In the interest of time, I’ll be brief, but let’s start by saying that Tufte is an encyclopedic mind and a fantastic presenter. If you every had any doubt that a single person could cover the history and analysis of information graphics spanning from the time of Galileo (1613) to today, structure it for presentation in six hours in a meaningful way, attend his course. Secondly, like James Brown is the Godfather of Soul, E. T. is the Grad Daddy of information graphics. For info geeks like myself, he’s a hero.

From my notes:

9.28.09 | 8:45 AM | Crystal City Marriott

E. R. Tufte walks over and leans against a nearby credenza outside the ballroom as we open our books and start our “read-ahead assignments” while we wait to enter. He cracks a smile and jokes, “Nice books.” He then lets us know that we can take our time, but the room was open if we wanted to go ahead in.

I entered and sat in the second row, just beyond the right-most of the two projectors. I am one of 4 people in the room.

He walks straight up, reaches into my box of books, and grabs one out, beginning to unwrap it himself.

He turns to page three of The Visual Display of Quantitative Information and signs his name, while he asks two rapid-fire questions at once, “What do you do? Where do you work?”

He grabs the next book, Envisioning Information, turns to page three and signs again as he responds and let’s me know he’ll be visiting CMU in November for a pair of free lectures

Here are my take-aways in list form:

1. Always Remember: Do whatever it takes to explain something.
   - Don’t ask, “How can I use data visualization / charting to understand X?”
   - Ask, “How can I understand X” (the method of explanation will make itself clear)
2. In diagramming: linkages (links) = verbs. Annotate and label them clearly and simply.
3. Avoid (and be on the lookout for) “Chart Junk” (Tufteism)
4. “You never need boxes around things. Ever.”
5. You need to include signs of credibility (data) – the reason to believe what is being presented.
6. “Keep an open mind, not an empty head” (Tufteism)
7. People are very good at finding relevant information in a complex visual field. (newspaper sports pages)
   “Something is always relevant to someone”
8. Assume your audience is smart…or smarter than you (they managed to find themselves in a position of authority somehow – how dumb can they be?)
   If they aren’t, make them so.
9. “There is no such thing as information overload, only bad design” (Tufteism)
10. On Supergraphics: Supergraphics are important for many reasons, one of which is that there are many stories or “hooks” in them for the viewer.
11. On figure ground vibration between design elements: 1+1=3 (first line + second line + the interaction between the two)
12. On “fudging figures and data”: Local “Optimizing” = Global “Pessimizing” (Tufteism)
13. On Interfaces: make them 93% content and 7% administrative (and make it minimal)
14. Use Trebuchet for tables on the PC (if you have to) (Tufte is a Mac guy)
15. Sort tables by Performance, not alpha.
16. Don’t get it original, get it right.” (Tufteism)
17. Develop a good routine for presenting performance data.
18. Find a supergraphic you can use.
19. The intellectual model for non-fiction reporting should reporting. Look at science and nature for inspiration.
20. Add data to help with credibility…and DON’T LIE.
21. For “serious stuff” it’s better to spread stuff across space, rather than stack it in time. (Spacial Adjacency)
22. If you want to understand something more, increase the resolution. (Tufteism)
23. On PowerPoint (don’t get him started!): PowerPoint slides represent a breaking point (interruption) within a flow of important information.
24. Information resolution is key.
25. Work to maximize viewer cognition time and minimize viewer “figuring out” time. (“Eliminate impediments of content”)
26. A way to escape “flatland” (the confines of 2D paper space) is to show real object / 3D item whenever possible (Galileo’s Istoria e Dimostrazioni intorno alle macchie solari included an actual pop-up figure)
27. As a consumer, be on the lookout for information “cherrypicking,” blocks to original sources, glibness, smugness, lack of backup information, comparisons, causal an multi-dimensional information. Look for documentation.
28. E.T.’s law: 97% of content in a given field is junk. Our job is to find the other 3%. (Tufteism)
29. On Small Multiples (diagrams using small representations or figures to explain): Small multiples are useful on many levels for comparisons, multivariate data and reliability.
30. The idea of “Know your audience” can often lead to underestimating them. Instead think, “Know your content. Respect your audience.” (Tufteism)
31. Remember Conway’s Law relative to design: BAD organizational structure dictates structure of design.

Tufte on “How to give a good presentation”:

1. Only use PowerPoint as a tool, not a platform for presenting
2. Give a handout (you can still use the screen for movies, charts, images, etc)
3. Use sentences
4. Handout: Side 1 = Supergraphic; Side 2 = State problem, proposal, solution, resolution, etc.

Tufte on “How to prepare for a presentation”:

1. Eliminate Items that damage content
2. Make content better
3. Practice (use videotape if you have to)
4. Show up early
5. End early

The minute he said “end early,” he was done…three minutes early.

After the course, I spoke to him again at his merchandise table as I sorted through a pile of signed press sheets, from which I scored two excellent forms from the Envisioning Information print run.

Firm: Daniel Pipitone (Freelance – Pro Bono)

In the third phase of Emmanuel Christian Church’s new branding effort, I have continued my pro bono work for ECC and redesigned their business papers, including basic #10 envelopes, business cards and stationery.

Their identity includes some evocative elements, including rough-edged illustrative segments and other texture detail that were used to tie things closely to the other ECC materials. You can see this connection well when looking at their recently-redesigned bulletin.

This marks the next phase in ECC’s progression towards a complete extension of their newly created identity. We’ll be working towards future goals of signage and the eventual refresh of their website.

Firm: Daniel Pipitone (freelance – Pro Bono)

In the next phase of Emmanuel Christian Church’s new branding effort, we worked together on the redesign of their bulletin. After some initial usability discussion that resulted in some changes from their current format, we then pre-printed the bulletin shell, which ECC can run through their laser printer week-to-week for customized announcements and promotional information on the mostly blank inside front cover. Overall, this redesign works well to extend their new identity, paving the way for a new suite of highly visible materials that will encourage strong connections between ECC and its the congregation as well as the local Pittsburgh community.

High in the in the Guanacaste Mountain range of Costa Rica is Women of the Cloud Forest, a Fair Trade project dedicated to offering opportunities to the women of rural Costa Rica and their families. There are about 50 women in the project who hand-embroider bags and jewelry decorated with the variety of beautiful seeds found wild in the rainforest.

The women who participate in the project live across the Monteverde region – from “downtown” Santa Elena to two hours away in Cabezeras. Women of the Cloud Forest operates a small Arts Center where women gather together to take free classes in embroidery and produce rainforest seed jewelry.

– womenofthecloudforest.com

The classes are offered in a communal setting, where the women who range in skill level from beginner to expert, can all learn from each other.

From birds to butterflies, frogs to insects, the women produce color accurate reproductions of North and Central American species. Each design is lovingly “painted” using single strands of embroidery thread.

After the women have finished decorating the bags, they are then sent to their talented seamstress, who puts the finishing touches on them, including the zippers, straps and pockets. Over 200 custom crafted designs by the women are then shipped and sold throughout the US.

The Women of the Cloud Forest project also offers Teacher’s Packets, do-it-yourself kits for teaching small classes of about 30 people to make their own rainforest seed bracelets and jewelry, as well as information about the different types of seeds.

They also provide consignment style fundraising opportunities, perfect for schools, churches, environmental groups and other non-profit organizations who are looking for an easy way to raise funds while also raising awareness about fair trade and conservation issues.

Along with the great opportunities for the women of rural Costa Rica, the Women of the Cloud Forest project also empowers other locals with ways to earn income as a result of the group’s efforts:

Misiel Alvarado is a seed collector. Besides organic vegetable and coffee farming, Misiel is able supplement his income by collecting various types of seeds for the project. The cosecha or the harvest of the seeds starts in March at the end of the dry season. The seeds are then washed and drilled preparing them for jewelry-making.

I was lucky enough to spend some time with co-founders Amy and Michael Sobkowiak, and they are wonderful people with a great drive to help the people of the Monteverde region. They have some amazing stories of how the people they help have thrived.

To learn more about the Women of the Cloud Forest, their projects and their skillfully-crafted products at:

www.womenofthecloudforest.com >

On Tuesday, June 30, 2009, President Obama called our attention in a press conference to the importance of the work of non-profit organizations. The item from his remarks that spoke the loudest to me was the following:

So if anyone out there is waiting for government to solve all their problems, they’re going to be disappointed.  Because ultimately, the best solutions don’t come from the top-down, not from Washington; they come from the bottom-up in each and everyone one of our communities.

This sounds like a clear call to me. Regardless of your party affiliation, view on the war, policy, etc, one thing is hard to debate – we need non profits to thrive. Throughout our varied communities, there exists in these organizations a strong spirit of tenacity and the drive to face severe adversity to make our surroundings better, safer and equal.

If not now, when?

In a previous post, I highlighted an interview by AIGA Philadelphia, who spoke with Pentagram’s Michael Bierut about our power as designers. There is no denying his point, that in a culture now dominated by corporations and organizations who yield so much influence over the products we use, our lifestyles and the ways in which we receive our information, design has been “democratized.” We are surrounded by Apples, Targets, Wal Marts, Best Buys and so many other companies who literally market lifestyle as opposed to product. Our responsibility as designers to care for the products, messages and communication vehicles we help our clients use has never been more important than it is today.

So what can we do? (let’s be led by example)

Design can indeed be a powerful tool for change if put in the right hands. I took a few minutes to round up some examples from those who take this work seriously.

Landesberg Design

Landesberg Design was founded in 1982 and is based here in Pittsburgh with a branch office in NYC. Established and overseen by Rick Landesberg, his firm has become an institution locally, with a long history of work for a range of clients – from fortune 500 to cultural institutions to foundations. Notably, his work for non-profit organizations such as the Sprout Fund, Carnegie Hero Fund Commission, Local Initiatives Support Corporation (LISC) and Hôpital Albert Schweitzer Haiti stands out for their impact both locally and globally.

Making the Connections, The Sprout Fund

Carnegie Hero Fund Commission: A Century of Heroes

LISC 2007 Annual Report

Hôpital Albert Schweitzer Haiti 50th Anniversary Book

Catapult Design

Catapult is a multi-disciplinary non-profit design consultancy dedicated to providing engineering, implementation support and product solutions that change lives in areas of the world that lack infrastructure to provide for people’s basic needs. They work to provide clean water where there is none, they help a health clinic in Rwanda power itself with solar power, you get the picture.

In Guatemala, like many places around the globe, thousands of rural families do not have regular access to electricity in their homes. Instead of relying on electricity delivered by reliable local infrastructure to meet their needs, they are forced to provide their own power, piecemeal, or go without.

More than 1 billion people around the world rely on kerosene lamps to light their homes and businesses when the sun goes down. Not only is kerosene expensive, but its flames are dangerous and the smoke poses serious health risks.

Seven health clinics in Rwanda’s Ruli District serve the needs of 120,000 community members. These clinics provide both in-patient and out-patient care for people who cannot make the 2-3 hour walk to the main hospital. Two of the seven clinics are connected to the grid; three have some electricity via solar panels; two have no electricity.

Public Design Center (PDC)

The PDC is a graphic design resource center. At the core of their mission is empowering those in the most economically disadvantaged locations to communicate more effectively. Through workshop-style one hour clinics and drop-in consulting engagements, they help people make the most of their resources.

We're trying to reach organizations in the most economically disadvantaged areas of Mississippi. The nickels are being handed out in those areas and act as a free pass to any workshop. They're a personal and tangible connection between the PDC and the person they're handed to.

Vernacular type is a fleeting thing. It's often created for an immediate purpose and without intention of it lasting. The Center for Vernacular Typography seeks to document these typographic artifacts in their natural environments. Once documented, our mission is then to catalog, research, and exhibit the findings.

Few things are as vivid in my memory as that day. I was huddled around a production area island exacto-cutting out comps for a meeting at PPG Industries, here in Pittsburgh. I remember being very confused. And the phone ringing…a lot. Our client called to cancel the meeting, announcing that her building – One PPG Place – was being evacuated. What were you doing?

I’ll let the pictures do the talking.

Firm: Daniel Pipitone (freelance)

Results Unlimited Universal is a classic example of a business reviving its formal self and reinventing its presence. After a long hiatus, RUU has asked me to help them reemerge into the event and meeting planning marketplace with a fresh identity. Ready to take on the challenges of planning amidst global logistical and technological complexity, RUU requested a clever mixing of its own personality with a wide-reaching perspective for its new mark.

With help from the illustrative talents of friend Kurt Hess, the delicate “world-in-your-hands” rendering was achieved with strong graphical weight, while also hinting at RUU’s identity from years earlier, helping with recognition.

I’ll be rolling out other materials for RUU in the near future, so be sure to keep your eyes on this feed for more.

Firm: Daniel Pipitone (Freelance – Pro Bono)

The friendly group at Greater Harmony Chorus in Pittsburgh, PA (a division of the Sweet Adelines International singing group) asked for a bit of help sprucing up their identity. I agreed, and donated a bit of logo development.

Using an abbreviated version of the brand exploration process used with Emmanuel Christian Church, I was able to expedite the process for them, making responsible use of everyone’s time. It was a great way to field-test this process again, and I can’t say enough about the ability of this approach to uncover some great insight about a brand’s personality. Thanks again, DK Holland!

As I think about where I am and look back, I consider a few key things:

• If money was no object and nobody else needed help I would spend all my time with my family doing things we love.
• If there were no bills I would quit my job and work on designing things that helped people.
• Reality can be frustrating, and I would much rather do things because I cared about doing them, rather than needing to do them to get paid.
• …more

As I really look closely at things, there is a thread tying many of these things together, and it’s this – I hope one day I find myself in a position to leave behind some work that has changed things in some way. Rather than just making things with limited uses, or temporary purposes, made of paper or things that end up in the trash (hopefully recycling bins), I hope I can leave behind some lasting impact for someone, or some cause.

On the plus side, I can look positively on an item from the recent past that I had almost forgotten about entirely. A few months back I had been selected to be on a list with some of my heroes, all who are dedicated to design for change and labeled as “role models” by an organization named, Creative for a Cause. An honor indeed – some of these folks are seriously heavy-hitters.

• Manufacturing a cellphone uses approximately 1390 MJ of energy and produces 60 kg of CO2 emissions
• A gallon of gasoline has 131 MJ of energy and emits 8.8 kg of CO2
• Manufacturing a cellphone uses as much energy as 10.5 gallons of gasoline and emits as much as 6.8 gallons of gasoline
• Using a cellphone for a year on average uses 4,221 MJ of energy (equivalent to 32 gallons of gasoline) and emits 112 kg of CO2 (equivalent to 12.8 gallons of gasoline)
• replacing a cellphone every 2 years rather than one would save 30 kg of CO2 emissions (about 3.3 gallons worth) and 700 MJ

Source: Fat Knowledge Blog & UMTS report (ESU-services Ltd.)

Bucking the Trend and Dialing it Back

Generally speaking, I tend to go against the grain. I reject trends, I change jobs when I shouldn’t (ask my wife), I ride the bus everywhere and I have the economy cable package (although DVR takes care of the time shifting).

Admittedly, though, until recently I was a BlackBerry user (also known as the “CrackBerry” around my house) with a serious affliction. For the most part it began as a work-related nice-to-have – something all the managers carried – and was a sort of necessity.

It wasn’t until the prospect of ditching the BlackBerry came up that I realized the impact it had on my everyday life. From a purely practical standpoint, I was scanning email 24/7 and perpetually strapped to it. From an psychological perspective, I was always “waiting” for something to come in, and basically like Pavlov’s dog, jonesing to see that “new message” icon in the upper left or for it to ring. Not for any special reason, either – simply because the functionality was there – I was a slave to it in a way. (I’m not alone either)

So the idea of ditching it was undoubtedly for two major reasons: 1) Cut back expenses and 2) Cut back stress (and maybe get some of my life back too) Hey, why not just check email a few times a day – later when I’m standing still – those messages will be there in 15 minutes anyway, right? (tick, tick, convulsion, tick)…and I’ll cut expenses, too.

A Phone I Can Feel Good About

A sort of unintended side effect of kicking the “CrackBerry” to the curb was also realized when I found the Moto W233 Renew phone, by Motorola. It’s literally the first carbon neutral cell phone on the market. It’s made from recycled materials (recycled water bottles to be precise), and what little carbon footprint results from the manufacturing the handset is offset by Motorola with their alliance with Carbonfund.org, getting their official CarbonFree® product certification.

The packaging uses 22% less material, and all the printed matter is on 100% post-consumer recycled paper. A postage-paid envelope is even provided in the box to return your old phone for recycling at no cost.

So I got a bit of my life back, saved some green and made the dent I’m making on the planet a little smaller. Now, if I can just shake the DTs from the email withdrawal…

* CarbonFree® is a registered trademark of Carbonfund.org in United States and Canada

To say that as designers we have a responsibility to the people we work with, and that we have power as agents of change is indeed an understatement.

In the following interview, given by AIGA Phily, Pentagram partner Michael Bierut discusses this in the context of the global economic climate, the proliferation of forces like “Target” and their ability to democratize design in today’s culture. He is also asked to comment on IBM’s Watson’s idea that “Good design is good business.”

If you had any doubts about the collective influence of the design discipline, take a listen to one of today’s foremost thinkers on the subject.

Firm: Daniel Pipitone (freelance)

The identity for Emmanuel Christian Church marks the first step in their approach towards an entirely new branding program. With a renewed focus on outreach and engaging their community in Pittsburgh’s Northside neighborhood of Brighton Heights, Emmanuel is committed to reshaping their church, making themselves more accessible, inviting and becoming a bright spot in their community.

Leading up to this identity redesign, I worked together with Emmanuel’s pastoral staff to carefully consider a range of branding “markers,” including:

Reputation: How well is your organization known?
Esteem: How highly regarded are you?
Relevance: How important are your organization’s mission and activities to the concerns of the audience?
Differentiation: Are there others that do what you do? What makes you different than them? What  makes you the same? Where are the points of  “alignment”?

We also underwent an in-depth profiling exercise (as outlined by DK Holland in her book, Branding for Nonprofits), where we looked closely across a spectrum of issues in order to craft ourselves a creative brief to work against. These items we examined were:

• Profile
• Context
• Positioning
• Audiences
• Personality
• Current  Situation
• Budget
• Schedule
• Design Media
• Technical / Practical Requirements

Following through on this examination proved incredibly valuable in helping us uncover many of the reasons why Emmanuel stands out among many established and emerging churches. The results of our preliminary work together provided the basis for an identity and branding program that not only stands out among other Christian evangelical churches, but has made Emmanuel confident they now possess a voice that expresses their core values and personality as closely as possible.

// Emmanuel Christian Church Background /

According to Tom Fodi, Associate Minister of Community Involvement, Emmanuel Christian Church exists to:

1) Proclaim that Jesus is Lord (preaching and teaching), 2) Love God (worship), 3) Serve the world (community involvement), and 4) Witness to humanity the salvation made available through the sacrifice of Christ.

With a built-in dependency on a third party database and inventory provider, All Foreign Auto Parts needed to approach their site redesign carefully. Taking into account the limitations on their functionality, technology requirements and their connection to their inventory system, we worked together to build an “acquisition point” for those wanting to search for parts using their tools.

Because their database / inventory provider imposed strict restrictions on technology that could be used on their server, I provided All Foreign with a minimal number of pages that functioned as a portal to their third-party-hosted search mechanism. All interface elements and navigational items were built using CSS and a lightweight browser-level gallery mechanism.

Visit the All Foreign Auto Parts website >

// All Foreign Auto Parts Background /

All Foreign Auto Parts is a small family-run used auto parts supplier with a big online business. With a very successful eBay storefront, All Foreign has managed to build a very strong national reputation as a quality  parts resource — with experience and reliability — especially among their commercial customers, including dealers and collision shops.

Firm: Daniel Pipitone (Freelance)

Well, it’s official…CASA of Allegheny County is going green, and I am proud to be helping them get there.

CASA is kicking off a move to a more economical electronically-focused communications strategy, both to trim back costs and to broaden their reach in an environmentally-conscious way.

To notify their audience who normally hears from them then via print, I have developed a postcard for a blanket mailing. This is the first step in our working together to begin slowly directing traffic to the CASA website for quarterly newsletters, event invitations, and other types of materials that have been previously printed.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose — children. They act as a child’s advocate in the courts in situations of abuse, neglect and family-centered issues, when children otherwise would have no voice.

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

The Three Strands identity is the first in a series of identity and branding projects with Emmanuel Christian Church on the Pittsburgh’s Northside neighborhood of Brighton Heights.

“Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken.” Ecclesiastes 4:12

Three strands is a marriage ministry offered at Emmanuel, and as the bit of scripture above points out, Three Strands’ mission is:

Improved marriages for newlyweds through golden anniversaries. we want to do all that we can to equip couples to honor the covenant they’ve made with one another and with God; to celebrate and promote respect for the institution of marriage; to offer and receive encouragement and support with other married couples; to foster accountability in our relationships; to prevent broken families and climbing divorce statistics; to create a network of positive role models who can encourage other married couples in our church family and in the larger community.

I have also assisted in configuring the Three Strands blog. Visit them here >

// Emmanuel Christian Church Background /

According to Tom Fodi, Associate Minister of Community Involvement, Emmanuel Christian Church exists to:

1) Proclaim that Jesus is Lord (preaching and teaching), 2) Love God (worship), 3) Serve the world (community involvement), and 4) Witness to humanity the salvation made available through the sacrifice of Christ.

With a renewed focus on outreach and community involvement, Emmanuel has also agreed to work with me on their new identity and  branding program. View this project here >

For this month’s special “winter” edition podcast for Lotuspike, the founders put together a series of winter-inspired tracks, including some custom made experiments prepared for the season. Winter Trail Pt. 1 was my contribution. A bit unpolished, and slightly on the muddled side, I am hoping to fix it up a bit more later, as well as develop Pt. 2.

Firm: Daniel Pipitone (Freelance)

Following on the heels of a well-received FY07 Annual Report, CASA of Allegheny County again planned an announcement of their milestones for FY08. This time, not surprisingly, a smaller budget necessitated a more straightforward approach to the communication of CASA’s successes for the year.

Using a single-fold standard-sized self mailing postcard, I designed a simple and warm piece featuring kids holding their “grade” for CASA’s performance this past year!

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose — children. They act as a child’s advocate in the courts in situations of abuse, neglect and family-centered issues, when children otherwise would have no voice.

View all the CASA materials >

Visit CASA’s Website >

Firm: Software Engineering Institute

To support newly upgraded and enhanced security within the SEI’s main building in the Oakland area of Pittsburgh, a glass enclosure was installed with security badge access points. With a great opportunity for a branded environment, I have designed an application of the SEI signature for the glass and installed using a “frosted” vinyl application.

/ SEI Background /

The Software Engineering Institute is a federally funded research development center (FFRDC) affiliated with Carnegie Mellon University. The SEI’s mission is to advance the state of practice for software engineering and related disciplines.

Firm: Software Engineering Institute

With its inaugural conference in 2006, the SEI’s Architecture Technology User Network (SATURN) Conference became the premier international conference for software architecture practitioners.

Annually, attendees convene on the SEI’s home turf in Pittsburgh, Pennsylvania to share updates and insights, present new tools and methods and participate in courses and workshops. With a small but enthusiastic turnout to SATURN 2006, the SEI claimed its first international conference a success, and quickly turned its attention to achieving growth.

As part of the SATURN planning and design team, I worked with the SEI’s Software Architecture Technology (SAT) initiative to craft a communications plan targeting steady annual growth. Through the focused analysis of demographics, reviews of attendee evaluations and feedback, and thoughtful budgetary planning, the team rolled out a integrated strategic communications plan beginning with SATURN 2007.

As the statistics indicate, with the help of a successful campaign, from 2007 to 2008 the SATURN conference increased revenue 350% and over doubling registration for the event. The plan included no- to low-cost tactics, including LinkedIn group, Google AdWords pay-per-click advertising and viral video.

The transition from 2008 to 2009 will be an evolution of the conference series, with an expanded family of subrands, including SATURN Technology (tools and architecture technology) and the SATURN Network (LinkedIn /user network). With an updated SATURN brand, a redesigned website, and a shift in focus from “Workshop” to premier “Conference,” SATURN 2009 is on course for increased growth.

View the SATURN website online >

/ SEI Background /

The Software Engineering Institute is a federally funded research development center (FFRDC) affiliated with Carnegie Mellon University. The SEI’s mission is to advance the state of practice for software engineering and related disciplines.

Firm: Freelance (in cooperation with Novaurora)

Working with Novaurora, I acted as design lead for the creation of a web acquisition point for a fresh new iPhone app, Proximi.

Like some other iPhone apps, the premise is simple – allow iPhone users to leverage the location-based services on their handsets to find each others’ locations in proximity to one another.

Proximi had one feature, though, that immediately set them apart from the others. Privacy. You want to be located…but not found. Not precisely anyway.

Providing users a platform to instantly get status on every contact on their list and to add, invite and meet up all from a single screen, while keeping a private rationale like, “your friend is now 2 miles away – invite them to lunch?” is their value proposition.

/ Proximi Background /

Proximi is an exciting new venture based in California that is changing the way iPhone users think about productivity and social networking through their innovative iPhone apps.

Along with Proximi, they also produce MagicPad, the first rich text editor for the iPhone, available through the iPhone App Store.

Some great ideas are short-lived, and unfortunately MarioLemieux.com has been taken down at the time of this post…

I handled all design for the MarioLemieux.com website, which included plans to support online memorabilia sales, multimedia features and links to Mario’s partner organizations.

/ Mario Lemieux Background /

Mario began his pro hockey career at the bottom rung when he joined the Pittsburgh Penguins in 1984. The worst team in the NHL, with little fan support, the Penguins were a textbook example of hockey failure. Within seven years Lemieux led them to back-to-back Stanley Cup titles.

Working hand-in-hand with Mario Lemieux’s organization has truly been an honor. Not only has it been an opportunity to cross paths with one of the greatest athletes of all time, but it has also been a chance to see a truly gracious and charitable person at work.

His work with the Make-A-Wish Foundation, his establishment of the Mario Lemieux Foundation, dedicated to Hodgkin’s and cancer research and his overall community involvement make him a truly powerful force for the greater good.

Firm: Daniel Pipitone (freelance)

Taking into account the founder’s “vision,” an identity was created surrounding the idea of that Vision Marketing Group (VMG) is committed to working with clients who “understand the value of strategic thinking and appreciate how far our vision can take them.”

With this in mind, an identity was created to help launch VMG into their market with a clear focus and the ability to make an immediate emotional connection with potential clients. An enlightened feel and emotive “sunburst” graphical approach carry the identity.

/ VMG Background /

While their roots are planted in Western Pennsylvania, Vision Marketing Group’s reach extends far beyond. From their base in Punxsutawney, and with offices just outside Pittsburgh, the founder and his three sons work with an array of specialists in fields from branding to broadband, from market positioning to multimedia, from copywriting to corporate identity.

Visit VMG on the web >

Firm: Daniel Pipitone (freelance)

Previously, Advanticom already had a well-established name for itself nationally as a leader in IT services, consultation and technology infrastructure.

With a shift in focus and a new value proposition, Advanticom sought to reinvent themselves with a new identity to set them apart even more so.

I first participated in an intensive market research study and the crafting of a comprehensive communication plan. Once a clear strategy emerged, I began by creating the new identity system and worked with Advanticom to integrate the new mark into their corporate culture.

/ Advanticom Background /

Advanticom is in the business of designing, engineering, assembling and servicing IT solutions that help organizations become more efficient and more productive. Their strategy is simple: recruit people with the right experience and talent, cultivate knowledge and business savvy, and create a culture of excellence from top to bottom. It’s a strategy that produces powerful solutions for their clients.

Visit Advanticom >

Firm: Daniel Pipitone (freelance)

For communication with the general public, I created a brochure system for CASA of Allegheny County that used an insert approach. Using die-cut tabs, any in a series of information cards can be substituted for the different types of audiences CASA reaches out to, including potential advocacy volunteers, donors or the general community.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole  purpose — children. They act as a child’s advocate in the courts in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

A fresh identity was created for Revolution Wellness to introduce the health and wellness start-up to potential investors, subscribers and used for all marketing materials, including sales / proof-of-concept presentations.

“Active lifestyle” and “lightness of being” were the watchwords for this identity’s creation. An important requirement was for the mark to become a personality that struggling dieters might be able to connect with on an emotional level easily and without intimidation.

Exercise and nutritional awareness are the keys to this plan, but they make no promises it will be easy. Revolution Wellness offers a strategy for holistic wellness through a total lifestyle shift.

/ RevolutionWellness Background /

RevolutionWellness is the result of one man’s heartfelt desire for wellness. A personal search for a balance in diet, exercise and emotional well being led to a platform from which he could share his research and plan for healthful success.

Visit RevolutionWellness.com >

Firm: Daniel Pipitone (freelance)

I was responsible for all concepts, design and production coordination for the CASA Volunteer Poster series, used to recruit potential advocacy volunteers and donors.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose…children. They act as a child’s advocate in the courts, in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

/ Award /

2005 ADDY
Public Service | Campaign Elements

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

Working directly and closely with the artist, Ben Cox, I was responsible for translating his musical vision across the packaging and artwork for his debut CD, On Water on the Lotuspike music label.

Artists Statement:
“The music on this album rejects the notion that music must make a narrative statement, and instead embraces the idea of music as an organized sonic experience. These pieces are not portraits; they are rather landscapes or still-lifes.”

/ Ben Cox Background /

Ben Cox has been a musician for twenty-five years and a recording engineer for fifteen years. His lifelong interest in music has taken many forms over time, from playing trumpet in jazz bands to singing bass in an informal renaissance music group. His interest in electronic music follows from interest in experimentation with musical formal structures, metrical and rhythmic complexity, and the wide sonic palettes made possible by electronic instruments and electronic manipulation of acoustic sound sources. His musical works reflect these interests, and have been heard in television and radio advertisements, installation projects, and at trade shows, in locations ranging from Indiana to Australia.

Visit Ben Cox on the Lotuspike Website >

Firm: Giant Ideas

I handled all asset design and maintenance of the Pittsburgh Opera website for the 2005?2006 seasons. Much of the artwork is based on the illustration of Michael Gibbs.

/ Award /
2005 ADDY
Illustration Campaign

/ Pittsburgh Opera Background /

Pittsburgh Opera is a world-class opera company with some of the brightest vocal and music talent of our time. Each season is a fresh new lineup of operas, both classics and reinterpretations, presented on a grand scale.

View all Pittsburgh Opera Materials >

Visit the Pittsburgh Opera Website >

Firm: Giant Ideas

I was responsible for design and production of collateral brochures, performance programs and posters based on the illustration of Michael Gibbs.

/ Pittsburgh Opera Background /

Pittsburgh Opera is a world-class opera company with some of the brightest vocal and music talent of our time. Each season is a fresh new lineup of operas, both classics and reinterpretations, presented on a grand scale.

Visit the Pittsburgh Opera Website >

/ Award /
2005 ADDY
Illustration Campaign

Firm: Software Engineering Institute | CERT

I provided creative direction, assisted with writing, created all informational and diagrammatical support graphics and coordinated deployment of final video podcasts.

// Part 1 | Project
Part 1 covers the project team’s involvement in international standards bodies, their managed string and secure integer libraries, their collaborations with various government and commercial organizations, and other areas of work.

// Part 2 | Standards
Part 2 talks about the CERT secure coding standards, a collection of rules and recommendations for secure coding in C, C++, and other programming languages that is being developed through a community process.

// Part 3 | Training
Part 3 describes training in C and C++ secure coding practices that he and other members of the project are providing to software developers, undergraduate and graduate secure coding courses, and other training activities.

Over the last week, I have had no fewer than four conversations with coworkers and other designers about how their “Brand” is misused, abused, damaged and confused within their respective organizations. These have been separate and unique conversations about somewhat different topics, although the constant among them has been one central issue…the organization (mis)understanding of what exactly a “Brand” is and not internalizing it appropriately. Why is there not a better understanding of what exactly a brand should mean to people?

Brand ≠ Logo

March 5 on NPR’s Marketplace, the big story for Xerox was their new logo. Whatever.

Ron Frankel, who they claimed was a “branding expert based in Los Angeles” stated:

“companies have been spending billions to rework old logos so that they can multitask for the Web, in video, on cell phones. For instance, AT&T sought a new emblem when it acquired Cingular. UPS has faced heavy competition from FedEx and recently went brown with it’s new insignia and KFC is trying to build customer backing by giving a face lift to “The Colonel,” but Frankel says it’s not enough that people know you.”

So, the problem here for me is that his point seems a bit short-sighted. Seeing as how companies these days need to do this kind of “brand maintenance” when big things happen–like mergers, or complete changes in business paradigms–or the moving of many of their services and customer touch points to the web, his point here makes me ask, “And this should happen differently, how?”

Don’t get me wrong, I am a Paul Rand fan (till the grave, and nearly cried when UPS rebranded. I am also a Pittsburgh resident and responded with a moment of silence when the Blattner Brunner agency replaced his Westinghouse “W” with their spinning monstrosity outside of the Westinghouse Building on Stanwix St.) But even the most steadfast and timeless (as Paul Rand was a master of) identities need work sometimes as times change around them.

So why is that? Let the big man tell you himself:

Here is what a logo is and does:

• A logo is a flag, a signature, an escutcheon, a street sign.
• A logo does not sell (directly), it identifies.
  
• A logo is rarely a description of business.
• A logo derives its meaning from the quality of the thing it symbolizes, not the other way around.
• A logo is less important than the product it signifies; what it represents is more importance than what it looks like. The subject matter of a logo can almost be anything.?

-Paul Rand

What we do not hear in this statement is that the brand IS the logo, or even that the logo IS the brand. The way this Ron Frankel and Xerox’s VP of branding were talking, it was among the most significant moves they have made in decades, and the act of changing their logo constituted a “rebranding” effort.

Poor Frankel, he tried, as he went on to say:

“They need to know why they should care. That’s what you tell your designer. Give me a visual representation that will start or try to communicate why our brand is the only solution.”

Ahem-Mr. Frankel, this is perhaps the second bit of direction given to first year design students, right after they are told, “pretend you have a client and need a logo.”

So again I ask, this is the crux of the news?

So why then do we find an entire segment on a nationally-syndicated radio show waxing on about the Xerox logo changes as the marker for a whole new face of the company? Now that there is a new logo, do the employees walk around the offices with a new-found sense of pride? Do they race back to their cube to pull out their Xerox-branded Ducati action figures with a renewed enthusiasm now that the logo is updated? Now that they have custom branded jump-drives and water bottles, do they believe Xerox now a phoenix rising from the ashes of its former self? No. They’re the same company that now has to explain to everyone why they have a new identity.

I waited for the real story – I waited for the discussion with the CEO or CMO to come on to discuss how the company and its employees had to really discuss how they would internalize this new identity, how they would embrace it from the top down.

The best I got was:

The design has to create a link between the old and the new that doesn’t alienate the customer.

Again-this is what they started this segment calling “rebranding.”

You’ve got to make the right choices that are respected by the core customer and of course desired by the masses.

Well, seems they might be neglecting a fairly significant factor here. How about asking the Xerox VP about how this new identity reflects the unified voice of the company in everything the organization is, does and says? How about asking if the new identity is from the inside out, from the top down, adopted and believed in by everyone who answers a Xerox phone, delivers a printer or who lands a distributor deal for toner.

The brand ≠ logo. The brand is every single thing that could possibly reflect back on that company. It’s customer service representative’s tone of voice, the building foyer–and the quality of their products.

Brand + 1 (as Novaurora’s Jason Putorti says):

“There’s no such thing as a “neutral” brand experience. This little word is kicked around a lot and its meaning is often confused. Your company’s “brand” is how other people feel about your company. (Yes I said feel!) Put another way, it’s what your customers say about you, not what you say to them. You might even call it your company’s personality. For example, what do you think about Amazon.com? That’s their brand. If Amazon has done a good job, what you think will match up with what they want you to think, also known as their “brand values.” Every interaction between your company and your customer affects your brand in a positive or negative way. Well-executed visual communication can go a long way to providing the right takeaways.”

First published at Foundread.com, 27 November 2007

What he said. ^

Ok, that’s enough ranting. Although I do agree with Frankel that the new logo looks like a “baseball that got drunk,” I simply think that the interview failed to define accurately what “brand” means and what identity maintenance like Xerox just underwent really encompasses. In my opinion, the public might be better informed had they asked more thoughtful questions that got to the heart of why Xerox is now telling an entirely new story to us, and why they thought they needed to.

If I had to guess, I would speculate that if you called the Xerox corporate office and asked the person who answered the phone, they could answer these questions–and I would bet their answer would have nothing to do with being “desired by the masses.”

Firm: Software Engineering Institute

In an effort to reinvigorate a dated preexisting inventory of DVD presentations, a new introduction was created for adding to the front of all preexisting SEI digital content, and a new production plan was rolled out for all new content.

All previously created editions will be re-packaged with new branding and marketed as the “Classic Collection,” while new content is developed within the family that includes, “Showcase Collection,” and “Educational Collection” presentations.

This approach allowed for a cost-effective way to repurpose old content, bringing the presentation in-line with the SEI’s newly developed corporate branding standards, while also providing a production framework for new content as they move forward.

Promotional trailers were also developed and used for marketing purposes via YouTube.

/ SEI Background /

The Software Engineering Institute is a federally funded research development center (FFRDC) affiliated with Carnegie Mellon University. The SEI’s mission is to advance the state of practice for software engineering and related disciplines.

View the Video Intro:

.

View the Promotional Trailer:

Firm: Giant Ideas

I was responsible for TV campaign art direction, as well as writing, and production coordination of radio promotional spots. This includes overseeing sound design and VO.

/ Heinz Background /

Heinz. Need I say more? The world leader in premium condiments, and always an eye on the end zone!

View the TV spot:

Listen to the radio spot:

Firm: Daniel Pipitone (freelance)

At the outset of the project, RevolutionWellness was only an idea on paper. After an extensive logo exploration and settling on an identity and positioning strategy, RevolutionWellness.com was created as the vehicle for building the program’s subscriber base.

The website presented the entire plan approach and background research to interested users. It also acted as the initial contact point between plan users and the company, with contact form and planner tools, including a BMI and calorie calculator.

/ RevolutionWellness Background /

RevolutionWellness is the result of one man’s heartfelt desire for wellness. A personal search for a balance in diet, exercise and emotional well being led to a platform from which he could share his research and plan for healthful success.

Visit RevolutionWellness.com >

Firm: Daniel Pipitone (freelance)

CASA of Allegheny County is just one local organization in a nationwide network of regional CASA offices. With strict national identity guidelines to adhere to, CASA of Allegheny County made clever use of their standards to recreate a full set of materials from the ground up.

Their new presence in the community started with a fresh new website, complete with smiling children and a warm and inviting look and feel. A primary goal for CASA’s new campaign was recruiting volunteers. An increase in these numbers means more help for the children — and that’s top priority. Launch of the new site increased their website traffic by more than 120%.

The CASA site also underwent a revamp  in February of 2008 to wrap the entire site architecture in a content management system (CMS). CASA staff can now handle all of the needed changes using a customized administrative interface.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose – children. They act as a child’s advocate in the courts, in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

/ Award /
2005 ADDY
Website | Public Service

View all the CASA materials >

Visit CASA’s website >

Firm: Daniel Pipitone (freelance)

The mark, created collaboratively with co-founder / artist and fellow-designer Jeff Kowal.

I was responsible for carrying the identity across an integrated suite of business papers and press kit materials, including pocket folder, one-page press release format and promotional CD and postcard design.

/ Lotuspike Background /

Lotuspike has gone through a transition, from being a hobby for the three founders (myself included) to full-on recording and distribution of progressive ambient and electronic music. Lotuspike’s mission is to provide independent artists a venue for releasing, marketing and distributing their music on a quality medium with mass exposure while retaining the rights, property and integrity of their musical endeavors.

Visit Lotuspike’s Website >

Firm: The Firm of DeAngelis/Pipitone

For every designer who has ever married, it’s well known we can’t bear the thought of walking through the doors at one of those stationery stores to <GASP> order pre-made invitations and RSVPs!

It’s simply against our principles.

Truly one of the most challenging and rewarding projects for me to date, our wedding invitations were indeed a labor of love–and one worth every minute. Working closely with my wife, formally trained as a writer, we carefully crafted the set of materials working backwards from a fairly complex set of requirements.

/ Solution /

Our wedding was actually a pair of gatherings, both in different locales. While both could be separated easily into two unique events, the guest lists overlapped. Materials for our guests were created in subsets and color coded based on to which event the recipients were invited.

Picking up on an aesthetic and concept based on a handmade journal given as a gift to my wife some years earlier, “Beauty” became the theme. Poetry and textural patterns of Victorian styled vines and leaves, colored in terracotta and deep purples throughout carried the look across an entire suite of materials.

Travel and accommodation information cards, RSVPs, and slip sheets with a general announcement were in each package, wrapped in a colored carrier and finished with a translucent envelope for mailing.

The result was an emotional piece the recipients could immediately connect with, right out of the mailbox.

Firm: Daniel Pipitone (freelance)

For their first-ever annual report, CASA of Allegheny County set out to communicate to an expanded audience of donors, supporters and volunteers. With a careful balance of whimsy and elegance, the report covers CASA’s community impact over the year, as well as their ambitious plan for growth.

Along with emotional and moving stories, statistics and financials, the report announces CASA’s 25-year growth strategy, laying the groundwork for an increasingly widespread advocacy effort.

Equal in importance to the practical information was CASA’s underlying message — planning for their legacy of service to the children and families of Allegheny County was as critical as their current activities.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole  purpose — children. They act as a child’s advocate in the courts in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

With strict national identity guidelines to adhere to, CASA of Allegheny County made clever use of their standards to recreate a full set of materials from the ground up.

I was responsible for the design of an updated identity system, including business papers and personal note cards.

This identity was also extended to a refreshed website, quarterly newsletter, corporate brochure, annual report and various other collateral.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose…children. They act as a child’s advocate in the courts, in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

/ Award /
2005 ADDY
Public Service | Campaign Elements

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

I handle all design and production of the Cigar Dinner and Auction materials each year, including invitation, sponsor recognition signage and event program.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose – children. They act as a child’s advocate in the courts, in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

/ Award /
2005 ADDY
Public Service | Campaign Elements

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

I handle all design and production of the CASA of Allegheny County quarterly newsletter.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose – children. They act as a child’s advocate in the courts, in situations of abuse, neglect and family-centered issues, when children would otherwise have no voice.

/ Award /
2005 ADDY
Public Service | Campaign Elements

View all the CASA materials >

Visit CASA’s Website >

Firm: Daniel Pipitone (freelance)

I handle all design and production of the Spring auction event materials each year, including invitation, sponsor recognition signage and event program.

/ CASA Background /

CASA of Allegheny County is a truly special client. CASA works hard for one sole purpose – children. They act as a child’s advocate in the courts, in situations of abuse, neglect and family-centered issues, when children otherwise would have no voice.

/ Award /
2005 ADDY
Public Service | Campaign Elements

View all the CASA materials >

Visit CASA’s Website >