Page Design Group

Going Nuts Over A New Video Project

2012-01-24T01:01:54Z

We've been putting QR codes on a lot of interesting things lately – ads, postcards, point-of-purchase displays, posters, etc.

Frequently QR codes take you to a static web page with more information on the company or a special offer. Not so with Primavera Marketing. They wanted to do something a little different. Primavera is an established brand for food service and distributers worldwide, but until recently have not had a consumer presence. That all changed this year with their newly designed 1lb and 120g resealable package of walnut halves and pieces. This project gave Page Design an opportunity to show off our package design and video scripting skills to an international audience.

Click here to watch video on YouTube.

Video Concept
The package features a QR code on the front display panel which takes mobile device users to an informational video. This video highlights several aspects of the company including: growing region, product quality, processing, sustainability, family history and company longevity. We spent the better part of three days filming this year's harvest, Primavera's state-of-the-art processing facility and stakeholders interviews. Sacramento-based SIMZ Productions filmed, edited and produced the video based on our storyboard and script. They did a great job adding visual interest to a somewhat technical subject utilizing jib shots and post production techniques.

Prepping Jib Shot for the Hand Sorting Tables & Shooting in the Field

More to Come
Coming soon is packaging for dried cherries and almond slices. Unique QR codes and videos will be created for each of these as well.

Boyd Gavin Captures the Beauty of the California Ricelands: Part 1 of 2

2011-11-09T10:11:54Z

Once again a Northern California artist will capture the beauty of California Ricelands on canvas. The California Rice Commission has selected Boyd Gavin as this year's artist for their annual Legislative Day Gift Box.

Boyd Gavin came highly recommended by gallery owners and artists alike. This California native had his first solo show at the age of 16 at the Crocker Art Museum. Boyd is associated with the region's first generation of influential painters, including Wayne Thiebaud, Greg Kondos, Jack Ogden and Jerald Silva (two early mentors), as well as Richard Diebenkorn and Elmer Bischoff. According to his bio at Caldwell Snyder Gallery, "Gavin identified with the respectful and reserved approach toward the subject, an attitude that he projects in his own compositions. The manner in which he both captures the reality of age and beauty, while retaining the dignity of each subject, however, is distinctly his own." This distinct style is what drew the California Rice Commission CRC to Boyd's work.

Touring Rice Country

I had the opportunity to tag along on Boyd's tour of rice country with CRC Communications Manager Jim Morris and videographer Pat Kuske. For this year's painting we headed to rice fields nestled under the Coastal Range by Williams in Colusa County. The morning after a torrential downpour, the air was clean and the light was perfect. The sky was a deep blue and every direction we looked were potential scenes. Boyd narrowed his options down to the historic LaGrande homestead. Although the original farm house, built in the early 1900s, is no longer standing, the original barn and some of the equipment still remain.

Boyd started sketching right on the spot and once back in his studio, created two small paintings with potential compositions.

CRC has decided on a direction and Boyd is hard at work creating the final piece. Jim and Pat will be visiting his studio soon to document the process. Jim took some quick footage while we were out in the field (see below). Pat will be creating the final video that will be showcased during the CRC's Circle of Life Reception in 2012. Stay tuned for the second half of the story.

You can read more about CRC's previous artists at the below links.

~ California Rice Commission Richard Satava Vase: Part 1
~ California Rice Commission Richard Satava Vase: Part 2
~ California Rice Commission Merle Axelrad Serlin: Part 1
~ California Rice Commission Merle Axelrad Serlin: Part 2 - Video
~ California Rice Commission Melissa Chandon: Part 1 – Video
~ California Rice Commission Melissa Chandon: Part 2 – Video

Our 500th Client

2011-08-01T02:08:47Z

The New Client Gong Rings in
a Page Design Milestone

On May 1, 1980 Page Design acquired its first client, a freelance photographer in need of a business card. That was client number one, and the first job was number 1-1. Just a few days ago, the Valley Quilt Guild signed on for a new website design. Tracy rang the gong and opened up job number 500-1.

So, is 500 clients in 31 years really something to celebrate? Surely your average Starbucks or McDonald's gets more clients than that in a single day. In fact, how can a company survive, let alone thrive, with only 500 clients in 31 years?

The answer lies in digging deeper into our numbering system. The important number is not so much the first one, but the second one. When we acquire a new client, their first job is (client #)-1, the second one is (client #)-2 and so on. Page Design has had scores of clients who have gone to triple digits with the second number. Several current clients are up in the 300+ job range. That second number is the true indicator of client satisfaction.

Another important numerical clue is that Page Design still has ongoing and viable clients with prefix numbers in the double digits. Those go back to the early and mid-1980s. Similarly, we still have excellent relationships with many clients in the 100s and 200s, going back to the early 1990s. In general, Page Design does not work on a contractual basis with its clients. Clients come to us of their own free will. Those longstanding client relationships are testimony to the value clients receive from our services.

500 clients? Sure it is a nice round number, and we are thrilled to be working with the Valley Quilt Guild. But don't go watching your mailboxes for an invitation to our 500th client celebration gala. Our new client gong is more than content to sit quietly while we continue to create dynamic and effective design and marketing materials for all of our valued existing clients – numbers 1-500!

Optimizing Websites for Mobile Devices

2011-05-18T10:05:38Z

We've all been there, squinting at our cell phones trying to find that one link to the information we need. Zooming in, zooming out, scrolling, scrolling….. scrolling! And when you finally find the link you were looking for, you accidentally click the link next to it.

If you are anything like me, expletives generally follow. But now there is a solution! There are new technologies that allow mobile devices to detect the type of device being used and adjust the website accordingly. You can still have a website that looks amazing when viewed on a 21" monitor, but allows people using a smartphone to navigate easily without all that squinting and scrolling.

Providing Information That Smartphone Users Need

Any website can be optimized for viewing on mobile devices, but the trick is to think ahead and design a site that truly takes advantage of the tools available. One of the main reasons people visit a website using their smartphone is to contact the organization. So, why not make that information available right away? The mobile website Page Design created for The Law Offices of Cecil & Cianci took advantage of this. We designed their mobile homepage to give a short introduction of the business and then display their contact information. One tap of the screen and the user is dialing their number. Maybe they want to send an email instead. No problem, one tap brings up their email program and they are sending Cecil & Cianci a message. Directions are also important to smartphone users. When you're in the car trying to locate a business, bigger maps and easy-to-access directions are crucial.

Navigation

Clicking website links when you are on a mobile device can be challenging. There are several options when it comes to to designing site navigation. Take for example the Cecil & Cianci site shown above. The links take up the full width of the screen and have extra white space above and below them. This allows room for an average size finger to tap them. In the Information Architects site shown to the right (we did not design this site), the navigation appears in a drop down menu allowing the user to see more information on the page. When you view the same site on a desktop, all the page links are visable and no longer in a drop down menu.

Statistics

It is hard to ignore the statistics. According to Digital Buzz, nine out of ten people in the US use mobile phones and 70% of the world's population use mobile phones. Impressive as that statistic is, the infographic below created by Microsoft Tag, really blows me away. By 2014 the number of mobile users surfing the net will overtake desktop internet users! For those of you who sell products or services through your website, take a look at the product related statistics also located on the Microsoft Tag site. There is no ignoring the mobile phenomenon and some of the statistics may surprise you.

If you are interested in optimizing your website for mobile devices, give us a call at (916-457-0108) or send us an email. We would love to take a look at your site and discuss the options available.

Stay tuned for more information on web based iPad applications, responsive layout and media query. We have several exciting new projects in the works and will be sharing those with you soon.

Let's hear it for the "New Client Gong"!

2011-05-09T07:05:49Z

We have had a remarkable start to 2011 and we are extremely grateful for a robust collection of new clients, new friendships, and refreshing new work from our network of established clients. We are experiencing continued good fortune and we appreciate the great creative opportunities that continue to come our way.

We have always joked about banging the "New Client Gong." Now, in honor of our current hot streak, we were called on to purchase the real thing. The Gong will be used to mark the beginning of all new client relationships. Paul recently rang the gong to honor our 15th new client for the year!

We thank our great network of vendors and staff for supporting the creative needs of our clients and occasionally taking one for the team. (Go home, Tracy!). This gong also honors these important members of our team whose herculean efforts ensure our high quality service is never compromised.

The sad thing is that all of you loyal clients and studio supporters will theoretically never get to hear our new client gong, as you are not new clients. We are going to make a special, one-time exception for all of you. I invite you all to come over and take the gong for a test ring. It sounds beautiful.

Thankful as always,

Eric Grotenhuis

Putting the "Shoot" in Photo Shoot

2011-04-26T11:04:11Z

In my 30+ year career, I have been on a lot of photo shoots – literally everything from soup to nuts (and just about every kind of nut!) from live surgeries to live tigers – from wedding cakes to cheesecake (yes, and every kind of cheesecake!). But I have now come to realize that you have not been on a real photo shoot until you are shooting models who are shooting back at you!

Guns, smoke and explosions were the order of the day last Thursday and Friday waaaaay back in the San Gabriel Mountains at the Burro Canyon Shooting Range. My client, the Original Footwear Company set out to get a library of action images for its Original SWAT brand of law enforcement and military footwear.

The sound of gunfire was music to the ears of the entire Page Design staff, as we have been using the same library of action shots for the past four years creating catalogs, advertisements, exhibit displays, videos, websites and POS materials for this international brand. Page Designer, Kurt Kland, has used just about every filter and trick known to the digital art world extending the life of some very nice, but very old action shots.

Thursday morning began with a convoy of about a dozen vehicles including a Hummer and a couple of trailers loaded with SWAT gear, military uniforms and enough weapons to overthrow a small country. Jon Barton of Tactical Media put together a team of experts, mostly ex-military, who suited up and acted out a number of tactical assaults. Renowned Los Angeles photographer Russ Quackenbush stepped up to the firing squad and shot back all day. By his count, he had over 600 exposures in the can on Thursday alone.

The currency of the day was Original SWAT boots. Kevin Cole of the Original Footwear Company brought out about a hundred pair, representing just about the entire line. The ex-military guys were marveling at the comfort and fit. I have to believe that the models stepped just a bit livelier and the action was just a bit crisper because of the footwear.

The pictures shown here are just off of my iPhone. It's going to be like Christmas when Russ' images show up in the studio. From the quick preview on the back of his camera, I could tell his lens was winning the shooting war.

Thanks, Kevin, for getting this shoot off the ground. Thanks, Jon, for all the gear, manpower and tactical knowledge. And thanks, Russ, for all of the photo magic!

Nature's Harmony: Part 2 of 2

2011-04-14T11:04:47Z

There were a lot of "oohs" and "aahs" over this year's California Rice Commission (CRC) Circle of Life Reception artwork.

The Reception

Melissa Chandon's painting, Nature's Harmony, stood out from its place at the Circle of Life Reception and drew people in to take a closer look. Melissa and her artist representative (above), Christina Maybaum from Caldwell Snyder Gallery, were close by to answer questions attendees had about the piece. As you walked around the event hall, you passed tables full of wonderful appetizers prepared using California rice. Two large screen TVs displayed the video, created by Pat Kuske Productions, documenting Melissa's process for creating Nature's Harmony. This "making of" video (below) follows Melissa through her initial tour of rice country with Jim Morris and Keith Davis, to her studio where she created the under painting and final piece.

The Giclee

The artwork is showcased on CRC's limited edition gift box labels, as well as a limited edition giclee print. These prints are given out as an appreciation to people and organizations that help to promote California rice. The giclee below was awarded during the reception to the Wakamatsu Tea & Silk Colony Project. This project strives to preserve the historic site of a Japanese colony, located in California Gold Country, which has been called the Japanese Jamestown. You can learn more about the colony's interesting history on CRC's webpage dedicated to the project.

The Gift Box

The item everyone really looks forward to at this event is CRC's gift box. The box features the original artwork commissioned by CRC along with educational materials and promotional items. We were proud to have so many of Page Design's pieces included in this year's box. The California rice water bottle, CRC annual report, California rice farmers' recipe cards, Melissa Chandon's artist card and California Ricelands brochure were all designed and produced by Page Design. Just about everyone in the studio touched one or more of these pieces.

Now, the search is on for next year's artist. Nature's Harmony will be a hard act to follow!

~Click here to view Nature's Harmony: Part 1 which includes more information on Melissa and her painting process.

A Page Designer Comes Full Circle

2011-03-21T04:03:44Z

Everyone at Page Design was excited to hear the studio had been awarded a contract to write, design and print Sacramento State's quarterly magazine… but no one more than Sara! She is an alumna of the Sacramento State Design Program where she spent countless hours studying typography, layout and design.

Sara: Sac State has an amazing design program. The variety of classes they offer prepares you for the real world. I credit the department with enabling me to get a full-time job right out of school. I was excited to get the opportunity to work on their alumni magazine. I like designing publications, and I feel that is one of my strong points.

She got her wish, but then the pressure was on!

At first I was really nervous because I knew some of the [design] faculty were aware a former student – and a recent student – was going to be designing the magazine. I was hoping that whatever I did, they would be happy with it. Tracy [Titus] art directed the magazine and made great suggestions.

Since Spring 2001, the goal of Sac State Magazine has been to connect the Sacramento community to the university campus. It is distributed to thousands of readers including faculty, alumni and community leaders. It is published by the Office of University Advancement in partnership with Alumni Relations, University Development and University Marketing. Everyone involved was excited to learn that one of their alumni would be designing the magazine.

They really liked the idea that an alumna was working on it. Hearing their enthusiasm when I dropped off the first proof was very cool.

Sara didn't stray too far from previous designs for this first issue, but she hopes to break outside the existing grid in the future.

For this first issue we introduced additional colors from their style guide which gave the layouts more energy. I'm looking forward to working on the next issue. I think we've just scratched the surface of how we can make this publication even more dynamic. Editor Laurie Hall and the Sac State staff were really receptive… If I asked, "Can you cut some copy so we can make this image bigger or make this spread more fun?" they said, "Let's do it! We'll send you an edited story in an hour." They really make the process a million times better.

An online version of the magazine makes it a little easier for the editors to cut copy in the printed version.

It's nice because if we have to cut a lot of copy, we have the option to direct readers to a full online version. In this issue we had a lot of great photos in the Alumni Spotlight section we couldn't fit, so I'm glad they can be viewed on the website.

Our in-house web designer Mike Hendry is developing the online version of the magazine. Although Sara did not design the site, her graphics will be included with several of the stories.

I need to think about how my graphics can be translated to the web as a header graphic or main image.

We all work on jobs that have special meaning because of our personal interests or background. For Sara this has been one of those projects.

I feel like I have come full circle as a designer working on this magazine. I remember being at the [Sac State] Student Show with a magazine from my publication class sitting out on the table… and now I'm designing a magazine for the school!

The online version will be live soon, until then you can click on one of the thumbnails below to view a few spreads or download a low resolution PDF (5 MB) to read the stories.

A Great Idea Gets A Second Chance

2011-03-01T09:03:57Z

Good ideas should never be thrown out. You never know when their time will come! Case in point… this year's Creek Week illustration.

Last year, around this time, we posted a blog about the Creek Week illustration Kurt created for the Sacramento Area Creeks Council. In the article we mentioned how a single concept can have hundreds of design directions. This is why we show clients multiple sketches before proceeding to final art. In the end the client only picks one… or do they? The Council revisited our sketches from last year and took a second look at the runner-up. They liked it so much they decided to repeat last year's theme so they could use it!

The Council liked both the concept, and cartoonish nature of Kurt's sketch. He used bright colors, big-eyed critters and unexpected elements to keep that fun feel in the final illustration. The bouncy type with its curls and starburst bullets compliment the piece perfectly. The illustration, and elements from it, were used in a poster, t-shirt, bookmark, coffee mug and more.

So, hold onto your runner-ups. They might be your first choice in the future!

Graphic Design: Dying or Inspiring?

2011-02-23T12:02:03Z

In more than 30 years at Page Design, I've witnessed a complete transformation of the graphic design industry. What was once an art has become a largely technical field. What was once considered a craft is now treated like a commodity. Many longtimers in our community feel like the magic is gone.

So why am I having so much fun?

It's partly because we're fortunate to be extremely busy with new clients and new projects. And while the jobs do involve high levels of technical competence, they are more creatively challenging than ever. We are still designing logos, packaging, reports and print ads. But we are continually adding to that mix: websites, movies, animated advertisements, motion graphics, e-blasts and web-stores. We are taking our art to places it has never gone before.

Even in a tough economy, there are good reasons to be optimistic. I've been invited to share my thoughts on why I feel that way today and where our industry is headed tomorrow. On Friday, Feb. 25, I hope you'll join me and the Art Directors and Artists Club of Sacramento (ADAC) for the next installment of Words of Wisdom.

I promise to make it fun and upbeat. Because that is truly the way I feel about the graphic design business today. I also promise to share some of the formulas for success that have made Page Design so successful. These tips are easy to apply to your own business. You can begin using them right away.

And because I know it's a tough sell on a Friday night, here's an inducement: For any Page Design blog recipients who RSVP to attend, we'll pick up the $5 admission fee for ADAC. And there'll be wine, too. Does it get any better? Please RSVP to Heather Orr-Martinez at heather@pagedesigngroup.com.

Hope to see you there on Feb. 25. I hate speaking to an empty room.

ADAC Words of Wisdom Series
Friday, February 25, 2011 at 6pm
AIA Central Valley Building, 1400 S Street

No One Remembers A Boring Water Bottle!

2011-02-07T01:02:31Z

Promotional items can be an effective way of communicating a message… but your message must be concise and well conceived.

Choosing the Right Item & Creating the Right Art

When the California Rice Commission (CRC) started looking for a promotional item that would help convey the work rice farmers do to protect the environment, reusable water bottles were the perfect choice. The Commission spends a great deal of its time addressing issues of water usage, water quality and the sustainability of rice farming. What better item to symbolize this message than a reusable water bottle? This is the second year CRC has commissioned Page Design to create an illustration for the bottles. Last year's illustration focused specifically on the waterfowl found in flooded rice fields. This year's art features a broader species scope including a turtle and snake along with many bird species, effectively delivering the message that California rice is "The Environmental Crop."

When printing on a promotional item, the fewer colors printed, the less expensive the final product will be. With that in mind, Eric, Kurt and Sara set out to find an illustration style that would allow the level of detail desired, while keeping the amount of colors to a minimum. Both illustrations were created using four colors and the bottle color itself played a large role in the final look of the piece.

Besides the color limitations, Eric, Kurt and Sara also took into account that when printing on a cylindrical item, such as a bottle, colors do not always line up exactly. So, they chose a style of illustration that would not fall apart if slight gaps or overlaps appeared when printed. It is important for a designer or illustrator to take into account all potential problems, such as these, that might occur when printing on 3 dimensional items. Art created for a bag or bottle will not always translate well to a smaller item like a pen or thumb drive. Each texture, shape and finish has its own challenges. Working with people that are familiar with the processes involved, or who take the initiative to find out about potential problems, is key in the design process.

Adding Value to a Promotional Item

Companies spend a lot of money on promotional items, but often times give little thought to the art that goes on them. People don't bat an eye when spending thousands of dollars on the item itself, but are not willing to make the investment when it comes to creating a nice graphic. Having an attractive item increases the odds of someone keeping and using it. The California Rice Commission obviously saw the value in creating a piece that was not only functional, but beautiful. By thinking beyond a logo, they created something that is both unique and sought after by people in the community.

Page Design has good working relationships with several promotional item vendors and we are happy to pass that info on to clients or facilitate an entire project. Whether it's wood boxes or gardening knee pads, we are up to the challenge!

What Can You Do With 120 Pixels?

2011-01-04T07:01:58Z

Even the smallest ad can have a big impact!

I wanted to share with you the smallest animated Flash ads ever created here at Page Design. The ads are 120 pixels by 90 pixels (approximately 1.6" x 1.25"). Tracy and Chris created the ads with Jim Morris from the California Rice Commission (CRC). The goal of each ad is to encourage viewers to find out more about the environmental habitat California rice provides. Each ad focuses on a different bird species commonly found in California rice fields. The ads were placed on several websites including: Capital Morning and Rough and Tumble. The key to such small ads is keeping the message simple and using the animation to further the message.

These ads have been among the top external links that drive people to CRC's site. Total activity on the site during the last quarter of the year has doubled. It just goes to show you that no matter how small the ad, if the concept is a good one, it will be effective.

The ads can be viewed by clicking on one of the images below.

Creating an Animated Holiday Greeting Without Using Flash!

2010-12-21T11:12:31Z

Behind this simple animated holiday greeting is a lot of complicated code!

Creating online motion graphics has become a little more challenging lately as popular Apple products such as the iPhone and iPad no longer support Flash, the most popular multimedia platform. (I won't go into why, but it is a pretty interesting debate. If anyone is interested you can visit www.apple.com/hotnews/thoughts-on-flash/.)

Lucky for us, the techies of our group have been keeping up to date on new trends in Apple supported motion graphic technologies. This came in handy when we were approached by California Travel and Tourism Commission to create an online animated holiday card that could be supported by the iPhone, iPad and standard web browsers such as Firefox, Internet Explorer and Safari.

There is a lot of technical support for people creating Flash animations, but support for the iPhone and iPad is still pretty sparse. Chris and Mike took on the challenge by using a JavaScript Library utilizing SVG and VML to create the piece. Although it is a simple animation, getting it to function on multiple web browsers as well as the iPhone and iPad was not easy!

The holiday greeting mirrors a recent TV ad produced by the Commission called "Misconceptions," a clever ad that focuses on some common stereotypes of California.

"Misconceptions" starred popular actors like Kim Kardashian and Betty White, our greeting starred a very happy California bear and several mischievous penguins. It was a blast to work on. Although there were a few moments of panic as we tried to get all the bells and whistles to work, we ended up with a great piece, which can be viewed by clicking here.

If you are interested in taking advantage of this new technology for one of your projects, please let us know.

Holiday Giveaway

2010-12-06T03:12:31Z

Become a Fan of Page Design!

If you have ever received a holiday gift from Page Design, then you know they are filled with goodies galore! This year we are setting aside one of these highly sought after gifts for a lucky Page Design Facebook Fan. What do you have to do to qualify?…

1) Add us as a friend, fan or just plain "like" us by December 15th. That's it! Every one of our Facebook Fans will be entered into the drawing (even existing clients who may already be receiving a gift).

What is this year's gift? We can't tell you that… it would ruin the surprise! But let's just say it will be a welcome addition to your holiday feasting!

Click on the Facebook link below and you'll go directly to our page. Pass it on and good luck!

Nature's Harmony: Part 1 of 2

2010-11-09T09:11:34Z

For the sixth consecutive year, the California Rice Commission (CRC) has commissioned an original piece of artwork from a Sacramento area artist for its annual Legislative Day Gift Box.

This year's artist is Melissa Chandon, an abstract realist painter whose studio is located in Woodland, CA, the heart of rice country. She describes her art as "Americana meets Pop Art." Her primary project as an artist is "to create a body of artwork that invites us to consider the nobility that lurks just beneath the surface of common things; noble because these same things are nothing less than incarnations of the American dream." California rice is a perfect fit for Melissa. Rice is something many of us take for granted because it is so common to our region. And when you talk to California families who have been growing rice for generations, you get a snap shot of their "American dream."

Jim Morris from CRC started the project off by scheduling a tour of rice country. The tour included several rice farms, lunch with Chef Antonio from Cilantro's restaurant in Yuba City (a man who is very picky about the rice he uses in his recipes) and a meeting with Keith Davis, a rice farmer from the Marysville area. It was a beautiful day, filled with picturesque views and interesting subject matter. At the end of the tour, Melissa knew exactly what she wanted to paint – bird life in the rice fields. She choose the iconic image of a white egret walking through flooded rice fields as her focus.

Melissa gathered reference photos she had taken during our tour, as well as other egret photos, and created the composition for the painting. We had the pleasure of visiting her studio once her underpainting was done. This marks the midway point of her painting process. Underpainting is an interesting technique that can be a bit shocking when you first see it because Melissa creates her underpaintings using red tones (see image to right). She explained why she uses this technique in a short video provided below (second video). The final video, which will be created by Pat Kuske, is still in production and will be previewed at the Legislative Day event in March of 2011. But here are a few teasers that Jim created for YouTube:

The final painting titled "Nature's Harmony" is now finished and waiting to be photographed so we can incorporate it into giclee prints, note cards, an artist card and more. In Part 2 of this blog we will share the finished piece as well as the final video. Until then I hope you enjoy a sneak peek of the art!