Working with my hands is what I like and that made me think of some old school work I did that wasn’t on the website already. Simple redesign of a matchbox and some ‘shoebox’ pictures based on the lyrics of DJ Shadows Six Days. Apart from the schoolwork there is a lot more that needs to be uploaded, but I have to get approval from the big bosses first… Very frustrating to have very nice work laying on the shelve, but you can’t show it to the world… Aargh! To hell with legal issues!

Ow and by the way, the titled is written in the dialect of Cologne meaning “the water of Cologne is good”. Since it is pooring with rain today I thought it was appropriate.

During the last two years I have been working at TriMM I also did some smaller assignments for the in-house consultancy agency GriDD. It started of with some small DTP-ing and tweaking businessmodels and presentations but it’s getting bigger and better. Last year I made an infographic that represented the new office we were going to move to and it was a gift ofor TriMM. Since last year NXP and some other major clients got me and GriDD all worked up about infographics. I really like working on these visuals and wanted to thanks GriDD for those fine jobs.

As a sidekick and to help out in their presentations GriDD asked Sjors Trimbach to design a character. And so Gregg was born! One year ago Gregg saw the light of ‘day’ and as a celebration different artists were asked to make a drawing/sketch/piece of art. In a few minutes time I made my share which came in handy since the planned artist couldn’t make it! Thanks Gregg for all the nice work you have brought me!

Because she is just running a small business the number of prints was also very low. Because of that I decided to try out an online business card printer called Moocards. I must say that they did a really nice job. You can either upload your own designs (like I did) or use some standard templates. The fonts are not really complete as I heard they use some faux bold for their bold typefaces. Too bad, but as long as you used your own designs there is nothing wrong with it!

PS: I also added some package shots to the Travelogue “Ich Hab’s”. You can now check out the complete movie and view the box it comes in.

My latest assignment for a corporate identity was for Marloes Rooswinkel. She was going to start her own business with financial services. She will be providing people with insurance, loans and pensions.  This post will explain the design proces I followed with her and ending the whole story with some conclusions. This really worked well!

Marloes Rooswinkel and I had a first meeting in which we discussed the following 5 keywords:

• Brand – User experience
• Customer – Transmitter
• User – Receiver
• Information – Content
• Design

Customer and User communicate with each other and the Information and Design are your restrictions or boundaries.

First, I had no knowledge of the types of services she offers. This will often occur and as a designer you have to dive in to it to some extent. To get  more feeling with the design, but also to understand the customer or the user of the product (in this case the website).

Basis

After a brief explanation about her field of work, we also discussed her history as a financial consultant, why she now wanted to start on her own and how she got to that. Everything went well and I had a whole list of questions, but during the conversation a lot of those got answered. I didn’t have to start an interview in which I asked a question, got an answer, wrote it down and went on to the next question. Luckily! Sometimes it is difficult to  keep the conversation going because you also want to wright down things, but don’t want to be looking away from your conversational partner at the same time. Plus, you have to write in such a way that your handwriting is still readable, hehe.

During the conversation I already had a vision about the website and how it should look like. As I found out this was completely matching Marloes’ vision too.

Because this is a corporate identity, we first determined that about 5 words should form the basis for the complete design of her company’s identity. This worked super! The following words were chosen:

• Classic
• Elegant
• Quiet
• Open
• Familiar

Logo/Wordmark

After this first meeting I had a good feeling with the branding. Then comes the hardest part. Translating that feeling into a graphic or something visual, which then is transfered to paper and then into the computer. I did a few sketch sessions with the word and some style tryouts. I just tend to throw anything onto paper that pops up. Afterwards you can always throw something away. At the end of such session, I lined up the drawings and reflected them to the keywords I established earlier. From each drawing some things had to go, sometimes the complete sketch, but all those little parts together were forming a very nice image.

Eventually I had a logo with a badge that addresses the feeling very well. After some minimal changes to it I showed it Marloes and explained it on the basis the (by me) rejected logos. To make the path I followed clear to her.

Stationary

The days after I finished the wordmark I got on to the letterhead, business cards and envelopes. This was a fairly small step. The logo really lends itself for this and everything fell in it’s right place. After a meeting where everything was approved and finalized I got on to the next step I wanted to determine. After the 5 keywords I wanted to get the tone of voice for the photography clear. I had some trouble doing this and I think that’s also because of those keywords. There is nog need for a tone of voice. The keywords are enough, plus there isn’t much photography in the website too.

Funny thing I discovered was that those keywords were automatically some sort of filter system. Classical, but not too frivolous. Elegant, but not too feminine. Maybe next time this can be used in a design process. For now there wasn’t enough time to use these ‘scales’ to their full extent.

Website

I handled the design of the website in the same way as the logo was tackled. Create sketches and then check it against the keywords. It still fits? If not, why not, what is not right? Change it. And start over. So I came to a clear site design. The top menu bar is always present and the wordmark is centered above that. Then there is a small introduction text and below that three clearly separated business lines. Completely appropriate within the keywords.

One thing that the website differed from other parts of the corporate website is that it has a real purpose. This was necessary to get clear. Was the website just going to be informative? Or selling? Or maybe another purpose? In the case of Marloes the purposed of the website was to give the visitor/client confidence in Rooswinkel’s bussiness and thereby generate trust with the customer. That trust is important for a long term customer relationships where Marloes is at. Clients can not order an insurance or loan online, that’s not the purpose. Marloes Rooswinkel wants long term relationships so the client has to put in a bit of effort to get into contact with here and arrange a loan, insurance, credit, or what so ever.

Conclusions: Looking for these keywords is a good foundation. Five pieces is a good number. It is enough to remember, they are more than three and it is a whole handful. Certainly in this case where there is still nothing. Comparing the websites of competitors was also a handy trick.

Check your design with the keywords every time. Sketch a lot and immediately. Any inspiration that helps, you put on paper. Sometimes you build your design from many pieces of  ‘wrong’ sketches. All those pieces together constitute the logo.

Words on a scale to help for photography or other manifestations of the brand can help. A colleague if mine also called archetypes, a sort of defining your brand as a person. For Rooswinkel there was too little time and it wasn’t really necessary. Rooswinkel is perhaps a little too small, after all it’s just one person.

What do you find good approaches to a design proces or how do you like to work?

“You know you are a graphic designer when…”

There are tons of versions of this list and most of the time it is just posted on someone’s blog. So the source remains unknown.

At the moment I am also bussy getting the Photography section up, but that takes a bit more time, because I have a lot of photo’s I have to sort through and there also a lot of new pictures that never went online anywhere. Bare with me, please.

The picture on the right was made for an exhibition in my former art school we called 99,8% Art. More pictures will be posted in the graphic section later on too. Together with three fellow students Matthias Grottendieck, Philipp Giesseler and Thijs Steggink we made a series of super large pictures build up like a normal raster image.

Instead of printing it with a printer, or any other conventionel method we used spraycans in the colors cyan, magenta, yellow and black. Using a beamer, a laptop and some Photoshop we reproduced (famous) images. If you cannot recocknize the picture that is reproduced here, then take a look at it’s original version. Apart from these rasterized images we made some really psychedelic ones with text, mor about that later on!

This new website found it’s origin in the businesscards I made lately. They are still waiting to be trimmed, but all the pressing and setting has been done. It was a ton of fun to produce my own cards all by hand. Every letter was set by hand and the wordmark was set, printed, spaced and printed again untill it was perfect.

After a full day’s work in the typefoundry at the ArtEZ Academy of Art and Design in Zwolle I had my letters all set! I find it really satisfactioning to work like this. It takes a lot of time, but it is so worth it. The wordmark has been set using a medium bold Helvetica (24 and 18 pts) and the information beneath it was set using a Bookman Old Style 10 on 12 pts.

The week after I made some try-outs with different ornaments that were added (or not) and choose my paper. We (I wasn’t allowed to opperate that huge papercutter on my own) cut the pieces of paper roughly to size and the print matter was prepared for the press. The press (a Hohner Rapid II) was prepared and the fun could begin, but due to some laws and regulations I also wasn’t allowed to opperate the press. Which isn’t a bad thing because the machine could easily chop of your hand and just keep going…

After we finished the first batch on some simple off-white sturdy 300 grs. paper we tried something else. A more cardboardbox-brown paper. Also a lot thinner then the white version, but it has a nice effect. The slick font of the wordmark really contrasts nice with the brown paper.

And like I said, everything is printed, but just needs to be trimmed. When everything is finished these little work of arts (if I may say so) will be added to the Graphic cathegory. You can be sure of that.