the element of creativity

2009-09-21T21:39:00.002-04:00

We've Moved!
This blog has been moved to our website for a more integrated experience. Please visit us over there!

2009-07-20T10:22:00.003-04:00

VIEW: 5 Ways to Keep the Green in the Design

We are a proud member of the Designers Accord. The following guidelines were inspired by a recent Designers Accord gathering where maintaining sustainable design practices in an (ugh) ailing economy was the topic of discussion. For the record, Studio 22's stance is that these actions are "baked in" to our process.

1. Analyze what is in your control, such as paper selection, bindings, or packaging/containment method. Make choices as part of the design exploration process.

2. Make it as easy as possible to disassemble the piece (if bound or packaged) for recycling at the end of its life cycle.

3. Estimate quantities based on past usage of similar projects as closely as possible so that you don't over-produce. Even if you recycle your leftovers, it's still waste.

4. Cut back on unnecessary wordiness in your text to reduce page count - not only does this help save on production costs, it saves paper and reduces postage expenses.

5. Evaluate how your audience will use your communications piece. Do they want to read an 8-page product brochure, or would they rather have a line sheet with highlights? Making it convenient for the end user can result in reduced materials consumption.

2009-06-10T14:39:00.015-04:00

VIEW: Who says packaging doesn't help sell products?
Even graphic designers themselves fall prey! I know it every time I'm drawn to purchasing something I most likely don't need. Take, for example, the following...

Orange seltzer is not an item I would normally buy on a grocery trip. But don't you know, this one, from Boylan Bottling Co. practically jumped off of the shelf at me. I'm a sucker for well-done retro-style anything, so in the cart it went. I thought, 'Even if I don't drink it, I would still like to stare at the package.' (The seltzer's actually quite tasty, living up to its great packaging and label, and their website kicks ass, too.)

Boylan's packaging (for all of their products) supports their brand story. Just by looking at their packaging, one can tell the company has a deep history and a sense of fun. Their designer distilled their story into a visual representation of their brand.

On the same trip, I also grabbed some Twist Sponge Cloths. Did I need them? Probably not, but their packaging and presentation was just so nice that I didn't want to leave without them. (Of course, I use them all the time now since I'm trying to break the paper towel addiction in my house.)

A consumer knows when they look at Twist's line of products on the shelf that the brand is about making a mundane activity more enjoyable while also conserving resources.

So what's the point of this grocery shopping recap? The point is:
Thoughtful label/package design (and this includes hang-tags and boxes, too) promotes your already-great product.

Would I have tried the orange seltzer had it not been for the Boylan's package? No.

Would I have thought that Twist's European sponge cloth was the solution to my dirty kitchen counters? Nope.

When launching your brand, don't blow it by rushing through the planning and design process for your support materials. Hire a design firm that will take the time to understand your brand and it's story before crafting solutions.

2009-06-01T16:02:00.004-04:00

DAILY PHOTO: On A New Trail

A new little piece of singletrack we just rode... A little blurry, but an inspiring memory nonetheless!

2009-05-26T17:12:00.016-04:00

Studio 22 Celebrates National Trails Day
In honor of National Trails Day, coming up on June 6th, we've launched a little promotion called "Get Out!" You may have received our gift encouraging you to get outside and enjoy yourselves.*

We hope you do (or did) "Get Out!" and have a story to share with us here. If you have a photo, just post the link with your story. Whether it's a weekend of camping or quick spin around some single track, we'd like to know how you celebrate National Trails Day.

Update: Even while at the beach, Eryn was able to "Get Out!" and hit the trail for some bike riding. She logged about 8 miles on a clunky single speed beach cruiser with her husband and mother-in-law before enjoying some rest on a beach chair. Photo courtesy: destateparks.com

*If you didn't receive a gift and feel left out, send us an email (info at studio20two dot com, subject line: Get Out!), and we'll see what we can do...

2009-05-19T16:48:00.005-04:00

VIEW: Moosejaw Mountaineering on Cross-Channel Marketing
Yesterday, MultiChannel Merchant posted their interview with Moosejaw Mountaineering's creative director Gary Wohlfeill on their success with digital catalogs.

While they still produce a printed catalog, Moosejaw uses the digital version as a cost-effective way to get more potential customers to see their merchandise across channels. Moosejaw has also implemented a mobile version of their website and uses their texting list to further engage customers.

Moosejaw is on it!

2009-05-18T16:24:00.023-04:00

VIEW: The Color of 2009
"Mimosa," a "warm, engaging yellow" is the Pantone Color Institute's choice for 2009's color of the year.

Image courtesy Pantone.com

Not only is the institute endorsing the color as a great choice for print as well as men's and women's apparel, but the color is also available from Pantone's line of eco-friendly interior paint.

"The color yellow exemplifies the warmth and nurturing quality of the sun, properties we as humans are naturally drawn to for reassurance," said Leatrice Eiseman, executive director of the Pantone Color Institute, as quoted on Pantone's site.

OIWC's logo uses a very similar color for their sun icon - imagine! As their Graphics & Materials Manager (I'm also a member), I am currently updating the group's logo and identity package. Interesting to apply the color qualities above to the mission of the organization: "...equip, educate and support women in the outdoor industries to recognize their professional goals."

While we're not fans of using exact complements on the color wheel to create clients' color palettes, deep blue-green and rusty orange would look hot (excuse the pun) with "Mimosa." Stay tuned. Maybe we'll be able to work the color of the year into an upcoming piece.

2009-05-07T14:46:00.011-04:00

VIEW: Communicating Your Sustainability...or Communicating Sustainably?
What should you do during "recessionary times?" Both.

As stated on Twitter earlier this week (find us @studio_22), consumers 18-34 will be driving green trends in the next decade. We also said that when you promote your products to this group, you should do so in a sustainable way.

If you're a brand that can demonstrate a genuine commitment to responsible practices, tell consumers your sustainability story. Do it authentically. Brands can gain a competitive edge when they engage consumers on issues that they care about. Do it on a hang-tag. Do it in your catalog. Do it on your website. The person buying your product or service will feel good about making the purchase because it supports a belief that they subscribe to. You'll provide added value - an important quality at the moment.

Now, about those sustainable communications...those hang-tags, brochures, catalogs, reports. There's more to a sustainable marketing piece than slapping some ink on 30% recycled content paper. We won't bore you with substrates here, but care must be taken with the imagery and text, colors, sizing, and ink used in producing your communications. Even the firm you choose to work with has an impact on the footprint of your printed materials. Embracing this concept on the back end will push you even further ahead of the competition in the eyes of your customers.

2009-04-22T07:52:00.014-04:00

NEWS: Studio 22 Work to be Published in "Big Book of Green Design"
Three pieces have been chosen to appear in Crescent Hill Books' "Big Book of Green Design" due out this fall, and we are quite excited!

From Amazon: "This book is very much a 'see what your colleagues are doing', idea-sharing, inspiration-generating compilation for agencies, freelance designers, printers and other creative professionals. With a foreword by Eric Benson, creator of website named re-nourish and an expert on sustainable procedures within graphic design, the book will be comprised of eight chapters, all fully illustrated with graphic design ideas, drawings, and photographs: Recycled and FSC Papers; Vegetable-Based Inks; Green Clients; Repurposed Design; Natural Elements; Biodegradable; Anti-Packaging; and, Sharing the Word."

The following sustainably-produced pieces will be featured:

Naukabout brand introduction brochure

Evolution Markets sustainability report

LEROS Point to Point driving guide and informational brochure

2009-04-05T18:26:00.006-04:00

DAILY PHOTO

The '22 crew at this year's ADDY Awards. (l-r, Erin, Eryn & Elizabeth)

2009-03-24T12:02:00.005-04:00

DAILY PHOTO

2009-03-20T13:26:00.012-04:00

VIEW: Quaker is on to something...
Maybe you read our recent post about the clean design on some new Ad Council ads. Quaker has caught on with its new "Go humans go" campaign.

The television spots are cute, with people propelling themselves into their day wearing jet packs fueled with two Quaker Oats canisters.

We like the billboards much better, though:

A little mysterious, and definitely engaging as you're flying by at 70 55 mph.

What's also cool is that Quaker is relying on its brand recognition for the success of the ad. No extra logo placement, no web address, no commercial call to action - just the assumption that most viewing the ad will recognize their iconic figure.

2009-02-23T11:25:00.005-05:00

DAILY PHOTO

Our chunky flakes - which looked like Cake Mate baking decorations - didn't last long...

2009-02-20T09:29:00.004-05:00

VIEW: High Quality Websites Yield Better Results
Kind of a "duh" statement, however, this article on Wall Street & Technology got us thinking. The article reports that researchers "found that the higher an investor rates the quality of a firm's online features, the more money he keeps with that firm."

The same idea can be applied to your company's website, no matter what you're selling. Think about how your audience wants to receive the information they need. Will they make an online purchase if your product images are too small? Will they feel secure making that purchase if the design of the site is less than professional? If your site is informational, is it organized in a user-friendly way?

2009-02-17T11:04:00.007-05:00

DAILY PHOTO

It's tough being the mascot at Studio 22. Derby's still resting after his chilly hike on Sunday.

2009-01-12T10:42:00.007-05:00

VIEW: Simply Effective
This Ad Council ad caught my eye on a local shopping center wall.

I thought it to be so simple, yet very effective. Design is not always about using all of your tricks in one piece. Allowing a strong call to action to remain the focal point in the layout can be the best option. The thought process that goes into concepting a layout like this is just as intense as a graphic-heavy design.

I grew up seeing Ad Council ads on TV and billboards. Who can forget Smokey Bear? I didn't want to leave him out of this post. His ads have gotten a great facelift.

2008-11-24T12:04:00.007-05:00

NEWS: Studio 22 and Naukabout Making Memories

Frederick, MD, November 24, 2008 -- Studio 22 is helping Naukabout ask their customers, “Where do you Naukabout?” Naukabout retained the graphic design firm to create the marketing piece introducing the new company’s clothing line.

Naukabout’s tops, made from 100% organic cotton, along with hats, beanies and other accessory items, are meant to be worn while balancing life between work and play. The folded brochure embodies the tagline with strong visuals that represent one’s most memorable moments, places and life adventures.

“We could not have been more pleased with the piece that Studio 22 compiled for us,” stated Adam Conley, Naukabout’s Director of Operations. “Our biggest obstacle was finding a design firm who could embrace and understand our message, and convey that in graphic form. Eryn and her team nailed it on the first try.”

In keeping with both companies’ commitments to conservation and preservation, Studio 22 sourced a sustainable printing solution for the brochure. This included using a Green Certified printing company, FSC-certified 100% recycled (100% post consumer waste) paper, and vegetable-based inks. Taking the process one step further, the carbon emissions for the printing shipment were also offset.

“We’re not only excited to help Naukabout announce the launch of their clothing line, but that we have been able to uphold our common values in the production of the piece,” said Eryn Willard, Studio 22’s founder. “We are proud to be affiliated with Naukabout and are looking forward to their continued success.

_________

About Studio 22, LLC – Studio 22 is a group of outdoor devotees creating award-winning visual branding, print collateral and web design for clients in the outdoor, environmental and consumer goods industries. Practicing what we preach helps us deliver the best creative solutions to our clients. The firm has been producing sustainable graphic design since 2005. www.studio20two.com

About Naukabout, LLC – Naukabout is a lifestyle apparel company that offers active, casual and outdoor clothing for men, women and children. The company incorporates an ideal that embodies one's most memorable moments, places and life adventures. The Naukabout brand is committed to creating a community founded on Naukabout moments, encouraging people to answer the question: "Where and how do you Naukabout?" Founded in 2007, Naukabout is a private company headquartered in Ponte Vedra Beach, Florida and Cape Cod, Massachusetts, with its corporate office in Rhode Island. For more information, please visit www.naukabout.com.

Press release also available on PRlog.

2008-11-13T14:47:00.007-05:00

VIEW: New Performance Clothing Brand, Atayne
This past Monday, the Sustainable Business Network of Washington hosted a lecture given by the founder of a new performance clothing company called Atayne. They are based here in the D.C. area and are giving their company a great foundation.

A sustainable business, Atayne is creating their sport tops out of...well, trash. They are sourcing recycled polyester (from plastic bottles) and activated carbon (from coconut shells) for the fabric to make their clothing. They also have a take-back program to recycle retired garments, and sponsor running events where they collect trash and recycleables (not necessarily for their garments!).

Some interesting tidbits we took away from the presentation:

25% of all chemicals are used by the textile industry.
There is an 85% chance that a garment will end up in a landfill within 1 year.
80% of environmental impact comes from an item's use.
50% of all clothing is polyester.

It was refreshing not only to listen to a company talk about starting up and the challenges they are facing to maintain their vision, but to learn about a performance apparel company that's based in the D.C. area!

2008-11-11T10:34:00.004-05:00

NEWS: Herban Lifestyle featured on Daily Candy
Our client, Herban Lifestyle, was featured on Daily Candy's D.C. edition entitled "How Green is My District" yesterday. They called Herban Lifestyle's line the "balm."

Congratulations!

2008-11-10T10:37:00.010-05:00

VIEW: Presidential Marketing
Now that the campaigning is over, it occurred to me that we are going to have the first president with his own brand. From the custom logo, to the powerful tag lines, to the sans serif, all caps font used throughout the materials, there was some serious effort applied to building the friendly, modern image that represented this ticket. While the other candidates had color palettes and tag lines that they adopted themselves, none can compete with the sophistication of the Obama campaign.

I'm sure I'm not the only designer that's noted this. Even one of our clients brought it to my attention (I hope this is a reflection of Studio 22's influence on you, Brooke!).

It will be exciting -- at least for us design nerds -- to see if the Obama brand has a life after January 20th!

Images courtesy of BarackObama.com

2008-10-24T10:45:00.004-04:00

VIEW: Studio 22 on Twitter
Like Twitter? We do. Find us there and follow us.

2008-10-23T12:36:00.006-04:00

VIEW: A Favorite Place

Tampa Bay, FL

2008-10-07T11:30:00.004-04:00

NEWS: Interview with Cargill's CEO in this week's Newsweek
There's an interesting interview with Cargill, Inc.'s CEO, Gregory Page, in this week's Newsweek. We thought it timely to mention, as we are wrapping up a project with their Green Hercules Trading division.

You can read the article here.

2008-09-29T21:18:00.009-04:00

VIEW: One Marketing Tip To Heed Now
As Steve McKee said on Business Week's Small Business website this summer, "Marketing is muscle, not fat. Be careful about cutting it."

Don't risk losing market share to your competitors in a downturn. This is a time when a slow -- but steady -- marketing presence can help you come out on top when things turn around.

Can't justify the cost of a full-page ad series? Cut the size to a half-page. Not sure if you should print the full-sized catalog you planned...and mail it? Reduce the page count or change the dimensions. The point is to maintain your presence.

Your clients and customers still need what your company provides, even during economic lows. If your competitors are cutting their marketing budgets, you can gain some of their market share by being the more visible company to your prospective clients.

2008-09-26T15:35:00.011-04:00

NEWS: Studio 22 In Transition
We will be transitioning our office to a new location over the next couple of months. "What?! Again?" you say? Yes, we know. But let us tell you why...

• The new office will be closer to where we live and play, and just one mile from Eryn's home, allowing her to walk or ride her bike to work most days. Good bye 16-mile commute!

• The move will not increase any team members' drive into the office, and telecommuting is an option.

• Our client base has spread out so widely that we don't need an office space in an urban area any longer.

• Our internet connection will actually be faster...

• We'll see the mountains from our office windows and know the names of our neighbors.

• Free parking!

• Hiking at lunch time.

Instead of seeing this every day:

Traffic entering Frederick, MD - photo credit: Maryland SHA

We'll see things like this:

Rattlesnake Rock view in Frederick watershed

Our new space will be in a renovated historic building at the base of the Catoctin Mountains in the town of Thurmont. Stay tuned for details!

2008-09-24T15:18:00.007-04:00

VIEW: A Favorite Place

Vermillion River Burbank, SD

2008-09-22T18:09:00.008-04:00

NEWS: Three Pieces Receive American Graphic Design Awards
Studio 22 is recognized with three American Graphic Design Awards for 2008. With over 10,000 entries from which to choose, and less than 15% making the cut, we're honored to be on the winners list. This nearly four decade-old competition honors outstanding new work in print and collateral, advertising and sales promotion, packaging and point-of-purchase, internet and interactive design, broadcast and motion graphics, corporate identity and logos. The competition is judged by a panel of nationally-recognized leaders in the graphic design and advertising industries.

Our winning entries include a sustainability report, a catalog website and a promotional campaign.

A huge 'thank you' to our clients, who make these types of announcements possible!

2008-08-13T21:27:00.007-04:00

VIEW: Other Uses For: Your Letterhead
Did a recent office move render your letterhead unusable? Is your letterhead simply unnecessary because you send office correspondence electronically?

Give your letterhead new life with these ideas:

Have a print shop cut the sheets in half, flip them over and glue one end to create scratch pads.*
Print on the reverse side of the sheets for inter-office paperwork.
Ask a print shop or copy shop to trim the contact information from the sheets to create unique note paper that you can use for handwritten correspondence to clients, pairing it with colored envelopes.*
Donate it to a school's art department to use for sketch paper or paper-maché.
Shred it (envelopes, too) and use it as packing material to protect fragile items during shipping.*
At the very least, recycle what you don't use!

*These can look especially cool if your letterhead design is graphic-heavy.

2008-08-12T13:38:00.008-04:00

NEWS: Erin P. Finishes 5K With Two Passengers
Our own Design Inventress finished her first 5K last month...with two little ones along for the ride.

Although Erin is an active runner, this was her first race. And, she made great time despite the fact she was pushing a jog stroller! (In Erin's words: "I didn't come in last!")

Congrats, Erin!

2008-07-06T21:01:00.011-04:00

VIEW: A Favorite Place

Zion National Park, UT

2008-06-11T13:31:00.008-04:00

VIEW: Patagonia's Footprint Chronicles Site

Call us behind the times, but we recently discovered Patagonia's Footprint Chronicles website. There, the apparel manufacturing company tells the story of specific products' marks on the environment. The highly interactive site is not only well designed, but truly informative.

"We believe that to avoid complacency, we must constantly examine our internal processes to improve upon the positive and mitigate the negative," said Casey Sheahan, president and CEO of Patagonia. "The Footprint Chronicles allows us to do this publicly -- sort of learning out loud."

Site users are also able to leave comments relating to each product detail. Pretty brave on Patagonia's part!

Not every person or company can be perfect, but we can all implement strategies to reduce our impact. Could you do this in some way with your business?

2008-05-12T16:12:00.005-04:00

VIEW: A Presentation on Graphic Design

What is graphic design?

It is not: Advertising, Public Relations, or Marketing.
However, graphic design functions in tandem with all of these disciplines.

Advertising Agencies deal with various forms of paid announcements in print, broadcast and electronic media to attract attention for clients.

Public Relations Firms help their clients establish favorable relationships with their audience.

Marketing Firms create the strategies and tactics used to promote a business.

Graphic design works with these closely related disciplines by providing the expertise needed to visually present what is being communicated to the client’s target audience.

Marketing, Advertising and PR firms often employ graphic designers in-house, but generally partner with an outside design source.

Alternatively, graphic design firms will also seek partnerships with these types of firms as a holistic approach to solving their own clients’ problems.

It all starts with a logo.

A logo is the first piece of the branding puzzle. Ideally, the graphic designer has the opportunity to build the overall corporate look from the logo down. The logo embodies the organization in a single icon — a tricky task.

When a logo truly conveys the company’s personality, it will set the tone for all of the other materials that follow it, allowing potential customers to recognize your company easily.

Design impacts your company’s reputation.

Have you ever shopped online?

Have you been to a site that wasn’t very professional looking that made you think twice about making a purchase?

Well-designed, cohesive materials encourage trust from prospective buyers and provide business owners with confidence when presenting their company.

It is our job to create the most appropriate experience for everyone coming into contact with our client’s business, which in turn increases the business’ capacity to grow.

Graphic design can…
> create desire,
> increase sales,
> impact productivity,
> build brand awareness,
> and convey information

Our Work
(slides follow)

If you would like us to share the slideshow that accompanies this article, please email us!

2008-03-30T18:53:00.006-04:00

VIEW: It All Starts with a Logo
A logo is the first piece in the branding puzzle—but not the only piece. The logo is the symbol that represents the entire brand behind your products and services. The idea of branding can be a little tricky to explain, but think of your brand as the identity you've established in your market—how you market your products and services to how you answer your phone to the design of your sales materials.

But, it does all start with a logo.

From start-ups to established business, we've been immersed in logo requests lately. We'll tell every client the same thing after finalizing a logo design.

Prepare quality materials. As your designer develops your logo, the way in which you proceed with branding your company will become more and more clear. Is your business selling an experience (think: Starbucks)? Are you selling a feeling, a solution, a luxury? Your branding should express this.

A family of printed tools including stationery, advertisements, brochures and presentation pieces should be based on corporate design standards (whether implied or formally written) to prevent your marketing messages straying too far off course—maintaining a cohesive image. It's extremely important that any marketing materials you will leave with your prospective clients, because they will represent your business long after your meeting is over.

2008-03-06T20:33:00.006-05:00

NEWS: Great Things Happening Here!
We're happy to announce several pieces of good news at Studio 22 this month!

Silver ADDY Award
Studio 22 was awarded a Silver ADDY Award at the Greater Frederick Advertising Federation's ADDY Awards ceremony on March 1st. Sixteen percent of over 300 entries were awarded at this year's gala. Our winning piece was the 2007 Sustainability Report we created for Evolution Markets. Jennifer Woofter, of Strategic Sustainability Consulting, contributed the research and development on the report; while Evan Ard, of Evolution Markets, provided his marketing direction. We're honored to be recognized in the Annual Report category, which is typically dominated by financial reports.

Crystal Prism Award
Also at the ADDY Awards ceremony, the studio's Principal, Eryn Willard, was honored with the Crystal Prism Award for leadership and commitment to the regional American Advertising Federation chapter.

New Memberships
We're proud to announce that we have aligned ourselves with two new (to us) organizations: The Designer's Accord and Outdoor Industries Women's Coalition. We hope to become a worthwhile contributor to both.

2007-10-30T14:06:00.000-04:00

VIEW: Packaging On the Path to Green
The recent push from retailers for greener packaging has suppliers realizing a few additional benefits: smaller packaging reduces the amount of space and fuel needed for transporting the products, and reduces the amount of shelf space needed to display the products – thus getting more products on shelves at once.

Surprisingly, Wal-Mart is one of the retailers at the forefront of the packaging reduction movement. Perhaps, because its plan to reduce packaging by 5% in the next 6 years will save the company a projected $3.4 billion.

Solutions to greener packaging can include bio-based and recycled/recyclable content, to simple size reduction.

How can your company reduce the packaging on its products?

If you don't manufacture products, how can you reduce the amount of resources you use to promote or sell your service?

2007-10-16T11:45:00.000-04:00

NEWS: Our Eco-Footprint Is Complete
Using an ecological footprint calculator developed by TheGreenOffice.com, Strategic Sustainability Consulting assessed our office's carbon footprint via employee surveys and an on-site visit.

We supplied information such as business miles traveled via air and car, electricity and gas usage, water and paper usage, among other bits of information about Studio 22's work culture.

This report helps us realize what our footprint is, and how to go about offsetting it. If you'd like to explore a copy of our report, please email us!

2007-10-09T11:32:00.000-04:00

VIEW: The Growing Demand for Sustainability
Recent headlines have said:
"Gen Y Shoppers Drawn To Greener Marketers,"
"Retailers Push Packagers To Think 'Green',"
"Good workplaces bring about focused, energetic employees,"
and "Virgin Mobile to Green Up Product Packaging."

So, the question is...how can your business cater to the growing demand for more sustainable products and services? A few ideas, just for starters:

FOR THOSE PRODUCING PRODUCTS
- Create smaller packaging using recycled (optimal) or renewable, and recyclable material.

- Audit your supply chain. (Did you know that 80% of Honda's North American suppliers are green certified?)

- "Climate cool" your shipping. Check out the Climate Neutral Network for information.

FOR THOSE PROVIDING SERVICES
- Turn off your equipment when you leave the office each evening; and put it in a sleep or power-down mode when not in use for more than 10 minutes.

- Offset your carbon emissions for all business travel -- whether road or air.

- Choose a green design firm (who will specify sustainable options for your promotional pieces) to help you market your services!

FOR BOTH
- Offer green benefits packages to employees.

- Allow time off for volunteer activities.

- Allow employees to telecommute 1 or more days per week.

2007-10-08T10:19:00.000-04:00

NEWS: Studio 22 Launches New Division -- SustainabilityReports.com
Evidence shows that social and environmental responsibility pays--in the form of improved employee loyalty, better brand recognition, stronger community relations, and fewer environmental problems. But in order to fully realize the benefits of Corporate Social Responsibility (CSR), people need to know about your commitment.

That is why we've launched a new division of Studio 22 -- SustainabilityReports.com. The new site answers the questions that many executives and business owners have about CSR. Reporting on your practices will connect your organization with its stakeholders--investors, employees, the media, the community.

We're scheduling kick-off meetings now for the months of October through December. Let us know how we can assist your company in creating a CSR program, or how we can help you communicate what you're already doing!

2007-10-04T09:05:00.000-04:00

NEWS: We're Honored
Studio 22 is pleased to announce that three pieces we designed during 2006 have been honored with American Graphic Design Awards.

The three decade-old competition is presented by Graphic Design USA and sponsored exclusively by Adobe Systems Incorporated. It is open to everyone in the community: advertising agencies, graphic design firms, corporate, institutional and publishing in-house departments, and more. It honors outstanding new work of all kinds: print and collateral, advertising and sales promotion, packaging and point-of-purchase, internet and interactive design, broadcast and motion graphics, corporate identity and logos.

Our winning entries include:
- A logo for Quarry Connections, a national stone supplier,
- The 2006 sustainability report for Strategic Sustainability Consulting, a consultancy helping organizations actively manage their social and environmental impacts, and
- CD packaging for public service announcements for the National Association for Music Education.

The competition receives over 10,000 entries annually, with less than 10% of entries being awarded.

2007-08-29T13:54:00.000-04:00

NEWS: Monadnock Strengthens its Leadership in Sustainable Manufacturing

From CSRwire.com 8/1/07:
Monadnock Paper Mills, Inc. announces that all its Graphic Arts Printing and Packaging Papers are made using 100% renewable electrical energy and are manufactured carbon neutral. Monadnock is continuing its leadership in sustainable manufacturing by making significant investments to continue to reduce its carbon footprint and overall environmental impact.

"In 2006, 49% of our electricity was self-generated", says Michelle Hamm, Manager of Environmental Services. "Since 1904, Monadnock has derived much of its energy from mill owned and operated low-impact hydroelectric generation facilities, and Monadnock remains committed to the use of low-impact hydroelectric power."

Read more here...

2007-07-25T18:07:00.000-04:00

DID YOU KNOW...
that Studio 22 produces a bi-monthly e-newsletter that contains valuable tips related to graphic design? You can read the last three issues here, here and here!

If you'd like to be added to the mailing list, you may sign up here.

2007-06-27T11:23:00.000-04:00

NEWS: Winning Brands
We all remember the JetBlue incident from this past February where passengers were stranded for hours on board its planes during an ice storm. Some would wonder why JetBlue still ranks as America's favorite airline. (Especially if they were stranded on one of those planes!)

According to some recent brand surveys, top brands exhibit these characteristics:
- They create an experience for the consumer (ie. user-generated content, store atmosphere).
- They have a range of merchandise/menu variety/array of services.
- They deliver on their promises.
- They have mass appeal.
- They deliver their message consistently.

Consider these points if your organization is about to re-evaluate how it's presenting itself to its targets.

2007-06-21T16:24:00.000-04:00

VIEWS: Points on Sustainable [Graphic] Design
In a recent "Letter from the Publisher" in Graphic Design:usa magazine (Okay, not so recent—I'm behind on my reading), Gordon Kaye commented on a letter he received from Michael Hendrix of Tricycle Inc. Hendrix wrote in response to a story the magazine ran on sustainability and CSR, as it pertains to the graphic design industry.

I thought this quote from Hendrix's letter made some great points: "I believe that designers have much more to offer than specifying a green product. It is not enough to design a nonprofit brochure on recycled paper or to specify a Cella chair, then claim environmental responsibility. It is time to rethink and redesign the life cycle of products..."

I saw this as a great supporting statement when exploring sustainable options with client projects. Rather than simply producing an end product that is easy on the environment, we as designers need to evaluate the end use, the need for, the intended target, the mode of delivery, and more for each client project. How would we be helping the environment if we recommend producing a large-format piece which the target may find too bulky to keep – even if it is printed on FSC certified paper? Applying more thought to the who, why and how – rather than just the what – will produce a more sustainable end result.

2007-06-17T15:29:00.000-04:00

NEWS: The Blink of an Eye
That's how quickly the time has passed since we last updated the Igniting Creativity blog! And, while we were out of the loop, we missed this article that quoted us on our contribution to Carbonfund.org.

2007-03-21T14:05:00.000-04:00

VIEW: Identity Theft?
So you've hired a graphic design firm to develop a logo and branding materials to help you launch your new business or product. Congratulations on recognizing the importance of hiring a professional to create them! What you may not know is that another professional may need to enter the picture before you make your debut.

Hiring a trademark services firm will help you determine on local, state and national levels, if any other businesses are using the same name or name similar to the one you've chosen. Searches can also be performed on the logo (symbol) you've developed with your designer. These searches are particularly helpful if you are entering a very broad market or have a common business name. Trademark infringement is a costly mistake, and can be avoided.

When you start working on the new name for your business or product, it's helpful to be near a computer with an internet connection to conduct informal searches online for similar business names or web addresses. This will get you on the right foot before your designer even begins working on your new materials.

2007-01-30T13:48:00.000-05:00

VIEW: E-mail Marketing 101

What It Does
E-mail marketing is an effective and efficient way to promote your organization and lands you directly in your prospect's in-box. This marketing method offers a high return on investment (ROI), and is highly measurable because of the statistics that are available when using it. While I wouldn't recommend e-mail marketing as your only effort, it can surely reinforce the rest of your strategy. And because you can carry your organization's brand image through to HTML e-newsletters, your message stays consistent—a key ingredient to successful marketing materials.

Why It Works
Have time-sensitive information you'd like to get out? E-mail marketing is the way to go. On a tight marketing budget this quarter? Try an e-mail campaign and avoid printing costs. Need to reliably track results? Do it in real-time with an e-campaign.

Demonstrate your expertise, publicize your current offer, establish your brand — these are all things that can be accomplished with e-mail marketing.

As I've written before, it often takes multiple contacts to bring in a new prospect. With e-mail campaigns, your organization can make several connections at a relatively low cost. Keeping your brand in front of your current and prospective clients increases the chance that they will call you when they are in a time of need.

2007-01-23T18:29:00.000-05:00

NEWS: Studio 22 Adds a New Service
We've added a full-service E-News System to our list of offerings. E-mail marketing can help disseminate press releases, keep members informed, increase sales, announce events, raise brand visibility—all with a great return on investment.

Whether you want to produce a weekly, monthly or quarterly campaign, the system can help you:

> manage your audience lists
> send branded e-mail campaigns
> deliver with success
> track your results in real-time

All by logging into your private account on our website!

This service includes everything you need to manage your email marketing and communications from start to finish. It's a unique platform that combines easy self-serve features, a custom-designed brand template, and personal assistance whenever you need it.

E-mail us or call us today at (301) 696-5731 for pricing and a full list of features.

2007-01-11T12:33:00.000-05:00

NEWS: Don't Forget...
The deadline for the Studio 22 Design Grant for Non-Profits is due on January 30, 2007! Click here to download an application.

2007-01-03T12:25:00.000-05:00

VIEW: Comparing Apples to Apples
In the spirit of Seth Stevenson's Ad Report Card on Slate, I thought I'd do a little advertising critique of my own. While looking through my local paper a few days ago, I found these two ads — conveniently placed side-by-side in an advertising section.

I initially assessed the two ads strictly as the average newspaper reader (I swear). The ads are selling the same service. I determined that if I were to choose between the two schools based solely on these ads, I would pick the one on the right. You can probably guess the reason...

Here's where I switch to graphic-designer-as-newspaper-reader. The advertiser on the right is portraying a more professional (read: reputable) image than the advertiser on the left. The ad on the right conveys a good amount of information to the reader, while maintaining a clean look with simplistic fonts in varying sizes to guide the eye around the ad. The use of a single, strong image creates impact in a small space.

The photos and fonts in the ad on the left are a bit too crowded, leaving no room to direct the viewer around the ad. While the company logo is one of the most important pieces to the puzzle, some valuable real estate could have been saved by reducing its size in this case—providing more room to explain why their school is the choice for you, for example.

Here's a test for you to try at home:
Cut out ads of your organization's competitors.
Place them along with your own advertisement in a mock magazine/newspaper layout.
Does your ad stand out above the rest?
If not, contact us for a consultation!

*Note: Studio 22 did not create either ad featured in this post.

2006-12-11T14:19:00.000-05:00

VIEW: Victoria's Secret on same path as Williams-Sonoma
When I said that "the catalog industry can get a bit overzealous in their mailings," Victoria's Secret was exactly the company I was thinking about. So, imagine my relief when I read this article recently.

Apparently, a few years ago ForestEthics began a dialog with Limited Brands/Victoria's Secret regarding their paper use. Now Limited Brands uses paper with 80% post consumer waste recycled content for its clearance catalogs. A few other measures the company is taking in its future catalog production that impressed me are (as stated on GreenBiz.com & ForestEthics.org):

"A preference for FSC certification, the only credible certification for sustainable logging. Limited Brands has partnered with one of its principal suppliers to shift four of its mills to FSC.

Overall catalog paper reduction.

A commitment to continual improvement on environmental attributes of catalog paper and paper use. Progress will be audited by an independent third party and made public.

A commitment to phase out of endangered forests.

One million dollars committed to research and advocacy to protect endangered forests and ensure leadership in the catalog industry."

Definitely a step in the right direction!

2006-12-06T16:05:00.000-05:00

VIEW: Williams-Sonoma Catalogs to be FSC Certified
I read on GreenBiz.com last week that Williams-Sonoma is going to begin sourcing almost all of the paper for its catalogs from sources certified by the Forest Stewardship Council (FSC).

This is great news to me. I know I'm not alone in feeling that the catalog industry can get a bit overzealous in their mailings, with the same products being contained in each publication, and which may arrive as often as twice per month. I think this major, well-respected company is setting a wonderful example to the rest of the industry.

Not only is this a feel-good commitment for Williams-Sonoma to make, it is a wise business decision that will most likely affect their bottom line. In my opinion, they will gain some market share due to this change and the publicity they are receiving from it.

The FSC certification for its catalogs is not the first environmentally sound practice that Williams-Sonoma has made. The company has a track record of choosing paper products with post consumer recycled content for items used throughout the organization.

2006-12-01T11:55:00.000-05:00

NEWS: The 2007 Studio 22 Design Grant for Non-Profits
Studio 22 is pleased to announce the 2007 Design Grant for Non-Profits. One 501(c)(3) organization will be chosen to receive a one-year commitment from Studio 22 to collaborate on design and marketing projects, which may include logo, stationery package, advertisements, brochures or website design. Our (unofficial) 2006 recipient was the Catoctin Area Planning & Preservation Association.

The deadline for applications is January 30, 2007. Download one here or visit our website to learn more about Studio 22. Good luck!

2006-11-21T17:02:00.000-05:00

NEWS: studio20two.com has a (slightly) new look
While not a complete redesign, Studio 22's web site has a new look. New case studies and work have been added, as well as many text updates. Go check it out!

2006-11-10T16:41:00.000-05:00

NEWS: There's Opportunity in Sustainability
Said GreenBiz.com yesterday:
"A majority of big companies concerned with corporate responsibility issues acknowledge that they lack an active strategy to develop new business opportunities based on those concerns.

...Nearly half (46%) of the responding companies say that corporate citizenship and sustainability are major sources of business opportunity and not only sources of business risk alone. When added to the 44% who see these issues as sources of both risk and opportunity, a total of 90% of participating companies say their company's approach to corporate citizenship and sustainability issues reflects at least some belief in the potential rewards."

Very interesting.

The potential rewards include: increased brand awareness in new markets as well as your current market; innovation; increased stakeholder loyalty; employee retention; competitive edge. All of which reflect positively on your bottom line.

But, you can't take advantage of these rewards if you aren't reporting on your corporate social responsibility (CSR). This can take the form of an annual sustainability report, an internal or external newsletter, or a dedicated section of your website.

Maybe you're not aware if your organization's internal or external programs are in the realm of CSR. Consultants can assess this for you and help you put a plan into action.

With consumers and business owners becoming more conscious about their health, communities and environment, your market is changing. Realize what companies like Nike, HP, McDonald's and the Gap have known for years—CSR reporting is worth doing. Of course, we can help.

2006-11-09T16:53:00.000-05:00

NEWS: Caught on Film (well, not really film...)
Here we are in our booth at the DC Green Festival on October 14, 2006!

Co-op America also created a DC Green Festival movie that runs about 5 minutes. You can watch it here if you're curious.

2006-11-07T22:06:00.000-05:00

VIEW: Virtual Wanderings
A couple of gems I discovered today:

Guess the Logo
Well, you'd think a design professional would do better than a time of 02:01:78 and obtain a rank higher than 33%! Right? It's more challenging than you think. See how you do...

AdVerbatims
No comment. Just funny.

2006-11-01T17:07:00.000-05:00

VIEW: Smelly Marketing
A few years ago I attended a trade show and brought back to the office with me samples of scented papers. There was one paper company that even put together a clever little book (with expensive production techniques, in addition to the scented papers), highlighting a number of scents which were applied to individual sheets. Cut grass, garlic, chocolate, and even plastic bandages (why?) were among the different aromas. At the time, I thought the book was neat and wondered if I would ever see these papers used in marketing materials. I have not. Ever.

But this week, a similar idea has sprung up in advertising news. Marketers such as Pepsi, Pedigree and Mars are using scent to sell their products. Read more about it here in Advertising Age magazine's article from yesterday.

Because smell is such a powerful sense, using it as part of a marketing campaign seems logical. But, what will be the ROI? Will it offend shoppers? I won't look forward to being inundated with additional smells while I shop for groceries. I mean, I know what a chocolate bar smells like.

2006-10-24T15:46:00.000-04:00

Welcome to the news blog of Studio 22! Here you will find our latest news and views on topics such as new campaign launches, events, marketing tips, and sustainability communications. Please feel free to post comments and ask questions. Here we go...

NEWS: Green Festival 06
As many of you know, Studio 22 recently exhibited at the DC Green Festival, October 14-15, 2006. I shared booth space with Strategic Sustainability Consulting—with whom I have been partnering to create sustainability communications pieces—where we were able to promote our complementary services. The event was a big success for Studio 22, both educationally and in the exposure the studio received.

In fact, Jared Degnan, creator of the interactive blog "20-Something Marketing," interviewed me about marketing eco-friendly messages to mainstream audiences. You can listen to the mp3 here. I must admit that I was caught a little off-guard with the interview, but in the end, was glad to have been asked! Wendy Reiger of NBC4 was also there to cover the event for her series "Going Green."