski from The University of Arizona, John Duncan from the Southwest University of Visual Arts; and Mieghley Williams-McGuire from The Art Institute of Tucson. The Multi-Cultural Marketing Student Scholarship was awarded to Andrea Brooks from The Art Institute of Tucson. Also that evening, AAF Tucson named Ken Godat, president of Godat Design, the 2012 Advertising Professional of the Year, and awarded the Golden Pen Award to Kevin Madden of Madden Media. Presented in memory of Warren F. Olson, a Tucson radio sales manager, the Advertising Professional of the Year award recognizes exceptional leadership in the field of advertising. The Golden Pen Award recognizes a member of the advertising, public relations or print media fields for his or her contributions to advertising and the Tucson community through the use of words or drawings. In addition, Allen Kath received the AAF Tucson Golden Mic Award, which recognizes local media personalities who have helped raise awareness for and contributed to area charities. Jay Taylor took home the Silver Medal Award for his outstanding contributions to the advertising community. Fran Katz, associate publisher of Tucson Lifestyle Magazine took home the Phyllis Ehlinger Women of Excellence Award, named in memory of Tucson’s “First Lady of Broadcasting,” Phyllis Ehlinger.



spring 2012

Kent Johnson, formerly of the Orange County Register and The Arizona Republic, has joined the East Valley Tribune as ad director. “Kent’s success at creating strategies to grow the business of his customers is what separates him from most advertising executives,” says Terry Horne, publisher of the Tribune. “His ties to Arizona are strong and that was an important element in the decision to recruit him to lead the Tribune’s sales organization.” At The Arizona Republic, Johnson reversed revenue trends in real estate advertising in 2005 and successfully aided in the launch of the Republic’s six community newspapers in March 2006. Following his time at the Republic he became the advertising director for the St. Cloud Times, a Gannett paper in Minnesota. While at the Orange County Register, Johnson was named Freedom Communications 2009 Ad Director of the Year. He championed the Register’s community newspapers business plan to focus on local advertisers with a new pricing model and dedicated sales force. Michael Goldman has joined Telemundo Arizona as national sales manager. Michael brings a wealth of experience as a successful sales executive with a deep knowledge of the Hispanic advertising market. In this role, he will provide exposure for KTAZ-TV and KHRR-TV; present national sales packages to increase sales revenues and ensure both stations over achieve revenue goals. Michael has over 34 years of radio & television experience in the Boston, San Francisco-San Jose, Phoenix and Tucson markets.

Also joining the Telemundo Arizona team is Denise McManus, who is the new vice president of sales. In this role, she will provide leadership, guidance and support to the Phoenix and Tucson sales teams. Denise will lead and design strategies for growth in the marketplace leveraging and optimizing opportunities across all media platforms. Denise has worked in the Chicago, Detroit, New York and Philadelphia markets. She has more than 15 years of radio, TV and cable sales leadership experience.

Tucson-based integrated marketing agency LP&G Inc. has earned two Tellys in the 33rd annual Telly Awards for its public service announcement campaign for Emerge! Center Against Domestic Abuse, a domestic abuse shelter and provider of domestic abuse prevention services in Southern Arizona. The PSA titled “Every 67 Seconds” drives home the point that children are deeply affected by domestic violence. A Silver Telly Award, the highest award obtainable, was awarded in the Low Budget (under $1,000) category. The TV spot also received a Bronze Telly in the Fund Raising and Appeals category. Founded in 1978, the Telly Awards is the premier award honoring outstanding local, regional and cable TV commercials and programs, video and film productions, and online film and video.




11:07 AM

Untitled-32 1

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spring 2012


Regional News: the local update

Phoenix-based Grand Canyon University (GCU) is launching an extensive new advertising campaign today that showcases the University’s vibrant 100-acre Central Phoenix campus and highly regarded academic programs. It is phase three of the University’s powerful and successful “Find Your Purpose” integrated marketing and advertising program created in 2009. The University of Arizona has been selected as one of 20 schools nationwide to participate in the Honda Civic Coupe Marketing Competition. Students in Dr. Ed Ackerley’s Marketing 425: Advertising Management class have created Studio 134, an in-class, working marketing agency, responsible for researching, implementing and evaluating an integrated marketing campaign. The campaign is aimed at increasing purchase consideration for the 2012 Honda Civic Coupe among the Generation Y market. All 20 schools will be competing for the chance to present their creative ideas to Honda executives at the term’s conclusion. Students will begin by conducting research to find out more about the target market. After they have analyzed their research findings, they will design a campaign aimed at reaching Gen Y and raising interest for the Civic Coupe. Studio 134 will bring their campaign plans to life using a $3,000 budget provided by Honda. At the end of the term, students will collect post-campaign research, and then conclude with a formal presentation to their client summarizing the campaign results and successes. “It’s time for us to show how far our education has brought us with a real world application of our skills, and that is invaluable,” says agency director Julian Allen.



spring 2012

IABC Phoenix was honored with two Chapter Management Awards of Merit for its 2010-2011 Communications and Community Involvement programs. The awards were presented by IABC International at their recent Leadership Institute in Miami. Chapter past president Suzanne McCormick wrote and submitted the entries, which reflect the 20102011 volunteer Board efforts. “Although our profession and local economy have experienced significant challenges the last couple of years, these awards demonstrate that our chapter continues to attract dedicated and talented volunteers who produce quality programming for our membership and our community,” she says. Among the chapter activities that helped the Community Involvement entry stand out in 2011 was the third annual Nonprofit Communications Forum, organized by Stephanie Conner, vice president of community involvement, and her team of volunteers. The seminar was designed to enhance and energize the communications efforts of Phoenix nonprofits at a low cost and was attended by more than 25 nonprofit organizations. The Power Lunch program is another pillar of the chapter’s Community Involvement efforts, which incorporates such charitable components as food or clothing drives into events like the annual Network Night.

Scott Hanson & Phil Pangrazio

Phoenix PRSA named Scott Hanson, APR, Fellow PRSA, and Phil Pangrazio as winners of the Percy Award and Phoenix Award, respectively, at its annual state of the industry luncheon. Hanson is the president of HMA Public Relations and Pangrazio is the president and chief executive officer of Arizona Bridge to Independent Living (ABIL). A professional who has demonstrated excellence in public relations and has made positive contributions to the community earns the Percy Award, while the Phoenix Award recognizes a CEO, business or community leader for practicing exemplary public relations

practices within his or her business operations while being active in the community and supporting the industry. A PRSA Phoenix member since 1988, Hanson is one of only 450 practitioners in the prestigious PRSA College of Fellows. He has served on chapter committees and in leadership roles for membership, accreditation and award judging, and has received many local and national awards for HMA Public Relations over the last 25 years. Hanson has served as the chairman of the Northern Arizona University School of Communication Professional Advisory Council since 2004. An NAU alumnus and former sportscaster, he also serves as the professional advisor to the university’s PRSSA Chapter (Public Relations Student Society of America). As a board member prior to becoming the CEO, Pangrazio was among the first to support the concept of hiring a public relations firm to assist ABIL in its communications efforts. Under his leadership, the nonprofit organization embraces the integral role that public relations plays in positioning its mission and services with consumers, elected officials, community leaders and the media. ABIL is a major service provider regarding the independent living philosophy related to disabilities.

PIAZ/NM has joined a number of other affiliates of the Printing Industries family in actively promoting the Choose Print campaign. Developed by sister affiliate PIASC, this campaign is designed for and directed at the print buyer. Each month, postcards are mailed to more than 2,000 buyers promoting print and the value of print in driving ROI. Nationally, the mailings have increased as each affiliate promotes the campaign.

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spring 2012


Regional News: the local update

BMA Colorado recently launched a new service for members. Recruiter partners Tracy Laswell-Valdez and Kathleen Winsor-Games are now offering resume review services for members wanting to improve and enhance their resumes. Laswell-Valdez is founder of and a job search strategist who has advised more than 4,000 clients in the management of their careers for 17 years. Sought out by career journalists around the nation, she has been quoted in

Jennifer Spangler

Jason Scott

the Wall Street Journal and The Denver Post, among others. Kathleen Winsor-Games is principal at The Winsor Group. With more than 18 years of coaching experience, WinsorGames delivers transformative coaching programs for professionals and executives who are ready to move up or move on in their careers. Her proprietary coaching programs help individuals clarify and leverage their most marketable skills, while providing actionable strategies and practical road maps for success and satisfaction. Tempe-based public relations firm Zion & Zion has added Jennifer Spangler as a senior account supervisor to its team. Spangler’s background includes work on accounts such as Fandango, BMW Designworks USA,

USC’s Institute for Creative Technologies, Universal Studios Home Video, Eidos Interactive, Phiten, Arizona Grand Resort, and the City of Surprise. Spangler also worked with top media outlets, including USA Today, New York Times, Wall Street Journal, Los Angeles Times, CNN, Hollywood Reporter, The Arizona Republic and “CBS Sunday Morning.” Also joining the Zion & Zion team is Jason Scott, the firm’s new account director, whose background includes work on accounts such as IBM, The Arizona Lottery, Fender Musical Instruments, Avnet, St. Joseph’s Hospital and Medical Center, and the Phoenix Zoo. Scott also has executive and cross-functional experience in marketing, public relations, branding, advertising and e-commerce.

Cathy Planchard, general manager of the Phoenix office of Allison+Partners, has been named partner. “We are delighted to recognize the contributions that Cathy has made to date,” says Scott Allison, Allison+Partners chairman and CEO. The firm also announced that Virginia Anderson has joined as a senior account executive. Before joining Allison+Partners, she was a senior account executive at Cramer Krasselt. Anderson is active on the Phoenix PRSA board and serves on the professional development cluster.



spring 2012

On March 29, Phoenix ad firm Moses Anshell honored CEO Jos Anshell in a special event thanking him for his many contributions to the agency. Anshell will be stepping out of the day-to-day operations at Moses Anshell to spend more time with his family. The name of the agency and the roster of clients will remain unchanged. “We always wanted a Ring of Honor. There’s no better Jos Anshell way to start one than to honor Jos,’’ says Louie Moses, president and executive creative director at Moses Anshell. “We will never forget Jos for all he has done here.” Moses Anshell was formed in early 1982. The agency built a national reputation for its work over the years with such clients as US Airways, Nintendo of America, Fender Musical Instruments, The GRAMMY Museum and the Arizona Office of Tourism. Current clients include Papa Murphy’s Take ‘N’ Bake Pizza, Grand Canyon University, First Things First, the Arizona Department of Health Services, and many more. For the fourth year in a row, IABC/ San Diego has won an IABC Chapter Management Award (CMA), earning recognition in a competition that honors the leadership and management skills, creativity and teamwork of chapter leaders worldwide. Kate Hardman, ABC, vice president of communications, accepted the award on the chapter’s behalf. San Diego received an Award of Excellence for Communication in the mid-size chapter division, achieving high marks for building a comprehensive internal communications program and reaching audiences through a variety of channels, including social media, email, website content and e-newsletters.

“The CMAs are a great recognition of the time and effort IABC volunteers put into making their chapters and regions thrive,” says Hardman. “It’s exciting to win, and particularly to standout in the communications category among some of the profession’s best.” The 2012 CMA awards were announced at IABC’s Leadership Institute Conference held Feb. 23-25 in Miami. Judges presented awards for branding, membership, marketing, professional development, financial management, leadership development, communications, community involvement and student involvement in three divisions: small, medium and large chapter size.

To have your agency or firm’s news, announcements and events included in Process’s Regional News section, e-mail


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spring 2012


10/3/11 5:54 PM

our Second century of extraordinary Service voted ArizonA’s #1 Printer by the ranking arizona buSineSS Poll 2011

EvEr sincE 1908, wE havE kEpt our tradition of innovating thE printing ExpEriEncE. today, our full rangE of product offErings and our top-notch sustainability Efforts arE combinEd with thE samE quality and sErvicE wE’vE committEd to for ovEr 100 yEars.

hi-dEf offsEt printing | digital printing | finishing fulfillmEnt | largE format | onlinE ordEring

for morE information, plEasE call us at 602.258.7789 or visit onlinE at |

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Mailing and Fulfillment





Ackerley Advertising


Arizona Jet-Mail Services


Anaconda Printing


Dean’s Mailing & List Services, Inc.


Arizona Library Binding


Direct Mail Services


Cactus Bindery


Information Outsource


Central Bindery


Innovative Mailing Services


Citizen Printing Co., Inc.


Marketing Dynamix, Inc.


Denver Bookbinding


On Target Mailing Services



Kater-Crafts Bookbinders


That List Lady, LLC United Printing & Mailing


KDC Bindery Services, LLC 480-784-4948


Lakewood Bindery Service 303-233-9224


QCD Glue and Fold



Quality Trade Bindery


Reliance Trade Bindery


Roswell Bookbinding


Your Bindery Finishing


Services Western Mailing Services World Marketing-Phoenix

Finishing Arizona Embossing & Die


G & L Print Finishing LLC


Gala Coating & Bindery Ltd.


Industry Equipment

Industry Supplies All Packaging Company


Arizona / LA Grinding


Arjobex America, Inc.


Aztech Pressroom Products


Bosco Ink



First Call


Braden Sutphin Ink Company

Gala Equipment


Chromatic Technologies


Genesis Equipment Marketing


Craft Ink Co.


Heidelberg USA


Crown Litho Equipment



Heidelberg USA, Inc.


El Paso Litho Plate Co.



InfoPrint Solutions, Inc.


El Paso Paper Box Co.

Komori America Inc.


GPA¨, Specialty Substrate Solutions


Lewan & Associates


Miller Paper Company




Montroy Supply Co.


Nevada Graphic Systems




PacWest Printing Machinery 928-476-3480

Pitman Company




Printers Research Co. “PRO¨”


PRIMAC Systems


Spicers Paper, Inc.


Prime UV - IR


Spicers Paper, Inc.


Rollem Corp of America


Sun Chemical Corp.


Universal Graphic Products 303-423-1300



Western Quartz Products, Inc.805-238-3524

Unisource Worldwide


Xerox Southwest

xpedx Phoenix



This information is supplied by Visual Media Resource, formerly known as Printing Industries of Arizona/New Mexico. Visual Media Resource is an affiliate of the Printing Industries of America, the world’s largest graphic arts trade association with more than 10,000 members. Additional resources are available at or in our 2012 Visual Media Resource Guide, available this summer.


spring 2012




shop around + get yourself something nice

Advertise. Get Results. For more information about advertising opportunities, please contact us at 480-966-2211 or

Your ad could be

here !



The Southwest’s TRADE BINDERY since 1994





Index of Advertisers


Now 2 Locations


2101 N.W. Grand Ave. 3209 S. 36th St.

Fax: 480-784-4895 For a quote contact: 406 S. Rockford Tempe, AZ 85281

602-220-9200 602-220-9253 fax



envelope, Inc.

Client ContaCt

Authorized Signature:

â?‘ Address correct?



CheCk eaCh box as a guide: â?‘ Name correct?

2410 Rice Street • Lubbock, TX 79415 Phone 806-762-2255


# correct? � Phone � Ad copy correct? � Offer • Custom Sizes and Windows

• Matching Letterheads

• Look over your project and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for typos or incorrect information. • Church Offering Envelopes • Sign this page and fax it back to Southwest Graphics. • Any Changes from this point forward may cost you in time and materials. • Southwest Graphics Cannot process your job until receipt of Sign-Off.

Fax Back To: (602) 437-1411

• In-Plant Latexing • Friendly, Reliable Service Major Credit Cards Accepted

The premier printer for the trade only

1-800-692-4676 FAX: 806-762-2729



spring 2012

AIGA: Design for Good......................................................05 Action Envelope........................................................................67 American Wholesale Thermography......................63 Apple.................................................................................................. 13 AZ / LA Grinding....................................................................65 BCT......................................................................................................51 Best Label....................................................................................... 21 Choose Print............................................................................IBC CMYK Print & Promotions............................................... 31 Continental Colorcraft.......................................................BC Creativa............................................................................................59 Creativity International Awards...................................01 Desert Paper.................................................................................65 EIZO Monitors................................................................14 & 15 HOW Design Conference..................................................11 IABC: Copper Quill Awards............................................30 Ignorance & Ambition..........................................................67 Jeff Newton Photography.................................................59 Mailers Haven............................................................................02 mJay Ink.........................................................................................67 Mohawk...........................................................................................43 N2GR8..............................................................................................63 Date: New Page Paper........................................................................07 O’Neil Printing...........................................................................68 correct, if any? Phoenix Design Week..........................................................57 Prisma Graphic..........................................................................47 Roswell Book Binding..........................................................53 ad approval: Sappi................................................................................................... 41 � Ad approved as is Switch Studio..............................................................................65 � Ad approved with corrections indicated The Creative Group. .............................................................. 09 Re-Proof after United Mailing� & Printing............................................ IFC corrections are made Visual Media Resource........................................................50 Xerox................................................................................................. 60

ad Form

Š 2009 SWITCH Studio, All Rights Reserved

Coil Binding, Wire-O Binding, Perfect Binding, Collating, Saddle Stitching, Index Tabs, Spine Reinforcing AND a Complete Hand Bindery Department

Design is thinking made visual. Saul Bass

Curated Daily Design Blog and Inspiration Stream

1 hour ago 187 views 5 comments



10 Questions Jacques Barbey, photographer

What’s your philosophy when it comes to photography?

Incarnational. Things mean things and everything is a story.

If you weren’t shooting, you’d be...

Painting a beautifully imperfect picture with cerulean blue.

What has been your favorite project and why?

My favorites are those where I made a mistake and learned from. As one reporter back in the day told me, “It’s not how you fall, it’s how you pick your self up and try again.”

Who or what influences your work?

I’m haunted by the classics photo trinity: “The Decisive Moment” by Henri Cartier Bresson; “The Americans” by Robert Frank; and Eugene Smith’s photo essays.



spring 2012

If you could host a dream dinner party, who would your top three guests (living or dead) be and why?

Joel and Ethan Coen, and Steven Spielberg.

The content of a person’s refrigerator says a lot about them. What’s in yours?

A single head…of lettuce.

In your professional life, what is the one thing you cannot live without?

Command Z, the undo key.

What’s your idea of a perfect day?

Staying in the space of gratitude.

What’s your guilty pleasure? Used bookstores.

What’s on your iPod?

The Liturgy of the Hours, the paintings of El Greco in HD, “The New World” by Terrence Mallick and Pixar’s “Up.” Recently, music-wise, I’ve been burning through and have had an obsession with “Holocene” by Bon Iver.

Contact: Jacques Barbey Photo Arts +

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9/29/11 11:10 AM

Presort Std. US Postage PAID Phoenix AZ Permit #5377

Spring 2012 1835 E. 6th Street, Suite 18 Tempe, AZ 85281 Change Service Requested

Vinyl Banners • Floor Graphics • King-Sized Bus Posters • Mall Posters • Taxi Toppers • Tram Cards • Lawn Signs • Retractable Banners • Standees Window Clings • Wild Posters • Building Decals • Phone Kiosks • Menu Boards • Vehicle Wraps • Bus Tails • 14x48 Bulletins








PRINTING EQUIPMENT 16’ Vutek GS5000r UV • 8 Color + White 10’ Vutek GS3200 UV • 8 Color + White


Die-cutting • Laminating • Mounting • Routing • Sewing • Grommets • Heat-welding • Fulfillment • Hemming • Card Stocks • Coroplast • Foamcore Gatorboard • Glass • Metals • Mylars • Plastics • Static Cling • Styrene • Sintra • Wood • Vinyls • Polyester Films

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