Live Graphic Design with Farm Design 3/3

July 24, 2019 posted by



all right we're live we're back it's day three for graphic design with Christine and Aaron from firm design this is gonna be fun because I've been watching this process go now for two almost three days and what you did admit yesterday was like blowing my mind so fast so we're we're back to finish up and continue working on the various designs that they were doing before and there's some collaboration going on so good cloud collaboration going on all kinds of things going on and of course keep the chat going this is where we get our questions when they get quiet I look at look for your questions to keep them going but we love questions yeah love questions so there you go and also if you're watching this on YouTube that's awesome but you know what's more awesome watching it on Adobe live.com because at Adobe dot dot Adobe live.com there's a contest tab that doesn't exist on the YouTube page so if you're interested in potentially winning money and winning Creative Cloud always monitor doesn't always head over to Adobe live and see what the current contests are no there's one for Felix but you never know when when Michael might feel generous and just pop a new one in there so if you don't monitor it you'll never know all right so with that said Christine Aaron yes we're back awesome we're excited our Friday Friday it's been awesome working with here the Adobe live team and working with the audience and you guys have taught me a lot and you like a short amount of time so I've been diggin it cuz you're doing the stuff that I don't get a chance to do so ya know we're here to be transparent and sort of help demystify things that especially a lot of students are young designers you know not quite certain what happens in that next realm so the farm design is here to sort of answer any questions do you mystify anything and share knowledge so give us a bunch of questions today all right wait squid TVs here from India hello scruff yes you're still awake North Carolina Tampa let's do it hi guys all right question what question you like the most questions you like the most we like the questions you tend to like the ones that are about the career part of it and how to get started and mentoring and grow that I think you know those are the things when I was in school or just a recent graduate is like I always had like what happens next what what do I do next how do I grow how do i and that's so cool that you're willing to share that with people because a lot of people you know they make it may I'm keeping that to myself I want to know my secrets but is it so cool that you're here sure good interesting you're just like you know you see the stunt like your work just speaks for itself well I was watching yesterday it's like I didn't know all right let's do this who's up first yeah I'll do another recap just to fill everyone in so we're doing a beverage consumer package good and it's called the wilder shrub I'll kind of go through it again right here it started by two buddies that you know we're inspired to start their own kind of simple syrups and vinegar drinks because people were asking for something that would non-alcoholic I'm sorry kind of yeah so shrub is you know made out of fruit sugar and vinegar it's got health benefits if you add sparkling water it becomes ready to drink beverage it's got great history we covered some people in the market right now that meat did like a dissection of what kind of information is laid out on everyone else's packaging what are the emerging shrimp so it is out there I just get a sense of the landscape target demographic parameters for us and then we also went over kind of like a process of how to start your your concepts into those right so open up what I had yesterday so yesterday I went over setting down grids we did we did one in quarters one in thirds and basic shapes and you did those in like I don't know what 0.3 seconds 10 or 15 minutes yeah just laying out your foundation it's that again but five foot roll when someone's standing you know down the aisles what's going to catch your eye first so I mean these are really quick Sprint's and this kind of helps you you know exercise don't get stuck on one idea because you can have the people that donated contests because I don't need to we need to so yeah so from that the foundation of researching an understanding the project brief then we take that knowledge and we start crafting building assets in what we call sort of brand skate or a mood board and that's what helps generate these ideas quick ideas and so the mood board is generated by creating these little buckets of information artifacts that we find online typically yeah so these were the buckets visuals and word the Marcy I agree Christine is beyond awesome thanks Marcy so that we have flavors here possible illustrations that we could use you know the history behind it not during that century the Homestead Act was happening the sword behind Laura Ingalls Wilder and while there is what inspired the name click look of quick logo explorations there's a lot of artifacts that we pull that we quickly grab and put them into folders on our desktop and then we sort of compartmentalize them but we taken the next step further by building these little brand escapes which we spend fifteen to twenty minutes each on and I encourage everyone to do a bunch of these different brand escapes we internally we do about fifteen to twenty of these and we narrow it down to about eight or ten to sort of start getting ideas this is just one of the brand escapes that we you want to see mine wasn't very good we're gonna stick with yours all right I'm seeing all your amazing questions I've seen a lot here yeah they aren't going unnoticed I'm just waiting for the break to UM get in and good or really good so this is a brand scape that we we sort of slapped together in fifteen or twenty minutes we keep it very sort of organic yeah we don't we don't try to box it in we like to create a lot of overlaps in little areas on the on the mood board for for possible opportunities visual opportunities we start to get a sense of hierarchy and color textures a lot of these things start to are born here on this brand scape and when we do it super quick because that's where you thought of serendipity happens in design you don't try to force it or try to impose much of your preconceived ideas no just keep it really sort of nebulous and fuzzy and I think that's things sort of just happened and it looks like you know from yesterday he did an amazing job doing that and I know there was a question yesterday about like how to do a mood board I suggest starting off with like you know a color palette you know a simple box of color maybe a logo I found artifact artifact that's already been done that yeah I was referring to it stuff on there but yeah like a fun artifact it doesn't this isn't took coffee it's just giving a sense of the style or their essence that you know your brand will have and then maybe try pulling some imagery and you know if you have big blocks of color something granular or detailed could help you out I know if you see my cursor we have something from like the Homestead Act so you know ideas formulating in my head already such as I don't know if this just tells like a historical or heritage story or if it's a flavor description you know and then we also craft words words are important this one was from our homestead to yours but yeah that's kind of how the meat board works so then yes yesterday we demonstrated how do we take this and then start to okay break point all right because I just don't let these go so first of all hello Gabby hello Sam Sisko hello India Oklahoma Brazil and new ammidon and yes Kristina's beyond amazing now for the question first question Kevin's asking and we kind of touched on this yesterday how to make a good portfolio so the thing I said yesterday was less is more if it's a choice between showing 10 projects or 10 photos or 10 things and seven of them are amazing and three are just okay take the four either just okay out because then you just look like you're amazing because that's all people see yeah Aaron you have some comments on this yeah I mean that's a great point all it takes is like one bad piece in your portfolio because what it tells a potential employer is you think that that's good work right yeah creates a red flag for you as an employer you're not from now right I never thought of it that way because I don't want that to be something I would show my client and you're demonstrating you think that's a certain level so and on the photography side what what tends to happen is there's a photo that you're thinking back to the photo shoot and all the things that were happening behind the scenes and maybe you gelled with the subject or you were just standing in some amazing place but the photo itself is really not telling all that and you're in love with the memory but not the photo and therefore people are just looking at the photo they don't have that memory they don't have all the stuff that went on but to make it happen and therefore that makes it look like you're not as good as you really are I think going back to the portfolio question I think a lot especially today what we're gonna demonstrate is how to put together portfolio story experience for the brand but it could also double for your on your website or your by hands page or a client presentation so these are a couple and double up in many different ways so that's what we're gonna focus on today is how to take the packaging and there's another one oh I just missed it scroll that scroll down oh dude it's scroll way down okay so here this just is asking how to approach or how do you approach designing on a client hand you the description and you've kind of been doing that like you you take what they give you as these things must be included but then you go from there yeah no I I think it's it's a partnership it's a collaboration with the client they come to you because they have problems they have needs if they could design a logo trust me they would have designed it and they would have called you if they could do packaging they would have done it themselves so they're providing information to a certain point there they're really good their core competency typically is something else building a business or developing a product or enhancing a service but they don't oftentimes know the creative site which makes sense so that's why they hire individuals freelancers studios agencies and what we need to do is we're we're partnering up and trying to solve this problem for them so yeah clients were going to come with different levels of information some are just I don't know what to do can you help me out too we have a focused idea we just need someone to sort of Shepherd it and sort of flush it out so we run that whole gamut it's a partnership so we just want to sort of work in concert and contribute at the levels that they feel it's necessary okay and add value to that as well and great and one more and I'll let you continue because there's a bunch more and I want you to it will kind of mix it in so one more before we let Christine continue with what she was doing and that is good this is from Joseph could Aaron and Christine talk about how to take criticism and emotional maturity within critique because you know no matter what you post or the show someone's be able to answer this cuz I'm pretty critical I make people cry not intentionally but so I think yeah how do you take criticism I mean you can't take it personally to realize you know these are professionals and other creatives giving their opinion so I mean it's I think it's like you can't be you can't really have this ego because you're not gonna learn anything if you don't learn to listen to everyone else critiques aren't coming from a personal place they're coming from a place to try to improve enhance to refine and so sometimes you get so emotionally connected to something and someone says oh it's not that good that it's sort of like a sock to the gut sometime you know I don't like to hear it but it's like no one likes to hear it but if you if you take it from the respect perspective that it's constructive criticism and that it's only intended to improve and make the product or the whatever you're working on better that's the optimistic way to look at it and I never just a comment in general about internet criticism and that is you know again you post a project and people are gonna love it people are gonna hate it people are gonna be indifferent no matter what yes so if you're one of those people are looking at someone's work and they posted something and they did not say hey what do you think then if you have this long list of criticism do it offline do it in private do it with a DM don't be post under it all the things you think they should have done when they didn't ask you if they asked that's another story go for it but they didn't ask nothing nothing makes it worse for someone than to see a bunch of criticism that they didn't ask for yeah a negative criticism or you might call it constructive but if you're not gonna praise it you're not gonna say it's good you're not gonna say it's okay then just don't say anything or say it privately I have this analogy I'm really into sports and so when I hire people I like to hire people actually or you know Christine played basketball I played basketball in and there's something about it I have an analogy I remember I used to play a lot of basketball growing up I was really competitive and after I graduated college I started playing basketball and just pick up courts mmm like in the park and I remember one time I was telling the guys like you need to play defense cuz we were losing and he got upset and he said I'm just here with my family just hanging out and I realized I ruined his day and and so I realized that if I wanted to play basketball at the level I liked to play I need to play in a forum that where everyone else wanted to play at that same level right so I played in leagues and you know when I tell that guy on my team you need to play defense he didn't take it personally no he was like yeah we're trying to win this so same thing with design is I want to have designers who are really motivated and passionate and want to improve their craft and so when I say we could do better on that logo or you need to play better details analogy you don't take it personally like yeah I want to make it better exactly and you are broadcasting it to the rest of the team when you're talking to that one person I'm working with that designer who's like I'm just hanging out with my family at the park and I don't need to be pushed like that doesn't really work in our environment we're constantly pushing each other I'm not the one would push shots grunt everyone is pushing each other to sort of and everyone can be better and whatever it is they're doing that's not the point the point is there's a time and a place all right great questions yeah so you want to so we're talking about mood boards and so yesterday day two if you haven't seen it we're demonstrating how do we take the information from the brief the client brief the research and we do these little bran escapes so we demonstrated one did a couple yesterday but we took one and we started to flesh it out but like when we do is internally at farm design we often time narrow down about eight of these sort of bran escapes and sometimes they work sometimes they don't but we throw stuff against the wall and we do quick little moves we don't spend a lot of time so a lot of these brand escapes that you have the actual birth yeah we showed the Browns cake yeah you take about 15-20 minutes and then we start slapping here if you've watched yesterday Christine knocked out I don't know bunch of the hundred yeah yeah but it's good it's like quick moves or using found artifacts and then with not the intention of using that artifact it's it's just using grabbing the essence of why it might work or not work and then we're gonna craft something that sort of captured that same sort of essence yeah and even like you know yesterday was when I was just giving my candid you know just open feedback it was I like this one not I hate that one because that goes without saying it's like not necessarily that goes without saying but there's if there's what I like let's talk about that one yeah let's deal with those as opposed to the ones that make up not as passionate about so you had these this is where we started off then I see what you did there when you guys collaborated on the wilder yes so we were in the middle there kind of playing this is what we were using her do you remember sir yeah go back up to six doing the wilder there in the middle oh yeah this is where we were and everyone liked it I think it was maybe the shape yeah I don't know what was distinctive and I think one of the the explorations from the the the shape exploration do you did ish there with just black and white shapes Terry you said you like one it was sort of that so it was born from something that literally took probably 30 seconds mmm but it's that big 10,000 foot in the air perspective what is that thing that captures your attention that's distinctive I caught myself saying I like that but I don't know why right yeah yeah so we grabbed that one in the audience like sixes but we realize there's obviously something missing here okay and so we three some other ideas so we would grab some found logos again hmm and this one's copper cattle we know it was in our artifacts folder right and I didn't like that until you swapped it out with the the stamp instead of the Smith company right yes and then we were here so when I'm about to refine I went over a couple of fun more foundational things I'm just having you know the basic information that's gonna go on the bottle and then we talked about you know kind of just typing everything out so you can compare your fonts and then maybe some tertiary fonts but you know having them all they're just easy access so you don't have to key in something delete something and key in something again just keep them all there for your reference I call them plain pieces you got to get all your playing pieces on the board so don't wait don't wait just sort of piecemeal together just get everything there that you're disposable it's as quick access it's efficient so this is when we were starting to refine or craft some brand elements Aaron did a quick ws we started throwing the type we were concerned with some scale issues and soon towards the right things start to maybe great doesn't have that you know that taste appeal does it look here's a question either it's been asked a couple times it comes up with different variations and it's basically do you discuss or show your decisions with friends and family or just keep it on the team like do you get outside opinions I guess is basically the question you're heard the same too many cooks in the kid you got to be careful I think how you manage that information if you're good at managing that information you can field you know solicit other people's opinions mm-hm but some people are not good at sort of it creates more confusion for them okay so I think it depends on the individual I have certain people that I trust my wife is fantastic she has a great eye so I I sort of share stuff with her and she has this track record I think she has like 90% she almost always picks the concept that our client picks it's crazy so I'll go home when we wrote the did the night before presentation I'll share it with my wife mm-hmm she'll look at it and she has a really good gut feeling about things she'll pick one and then I'll come home art to the office the next day and everyone wants to know what is your wife pick typically what the clay pigeons it's crazy it's uncanny nope well I think and to add to that I think it's also opinions you trust Mike I wouldn't ask my next-door neighbor for design advice because that's not what they do but if there was someone out there you know for me photography advice that I look up to as a photographer then absolutely I would ask their advice even though it has nothing to do with like they're not in on that particular project yeah I like getting I like individuals who don't always just say I love it like right so I probably won't ask my mom do you like this because she's like oh yeah so I like to field it with people who are can be critical yep and say I don't like it because of this and that is incredible information I don't want that information I don't like yes people the alley people who challenge refined yeah so we're working hard for you guys so after we left yesterday when we were we were jamming on some stuff so we refined it we were working on more of the granular details when we when we first started it was just big moves big shapes getting the big elements and message points across and then I think we got a nice foundation when we left yesterday we started granular detail finished products at this point yeah so we hadn't wanted to flush it out so today that we we could go more in depth of how don't like presenting a little bit yeah you can start to see like we had of just a rectangle box where the the flavor call out the honey mulberry or you know so we like to add little details to little embellishments we fleshed out some of the shapes on the the Wilder shrubs sort of we talked about maybe it needs a monogram up there as opposed to a logo because it's just way too much type yeah so again with the Smith thing that's one of the things those bother me with that particular right my treatment at the bottom there's just too many style is exact no words so we simplified with the monogram up top so we sort of flushed that out so you can see yeah it's all about the little details so we started to like this and see at first I didn't really care for that ghosted image in the background going down into the into the orange bar now I like it it creates also like another layer of color so we can thread some of that color it's almost like a tertiary color in the background then we sort of thread that towards the top in the little corners at the top that yellow leaf yellow organic sort of element and you can see we have a little embellishment on that yeah you can see here instead of we just had a line uh-huh and we curved line to sort of emulate some of the other shapes but so that was all little micro detail we do that last yeah so and we were really comfortable this so we we settled on this with me a decision this is what we're gonna go with that one's rockin yeah this was just me kind of refining my templates so looking at our choices and everything yeah yeah because normally it's not just a singular SKU or singular product it often times there's a line extension do you want to be able to scale the the product or and so in this case there's probably maybe multiple flavors and so how do you demonstrate that how do you articulate that visually to a consumer who's just walking down the aisle how do you catch their attention so color is really powerful there's a series of cognition in terms of how people sort of translate things the first thing that they see is shape so shapes are really important so big shapes that are indelible the second thing in the series of cognition is color and the third thing the last thing is details or type right so do that one more time number one shape number two color and number three type yeah you picked the same so we want the shape and that's why we did just big shape moves there's a great saying like a lot of the illustration house is like DreamWorks or Disneyland or what they understand that shapes really important in sort of licensing and marketing a lot of they're at their their products so think about Mickey Mouse you saw the silhouette you would know that's Mickey Mouse you saw the silhouette of Shrek you would know that Shrek and it's because of the shapes if the details are later so they understand that trying to create something that's indelible to a consumer it's not about the details it's about that big shape thing so think about all the most iconic colors just you know what it is so we wanted to make sure that we can we can extend this this line here and colors really is that second thing was really powerful yeah and they can also sort of start to set expectations for the consumer in terms of what that flavor appeal might be or that so we like this and then we took it to yes I just want to show them a quick so the way I had set up my files I always like to think ahead in terms of like you know the final product sometimes just so when I'm designing it'll cut that time off and hit like in half so I had an ax clipping mask but when you unclip it I had already set it to with a guide for my smart objects in my render just so that I can just easily copy and paste and scale to the size of it and that's just organization efficient so two things from Tonya y'all are F and awesome and she says like the coke bottle shake show the final render okay so we rendered this out based on so someone asked yesterday we were working in an illustrator like why are you working an illustrator not Photoshop by the way wasn't just here that question all throughout there it's just you know an illustrator well whatever you're comfortable with and you know illustrator for me I'm just i can move quicker in it but with Photoshop now you do have the choice to do multiple artboards but i think your site the size still gets a little big your file size so so in in our world we're designing but then we also have to execute it to mechanical stage for printers to sort of see the project through so i like to design or I'm killing two birds with one stone so we're not only designing but we're also getting the production file set up so when the client says that's approved it's ready to go we don't have to recreate it again so if you're building it in Photoshop and the client approves it and your you need to print that label you want to have all the type and everything's sort of crystallized so it's better in vector form and having everything sort of be able to sort of you can isolate the printer can sort of select everything in sort of crate layers and film for each one so illustrator is better for that so we designed in the format that we're going to use for production or for mechanicals when we hand it off to the next vendor otherwise you could do that we did this in Photoshop we'd have to recreate it in Illustrator so I mean I can show you this is a blank template that we get off of yellow images but you can also use the Adobe stock for template or packaging templates project Felix you were sharing it you know how you can do a lot of renders from that as well so there's a lot of great resources out there where you can do these sort of mock-ups yeah so this is from yellow images and this is kind of having these photo shops doing some wool but yeah it's great because we have your highlights and shadows you can change like cap colors and then you could you have your highlights your highlights and shadows on the cabs that you can adjust and I think when I think I see a lot of students when they try to render something out they they take the art and they they put it on top of the the form in this case it's a bottle a box and they don't they do a multiply which is great but the thing that they're missing is the highlights I so you need that highlight over the top to sort of give it that that energy shape and dimension that depth so I can oftentimes tell when it's a render more it's mockup I think a good renders when you can't tell and see I think that's where Project Felix helps a lot because it's taken into account for lighting is so important I think the key is you want to get your level presentation to that point where someone can't tell if it's a render or photograph is it actually produced or is it just a concept and you were giving me compliments even though you didn't realize it when I was showing you my photography and you were like wow where'd you shoot that like oh that wasn't studio yeah I mean when you can't can't tell I'm like paroled because I can tell if they mocked up like their perspective is off or if the shadows not right like with the lights coming from this but the shadows like very there are always some dead giveaways yeah people miss yeah so like with a trained eye or even an untrained eye your mind's eye can see like that doesn't look right I kind of get those like that dog ear thing I've learned I've been doing compositing for a while now but I've learned as I'm doing newer ones I look to see if I can tell like yeah I look for little things okay would it like for example uh the model had goggles on of course that would be reflecting the sky hmm but would it be an exact mirror image probably not will it be dimmed down a little bit or as bright as the sky gem down so you have to think about how would it really live if it were really shot in that location so when I'm on Behance and I'm looking at people's portfolios they're like wow that's really cool is that real and when I can't tell that I know that designer some rockin like and so we're always trying to what I call don't reveal the man behind the curtain it's a Wizard of Oz sort of metaphor and so when people were asking earlier about like getting outside advice or whatever that's an okay thing to get outside advice on from anyone because you can say hey look at this does this look like it was really there ya are really on this bottle or really in this location and if they see something that looks off off or out of place then you know you got to go fix it because that's the untrained eye not really looking for mm-hmm I can't go any further um Terry I'm sorry I see a comment here this Adam Fox okay he said I I think Aaron is on point but for some reason I can't trust him with that Dodgers hat on so I'm representing they're number one in the major leagues right now but but here's the thing it's got like the green camo background so a semi-transparent so just put whatever logo in there you want and now you have a right that la yeah that um yeah so we're yeah we're gonna have enough time to sort of flesh out this stuff so we took the design Christine is gonna show you how we render it out real quick yeah it isn't we're gonna we're gonna transition into otherwise we're not gonna be able to share some cool stuff with you and Kevin pause the portfolio guy so he does the portfolio checks on his assessments sections so I open the smart object and this is the same template I don't know you started it was like I opened up the smart objects placed an image and then it'll just appear with your highlights and shadows so that's something simple so we did this with the art so we did this the other flavors alright so Helen's asking a question and this might be more of a Christine question how do you find your path in design when you like doing everything from illustrator to Photoshop to Dreamweaver adapter effects like you just like it all how do you decide how do I decide I think it's important to know those things as a designer I mean I'll be honest I don't know too much about like Dreamweaver or anything well I guess she was like asking more from the standpoint she likes at all so how do you pick a discipline I guess I would I guess it would depend like what you're interested in like if you're packaging I assume you would have to know how to learn how to use you know your illustrator your Photoshop the main ones mm-hmm and if you want there's like rendering I think it's like what your passion is right I agree that's where your passion is also there's nothing wrong with liking a lot of things especially if you have clients that are willing to pay you to do all those kinds of right because then you become that one person stop they can get the stills from you the the the flat designs the package designs the videos the animation so you can website if you like doing it all great yeah but it really will depend on where your passion is what your clients are willing to pay you for and where you think even though you like it all what do you think you're best at because it's hard to be best at all of it so I would maybe stick to work what drives you and what you think you're best at no it really will right yeah I'll zoom in on some of the details you know I see here adding you know your simple highlights and shadows of how that label sticker would fall onto the bottle and this one warps the label so it's really subtle but you know it makes a total difference because from the illustrator one it was just for what yeah so now that you rendered it kind of goes to like an oblique on the side slightly which is what it would naturally do there's even details like how light reflects on glass is gonna be sharper then when it hits like a paper substrate or a label now that light is diffused and it's softer so you can see this transition of a nice sharp line here the high light transition on the glass but once it hits the the label you see how it's softened here so all those little details you may or may not know it but those are the things that your eye picks up and so I think really good design is in the detail route so this is where we settled this is what we settled on in terms of the brand the package system for Wilder shrub company so what today is we're gonna we're gonna demonstrate how do we take the brand artifacts and the brand elements and build out a brand system for this company and I think this is important because a lot of brands typically are just a singular logo it has to have complexity to it to sort of articulate its its personality its character and then that's what consumers really connect with and have an emotional connection that's how you build a tribe is building that sort of that emotional connection with the brand we're gonna demonstrate how do you sort of build that personality beyond just that that pretty picture up front dr. words yeah so you want to show the the front end of that and then I'm gonna show some some demonstrations yes okay so from you know the first episode that we did we kind of went over some of our portfolio pieces so this is a typical exercise that I do just to brainstorm on a possible layout again I can tell you about a new feature again laying out simple shapes and then just using words to dictate what you're gonna place okay and I know this questions in someone's head so I'll ask it so now you're an InDesign I mean why InDesign vs. illustrator reports or Photoshop artboards for this one I think it's because I'm using more I think there's more typing right and and that's what this time yesterday I saw it when I asked you about InDesign said it's more for the main layout heavy product process so yeah definitely more type and I guess it depends how you want to lay it up but this one kind of works for us just to do again something quick yeah um cuz Photoshop does take a little more time using you know your but then you know then once you get like a quick sense of what you're gonna do then maybe you could just take it and if you have a massive file that you're being throwing around if you're building this in Photoshop exactly it's not as manageable all right sighs is this print cuz if it's big it'll slow down your computer I don't know crash I'm just is just to prevent you know those okay and Kevin's asking how do you make a good brand style guide what what's inside and how is it structured and you guys have been pretty much doing I think we can come back to that I'd love to share something okay so we'll jump back that when Christine sort of in the weeds and sort of building this thing out so let's come back to that burnin what we'll demonstrate that who has a question that was like Kevin's active good for you all right so yeah we'll come back to that Kevin will share something but you'll notice and I think if you guys been paying attention you'll see how organized Christine is everything has its place mm-hmm she has a system where she takes one logical step to the next logical step and she's not like bouncing all over the place and that's a way to be really efficient and what you guys are doing so there's certain best practices and it does take practice to sort of learn how to get there but by watching this video and just seeing how her workflow is you can start to see how you can say organize how you can stay focus and how you can be efficient with your time it was really really good yeah so this is um like she's like these lay em out super quick you know have hero shot maybe there's the title of whatever designing a little description that I'm thinking oh maybe there's like a logo mark that I'm gonna place here and then maybe you know a touch point I think the whole purpose is you know instead of just putting you know the logo on one beverage how can we make the brand scalable and what other touch points are possible so then in my brain I'm starting to think like okay what other touch points are there is there a carrying case is there gonna be a lifestyle shot so you're just thinking about here's this you're just dropping some some of your thoughts down on it and then you you yeah it's almost like a wireframe for a website almost yeah mm-hmm if you scroll down still pretty rough but then you know I'm like okay maybe the eye here shot the three bottles right there were images from like my brief yeah like okay maybe this could work um it kind of has like an essence to it and then maybe the bottle there and artifact yes so she's refining and sort of taking the next step she's scaffolding her thoughts and ideas to continue to progress and so this is like it's sort of the stage where we're at today we're gonna take that that Wilder shrub sort of packaging and branding identity and we're going to skin it on this and that's what we're gonna work on today so while Christine is gonna start that I'm gonna demonstrate why we think that's important okay so if you want to jump to to my screen all right you want you wanna keep them both up or you just want to yes up to mine so we shared this on day one which is bivouac it's a cider company in in San Diego it's they're gonna be launching later this year it's still work in progress on a lot of items but this is a demonstration of that very same thing that Christian just demonstrated is we're taking this sort of format and we're flushing it out sort of telling a full brand story so what we have now with while the shrimp is we have the bottle and so in lieu of this sort of can that that's where the bottle is but we don't stop there we want to sort of build out a robust sort of dialogue in brand experience for the consumer so this can be utilized for and this is actually a presentation we did for the client so the client can sort of wrap their head around the possibilities we shared six or eight different concepts on this but you can start to see that it's not just just the package we're looking at artifacts like logos secondary marks what are the other touch points that this brand might have in this case it would be you know sort of a beer glass maybe coasters that might be on the bar we flushed out what Monti rear of the the restaurant might look like we looked at chef sets so that was cool yeah so these are sort of you know this is the presentation but you know it almost could go in your portfolio or your bait hands page but it's not just showing a singular thing that you designed that's the way easier they climb to tell me the logo and I want it on this box yeah and then in my portfolio guess what I showed I showed alert and it was just as simple as that but there's so much more in complexity and more depth that you can you can add and being able to know let's say your client does come to you and say those exact things hey I want a logo and I wanted on this box mm-hmm today do you just give them what they want or do you show them more possibilities yeah I ask a lot more questions because I understand why I understand what their business model is how they're doing business where they are what are their success and failures why are they even calling on me because I know they have some sort of pain points but I want to be able to sort of solve those pain points so in order to do that I really need to sort of get under the hood of their business and and what they're doing and what their needs are so oftentimes it'd be like well maybe it isn't a box that you need based on what I'm hearing from you maybe you need these other touch points that might be more valuable to your brand and its ability to grow and so that comes from experience and understanding the business side of design and not just focusing on the design side design so asking a lot of questions and trying to understand what their needs are for me it used to be a client would call and they'd say you know hey I have this business and I need a logo and my might my gut thing would be what color do you think what far I'm immediately talking design or that's evolved a lot since that now that same person calls like hello I need a logo and I'm like tell me about your business do you have in the market space what is your success what is your price points I'm asking a lot of business questions trying to understand how they do business and how I can bring value to that so it's not about hey what font you know what college what styles that's part of the dialogue at some point very important but I want to learn as much as possible so I can bring value to this beyond just designing a pretty picture yeah so you know the again this is presentations style and Christine's gonna build this out with the wild or shrub again that this thing can work for client presentations your website your portfolio I think there's a lot of value and that's what we're gonna we're gonna demonstrate today I think we talked about when we're doing the brand escapes there's a lot of we want to build a lot of sort of visual vocabulary textures colors fonts on there so we can take those elements even though we may not use it on that that package we might be able to use that on the website and we might be able to use it on the box so we we want to build this sort of robust sort of graphic tool box that we can draw from then we can apply it to multiple things to sort of build out that personality so from bivouac they picked I'm going to do a quick recap of which one they picked and while you're looking at that looking for that it sounds like a lot of what you're doing is around packaging package design and so forth and so on how much of your work if any is mobile websites other mediums video because some of that's a question Bob like would you ever put an animation in the package just like ultimately we we get clients who ask for all of those things eventually they're gonna they're gonna want some websites like it's hard to do business today without having a website and having a website that's responsive and mobile so oftentimes they may come to you for just the logo or package but then it constantly if you build rapport with the client you provide value they're almost always gonna come back to you and say oh now we need a brochure or marketing brochure or we need a website so then it comes down to us do we want to do that we're not we get a lot of almost majority of our clients ultimately ask us to do their website mm-hmm especially for startups we're not we are not a web design house yeah yeah but I'm passionate about design but I I really hate doing the backend of websites it doesn't excite me at all no but if it's a client that we really enjoy working with and it's a brand that we really want to see through you know we'll do that so yeah we try to extend but we really want to stay focused on our core competency and our core competency is an informed designs case it's it's building brands brand systems will never become a web design ales because that doesn't motivate me doesn't get me out of bed it's not our core competency so at that point is that either a okay we'll bring in the talent to do it in-house because you're our client will firm it out or we'll say no exactly oh I'm normally very transparent I'll say on some projects we can do it internally sometimes the client doesn't mean to no they just want to make sure their problems go away they don't care how you do it if you bring another agent in you know if it's done in-house or out of house but I'm very transparent if they want to know I'll tell them and if we can do it in-house that's great if we farm out the back end say a website let's say we have value partners that we work with and we'll manage them for about and sometimes like they asked if we can do copywriting and we don't have any copywriters in-house we're really good at sort of crafting sort of high-level copy sort of headline copy so those are certain things where I can potentially say we can bring in a copywriter or we just say yeah we can do it and we just hire someone behind the scene it depends on what the client is so here is the fleshed-out version of what bivouac is potentially can be but you can see that we've developed a bunch of artifacts textures and colors that can in imagery and logos we have primary logos secondary logos tertiary logos that we can sort of continue to draw from the build out this the system and that's what we're gonna do with the wild or sparkling shrubs we're gonna build out a system just beyond that that label we did on the bottle the importance of that is the client based on that packaging they asked they had other needs so recently they had a need for because they're gonna have a restaurant a tasting room as it's called they want to add retail items to help sort of build that experience for consumers they come in that they can you know extend that brand experience because they fall in love with their cider or that experience so based on that we we put together this presentation of what potential retail items might be for that bivouac which is a cider company so their whole company's based on discovery and it sort of it's a lifestyle type of brand so we've curated certain products that would sort of align with who their consumer is someone active possibly outdoors so you know drinking bottles backpacks we're creating brand voice here in case this one this one says embrace your adventure sort of little carabiners for your keychains little camper mugs little ceramic camper mugs you'll see artifacts that we reverb mug I'm thirsty just looking at that back and time they said thanks for speaking out about the core competencies she was starting to feel a little overwhelmed and if she can say no yeah it's okay to say no yeah yeah absolutely rather to say no and be upfront ivenna to say yes and not be able to deliver yeah don't be a yes person yeah so you start to see here with potential retail items that it's not just a logo slap so it's not we're just taking that big wack logo we design and we're just sticking it on on hats and t-shirts and mugs it's we're building this sort of like robust sort of toolbox of graphics and elements that it can continue to grow and be organic and it can constantly grow so here we have a bunch of different t-shirts and sort of message points you start to see some of their artifacts cool you know here we have gold yeah it can be printed gold on a shirt we have this sort of little brand logo with the Apple not sort of here with the BC saying forbid wax ciderworks here is sort of a little notepad sort of like field notes if you're traveling you can put it like little diary so we had an illustrator at farm she'd you know like what would that sort of discovery be like embrace your dough you know it's like being able to extend the brand voice that that's what we're that's what we're gonna demonstrate today is don't just think don't just stop with designing that logo or that package or that website it's like how do you extend that brand experience and that that's what we try to do at forum design is making a system that can grow and scale and allow people to connect with it allow I think I'm like trying to create something that people want to share we're living this this this world of sort of this technology with we want to share things on Instagram we want to be the first ones to know about it and get excited about sharing it so building sort of especially with branding extending that experience and allowing sort of their their consumers or their tribe providing them with information that they can share they can post mm-hmm is really powerful abroad because it's way more powerful for one of their customers to say I love this brand for this reason as opposed to the brand saying we're the best brand reason cool so so we can jump so that's what we're doing today and we can jump back to us pretty cool we can jump back to Christine screen which is she's she's been working on some stuff she's sort of filling in the gaps on that that template that she just showed and she's gonna demonstrate some of the techniques that we use to sort of flush it out again we we use we're not photographers at farm design so we try to shoot stuff and if it doesn't look together we like forget it we're out what we were pretty competent at rendering things out there's so many great resources of this looks so cool like that still you took the mark yeah no no wait turn off the layer for the stamp on the gold that's what turn the way off for this yeah it's if you guys use a graphic brother but some of them are free so I would take advantage something as simple as so we have the bottles shown up son is asking you Aaron have you written a book read a written book no I'm not but you could just transcribe thank you I need a ghostwriter someone can write it for me Todd is a fan for sure cool so I'm looking for like a standard guideline if I find when I find one and we'll share because I think Kevin Josh Kevin what Kevin thousand million questions great so maybe it's Kevin I'm looking for a brand guideline for you I haven't found one yet everyone's saying I'd buy it I do that buy it there's music playing we can't hear music yeah okay what kind of music is it the jamming everyone's jamming oh we know I'm curious what do you guys listen to you when you guys work because everyone in my office has headphones on and so I never know what they're listening to can barely hear music it's different styles background news yeah little country-ish or some little twing to it over here music music why is it Nicole working she's busy chatting Nicole is one of our rock stars at farm design she's chatting on yeah she's busted so that's some people back in the office to work but apparently yeah we're gonna have a meeting when we get back reprimand as far as music choices people are saying jazz punk rock and podcast hard electronic depends on the mood instrumental so it's pretty much all over the map yeah she says she's trolling you it's like I listen to punk or something like heavy metals like it's hard for me to focus for everyone ready I almost can't listen to music because then I can't like you said I can't focus on what I'm doing at the music I yeah it's gotta be the right type of music it would have to be very low volume for me what if they like musics probably I think depends on what creative no time and I was gonna say it also depends on what I'm doing if I'm retouching I can have music oh but if I'm typing or writing or yeah you have to really cook yeah reminds me there's the saying you what is oh I think Hemingway said it you design drinking beer that you ended coffee Nicole's going all out she says you listen to Britney Spears during work we all have our careers don't hate Britney Spears rocks energetic yeah Tanya I'm right there with you at the pit I don't have music on I'm working mm-hm yeah rarely it depends on because it really depends on what I'm doing and I'm you know kind of writing typing I just can't have the destruction but if it's something where I'm just working with the tools and focused on visuals then I can do it yeah is Britney Spears still alive yeah just go to Vegas she is like a show every night Oh let's turn into a Brit mister no no we go on these tangents I apologize which what do we do alright so Adams asking me you asking me directly but I guess it'll go for you guys and I'm pretty sure I know the answer but when it's time to get a package print it do you go to the same vendor or shop for the best price and I would say it depends you got a vendor that you know is the best and their price might be a little higher and the client is client is ok with it I would go with the vendor you trust if it's all about price then you might have to shop it around yeah we have a bunch of vendors that we work with we have sort of vendors that are on the inexpensive realm and then we have vendors that are quality what yeah what you're you know sometimes you have a client who just is on a shoestring budget so I'm gonna have to go to that vendor you can do it on the cheap and then sometimes I have those vendors like they want premium they want letterpress I want foil stamp then I'm gonna go with the quality vendors and you're gonna you're gonna pay you know more of a premium for that as well but yeah alright let's see we're gonna have a question in here I thought I saw one that I was gonna ask next it was something about music music music music music music printing prices alright if somehow I missed a question that you really want to answer feel free to ask it again I'll hear this Kevin asked what's important when you build a brand story from scratch that was one I saw that I missed earlier yeah I think right when we talk about brands I think things that make it relatable to understand the brand as we give it sort of human characteristics or you think like a muse or something so if you can make the brand relatable and people can relate to human characteristics they know someone who's like that and they they talk a certain way they dress a certain way they act a certain way a brand or product very similar and so when we're developing brand voice we're trying to sort of sort of convey what that personality might be like with sort of human characteristics the way they talk the the dialogue that speaks is it's a more slang like is it is it casual is it irreverent and staying consistent with that is also important so doing high-level coffee dialog is really important that stays on brand colors textures everything is just an extension of the brand and being cognizant of that and it's beyond just a logo which is to me it's just that it's that that first impression or it's that that aesthetic we're gonna go deeper and have communication with them so strong good brand voices is sort of extending it beyond that veneer we want to get deeper to the soul of the brand all right o answers as this one question that I had I got the question for Christine transyl in is transyl ian is asking do you prefer working focus for hours or short intervals for me it's focus for hours yes usually focus for hours just because sometimes when you do take breaks if you can because that's important to you and those breaks are important you walk away from your screen or your monitor and you come back and you see something completely different right right it's not like sleeping on it I think it's important to give your eye rest give your brain a rest and sort of come back with fresh eyes and you'll start to see it differently sometimes I'll be working on I'll not like it and I'll come back Mike actually it's pretty good or conversely so I'll think I'm really loving something I'll sleep on I'll come back make whoa what was I thinking right yeah right so there's one more question in the chat but I got one for Christine because I saw you a minute ago yeah you had a very organized system in the finder folders color-coordinated and yourself up and so on here do you ever use instead of that method in the finder do you ever use Adobe bridge um yes I do especially when we work on like editorial okay spreads and I usually have two monitors so yeah I do use Adobe bridge it's super helpful you can see them a little okay all right I'm just curious because I saw you had all that organizing Britta organized just like to see her open bridge yeah and the other question was I'd like to know more as the adhocracy so I like to know more about what they discussed yesterday about how they had multiple people working on a project and no one person just doing the project how does how does that work so you kind of explained it yesterday yeah like if you look right now you're working together on the same thing and he was building things and you were wrapping them in but how does that work you know it can be difficult I think in some environments people they want to own it so badly like they don't want anyone coming in and tinkering with it so I think its first of all it's important to have an environment where everyone is team oriented that they they all know that they're they're contributing and collaborating on a project because without that sort of that going into it with that expectations then it's probably not going to work so it has to be everyone has to be on the same page that it's gonna be collaborative ideally I like to have designers basically take the lion's share of it because they got to flush their ideas out but I think when the collaborative effort starts to come in is certain designers have different skill sets than other designers and so if we collaborate we merge all of our sort of superpowers together we can create something it sounds like Power Rangers director yeah but it's you know so as part of an accreditor I'm kind of playing coach I'm trying to facilitate and orchestrate like okay christine has sort of taken a project to about 75% there but it's there's certain facets that just aren't materializing but then I have Nicole who I'm gonna reprimand when I get back to the office she might be really good at something and I'll say Nicole add your touch to this add your pixie dust to this area and it's part of sort of like you know it's like a coach there they're trying to figure out the right formula who's on the field or who's on the end and that's sort of what I do but you have to be open as a designer to collaborate and actually you're gonna be much better when you start thinking like that very cool all right another question about the just time and this probably is for Christine or both of you do you prefer working focused oh you know we did that again there was another one along those lines that hold on well here it is Mara's asking what would you say is the average time you spend designing productively productively was the key word sure what would you say is the average time that you spend designing productively I can tell you're very quick so I can't imagine it takes you a lot of time well productively I mean that one also we we do have like the deadline so that kind of you know changes everything up but I always try to work productively because yeah once you start thinking the business side of things it's that's money so depends on you know the budget but if you learn how to work productively then you should be safe I think I don't know if you had anything there yeah no I think from a business owner from a crater directors perspective I understand you you you you sort of ebb and flow you know sometimes you're in that groove and you're just you're just knocking stuff out and sometimes you get into like you know writer's block or whatever you created the block where I am sometimes right it happens and it's fine I also have to be in the mood to be productive like if I'm not in the mood to be productive I can sit there for hours and nothing will happen but if I'm in the mood I'll crank stuff out left and right yeah just really depends yeah so I think as a creditor I'm always trying to create an environment and facilitate people where who is it the culture of the office or if you're working at home or whatever you need to find your happy place so I'm always trying to create that those environments where people can be creative but I also understand that they're not always gonna be in that zone all right along along those same lines I don't consider myself a morning person at all but I find now our apat to admit to myself I'm better and more productive in the morning yeah because if I stay up late it will take longer it won't be as good and I'll make mistakes and I'll look at look at it the next morning it's like oh my god how did I miss this how did I make that mistake what about you guys morning afternoon evening doesn't matter I'm a night guy what before I started hiring people I always I burned the midnight oil I pretty much work those two or three I stood and I would always say that and then I'll start looking at my work as life you know what that's better since I waited to the morning yeah the most clarity and ideas right before you go to bed and right when you wake up remember that's a right so I think either one works for it villain or morning or drug new person but I think yeah there's something about it's more clarity in your mind less distractions also oh you know what I I have something I want to share and how do you get over your creative blocks um I ask the people around me I think that's the key thing for me oh we weren't in the show now yeah I'll let's go crazy start pushing some buttons over there what's he doing hey the host is gone the show is are please do something fun what's up can you um Terry go to my screen I want to answer one of Kevin's questions earlier about Europe France sort of guidelines so I jump to our behance page this is a project that we just posted it's called fit it's a beauty product inspired by active lifestyle but it's also you know the juicing sort of trend right now how people you know I guess Paul he's like a juicer he comes in every day he's got his fresh meats Juicery or whatever it is but juice seems like a really popular trend right now but that's sort of feeding that the inside of your body this client had the the idea of nurturing the outside the external part of your body so using really fresh clean organic products and this is sort of a topical sort of beauty product it's called fit so they came to us to design this brand healthy lifestyle skin care is the tagline here's the logo and so I'm gonna share the brand standards and guidelines after this but this is just the package system that we created for them the brand system you can start to see how we curate images create brand voice brand tag lines achieve healthy more granular tagline here's the how we generated ideated the the icon was based off the f from the logo we spun it because make it dynamic and we came up with this really cool shape here here's just a mini sort of project sort of guideline here as well so when you start to see colors and fonts and and how we ideated textures and it was inspired by this sort of athleisure lifestyle with a lot of the textures you would see on sort of running tights or you athleisure like this big term so you can see all the patterns and that's inspired us that we utilized on the packaging so based on this and we also did the website again this is one of those products where they came to us to do the package and the logo and based on the process and the experience we knew that it need to be much more than that and so they came to us initially for that singular product but then we ended up doing fleshing it out and building that system across business cards and sort of postcards they eventually hired us to do their website okay so that is what's on behalf but it's also on our website arm design net and and then this is brand guideline let me take a look here look full screen oops okay okay so this is brand guy going this is version 2.0 there was a version before it I think a brand guy they can constantly evolve tear you right in the middle of my type there so our brand guide lotion I was joking but oh there we go now it's up there so you can see Christine still clicking away beast yeah okay so brand guideline I think when when I first started designing the brand guidelines were really kind of felt very boilerplate they were straightforward it was just like what is the logo how to use a logo or the fonts but a brand guideline I think these two also capture the brand essence of of that brand and I think that's voice and images and so here we start to communicate what the brand is we sort of have a little brief here up front we have imagery to sort of help communicate that as well can you jump to my screen or yeah there's a lot of visuals on screen there so we started setting the stage you know so if there's another vendor or creative okay don't riot I went back no tell me how you feel don't hold back yeah so you know then this starts to get more of the granular we start to see a primary logo sort of vertical portrait or portrait or in horizontal logo landscape icon colors primarycolour secondarycolour in you suggesting it can be multiple multifunction in terms of what happens if you don't have all the colors to print it you can have new black and white what happens if the logos on an image what happens if the logos against a color and so we have to sort of internally try to understand what that is it's different for every brand and that's very important especially when you're using you know logos on top of things yeah what's it gonna look like if the logo is black and it's on a black background yeah right or where you can use a logo if he goes on an image gonna go on an image where that has a bunch of detail behind it or do you have to try to say it gots it has to go on a flat part or so brought a new Trull order the only matter for the images portrait portrait landscape there's all those things all things about her you know we're looking at all the again the granular details of you know the the textures that were utilizing for the packaging you know we're looking at typography how you use it on different touchpoints packaging advertising different marketing treat campaigns collars system business cards social media is such a big thing Europe you know how do those marks work across social media platforms yeah so it goes a lot more than just the logo it's photo styling colors there's so many different applications especially with technology you don't consider all those things very cool yeah so that's that's kind of typical brand guideline we do again it's different for every client we don't try to boilerplate things that was a very detailed answer to Kevin's question sweet all right how much time do you spend on trend research or does the client give you that mainly and research yeah you want to jump to Christine's screen sorry so what I'm here for looking away trend research you know I think there's there's viability there I know there's a lot of you can buy the stuff online even there's there's marketing houses you can buy their there their debts I think there's there's knowledge there to be had we do sort of some surface research on it we don't go too deep unless there are certain areas that we think we need to learn more where to start in order for us to do our crap yeah so it's important I think every agency individual there's different levels of research I think it when it's warranted will do deeper dives into it but a lot of times clients do have that information sometimes clients actually buy a lot of that stuff on the research and they provide it to us so I always ask like what information do you have do you have sort of brand decks any information is is really powerful all right so Ryan the answer to your question in the first part is they do it but I'm gonna ask you that that's the second part do you ever hand off the brand collateral or style guide to the client let them run with it absolutely that's why we do it okay yeah it's important I mean I understand that their needs are gonna sort of extend beyond what our agency can do and there's good that they need to sync up with other vendors creatives production so let me ask it a different way how often do you carry out the design for them carry out the design yeah the question was carry out the design for companies like this or do you hand off the brand collateral and/or style guide and let them run yeah we would love to you know with good clients and you know I've tried to be very selective on the clients that we work with because I want to build long-lasting relationships with them it's good for our business and so when we have clients we want to nurture and credit the best experience possible so with all the the notion that yes we want to do as many brand design production with them as possible mm-hmm but again when certain things fall outside of our scope of work then we know it's gonna they're gonna hand it off to someone else so we like to manage it as much as possible but at certain time in that relationship they're going to go beyond us so I would say the lion's share majority of the work we do at farm design then there's certain things that falls outside of our core competency and then we hand off a brand guideline to allow the next vendor to be able to understand and sort of Shepherd the brand and I think that's what a really good strong brand guide does it sounds like you've done this a couple times or twice yeah really good stuff you know what Kevin's asking a question how can you work so fast and make this make make all this all these quick decisions it looks like every step is already planned and detailed and you're just flying and you know what it's like that she's like that orchestra conductor she knows all the pieces and just starts you're watching the symphony yeah it's a well laid out plan and so she's just kind of following the script you know without that organisation then yeah it's gonna take a lot longer so I mean I'm just taking elements that we've established and seeing if I could make another touch point yeah she's drawing from the Kelly's leaving us she was awesome watch her and then we got an arising through the hosts work Anna's in the studio Vienna so she's been crushing it so looking forward to stay true yes I think a lot of moves that Christine's making the allows her to be so quick is because she's drawing from a lot of the resources that we organized so that brand scape she's pulled a lot of those artifacts even though they may not have been used on the bottle themselves there's that that's that system there that she's pulling from and getting inspired it's all there to draw from right now one comment was made and I agree but I know it doesn't matter because it won't be ever used or at least probably won't be used as way without the bottle they said it looks like a cigarette and I agree it does remind you of that particular brand yeah I think the collar the diamond on its side sort of thing whatever it is yeah luckily we won't ever see it without the packaging was it texture do you put it picture blended texture there because it's not on the on the ball or that that little granular that you eat or something you know maybe I think maybe the image sure let me put it in we're gonna try to find a muddler and clip it out and when you're when either of you are feeling burned out how do you handle it take a break take a vacation take work on something else take a break is that a walk is that it just a visual break is that I go to a different desk what's your break like that's the break like break life of Christine I mean I try to tell her you got to take vacation you got Jesus I'm gonna call her a workaholic but she's very dedicated with what she does know I think it's important to have that balance in life you you have to in a farm design we I we only work 40 hours a week and I only take on projects to accommodate the bandwidth of everyone just working 40 hours a week because I've worked in places and I have a lot of friends who work in environments where the the agency or this design studio is just gonna take on any work and because it's billing and you just got to get it done and so people are working right and you're just gonna burn them out so we don't do that so what certain projects come in it's like oh my gosh that's billing but I value building a culture for our business it's so much more important for longevity art amazing that try to be I learned I learned from my mistakes but more important I work from other people's mistakes you know so yeah and when I say manager me and owner [Laughter] owner / manager / worker a favor can you jump to the the hero the first screen okay okay like maybe what are these maybe I'll get some fruit maybe I got mint or something even I come bearing this no that would help those little mother here I'll clip that up for you all right we got more book requests Aaron you're being tapped to write a book now there's got a built-in audience right here everyone buy a copy write a book huh yeah make it an e-book you know just make a PDF ebook sell it sell it off your site so if I were to write a book what would what would you want to know what would the title of book be what is the content in it how to be how to be successful in graphic design everything you've been talking about huh you know what you know here here's I'm gonna give you the what do you call it the footnotes are there three days of these questions plus all the ones you already get and dance with maybe like a mini book yeah okay here's here's my secret I think of everything is you want to have short-term girls short I think as you guys mature and grow and in life and in business I think it's important to always have goals you need to have the short-term and you need to have the long-term I think real success happens when you have long-term goals that you're willing to execute and that takes commitment and a lot of people are looking for those short-term they want that is the gratification some probably want to get out there they're trying to quit most yeah and there's no such thing as quick money and so if you're doing things that are meaningful to you things that are fulfilling to you and those things typically take longer to sort of execute and to see to fruition so if you can focus on whatever your craft is whatever you're doing and look at the long term you're gonna be successful and you're gonna be happy doing it and it's about finding fulfillment and what you do that's the key Harger so there's the book it's a really short dictate it lets someone else type it you know I mean the back to one of them contribute it can be or how do I write a page you know there is that when you say like what happens when you burn out I think in life there's there's a work-life and there's a personal life and that's why I talk about doing 40 hours a week because I want to make sure everyone has time to be with friends and family do other interests and that's so important so for me it's you know I love being at work I love hanging out with everyone there but then afterwards I'm gonna do things that are exciting to me and to me that's you know right now it's working out and doing obstacle course races alright so always do something different than maybe always designing I think that's what can I fresh we got we got one title suggestion if everywhere people want to put in their title suggestions to go ahead but here's one route that going from a one-man band to a creative shop see we got to get him to write it so more good suggestions on the book topics ideas what you'd want to see in it doesn't have to be it doesn't have to be 300 pages you know I just I I'm not trying to do a plug here but I learned a lot about myself recently because I was asked to do a TED talk and if the topic was human potential and when I was asked to do this TED talk I was I was scared to death like yeah I'm not gonna do it that was the first thing popped my head no I'm not gonna what's my excuse that's quite an honor right and I knew that I had to challenge myself and would take me out of my comfort zone and do that and so in reflection on where I was and trying to find my human potential a big part of his farm design started in 2000 and it was always a solopreneur always worked for myself for like twelve years mm-hmm you know III can only reach a certain level of success just be doing everything by myself and I consider that being a plant in a small pot and it wasn't until I met people like Christine and designers who are motivated and that allow me to sort of expand our capabilities is when I really started to grow so instead of working in a small pot which I worked out of a home office I moved into a garage and then I set up a couple more stations I hired Christine and then we had a lot of success it was very it was a very short period where after moving into the garage that we started to see that needle move on you know our success and in clients calling us and then we got a bigger space that was super scary because now like murder rough now yeah credit and so we got a larger space and then we started hiring more people and we just continue to see the business grow but it's going from that small pot to that bigger pot to allow the roots to grow and allow us to sort of flourish and so I think that's a it takes a lot of courage to to do that people are wanting to link to your tech TEDTalk look it up yeah go you just go yeah you go to if you wanna bring it up on your browser we can find oh just uh you can just go to youtube TM Ted TED talk and then my name Aaron Atchison hey ro1 gonna aaro in Europe at just an a TCH is Owen yeah if you just go there there's a there's a ton talk there hopefully it's inspiring all right put in a truck it was like that that time I was like I was freaking out during that TED talk is like no hard for Joe alright we got about 20 minutes folks we do it I like what I'm seeing I'm loving again she's she's being a beast again muddler I think of what it's called I'm gonna clip out some fruit for you and just add some little details here how's that box that carry case did you try with an image on it was see I googled it and I found it like in two seconds if it inspires you share it please ask left to counterbalance the cool you're getting some nice contrast so you see like I'm she's asking me my opinion on certain things so in the office the christine has always bounced around the office of soliciting everyone's opinion and then people come to her so she's the art director but she's asking designers who you know are interns she's know you go there exactly they if they have an opinion or knowledge then didn't share it so just because I asked you for your opinion doesn't mean I have to follow it yeah if I like it great if I don't oh well alright here's another book title inspire your inner creative habits by Sean Flores all right I'm gonna just stay on him until he writes it like I'm just gonna be a text and call them a little night hey man how's the book coming we have any other questions come on hit as hard hey Christine homie how do you sell your idea I read an article that designers fail when explaining the ideas to clients you could be the best designer but if you can you can't communicate why there's value to what you're doing for them why how you can sync up with them and you could lose a really good client so being able to be articulate be able to communicate this is what I talked about I think on day one talking about when we do critiques that everyone is involved because there's something be saying when you're trying to dissect and understand why you like something or why you don't like something and you need to do it verbally externally it triggers something when you connect the words with your brain as opposed to just your brain just like yeah that's cool but challenge your brain become a critical thinker and understand why why it's good or not and then those sort of skills that you do that internally whether you're at school when I know every classroom has critiques and I know there's those students who sit in the back of the classroom we don't say anything for those are the students that I've taught I grab them and I pull in from the room like okay what do you see trying to make them better it's important to communicate so in the office in our environment everyone has to communicate because it makes you a better designer absolutely and it gets you used to talking about your ideas or your feelings are your thoughts on on a particular item was it was that for me or for Christine oh I didn't quite hear it I'm sorry no I was I was just average to watch yourself Oh kissing booktitle hit me hard okay – got a muddler here for you Christine all right in the advisor at the library but in the library Aaron or Christine start a library any advice for designers working in corporate blog in house any advice for designers working in corporate like in that plugin house I mean I've heard horror stories so but I haven't so I don't come from a lot of experience in the realm fair enough Berg oh yeah it's hard to answer a question about something you've never had to deal with what this whole thing wait oh you're in Photoshop the same library yeah yeah oh why could it go from Photoshop to design sure okay so if you did like a p.m. so I have to maybe I do two layers cuz you're gonna need the front layer the libraries work across the product so I'm gonna grab both of you okay here we go so I'm gonna give you the first mother okay so you'll have the muddler they're syncing up so are sharing adobe libraries right now so i was you couldn't see my screen but i was actually doing some clipping some heart workout it's popping up on so that i'm showing them the stream your screen really cool yep so they see it now and so i can actually update things on my screen and it will update on her screen alright you just put this in here not library and there it is I'm gonna give you the shadow that's the end it's like dipped in white so you could just use the poor name to crop that off get it no part of it off at least okay so this now that you pointed out it I can't see anything else so we gonna pop up I gave you the shadow on that it'll pop up I think asked me to design oh you did two of them well one has the shadow I wonder will grab the shadows and wonders she's gonna sit on top sit down you want to replace that I was gonna have to replace it so I we can with time all right how do you how do you what you want to replace that one yeah so drag it in but hold down the option key when you drag it over okay no no drag that the one you want to replace this one with drag start dragging it hold down the option key and now click and it will replace all is there another day to this reverb Mike unfortunately no this is it I know you'd like to have maybe a 20 day screen but you want them to ask is bad you know we're not gonna quite do that but I'm so happy that you want it to keep going we'll be back in two weeks with another three-day stream on mobile illustrator no mobile illustration for mobile oh can you turn the camera to show Paul he's like doing like gymnastics back here acrobatic it's entertaining he's getting warmed up for a screen in 30 minutes and you can do that you've got about 12 minutes 12 minutes okay so we're gonna do some final touches I need to do that okay I'm gonna change the levels on that for you yesterday someone reminded us to say we've already seen all because I've been saved then just we won't put the shadow in for today I'm gonna give you a mint leaf I think it needs a little color that's good just get rid of the shadow thingy yeah no shadow no shadows that detail we would want to make sure there's a shadow on that but for today we're short on time so imagine the shadow if you will yeah show me there you could also use selected masks if you just want to get rid of the background what do you do select the mask I'm gonna select in this then use the quick select tool to tap or you're already on it to select elite you start dragging over the leaf to select it how do we know it's working okay uh upper right corner panel switch to like a swift reviewing mode see the see the Lola icon there we switch it to whatever would be easier to see it trying on black there we go so now you can see what's being selected off how can you show someone my scarf this is magic selected math lesson you can use a smaller brush you can hold on oh and I can I can you can go back with Terry dropping some knowledge you know I would worry about the bond agenda gen-x are learning some the finished leaf will fix the edges and again as much over the selected as you want all right you see that brush second brush on the left the other left that one yeah yeah and take that one over the white edge and that should refine it and then pretty cool cook them in fire gasps okay enough are good enough I'm the very bottom right I should say output – what does it say selection or select or mask or output layer mask selection no you want what is it something in layer mask every up first for selection we got layer mask new layer new layer with new layer with mask best okay that's the one you want click OK click OK and if you turn off the background layer you'll have it yep and then I'm gonna put this in our Adobe library mmm I'm going to drag this Christine's gonna grab it so now he's just putting that one layer in the library without the layer mask is sinking jump – Christine's magic is happening in the background it's gonna pop up on her same thing going it's happening it's happening is there it is boom and we're there were there small adds a little details sort of try to continue that story again we you know we'd refine and get the shadows in there see where we're at so we have a full system yeah we designed something we have a system portfolio piece here yeah it's good can I have it for my perform this is all Christine nothing to do with it I was shown the final piece all right final piece and the final looks like seven minutes what's seven minutes we can ask we can now hold another column add a PDF I was gonna show you another – the others are go down here the tool panel pop up that last icon down here in the tool panel I had hold on option key and that plus some green see we're learning with you guys this is awesome oh I got extend that window all right extend that window back down and that's last icon there that was a possum so you know what just hit the letter W all right letter W again you already have there all right and now go to window mean you know I'm sorry you know the clock we've put all the pressure on Kristine this week a little pressure on you oh you can't see it because it's okay if this double arrow uh-huh that one yes no no this one it's one of those click and hold presentation that's what you're trying to go to presentation mode emailed out you might be able to hit command + command + No so it's written written one building all right there's the system go back to the PDF go back to no cuz what's the bill you're telling us the packaging is set you know some brand voice some granular coffee does sort of some background we start to see some artifacts type background colors textures mood images to sort of set the stage give you that feeling that fuzzy feeling you know good key sort of high-level brand messaging state your sip detail shots and then you know the four pack we did all that and put over an hour group right can we bring rock pit here yes she's awesome Christine you're saying I've never seen so fast in my life this level of speed you know are see in the office every day I know what it was there was a secret behind what she was doing I figured it out blue she's just playing a video this is all what do you think of our week all right we got like three minutes any parting words I just want to give a shout out to Adobe Adobe Live and all the great sort of hosts here you guys are awesome facilitating this I think it's a great platform that I hope like the viewers I think they're getting a lot of acknowledge and resources you go into YouTube Adobe live and there's just a tons of video like over a hundred videos right now and it's only gonna grow from here yep so I think this the platform and everything you guys are facilitating is awesome but I think I speak for Christine it's just an awesome that we could be a part of it and to the audience I hopefully we sort of drop some knowledge rubber brain on your brain type of thing you guys are definitely one of my favorite teams to host oh is this your first day no just you are our favorite all right but no you guys are great engaging information was amazing it was just fantastic watching the process watching and hearing your insights and Erin and watching Christine work it was just unbelievable associated so and looking at all the questions and comments and feedback people were given an audience they loved it too and so now we we are going to be his his what do they call it your motivational buddy you got to get that book done all right I like a challenge yeah that's it it's not much of a challenge all right you already got it look on the newsstands next week if there are new Z I'm gonna design the book I'm gonna have Christine design the book cover Oh No two minutes it's already done come on you show it to us all right so with that said and we are out folks stay tuned ana rises up next Paul Tran is hosting and more designed to come cheers everybody to take care I'll be back at 1 p.m. Pacific time no I'll be back at 3 p.m. Pacific time it is almost 1 p.m. everybody

5 Comments

5 Replies to “Live Graphic Design with Farm Design 3/3”

  1. Luis Irish Jauregui says:

    loved this series so much!

  2. Spun says:

    What a fantastic series. I am very grateful for Adobe providing these live sessions. I have been learning a lot!

  3. William Hardaway says:

    Never thought about staging for Behance in InDesign. Interesting.

  4. Christopher Muñoz says:

    Great videos! Went through all of them these past couple of days. As a senior designer myself, I was able to articulate the same ideas as Farm Design as well as learn new techniques. Will definitely translate into my workflow.

  5. djlive408 says:

    If designers/creatives are not watching these videos they must be out of their noodles. All the content coming from adobe is pure gold!!! Keep this up Adobe

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