On Consciousness

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The other week, I wrote a piece about making things, and how the constant, small-scale desire to make is central to the creative spirit. Whether the form is written, visual, verbal or audial, the force of creativity is what drives these acts, and is the unshakeable impulse that propels creators forwards.

The unspoken assumption that I was forcibly attempting myself to challenge was that these creative acts are to be confined to only creative areas, or zones where creativity is a given. For example, creative writing, painting, design, etc.

While this is partially true, what I've been attempting to soften in this broader philosophical shift is that divide between making and taking in, creating and observing. Frankly, I do not have the biochemical makeup of a tank and cannot physically bring my mind or my hands to always be making something.

And that shouldn't be the way, and I'm sure for many others, it's not.

The word "inspiration" gets bandied around far too often these days. It's gone from being this tiny, fragile wisp of a motivating breeze into the constant winds, large and small, that surround us. This is true in the sense that inspiration has potential for all around us, but if we are to take our kite to the park, hitch it up and let it fly amongst the tops of the trees, what's required is a series of conscious, deliberate acts.

That notion — consciousness — is another level to the earlier phrase I used — makers make. When somebody creates something, their decisions and actions, however deliberate or not, are on many different levels conscious ones. What they're saying may be coming from an unconscious, vague place in their heart or psyche, but the physical act of putting brush to canvas or pen to paper is a conscious one. 

This is the part that comes with training and practice, translating that core desire to express something into the words, colours or shapes it needs to be expressed through.

But it's that deeper level of consciousness that drives everything, and to my mind, it's the core element required in the creative psyche. 

The truth of the matter is that no person can go on making forever; their energy reserves would dry up. There's a finite amount of "makingness" in any human being, and while some people may have greater or lesser amounts than others, the shared goal is to make the most of that time that we can.

The flip side to that coin is what the person is up to when they're not actually making something, but the rest of the time. That is to say, when they're going about their daily life and watching movies, reading books, cooking or just seeing friends or family, how much are they consciously taking in of the situations around them.

Ray Bradbury, John Hegarty and many, many others, have spoken at length about the need to constantly be filling the brain with "stuff," and that the more diverse, high-quality and different the "stuff" is that you put in your brain, the better. One half of the fuel mixture that drives the creative brain is the core spark that comes from within the creator, but the other half is what's been consciously taken in from the world around.

It's tantalizingly easy to fall into the trap of comfort and "turning off," simply easing back on the couch and watching the latest serial drama or blockbuster. But when Bradbury, Hegarty et al are going on about reading books, attending plays, watching movies, listening to music, visiting galleries and other situations where someone is receiving the benefit of someone else's creativity, it's not enough to just be there or take it in. It's absolutely crucial that the observer consciously absorbs the pieces and everything that comes wiht it.

It's not a breakthrough concept, and it's something that, on some level, comes naturally to most human beings. But where the core action — being aware of what you're watching or reading — is common to everyone, it's the degree to which the creative brain is engaged in order to take in, play with and poke, comprehend and digest the bits of creativity its being subjected to that makes the difference.

There's another word that's been used many times in recent years in many different contexts, and that's "mindfulness," or the idea that a human, fully aware of their surroundings, is in an elevated state of reception, and that this is a good thing to be in. Most often (in my experience, anyway) relating to the ever-hazy fields of zen and mindful living, once it gets carried over to popular culture and literature, it's the core philosophy employed by Sherlock Holmes, as this wonderful book/article about it on Brain Pickings detail. 

One of the key points in the article is not that being aware of ones surroundings is unique, but that the level of awareness Holmes employs is unique — in the sense that he worked incredibly hard at training his mind to read the world a certain way. In a different context, this is precisely my point: that the creative brain doesn't just need to answer the impulse to physically create something, but it needs to strive for and employ a higher level of deliberate, conscious, mindful awareness of anything that's put before it in order to fully reach its potential.

If there's any flip side to the philosophy that makers make, that can apply to the downtimes when the makers aren't making anything in particular, it's that makers absorb. It needs to be conscious, it needs to be purposeful, and it needs to actively leapfrog the mind from passive reaction to active engagement, even if it's just an intellectual engagement.

Of course, not every film is a classic nor every artwork is a masterpiece. But whether it's the finest example of its type or the basest, practicing conscious observation with everything you come across is just as paramount to creativity as the physical act of creation.

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Makers Make

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I recently spent the better part of a week travelling with my best friend, driving to Boston and back from Toronto. It fulfilled that itching, scratching wanderlust that it would appear most everyone below the age of 30 has bubbling beneath the surface (though I do hope the love for travel never fades, it merely morphs as time passes).

Like most trips to a new place, the usual new, sights, sounds and tastes and the unique hustle and bustle noticed by a set of foreign eyes impressed something upon me. Rather than reflecting on the city itself, though, this impression is trying desparately to be a revelation. I'm not sure it's quite as lofty as that, but the thought struck me and as I toyed with it in my mind, moving the malleable clay of the initial thought back and forth, back and forth, it held its shape as it molded itself based on my pushes and prods.

Makers make.

It's simple, but it's painfully easy to forget when the daily rigours of work, friends, family and life are all added in.

What chance does a few minutes of sketching, writing or playing music have against the easy temptations of the XBOX? In what world does a few minutes of solitary creation, made purely for the sake of making it, stand a chance against the promise of a couple pints after work?

Simply put, it's in the artist's world where this needs to be the case. In my world, it certainly needs to be the case more than it currently is.

This isn't a grand call to arms, but it's a simple reminder that, like most creative types, I'm happiest when I've made something I'm happy with. But, also like most creative types, it can be tough to keep up the daily workflow of creation — whether in the smallest experiments or the grandest acts — when the execution is not up to the standards of the idea.

The essence of this thought, however, does not depend on a finished product destined for a portfolio or gallery. To come up with an advertising portfolio when just starting out, an aspiring creative needs to slap a logo on everything they create to make it relevant. But take it back a step, take a longer view, and the softer benefits of simply creating, over time, creates a far richer, deeper and more meaningful palette of creative instincts from which to draw from than simply shoehorning oneself into a defined category based on their professional lives.

Drawing. Painting. Sketching. Illustrating. Lettering. Photography. Creative writing. Analytical writing. Cooking. Crafting.

All of these are creative acts (that goes without saying), and all of them in their own unique way. One of the crystallizing conversations my friend and I had centered around this notion of different kinds of creative pieces and processes beggeting different kinds of creative thoughts.

Throughout my career to date, I've primarily been a design-focused art director, a subset of the field which I initially gravitated towards as it laddered up from my previous life as a student of history, focused on weaving multiple threads or storylines into a cohesive, clear and concise end result.

While by no means a waste, what's been often missing is the element of surprise; the techniques of metaphor or similie; the enrichening flow of literary devices that course through a piece of creative writing that self-evidently makes clear points without stating them clearly, though the meaning can also obviously be as obscured as the writer intends it to. That particular creative spark is missing from much of my work, and like any unused muscle it takes a Hurculean effort to re-ignite it on an on-demand basis.

So, my goal is simply to write more fiction, actively read more fiction (or story-driven non-fiction), engulf myself in poetry, art, music and film using a slightly different lens than I engaged before, with a focal point adjusted towards symbolism over clarity, and impression over explanation. When watching or viewing something, to really take in the underlying threads and meanings and not always take things at face value. But, more importantly, to create with that same frame of mind, to write poetry and prose, to paint, draw and otherwise bring myself to look at the world one layer beneath the surface rather than one layer above it.

In short, to engage.

The second meaning that exists within that deceptively simple phrase — makers make — alludes to the daily work and process needed to achieve true success, measured as a level of satisfaction with the overall state of a creative mind. It's the need to bring a semi-idealized future goal into such sharp — but still malleable — focus that the end result is still a key motivator throughout the daily cycle of disappointments and setbacks that will inevitably follow.

By simply making something, anything, every single day, and consciously infusing creativity within everything instead of simply shoehorning it into certain parts of my life, the road will eventually meander and wander into the direction it needs to go in. Depending on the dawdling, unpredictable muse of inspiration for a kickstart is a dangerous crutch, most often used in order to call oneself a maker without actually making anything. In the same way that it's crucial for writers to write however many hundreds of words in a day, whether brilliant or irredeemable, it's crucial to make something every day.

The primary focus of this renewed enthusiasm for creativity as a holistic mindset instead of a compartmentalized pursuit will always be on the visual arts — as art direction is still, without any shadow of a doubt and however it's loosely defined, what I will continue to devote myself to professionally. But in the same way that an art director is tasked with pulling anything and everything from the world and infusing it into their work, it therefore follows that I must dive into anything and everything the world has to offer. Fortunately, this dovetails with my natural curiosity (and can overcome my natural hesitation on some matters) in a way that not only can make it easier than someone who follows more of a single-track mentality, but is also probably one of the things that drew me into it in the first place.

This may read as something profound or as absolute hogwash — or, worst of the three, the kind of revelations that happen in the initial schooling stages of a career rather than the intermediate level of my career I'm currently in. But the perspective of a trip abroad, even a long weekend to a nearby city or country, often distills the jumbled thoughts that swirl around the daily schedules of life without ever making it through. However profound or simplistic the resolution may be, it's the only one that constantly needs to be kept top of mind, consciously or unconsciously, if there is to be any hope of creative satisfaction.

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The Maturation of Interactive

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This piece appears in the June 2013 issue of Applied Arts Magazine.

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Tracing the web's evolution back to the 1990s, there have been alternating periods of explosive growth and relative stability. A constant duel has been running throughout between the adoption of standards and experimental technology in the minds of developers, art directors and designers.

The summer of 2010 was one of those watershed moments. Propelled by the seemingly endless possibilities of maturing technologies, the avant-garde was pushing the envelope in ways that had previously been either impossible or impractical.

For example, Arcade Fire's Wilderness Downtown — which brought together video footage with innovative use of Google Maps and browser window manipulation to virtually place the viewer “in” the music video — showed off the glimmering future. For those of us working in interactive, it was (and still is) an exhilarating time. However, for the majority of mass-audience sites at the time, the Internet was stuck in neutral; limited to a small selection of system fonts, fixed-width layouts, low-KB graphics and other constrictions.

Over the course of the last few years, however, the wider web has rapidly evolved to the point where a large number of these sites have practically caught up. Why has this happened? For starters, the last few years have seen a perfect storm of software evolution, hardware maturation, widespread user adoption and a health dose of creative ingenuity.

Chrome, Firefox, Safari and Internet Explorer have evolved to the point where their principle programming languages serve as functional and preferred alternatives to Flash. Flash still has a role in the most robust experiences, but for the basic needs for the vast majority of sites, it’s now a discarded relic. Not to mention the fact that following a polarizing open letter by Steve Jobs discrediting Flash, iPhones won’t even load Flash sites or banner ads.

Even the desktop web experience can now become so much more than columns of text, as the New York Times and ESPN have recently demonstrated. Projects such as Snow Fall by the Times and ESPN's Outside the Lines series have pushed the boundaries of long-form, interactive journalism. Meticulously researched, well written copy; original, dynamic, impactful layouts; high-quality photography and illustrations (!!!); well-placed audio and video, and smart web development draw in and keep the reader interested, emphasizing quality over quantity.

The daily news is also home to recent noteworthy advancements. Some of the largest “old media” institutions such as The Atlantic, the Guardian and WIRED have matured immensely, from both editorial and design perspectives. There’s also been the recent emergence of high-quality “new media” sites like The Verge and Polygon. These developments prove that the web has finally matured to such an extent that it offers up a high volume of engaging content in a way perfectly suited to the medium. While it seems condescending to congratulate "the web" for displaying editorial maturity, the simple truth is we weren’t quite there a couple years ago.

The exponential evolution of hardware has also contributed heavily to pushing the web in new directions, and responsive design, touch gestures, haptic feedback and other concepts have all emerged in direct response. Six years ago the iPhone was announced, and the years since have witnessed the explosion of Android, Windows diving into mobile phones and touchscreen computing, the emergence of the iPad and a dizzying array of other tablets and e-readers. That’s a phenomenal rate of advancement following a period of relative stagnation, and it’s had a profound effect on design.

The recent redesign by USA Today plus the launch of Qz.com reflect this. The visual design of these two sites in particular take the best parts from where smartphones and tablets have taken design in recent years. Featuring larger columns, subtle shadows and colour shifts to imply depth, and implied swipe gestures, they employ a more focused experience than the chaos of the conventional news sites of recent years.

Brand sites have also been borrowing from fields as diverse as graphic novels, animation and video games to create a fuller site experience. Skull Candy, Nike, Peugeot and others have blended sound, imagery, advanced programming and deceptively simple UX concepts to tell stories in original, imaginative ways. Even some less flashy sites such as Tesla Motors and D’Angelico Guitars take these techniques down a level, but they’re still a step up from the conventional.

When it comes to interactive design, there will always be a bleeding edge. Comparing where the mass-audience sites were five years ago to where they are now, though, it's stunning how much the "bottom" has risen to meet the top. And with science-fiction interfaces approaching ever closer through products such as Google Glass and Leap, who knows, maybe the next article I write for this magazine won't be written and read at all, but instead telepathically communicated.

Just kidding. I think.

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New Years Recalibration

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My opinion of New Years Resolutions has been successfully summed up by Sarah Hart of F the Desk (view full post): 

At the very least, the traditional New Year’s resolution tends to indicate happiness is outside your current reach and you’ll be happier when you do/be/get something else. Bullshit!

She goes on to say that making one big, scary goal for the year is a better way to go than a list, as it's based on values instead of a checklist, and a single, top-of-mind priority instead of one of a sea of things.

This, I agree with on principle but would take to a different, more philosophical place.

The aim of my 2013 personal and professional "recalibration" is to funnel everything through a new philosophy, a shift in thinking that can have ramifications beyond a simple checklist.

Namely, my goal is to treat things with more love, more honesty and more dedication.

In a professional sense, this entails everything from taking the extra steps in crafting a piece of work to ensuring the same level of dedication throughout the entire process, matching the enthusiasm I feel at the exciting stage of brainstorming/ideation through the drudgery of tweaking the 83rd round of client feedback.

To me, these three traits lead to a greater sense of ownership and responsibility, whether of my personal life or career trajectory to every project I work on. They're not something I can just check off and never think about, they're something I can bring to everything I do. And that can only be a good thing.

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So, You Want to Get Into Advertising

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This was a guest article written in November 2011 for Applied Arts Magazine. View the piece online here.

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They said it wasn’t going to be easy.

Late nights. Early mornings. Impossibly quick turnarounds. Tough clients. Tougher bosses. Late-night pizza as its own dietary category.

These are the things they tell you about before you join an ad agency, and virtually every syllable rings true. They’re simply the price of admission.

The truth is, these things are all part and parcel of working in the business. You don’t get into advertising in order to stroll in at 9:26 and stroll out at 4:48. You don’t get into it for the balanced diets or eight-hour sleeps. As an associate creative director here at Proximity says, “A government job, this is not.”

All that said, it’s what they don’t tell you – and what you figure out for yourself – that’s most surprising about working in advertising. In many cases, those lessons are also the most rewarding.

What They Said

One year ago, I started at Proximity Canada as an art director, my first agency-side job and a role I’d been working towards for several years. It’s been quite the year for Proximity: two Digital Agency of the Year wins (ADCC andStrategy Magazine), three Cannes Lions, nine awards and Best in Show at the CMAs, several key client wins and continued success and growth.

In short, not a bad place to land.

Before I accepted the offer, I called a couple friends who were familiar with the agency, who uniformly said one thing: So long as you’re ready to work late and on weekends (if needed), Prox is a great place to work with a killer atmosphere. And they were right.

However, none of that’s really that surprising. Every article you read as a starry-eyed hopeful trying to get in to the big agency world preaches the necessity of hard work, sacrifice, dedication and attention to detail.

What They Didn’t Say

Nobody will tell you how much a big agency can feel like a family.

Not to get too sentimental, but my only concern before joining Proximity was that working at a big agency, within a global network, would feel cold and corporate. Thanks to the people who work here, that couldn’t be further from the truth.

Proximity is a large agency – about 170 people – yet somehow it manages to feel smaller and tighter than its head count. As a senior art director and I say to each other almost every time we pass each other in the hallway, “Welcome home.”

They don’t tell you just how nervous you’ll be during your first client presentation. It’s your work on that paper or screen, your ideas. You and your partner waiting expectantly for the client to tip their hand, even a little bit. What theydo say about presentations, however, also rings very true:  The more you do them, the more natural they become.

They also definitely don’t teach you the jargon. Matrix. Deep dive. EOD, T&C, and OLA. Net-net. Synergy. Incentivize. Parking lot and back pocket. Value-added viral user-centric web-ready mindshares. In fact, don’t take my word for it. Just go here

However, they also don’t tell you that your creative director will be sitting there next to you on a Saturday evening as you all come up with line after line, approach after approach. And not just for a pitch. It’s the smallest thing, but you’ll drive through a brick wall if your CD’s there in the trenches next to you.  

What You Discover On Your Own

I had an idea getting into this about just how much fun the people in advertising have . . . and that couldn’t be truer. Drink and snack carts. Thursdays at the Pilot. Birthday lunches. Flip cup tournaments for charity. Going-away evenings. Welcome lunches. Production and media company parties. Yep, it’s a pretty fun business once the “day’s” work gets put away.

Alcohol consumption aside, the day-to-day is pretty fun as well.

There are constant challenges and opportunities to work with someone new, work on something new, and improve as a creative.

There are mentorship programs, lunch-and-learns, conferences (I was lucky enough to be sent to New Orleans this summer for the typographic conference TypeCon), support for award program submissions and monthly creative department powwows, among a hundred other opportunities for development, both big and small.

There’s the exciting nature of some projects or clients that outweigh the run-of-the-mill nature of others. The enthusiasm of some people that outweigh the negativity of others. The unique blend of energy, camaraderie and friendly competition that keep us all chugging along.

Yep. We’re Pretty Lucky

You can’t always quite put into words what you hope from a new job or workplace. Particularly if it’s in a role you’ve been working towards for a while. Coming from my gig at Applied Arts beforehand, where I was community coordinator, I had some preconceived notions of what an agency would be like. In many ways, it’s been exactly as advertised.

In many others, it’s been a thrill to discover the unexpected. We’re lucky enough to be getting paid to play with shapes, colours, words and thoughts. Add in a great place to work on top of that, and it’s hard to not keep it all in perspective.

They told us it was going to be hard. But they didn’t tell us it was going to be so much fun.

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Missives from the Field at TypeCon 2011

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– – –

Spending six days in New Orleans attending the nerdiest conference in the design world can teach you a couple things.

For one, New Orleans in July is freakin’ hot. For another, the food is fantastic.

But most importantly, that most people there have forgotten more about the intricacies, nuances and effective uses of type than most can ever hope to learn.

The breadth of workshops and lectures belied the depth of each one. From inspirational lectures from legend Ed Benguiat and rising star Jessiche Hische; to in-depth workshops on web typography; to thought-provoking presentations on developing typefaces for the Cherokee language, the conference offered stimulating thought and discussion at every turn.

The main success of the conference, though, was that it forced the audience to consider typography in ways few do on a daily basis. This pleasantly-forced opening of the mind is what sets apart a successful conference such as TypeCon 2011.

Typography on the Web: A Hell Of A Lot More Than WebFonts

Marcin Wichary is a senior UX designer at Google, and he gave a compelling workshop on the creative use of emerging web technologies from a typographic perspective.

Demonstrating (mostly) native tips and tricks, Wichary presented a huge variety of typographic experiments, from subtle experiments in tracking, kerning and leading; straight through to the bold and brave world of word rotation, blurs, columns, scale, clipping masks and programmable variety for extra randomization.

Further lectures from Will Hill of Anglia Polytechnic, Nick Sherman of Font Bureau and Bill Davis of Monotype expanded upon interactive typography. Hill focused on the role of touch in confirming understanding, saying that as devices became digital and typography became “cold,” simulation of the human touch by creating distressed fonts marked the first salvo in faking “touch” on devices.

Sherman, meanwhile, made the very strong point that the key word in “web typography” isn’t “web,” it’s “typography.” The practical emergence of webfonts in recent years doesn’t mark a fundamental shift in anything; it’s simply another specific use of type, similar to phonebooks, newspaper fonts, etc. Part of his talk also overlapped with Bill Davis‘ — both went into the nitty-gritty details about how type designers are intelligently re-drawing their typefaces for the web, compensating for lower resolutions and different rendering engines between browsers with various modifications to the letterforms themselves.

The Wider World of Type

For many art directions and designers, at least in Canada, dealing with French copy is about as far as practical “internationalization” goes. Which is what made lectures from Joseph Erb and Roy Boney of the Cherokee Nation, Ian Lynam of Temple University in Japan and Onur Yazicgil of Istanbul’s Sabanci University so interesting.

For example, as Lynam explains, the different forms of the Japanese language account for everyday or formal writing, a base character set, special characters which augment those around it, and other nuances completely foreign to native English speakers. Yazicgil, meanwhile, gave a compelling talk on the lack of typographic heritage in Turkey (due to its switch from Arabic script to Latin letterforms in 1928) and how it’s created a completely different approach to type than more traditionally Western nations.

The most compelling lecture in this area, however, was from Erb and Boney of the Cherokee Nation on the various issues facing them in the development of their own typographic heritage.

In essence, there wasn’t a written form of the Cherokee language until the mid-18th century, at which point a rough script gave way to a formalized typeface. However, where the Romantic languages continued evolving at this point to include the lowercase alphabet, script forms, etc, the Cherokee language effectively stopped, locking in one typeface as the written form of the language. This caused issues with the elders generations later when they tried to introduce, say, a sans-serif version, illustrating just how closely tied the visual letterform is to the meaning behind it.

Use of the Cherokee language has also been falling in recent generations, primarily due to the lack of the Cherokee language on newer devices such as the iPad, iPhone, etc. However, Erb, Boney and several other forward-thinking individuals have taken on the task of incorporating new technologies such as the iPad, iPhone, etc into daily Cherokee life, to great success.

TypeCon Wrap-up

On a bittersweet note, Richard Kegler’s excellent documentary of Jim Rimmer, Making Faces, also screened at TypeCon. Rimmer was an icon within the typographic and Canadian design communities, and seeing the finished documentary after his death in early 2010 was a nice, if bittersweet, homage to a master of the craft.

Coming from a typographic heritage consisting of thousands upon thousands of fonts and 500+ years of evolution, thinking of a written language as constricted to one font, or to within one century, certainly makes you re-evaluate the relative importance of typography in expressing a culture.

Sitting in the comfortably chaotic world of interactive advertising in Toronto, it’s easy to gloss over these finer points. At the least, a conference should stimulate thinking; at best, it stimulates action. For this TypeCon attendee, it managed to achieve both.

And the food and nightlife in the heart of the French Quarter on a sunny week in July wasn’t half bad either.

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The Gap Revisited

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This piece appeared on the Applied Arts website in October, 2010. Click here to read the piece online.

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Hell hath no fury like a designer’s aesthetic scorned.

Like most designers, I was caught aback by the Gap logo debacle in recent weeks. To recap: Gap unveiled a new logo design, trading in their iconic blue box for black Helvetica bold with a blue gradient box tacked on to the end of it. Mania ensued as designers cried havoc, and within days the company offered up an unconvincing attempt at crowd-sourcing a new logo before backing down to the mob and reverting to their old logo.

The comments and pieces I’ve read have mostly verged on pure disbelief and outrage. The way people vociferously attacked it made me wonder if we’ve all been guilty of designing something equally misguided in our past, and are collectively trying to make up for it by attacking poor old Gap with a mixture of arrogance and anger more typical of road rage.

As designers and critics, we seem to take it upon ourselves to condemn, vilify and protest anything that reeks of too much change. Originality, we can deal with. Change? Not so much. The battlefields of marketing mishaps over the years are strewn with the carcasses of Pepsi, Tropicana and many others, and now Gap can be added to the mix. But the lessons that emerge from this mishap of overblown proportions isn’t necessarily one about aesthetics — as crucial as they are to branding — as much as it is about how to position a rudderless company and what our reactions say about ourselves.

The Logo Was A Hash…But Does That Matter?

On a purely aesthetic level, the new/old logo was a mash-up of two directions which weakened both. On their own, neither is bad: gradients can be used to wonderful effect, and confident Helvetica is never a bad thing. But like any compromise in the creative field, decisions were seemingly made to satisfy both sides — an approach that unfortunately occurs far more often than it actually works.

However, in our witch-hunt, what we all forgot is that in the broader picture of life, typesetting a logo in Helvetica bold or adding a haphazard square gradient means virtually nothing. We can cry foul about the assault to our sensibilities all we want, but the fact is none of that matters if the underlying company is aimless.

To keep our sense of perspective, we have to ask ourselves two simple questions: did this satisfy the objectives of a rebranding? And are we nuts?

An All-Or-Nothing Affair

To my mind, rebranding is an all-or-nothing affair — involving either complete dedication to a new identity or a subtle tweak. For example, UPS have recently been tweaking their brand to reflect contemporary sensibilities. While the latest commercials aren’t anything special, I commend them for the way they’re rebranding: slowly, calmly and with confidence. They haven’t changed radically for the sake of it, and they’re not chasing every loose ball down the road.

In contrast, there’s the famed New Coke debacle of the mid-1980s. The New Coke experiment has been well documented as one of marketing’s biggest blunders in the annals of corporate America, and when they pulled the ill-advised product off the shelves, they replaced it not with their older packaging, but with the new Coca-Cola Classic. Doing this smartly emphasized the heritage of Coke and its role as the top dog in soda pop.

Coke’s recent branding and design update undertaken by Turner Duckworth has shown that they learned the lessons of decades past, and have embraced the same smart, long-term branding strategy that UPS have — and have done it with a remarkably clean, simple and iconic sense of design.

And Then There’s Gap…

And then there’s Gap. The aesthetic confusion I wrote about earlier hints at a deeper confusion within the company: they don’t know who they are anymore. The jettisoned logo is a failure because it doesn’t stride forth as confidently with its use of Helvetica as it did with its 1969 campaign, and the half-hearted attempt at retaining any equity from their previous logo by tacking on the gradient box is equally ineffective.

Every step the company took since they launched the new logo compounded the problem. The misguided crowd-sourcing project (did no marketing manager speak up about spec work?); the patronizing tone of voice throughout their communications; the begrudging return to the little blue box. No matter how you look at it, the entire event was a charade that spoke more about the aimlessness of the company than a choice of typeface ever could.

The Consumer is Judge and Jury

So what kind of impression does this debacle leave in the consumer’s mind? It doesn’t matter one bit what designers, brand experts or academics everywhere think so long as it works in the marketplace — and this didn’t even have the chance to make it that far.

American Eagle, American Apparel, LL Bean, Old Navy, Zara, Urban Outfitters, West49, Roots, The Bay. Say any of these or hundreds of other chain store’s names, and you’ll immediately have a sense of who they are, what they sell and who they’re targeting.

Until recent weeks, you could say something similar about Gap. But now those engaging and fun dancing ads from the late 1990s and the iconic blue square are simply relics from a halcyon era, thrown into the dustbin of history in favour of another half-hearted attempt at manufacturing relevance.

Like Wolves

In our rush to criticize the logo and everything that followed, we seem to have forgotten the point of branding in the first place: to best represent a company. In their rush to create the logo, they forgot the same principle as well. So while the logo’s nothing special and the crowd-sourcing was a sham, I hardly find its worth the vitriol that’s been spilled on it.

What’s most worrying is that as this happened, FritoLay announced that they were giving up on their revolutionary biodegradable potato chip bag and returning to their old bag. Why? Because consumers complained that the newer, greener bag was too loud. What better proof is there that our priorities are totally out of whack than this stark juxtaposition? You would think that the gates of hell had been opened by the amount of scorn piled on top of Gap. Meanwhile, one of the most innovative developments in years — with some great advertising from Juniper Park to boot — gets recalled and barely makes a blip on our collective radar. Priorities, people.

Maybe we’re all like a pack of hungry wolves, eager to devour whatever hapless hash of a logo comes our way in a fit of primal bloodlust. Our collective hysteria certainly points that way. Or maybe we’re all in fact connoisseurs of branding and are eager to put our two cents in wherever we see fit — much as I’m doing here.

Or maybe we’re all just as insecure about branding as the executives at Gap, and have lost our touch of reality in pursuit of the next kill.

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Breaking Down Nike's Write the Future

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This was originally published on the Applied Arts blog in May, 2010, following the release of Nike's Write the Future spot before the World Cup.

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So yesterday, two little start-ups by the names of Nike and Wieden+Kennedy released their three-minute, cinematic spot for the World Cup, “Write the Future.” You may have seen it already; if not, the video is embedded above.

Having had a chance to watch it several times, I thought I’d put some thoughts forward on why it’s quickly been hailed one of the most epic spots of all time, at least from the Nike reel. Seeing how W+K’s work for Nike consists of some of the most well-regarded advertising of the last few decades, that’s no small feat. Is it simply first-look lust, or is there something to these verbal accolades?

Let’s take a look.

Why It’s Good — The Visuals

Bringing on a director of Alejandro G. Iñarritu’s calibre certainly doesn’t hurt. The spot is visually stunning in all senses of the word, mixing technical wizardry with a heavy storytelling touch and gratuitous quick-cut editing to effectively convey how time seemingly slows down at crucial moments in a match, that every angle is a different story and that every story is told in a different way around the world. It builds off the trend for football-related advertising to be gimmicky and technically superior to most of the other spots out there without going as over-the-top as other spots have: an impressive trick to pull.

Why It’s Good — The Narrative

Unfortunately, however technically impressive they are, whenever Nike or anyone else is promoting a new boot or a new ball, the spots are almost always totally devoid of a narrative life. But this spot adds a narrative storyline with multiple “what ifs” interwoven to indicate the multiple possibilities of every moment on the pitch, which conveys the anything-can-happen-when-the-whole-world watches nature of the World Cup. Comedy is a strong element (in particular when referring to Wayne Rooney in a trailer park and a beer gut, but most especially when referring to Cristiano Ronaldo’s ego with statues and Hollywood movies) which, when combined with the street scenes of the Ivory Coast and the nightclubs of Italy, make for a powerful storyline which can resonate around the world.

Why It’s Good — The Nike Tradition

Wieden+Kennedy have been producing impressive campaigns for Nike since the 1980s, and this spot builds off what’s come before it. Michael Jordan, Tiger Woods and other prominent sports figure endorsements in North America set the stage for its global push, and recent spots in Europe hinted at — though we didn’t know it at the time, or at least I didn’t — what was to come with this one. I’m thinking in particular about the Robin Van Persie spot from a few years ago, tracing the career arc of a young football player from a small club, to Arsenal, to the Champions League to the international stage and — matching with this spot — ending it all with a free kick.

Why It’s Good — The World Cup

The World Cup is getting pretty aggressive in defending its copyright, but several different authorized ads have popped up over the last couple weeks which get at the different adjectives of the World Cup: epic, global, defining, and the like. Carlsberg’s Team Talk ad is a beautiful piece of writing, but comes across as a bit serious; the kind of ad that will do well at the awards, but might not resonate in the pubs. Likewise, Pepsi’s Oh Africa spot gets across the ‘fun’ aspect, but falls a bit flat, leaving an empty feeling once it’s over and reminding me more of a 1990s spot than a contemporary one. Compare those two to Nike’s, and each has their positives but it’s just not as effective as Nike’s is at conveying all the different elements of the World Cup and leaving the viewer excited by the end of it.

Why Yes, Yes It Is

Of course, underlying it all is the soft sell that Nike can propel you to the heights of superstars and ‘write the future.’ The global reach of the brand is emphasized with a cameo appearance by Kobe Bryant plus many different ‘real people’ shots reacting to the game’s action, which rather obviously ties into both the World Cup’s — and Nike’s — unparalleled reach. Pop culture tie-ins such as the Simpsons and the diva mentality of many of sports’ biggest stars add further humour and relevance to the spot.

I’m having trouble coming up with any negatives about it, though I’m sure they’ll surface. It’s certainly one of the most impressive — visually and narratively — ads to come along in recent years, at least to my eyes, and it almost single-handedly acts as a testament to the power that high-level production values can add to advertising in the face of the cheaper, good-is-good-enough mentality which has taken hold in some parts of the industry. The speed with which this spot has swept the internet over the last 24 hours is remarkable but not anything new, and there’s no doubt in my mind that this spot wouldn’t be half as good if all the pieces didn’t fall into place exactly as they did, whatever the cost.

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The True Value of Conferences

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This piece appeared on AppliedArtsMag.com in the early summer of 2010. Read the piece online here.

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It's no secret that we live in an almost entirely digital world. As a result, it has become more and more difficult to remember what passes before our eyes on any given day. As creatives, we have unprecedented access to inspiration and insight through a virtually endless variety of blogs, websites and other wellsprings of knowledge. But due to the ephemeral method of delivery and sheer volume of information, it has become much harder for any of it to sink in beyond the moment we click to the next page.

The reason is that life is built upon experiences. A trip to Rome makes a far deeper impression than reading somebody’s travel blog about the Eternal City. This line of reasoning also applies to attending conferences. The perspectives, inspiration and insight offered by conferences and other live events related to the creative industry are available in a multitude of other places; magazines, books, websites and mobile apps all provide intelligent solutions to whatever it is we're searching for. But taking that same content and placing it into a live event completely transforms the experience, creating a much more lasting impression.

Founded in Toronto eight years ago and originally geared towards Flash developers, Flash In The Can (FITC) has expanded to cover the general creative technology industry and now hosts a series of annual conferences around the world. At this year's FITC Toronto conference, held in late April, a number of presenters stood out for me, most notably Halifax-based designer James White. Well-known throughout the online design community with his distinctive “retro-futuristic” style, White is even more impressive in person, bursting with enthusiasm, passion and energy.
    
He bounced around the stage talking a mile a minute about his influences, also revealing some behind-the-scenes glimpses into his creative process. White believes that finding a personal style should not require a conscious effort, but occur naturally as you push yourself a step further in all your work. He also believes that all members of the creative community owe it to each other to help each other out by sharing their knowledge, insight and expertise with each other, not protecting it to keep a competitive “advantage.” In terms of content, White’s presentation didn’t reinvent the wheel. But his passionate performance inspired pretty much anyone who saw his presentation.

Unfortunately, FITC scheduled five simultaneous talks at any given time, meaning that I missed many other presentations. Other attendees gave Jason Theodor's Creativity and Chaos presentation rave reviews. Jacoub Bondre(director of production at Grip Limited) was particularly pumped, having written four full pages of notes charting Theodor’s observations on topics as disparate as particle physics and its relation to creativity. As much as you can gain from reading Theodor’s blog, seeing him live is a completely different experience, one which resonates much deeper. Just ask Jacoub.

Other industry conferences in the past have been equally influential. In his 2007 book "79 Short Essays on Design," Pentagram partner (and prolific public speaker on design) Michael Beirut devoted an essay to the theatrics of Tibor Kalman, who spent the entire 1989 AIGA conference causing a ruckus in order to make his point that design’s role is to “inject art into commerce,” not be a slave to commercialism. The well-known blogging network Under Consideration also recently announced its own conference this coming November in New York. As well, the RGD, GDC and Icograda not only have web presences but they all devote significant resources to hosting events of varying sizes and regularity. The proliferation of new media obviously hasn’t replaced conferences, it’s enhanced them.

One final example. New media was demonstrably influential in getting Obama elected to the Presidency in 2008. And yet, over the course of the campaign, people turned out by the hundreds of thousands to the oldest media of them all: to see him speak in person. While conferences obviously occur on a smaller stage than history-defining presidential election campaigns, "real life" events surrounding the creative industry are just as memorable. The web may make information instantly accessible to us all, but nothing leaves a lasting impression quite like seeing it live.

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