11.10: Lynda.com presentation

David Lye - hello design
- "Do good work and everything else happens"
- Learn new things every day, stay small
- "Design is design" - have built every studio since hello began
- Things we've learned:
   - MAKE USEFUL THINGS
   - IF YOU'VE NEVER DONE IT BEFORE, EVEN BETTER
   - SOMETIMES YOU HAVE TO FLY UNDER THE RADAR
   - ALWAYS BRING IDEAS TO THE TABLE
   - MAKE THINGS, EVEN IF YOU AREN'T GETTING PAID TO
   - TELL STORIES WORTH SHARING
      - Share positive experiences, pass on culture

Yolanda Santosa
- Life is surrounded by brands
- Branding & motion graphics - both tell stories
- People <3 personality, not business
- Brand & design should collaborate with business from the beginning
- Surround yourself with food people who share your vision

Chris Do
1. Options
2. Downward pressure - budget stressed thin
3. Chain reaction - tell better stories, audience engagement
- own your content, put yourself in there
- "Above all, try something" 
- Casey Nayaset (?) #makeitcount
   - Be the author of the content
- Content trumps style
- Easy to get seduced by visual - you can be more successful with great content/story
- Story: subjective expectation vs. cruel reality
- Blue ocean strategy - you look in other areas besides what's immediately around you
- "how do you sound to others"
- "How do you make people feel"
- "The tangible results that you provide"

- "Why" before the "What" & "How"
- Clients expect great thinking - connecting dots that they can't see yet
   - Reveal what's authentic and real

YES MAN |-----------------spectrum------------------| PRIMADONNA

- What are you listening to? What are they telling you
- Need to find filet - everything must go through to remain true to brand
- You should know how your work is going to be measured before you start

Ron Miriello

- Like sex ed - there's nothing quite like it...
- School could be a place to hide
- Design doesn't work like other professions - education doesn't necessarily equal pay
- Reputation around you is the best credibility you could have 
   - Get the ends of the circle to connect
- What you do wins out over what you say
- Get involved in things beyond commerce 
- Don't give the work away, but do try to deliver
- Craft + innovation = MAGIC
- Work in the space of their mind & combine it with the "making:
- *how to apply what you're doing* don't have to be the best
- Modern craftsman > Brilliant craftsman
- Doesn't have to be 100% home made
- Move past the "object," the "thing," but it's still design 
- Less execution of design more thinking for people
- "You gotta go through the RIGOR"
- "Failure isn't as painful as you make it out to be"
- "It takes more than you think to kill you"
- We create magic on a schedule
- Guild system - that's where you get the wisdom
- It's a numbers game - be able to go through iterations quickly, efficiently
- Not luck, it's how much you want it.
- Endurance > talent
- Design doesn't have to be your whole life - you don't have to bleed Helvetica :)
- Born curious - keep protecting to keep your passion alive
- Identify design in other ways than the typical - manifests itself in random ways
- Try to see something in yourself that is slightly different than others 
   - Keep in touch with your creativity

Mth Degree

- Come to agency for objective view of their problems
- *designers are problem solvers*
- Leads all strategy, executive creative director - not involved in dat to day communication
- You have to identify the right problems to solve
- Strategy - getting to the right questions
- Samsung, LG, sony electronics
   - Corporate is complex
   - Have to understand nuances of cultures
CORE VALUES
   - Confidence: deeply held beliefes you can navigate and align
   - Creativity
-Purpose for existing, mission, vision, core values
- Culture = Remarkable work
- Collaborative conversations
- Prospect: good client knows their purpose - they are in it for more than just the money
   - clear goals - "what does success look like?"
      - Question drifts towards conversation

*Push yourself into scary situations - have to think your way through them-

- Partnership - not the kid table at Thankksgiving
   - Mutual respect, trust, communication

- Clear contract - scope of work, defined outcome, budget, timeframe
   - First 5 minutes - "What's your budget?"
      - Price vs. value - should be about value, not price - must define value well

- 20+ people
   - Defines scope > account team (proposal) > CD + Account (creative brief) > Creative team (distributed) 6-8 people on a campaign
- 2 internal presentations before client sees anything - practice the why behind the work
   - Conversation always about strategy!
   - Setup > delivery > wrap up
   - Rehearsed, everyone knows their parts
- The "WHY!" - you're not presenting the design work, you're presenting the strategy behind
   - All work should have a why behind it...
   - Don't forget about the audience!
      - Everything should be intentional
      - Make a picture of their world - emotional
- EMOTION, not intellect, moves people

- You don't hire a portfolio you hire a person!
   - Thinking + work + presentation > how will you fit into the already existing process?
- LOVING decisions > FEARFUL decisions
- A career isn't magic, it's hard work + time.
- A mindset shift from design to business
   - Craftsman > artist > business person
   - Taking people's money for value
- All business is made up.. make your own business decisions
- *design your career speech*
- "My new design project is the company
- Design skills without the aesthetic = strategy
- Active listening defines your work
- Time management - block out bit size pieces

*DISCIPLINE & PERSISTENCE*
- Innovation + marketing = profitable business
   - Innovation - ideas for a product that somebody needs
   - Marketing - telling the right people about it
   - Storytellers

- Don't be afraid to be audacious
- Richard Flores - Rise of the Creative Class
- Boundary sentences "define" brand

Sign Age Tour

Square Peg Packaging tour

- Packaging starts from the inside out
- Clients are agencies, freelance, in-house
- Solve the design problem before you get on the computer so you can spend time making it pretty!
- What environment will pallet be displayed in? Think about shoppers
- Sloppy production costs delays of time
- Don't look at size of order, look at the customer
- G7 printing profiles
- Make it fun, keep it real, be passionate
- Put the project before the design 
- If you're great at what you do, the money and jobs will follow.

10/15 : Quinn Aquent & Vitamin T

-Aquent: 20+ years - big companies
    -Vitamin T - small to mid-size
What clients are looking for:
-Potential empoyers (clients)
-Temp, contract; "employee of aquent"
-Opportunity + Skill-matching!
-Understands what clients need

-Titles can vary from company to company
-Designers as problem solvers
   -Problem/Action/Result models in an interview (how will they solve my problems?)
      -Doesn't always have to be quantifiable
-VP levels want excitement

In a portfolio
- Love diversity, but be open with what your strengths are
- Tell a story with the portfolio - your 2 successes you're most proud of
   - Role, why are you proud of it?

*One-page resume*
   - Freelance - description / clients
- "I don't understand what the designer did on that project"
- Challenged & how you overcame them
   - Turn you challenges into an example of how we can count on you

- Banner ads, catalogs, brochures...

*Print production managers * - big in SD
* Email design and development*
*Lynda.com interactive/coding vids.*

- Mobile & UX designers
   - Don't have to be a web person to design moble
- Offices all over the U.S... if you're traveling let them know!
- Maternity leave calls!
- Placed for 90 days, then hired (hopefully)
- Design skills and languages
- Elligible for benefits!!
- It's ok to just show a few pieces
- PROBLEM/ACTION/RESULT - even for fictitious projects
- Might understand more abou the job in interview - highlight certain things
- Can usually get in contact with client, not just send it into "the abyss"

Thought you all might find this interesting...

It's a space very similar to the one planned for the IDEA district: http://coop.onedesigncompany.com/

Check it out!

IDEA District Logo and Typeface Explorations

Idea Village: New Orleans

A community similar to the IDEA District here in San Diego. Take a look:

http://ideavillage.org/

I.D.E.A. District Logo exploration and brainstorm

  

  

Above is a study of transparency, and how it can transform a space without being intrusive. 

Then there are two color explorations: a lime green to encourage innovation and a turquoise theme to reflect the blue hues of the beaches and skies.

The last image is environmental type (which is usually seen as numbers rather than words...). The last two images also echo that concept of "inside out," where you can see through the signage rather than it being a block to whatever is behind it.

 

I.D.E.A Creative Brief

East Village IDEA District

The IDEA District has struggled with homelessness, structural abandonment, and overall blight for years. With the new additions of the baseball field, the library, and resurgence in the San Diego downtown culture, the IDEA village is hoping to follow suit and create an inspired space to which young thinkers will flock.

David Malmuth and Pete Garcia founded I.D.E.A Partners to continue their work of engineering art-inspired spaces. Their vision for the district is for it to be a bustling environment for creative minds to come together to fuse design and technology, shape the future of the San Diego area, and push modern thinking to its limits.

Their urban design vision is for the community to be the following: transparent, an ever-collaborative workspace where any idea is a shared idea; a synthesis of old and new, updating the current architecture instead of throwing it out; ever-evolving, always one step ahead of the most recent developments in design and technology; abundant with a variety of spaces, to encourage earthy interaction in the working professional’s world; a living laboratory, in which connection, collaboration, and collision are the norm; sustainable, to preserve the current environment and further its prosperity; and hyper-local and international, cherishing the San Diego community but emerging as a “power city” in the world view.

This new district must be irresistible to the creative class. Those that think creatively are not easily confined into one demographic; though the millennial generation is sure to be the group most attracted to this type of community. Age will range from 20 – 35, with varying income and education. The common thread through the area’s newcomers will be the excitement behind new thoughts and the drive to work creatively as a living. Young creative minds do their best thinking with others, either in an office, coffee shop, bar, or public place. Movement is critical to the creative process, the ordinary is lethal.

The core thought of the I.D.E.A district: the intersection of design and technology.

Keywords: innovation, design, education, art, enchanted objects.

Kit Hinrichs

"The most important thing I do is tell stories"
- "interesting to make a living doing what you love to do.
- a library in an office!
*@issue*
"Pushpin?" Lubalin, Glaser
- The people who have influenced th rest of your life usually happen in your 20s - 30s
- First partnet - Europ & California - Russel & Hinrichs
- "My biography is in the beard"
- Emotional value of typography comes from seeing it everywhere - dollar bill type example
- "People like to look at other people. I think that is a human trait that you can't walk away from."
   - how can I make this different than just anoher face?
- The smallest design conference int he world - sit-downs with Pentagram partners
- muzak: all the changes had already been made, but designers come in and change how the company views themselves and others view the company.
- "thing that a single person did out of the psirit of their country" - how it's executed, quality of expression
*look up patriotic flag book*
- @issue: common ground between client and designer
   - success from business and design
*look up FedEx in @issue*
- "they trust you to do what is best for them"

EVID (East Village IDEA District) Presentation notes

- The idea district in East Village; also retail, ballpark...
- Dream-focus on 93 blocks of idea district
- connect, collaborate, collide
- innovation, design, education, art
- "intersection of design & technology"
- inside out:
   - buildings become transparent
   - able to see what others are doing
- old and new:
   - all different types of buildings - authenticity mix of rehabilitated and new
- design - constantly moving forward: it's ok for everything not to be perfect.
   - no new idea is ever complete
   - lighting can create a completely new environment
   - impermanent architecture
- silo: 15h and F, Maker's Quarter
   - "tactical urbanism" - vocabulary for signage
- enchanted objects: making orcinary things extraordinary
   - useful, magical, think of things that haven't been thought of before
- living laboratory: a place where you're allowed to fail
- part community organizers, part real estate developers
- interaction > shelter
- magic incorporated into signage
- sustainability: create a downtown job cluster
   - brind jobs to the places where people want to live
- attract the best and brightest
- uniquely San Diego (old town, balboa park...)
   - hyper-local & international: your hometown but second to none
   - buildings on things that are already created, make it individual to SAn Diego
- Walking into idea district: all senses stimulates - "downtown meets cirque du soleil"
- Dream: program you just implement, don't have to ask permission
    - "guerrilla signage campaign"
- Think about fun things! You look at it and smile
- The anti-master plan
- How do we cretae things tha tmake you want to be involved?
* RADlabsSD.com*
- The courtyard - tactical urbanism
*Urban discovery academy*
- Different because it's serving a larger idea
- old school & generic will fail
*alibaba*
- taps into trend, but also moves it forwards.
- "put yourself in a place where talent wants to be"
- how is your product being used by real people
- so non-objectionable that it's objectionable
- true creativity - not stealing other ideas
- more specific = more universal
- Colosseum, jerry's garage
- Bay to Park connection - the scavenger hunt
   - urban art trail
- fault line parks!
- five senses that you enter into the idea district.

           C street

11th                    17th

           Market


Preliminary sketch ideas: