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A New Way to Brainstorm

28 Mar

A New Way to Brainstorm

Good Magazine featured this article about a new way of brainstorming

30 Jan

P & W design blog

Danielle and I (Heather) recently attended an AIGA design event in Los Angeles at the Pacific Design Center where Julie Beeler explained story telling in the 21st Century through interactive media.

Julie Beeler is co-founder of Second Story Interactive studio. Second Story has been recognized as a leader in both online and on-site interactive media design. Clients include Coca-Cola, Chanel, Nike, TED X, National Geographic, University of Oregon, Bank of America, etc.

Julie Beeler-2013-Design For Wonder P&W pemberton whitefoord design graphic award winner

University of Oregon Ford Alumni Center – An interactive installation to allow prospective students visiting the University to learn about the courses available and learn more about what the campus has to offer. Instead of focusing on the past, the center gets visitors excited by focusing on the future.

Julie ‘brought the outside in’. Inspired by the waterfalls of Oregon she used 9 cascading screens to allow the students to explore the departments using information from alumni…

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I Bid Farewell to Professional Series

30 Nov

AIGA Los Angeles had an amazing year with Professional Series. I had a wonderful year being able to produce the series. As a Event Producer, you spend a lot of time talking to all the speakers to get ready for a single event hoping that it goes well and gets the audience to learn something new or even just to broaden your knowledge on a specific topics. AIGA Los Angeles ended the series on November 13, 2012.

All of the speakers brought valuable information to the table to each of the events. The series ended with Margo Chase and Chris Lowery from Chase Design Group. The last event was titled Beauty + the Beast: Balancing Creativity + Business, which told the story of how Chase Design Group has grown over the years and what each of them brings to the business. Margo and Chase are a unique pairing, which makes their business more successful and being able to expand an additional office in New York.

To get an idea of the rest of the year, June we had creatives from In-House Design creative teams from FOX, ABC, and NBC to talk about the experiences of In-House Design. Audiences had the chance to listen to riCardo Crespo (FOX), Pash (ABC), and Michael Hathway (NBC). I must say all of these creatives were quite entertaining and it is a a very fast paced environment for the entertainment industry. Michael Lejeune from Metro moderated the event and also shed some light to Metro’s Creative Team.

March was on The Importance of Studio Culture & Identity with Armen David (Starmen), Braven Greenelsh (La Visual), Candice Brokenshire (Red Barn Coaching), and Michael Stinson (Ramp Creative + Design). Studio Culture and Identity is important when you apply for jobs, since you want to be sure that you can fit with the agency or studio that you are at.

January kicked off the series with The Business of Design in 2012 with Juan Rosenfelt (nuvo TV), Chris Do (Bl:ND, Bryan Neff (Innovation Protocol), Scott Meisse (ferroconcrete), and Wendy Thai (ferroconcrete). This particular topic brought us ideas on how to business of design would be in 2012 and how to make the most for the coming year.

All the topics were very compelling and great to hear from the wonderful panel that we have had the chance to bring on from local studios or in-house creatives. All of the panelists were Creative Directors or higher in the business. 2013 brings in another event that I get to produce, which is Blueprint. I hope it is just as successful as Professional Series.

Adobe Muse: No Code Required

29 May

May 14, 2012 at the Museum of Tolerance in Los Angeles, AIGA LA and Adobe sponsored a live tutorial of one of Adobe’s newest pieces of software: Muse. Adobe Muse can be used for a lot of different capacities such as Wire Frames, website creation, hosting, and publishing. It is the first program where you can build a website and not even code a thing. Adobe updates will be more frequent then other Adobe Products and will evolve as time goes by.

Functions of Adobe Muse:

  • Wire Frames
  • Website Building
  • Hosting
  • Publishing
  • Light Boxes
  • Hierarchy of Pages
  • Different Modes to View Pages


These are only a few of the capabilities of Muse. It seems like it would be beneficial to any Graphic Designer who is not coding savvy and only does a few websites throughout the year.

Adobe Muse can be purchased for a yearly monthly rate or just on a month to month basis. If you publish from Adobe Muse, you will not loose your website for not using Muse.

10 Lessons from Micheal Bierut

20 Apr

Held at the Downtown Independent Theater in Los Angeles on April 19, 2012, AIGA LA proudly presented “Bierut in LA” to a sold out crowd.  Since he had a personal connection to the guest of honor,Michael Lejune introduced Michael Beirut, one of the partners of New York’s Pentagram Studio, to the AIGA Los Angeles Design Community.  Lejune talked about how they met at Harvard, even though they never studied together. While at Harvard, there was only 1 simple rule: everyone was forced to leave his ego behind. Perhaps, it was what gave way to Bierut’s 10 rules, or lessons, that he has learned throughout his career as a designer. Here are Bierut’s 10 Lessons:

Lesson 1: There are no little problems

Lesson 2: Things should be as simple as possible not simpler

Lesson 3: Invention is good, but reinvention is better

Lesson 4: All graphic design is about themes and variations

Lesson 5: If you want to be a problem-solver, you have to love problems

Lesson 6: If you’re digging a hole in the wrong place, making it deeper doesn’t help

Lesson 7: Always include a toy surprise

Lesson 8 The client is your secret weapon

Lesson 9: Make new friends, but keep the old

Lesson 10: Never forget who you’re really working for

Lesson 7 is about always including a surprise toy into a project. This lesson was illustrated through Bierut’s Grand Central Station centennial celebration project.  Planned to be celebrated on February 1, 2013, the centennial committee asked Bierut and his team to design a new logo in commemoration of GCT’s 100 years. Wanting to find something at Grand Central that was immediately identifiable, Bierut identified the iconic clock, which reads 7:13 as the toy surprise. “No matter where you are in the main hall, the clock and the information booth are visible,” says Bierut.  The time has a significant meaning since the Grand Central Station opened in 1913 and can be translated to 7:13 or 19:13 in a trainmaster time.


Lesson 3, a great story about the rebranding of an iconic department store, Saks Fifth Avenue wanted a logo that would be easily recognizable like Tiffany & Co.  Bierut tried different fonts but nothing could be easy enough to stand out. Even though went back to logo(s) that Saks Fifth Avenue had been using all along, he realized that there was one style of the logo that kept recurring through out the years. Dividing the current logo into 64 smaller squares created something new from something current and recognizable. The small squares were also used to create multiple logo variations. Every piece of collateral that was created is the same pattern, which makes every piece of collateral unique.


We would like to send a Huge Thank You to Michael Bierut for sharing his 10 Lessons from his 32 years of design with AIGA Los Angeles. You can also connect with #bierutinla on Twitter to see what other people were saying about the event.

Professional Series: The Importance of Studio Culture and Identity

2 Apr

Hello, I know it has been awhile yet again. I want to share the AIGA Los Angeles blog post on the professional series.

You can find it here:

Be on the lookout for my recap of the event as a Event Producer.

29 Ways to Stay Creative

18 Jul

Via The Next Web Shareables

Social Media Resource

8 Jun

Learning Social Media

12 Mar

I started integrating Social Media with myself in 2009 as a way to get myself out there in the design community. I taught myself how to work Twitter and LinkedIn. I started following Design Companies and people I knew in the Graphic Design Community. I also started to incorporate social media for AiPD AIGA and Factory, which I ran in 2010 until I graduated June.

In September 2010, I started interning for Toygaroo with the basic knowledge I had about social media. It may not have been a lot but it was enough to get by. I started engaging myself in research and came up with a strategy to build @Toygaroo’s Twitter. The main thing I learned is that “As long as you have something to say you can use Twitter” I soon found out that for a company there is more to it. You have to utilize Twitter in a more structured way. I built relationships off having conversations with mom bloggers. After I built these relationships, I strategized for more of business standpoint, which was not the easiest thing to accomplish at all. I started finding interesting articles that was relevant to the business or might be considered useful to a parent. As time went on we strategized on Twitter and decided that anyone working on social media should have their own voice. We started @JanetteToygaroo and @TaraToygaroo so the interns could start talking with everyone else as well.

Toygaroo’s Facebook Page was a whole different battle to tackle, as I have not had any experience working with Facebook for a company at all. I found that it is much more difficult than I ever planned on it being, Some questions I asked were “How do we get people to ‘Like’ us?,” “Why is this not working?,” and “What to engage our audience with?” This is not even a full list of unanswered questions. Guess What? I started to make sense of the Facebook Pages after doing some intense research.

Here are some Tips:

  1. Having a landing page is useful because you can engage with your new users and right off the bat know who you are. Some html experience is required.
  2. Start inviting people who you know and eventually word will be passed around about what you are doing
  3. Relevant information pertaining to your company or blog
  4. Don’t Give Up- I find this most important since it is easy to loose all hope if it is not working right away.
  5. Promote a Contest or Giveaway via Facebook

Social Media is a lot of trial and error and each person or company needs to figure out what will work for you or the company personally.


AIGA|LA Programming Meeting

12 Mar

AIGA is one group I will always support. It is a great community for designers and a great way to network.

I was a part of AIGA Portland helping out by volunteering. I am currently helping my own local chapter of AIGA|LA with the Programming Committee. I think it awesome to be a part of the planning for all the events going on in the Los Angeles Area. We are packed full of events and I think it will be a great year. It will be awesome to see new faces at AIGA|LA events.