Tag Archives: AIGA Los Angeles

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.

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 Lecture Series and Distinc Studio Tour

10 Feb

Professional Lecture Series

Professional Lecture Series had a wonderful turn out. There was at least 60-70 people at the event and everyone seemed to be enjoying the lecture moderated by Eduardo Braniff- Imagination The Americas and the Panelists: Juan Rosenfeldt, Creative Director – FreeRange, Chris Do, President and Executive Creative Director – BL:ND, Bryan Neff, Senior Creative Strategist – Innovation Protocol, Scott Meisse, Project Manager – Ferro-concrete and Wendi Thai, Design Manager + Art Director – Ferro-concrete. All the panelists made great point about the business of design for 2012.

Some Good Points:

  1. Nurturing the client
  2. Reset/Star Over button
  3. You do not live without the client
  4. Create the best ideas while collaborating
  5. Mandatory 5pm break
  6. Bonding
  7. Crazy dress up days
  8. Embrace change
  9. Solve the problem
  10. Educating the client about the agencies process
  11. Designer should be the right fit
  12. Give employees the tool

These are just a few of the points that were made by the some of panelists. Each agency brought their own opinion about The Business of Design in 2012. I am looking forward to the next Professional Lecture Series which will be on Culture in March.

Studio Tour- Distinc

I finally made it to my first Studio Tour, which was at Distinc. If you want to take everything you know and throw it out of the window, I suggest checking them out. Distinc’s clients range form LA’s Best After School Enrichment Program, United States Artists, LA Stage Alliance, and many more. Distinc believes in working with causes, because Distinc wants to provide better understanding, better positioning, and better communication. It is a very lengthy process, but in the end the client gets exactly what they are looking for.

Find out more information about Distinc at http://www.distinc.net