Author: skleberdesign

21728415_10155982935629162_3513180258646456339_n

On September 15th I went down to iStrategyLabs to check out ContraryCon with some of my favorite freelancers in Freelance DC.  ContraryCon advertises itself as the “anti-conference” for people who “upset, astound and evolve” the creative industry in DC. I am happy to share my favorite quotes and insights from a few of the speakers.

21740100_10155982935799162_8874740638347985528_n

José Andrés

José Andrés is Chef/Owner of ThinkFoodGroup.  He talked about what it means to be disruptive.

“To be disruptive you have to get to people.” – you can’t be disruptive if no one knows about you.  You have to stop talking and start moving forward.  While it may seem fantastic, “Reach for the impossible and anywhere you fall in between will still be good for people.”

One of the inspiring things that he said was that, “Sometimes the people that seem like followers are actually leaders.” You may not feel or look like a leader in the conventional sense, but you may still be implementing big change. “At times it’s going to be unclear who is a leader and who is a follower and that’s ok – we need everybody.”

21742868_10155982935684162_7628656644463613289_n

Christian Dutilh & Jacob Weinzettel

Christian and Jacob are co-owners of Composite Co, a multidisciplinary creative studio for branding. They spoke to use about being different.

“We are all born different. Later in life it takes an active effort to take pride in the fact that we are different.”

They talked about establishing their company, and repositioning.  Essentially, “repositioning yourself is about tapping into something unique and authentic and bringing that out. Be the thing. Don’t be afraid to call yourself what you are.”

In a design process, “Good taste isn’t enough – you have to have concept and rationale behind it.  Research, research, research – but then do your own thing.” They spoke about how we get bogged down in research, and often try to recreate what we see – but in reality, we should use the research to inform, and still use our intuition to guide us on the design journey.

They reminded us that “Creativity is something you can learn and hone and it doesn’t happen for no reason.” You have to practice creativity, the same way you practice every skill.  The more you use it, the more you will have…

Kalsoom Lakhani

Kalssom Lakhani is Founder/CEO of Invest2Innovate. She talked to us about being vulnerable and honest as entrepreneurs.

“By not saying [doubt/fears] out loud I am stoking people’s feelings of inadequacy.” She questioned why we all put on a facade, and reminded us that by hiding our struggles, we make people believe that the struggle doesn’t exist for us, and shouldn’t exist for them.  “It’s ok to be afraid of failing.” We all are.

She also reminded us that we need to take care of ourselves first. “You can’t be in service to others if you’re not first in service to yourself.” If you sacrifice your own health and wear yourself down, you can’t be helpful to other people.

In the end, “Success is a process and not an end goal.” Our businesses are forever changing and evolving. We have to celebrate all the victories, as they are today’s success.

All in all, ContraryCon introduced me to people doing really amazing work in DC. Definitely well worth the $20 price point.  I’d recommend it, and I’ll see you there next year!

The cooler weather is slowly rolling in to the Northeast, and with that comes the desire for Fall and all things pumpkin. With that in mind, we were inspired to roll out a fall printable for all you holiday decorators out there.  Visit our shop to purchase your very own, “It’s Pumpkin Spice, Ya’ll” printable for only $3!  The fun, festive colors and typography are the perfect inspiration to start your fall home design. We also have a download of the SVG file, for those who want to use it to create their own vinyl decals, t-shirts, signs and more.  Keep an eye on the store as there are more fall themed products coming very soon!

Use coupon code FALLTENOFF to get 10% off your purchase between now and October 20, 2017!

PS-1

How to_

Typography is popular in wedding settings and can produce some amazing decorations.  Did you know you can make your own typography décor?  Typography is arranging type to whatever font and size you want with particular spacing in-between.  It can create a cute sign, a beautiful saying, or a bold statement.  There are so many different ways to display your greeting or message that will suit any style of wedding.

Rustic Typography

Some fonts can make lovely rustic or vintage wedding designs and decorative items.  They can be used on wedding invitations, menus, greeting signs, schedules, table numbers and much more.  Frame your typography stating words like “love” or “forever” for a classy display of affection on your wedding day.  Decorate your wedding and reception with the power of words. There is no limit to what you can do with typography, especially for a rustic wedding.

Create Your Own

You don’t have to pay for a custom piece when you can make your rustic typography decorations.  Cutouts of the words you want can be tricky, but there are easier ways to get what you’re looking for.  Try using a single piece of wood in whatever sizes you would like.  For wedding displays or greetings, it generally should be larger so everyone can see it.  Prime and paint the wood whatever colour you choose.  It can be stained too if you like the natural look.

Using sandpaper you can distress the board a bit and let some of the wood come through the paint for a vintage feel.  It is optional if you would rather leave it painted in its entirety. Using cardstock and scissors or a Cricut machine, cut out any number and letters you want to the size you prefer.

The layout is essential, and you can arrange it however you would like.  It is where many people get creative with both the fonts, sizing, and design to create a beautiful and original piece.  Attach the letters and numbers using glue like Mod Podge.  After they are placed and have dried a bit, you can then paint over it with the glue to seal it all into place.

Wood Cut-Outs

You can make wooden cutouts of your typography too!  It is a little more involved, but it looks stunning.  Decide what font and word or words you would like and print them out in a large size.  Print them out large enough to make them your pattern to place on the wood.  Cut out your words and glue them onto your piece of timber.  The adhesive can be removed using sandpaper so don’t worry too much about this part.  Cut your word out using the appropriate tools and be sure to wear safety glasses.  Power tools can be dangerous, especially when cutting out letters or words because of the angles.

Once your word is cut out, you can give it a quick sanding and then paint or stain it for a beautiful DIY rustic wedding decoration.

You can use Typography just about anywhere. From wedding invitations, pillows, signs, artwork to many others.  It is an attractive way to display affection or announce your big day.  It can be used for your guest’s table number or to label items at the bar or at the buffet or snack table.  There are fonts for everyone and everything, especially for events that have a rustic or vintage flair to them.  Typography is a creative process that has an attractive outcome.  It can add the finishing touches to your wedding day and reception, and you can later display your creation in your home.

sarahMeet Our Guest Blogger:

Sarah, has learned a lot about DIY projects and woodworking. She hopes to share that knowledge on The DIY Hammer, where anyone and everyone can learn how to use their creativity and imagination with DIY!

07.25.2017

Sometimes, I reflect on how lucky I am to be able to do what I love to do – and do it on my own terms. The road to owning my own business didn’t happen overnight.  There is no perfect formula, but to those starting out and looking for your first clients, here is what I would say:

Meet people.  Lots of people.

When I first picked up freelance projects, I was actually looking for a job. I was meeting anyone and everyone to try to get a foot in the door. This brought me a few of my very first clients, but it also taught me an important lesson – you never know who you will meet and how you may be able to help each other. Maybe someone doesn’t have work for you right away – that’s fine – it is still worth taking the time to connect with them.

Don’t be discouraged. There are GOOD PEOPLE out there.

Sometimes, it will feel like people are trying to dull your sparkle. Realize it isn’t always about you. Keep your head up and seek out the people who are good. Let them inspire you and hold on to them as clients and/or colleagues. The good people far outweigh the bad in the long run.

And in that vein…

Do right by people.

In the same way you want clients and connections to do right by you, you should do the same. People will remember it, and respond in kind.

Do your best work.

It may seem obvious, but always strive to do your best work, regardless of the client or the budget. In a lot of ways, the work will speak for itself, and if clients are happy, they will come back or refer other clients to you. A small budget project may lead to a huge contract later.  You just never know.

Utilize social media.

I have met a few wonderful clients on social media. It is a great and inexpensive way to show people who you are, and to get your name out there. Have conversations, share tips, interact…  It will help keep you top of mind when that project DOES materialize.

What do you wish you had known when you first started your business?

 

22

What I love about design is that every new project is a learning experience. Recently, I had a client request metal business cards. As with every project, the medium helps determine the design. Metal business cards are no different. Here are a few tips and tricks I learned for those interested in designing their own metal cards:

Say No to Sharp Edges

This is obvious, but also easily overlooked.  While normal paper business cards can have sharp corners, on metal business cards, these corners become dangerous. All sharp edges on the card need to be rounded slightly to accommodate for this.

Eliminate Overlays and Clipping Masks

Use the Pathfinder tool in Illustrator to eliminate all overlays, and to remove all clipping masks. Be aware that this can be a lengthy process if you haven’t built the design to accommodate it – so my best advice is to plan for it as you design.

When Etching, Avoid the Edge

Some card providers may allow etching to the edge of the card, but the provider I chose required a border. It is worth inquiring with the provider early to find out if the border is required so that you can design with that in mind.

Design in 2 Tone, Along with Solid Black or Color

I spoke with two different providers, and their file setups were basically the same. For a silver card – use dark grey as your solid, light grey as your etching and white as your die-cut area. Solid black or any other solid color should be used for solid fill areas that will be etched, then filled with color (i.e. red areas should be red, blue should be blue and so on).  This file setup is fairly intuitive, and will make it easy for you, as well as the client, to visualize the final product.

Take Advantage of Textures

One of the things I would recommend is to take advantage of etching or die-cutting textures into the card for an interesting tactile effect. This is one thing that sets metal business cards apart from a flat printed card.

A metal card design file with etching (and no die-cut) might look something like this:

SKD-Metal

 

Guest post by Sacha Cohen of Grassfed Media

Phone

What’s that you say?  You don’t think your business needs to be on Instagram? If you’re an actuary, doctor, or mortician, you could be right. For everyone else, listen up. Instagram has more than 500 million active monthly users who have shared more than 40 billion photos in just over six years! And now that Facebook owns Instagram, for better or worse, growth continues to skyrocket.

So why should you care? An engaged and active audience on Instagram could mean more leads for your business, boosted sales, better brand recognition, new partnership opportunities, and meaningful connections worldwide. In fact, according to Instagram Advertiser statistics, 60 percent of IG users say that they learn about a product or service on the platform and 75 percent take an action, such as visiting a website, after looking at an Instagram advertising post.

Instagram, and any social media platform for that matter, is an extension of your brand. It’s a way to build long-lasting customer and client relationships, and to tell your company’s story through images. As with any communications or marketing channel, you should be consistent with content and visual identity. If your brand identity is casual, fun, and inspirational, your IG account should reflect that. A good example is Play-Doh. Few brands scream fun and creative quite like this one, and its IG feed cleverly reflects its quirky and fun-filled personality.

Insta

If your brand is more corporate and conservative, well, don’t go posting photos from that crazy company happy hour or beer pong tournament. Take the time to think about how to tell your organization’s story visually and try to adhere to a [reasonably] consistent visual narrative if possible.

Photos are Everything

I cannot stress this enough: Your photos need to be awesome. Why? Because Instagram is a visually driven channel where the quality of your images can make or break you. Nothing will turn off followers faster than out-of-focus, poorly composed photos or way off-brand images. But you have some options for how to make great photos happen. Either you can work with a pro, learn how to take amazing photos on your own, or leverage stock photography that doesn’t suck.

Want to DIY? Here are some basic Instagram photo tips from the Digital Photography School:

  • Take pictures in lighting that is soft when can see detail in the highlights and the shadows, and if you can, shoot during the “golden hour”—the first and last hour of daylight.
  • Shoot from unusual angles. Shoot down. Shoot from below. Shoot with objects in the foreground to blur out.
  • Create depth by using lines, repetition, and space with foregrounds and backgrounds.
  • Follow the rules of thirds by keeping the horizon and other strong lines on the grid lines. Instagram lets you keep grid lines on when you shoot to make this effortless.
  • Get close up (3-6 inches), especially with small objects, so you really capture their detail.

Engage, Engage, Engage

It’s called social media for a reason. Follow other like-minded people and brands that inspire you, comment and like other users’ posts, have a conversation, and repost amazing content once in a while.  Take the time to get to know your audience and fans, build meaningful relationships, and perhaps consider whether a dedicated influencer strategy might be right for your business.

Hashtag Know-How

Hashtags on Instagram can have a big impact on your levels of engagement and reach. Here are a few basic guidelines to help you get started:

  • Be specific, relevant and observant. For example, a photograph of your favorite veggie burger might not only include #vegetarian but also #forksoverknives #beyondmeat #vegansofig and #eeeats
  • What tags are others, particularly your target audience, competitors and influencers, using? By adding those tags, your photos will be easier to find in search and you’ll be able to reach and connect with more like-minded users.
  • Numbers are allowed in hashtags. But spaces and special characters, like $ or %, won’t work.
  • You can use up to 30 tags on a post. If you include more than 30 tags on a single photo/video, your comment won’t post.
  • Want to find out what hashtags are hot on Instagram? Check out Webstagram. Popular tags right now are #love, #beautiful and #food. The site also lists top Instagrammers. From #ManCrushMonday to #WednesdayWisdom, there’s even a site that includes top hashtags for each day of the week.

For a deep dive into all things hashtag-related, check out this handy guide from Later.

In Instagram, as in life, timing is everything. Generally speaking you’ll want to post during times when your audience is online and not focused on something else like work. Good times to post include before work, during lunch time and in the evenings. I have personally found that around 9 pm EST works well for my company, but when you post will depend on your audience and what time zone you’re in. Experiment to find out what times work best for you and then stick to a consistent publishing schedule.

About Sacha
Sacha Cohen is the founder of Grassfed Media, a boutique PR and marketing firm that works with companies and nonprofits that do well by doing good.

As you know, in addition to our regular design services, we are collaborating with District Bliss this year for their DIY workshops, and have been promoting some merchandise on our Etsy shop. If you haven’t been to an event, we’re excited to share some photos with you here.

IMG_2389

We’ve been showcasing designs for mugs, coasters, handmade scarves and much more.

IDoMason-4

We also do custom designs.

mehmug-2

Check it out and join us for a District Bliss event at West Elm soon!

5 reasons

You may wonder, why should you choose to hire a design agency versus having a designer on staff?  What is the advantage of working with an external freelance designer or design agency like Stacy Kleber Design long term? Today we’re here to share some of the benefits with you.

We Know Your Business

Using the same designer or design agency regularly means we know your business. We remember your preferences and cater to them every time, meaning less revisions and quicker turnarounds.

We See Things from an Outside Perspective

Sometimes it is hard to view something objectively when you are too close to it. As an external designer, we are outside the company culture, and can offer recommendations that may not occur to you.

We Have Skin in the Game

Since you are our client, our success depends directly on your happiness and success. Therefore, we will work incredibly hard to give you the best service and solution for your design needs.

We’re There When You Need Us (and Not When You Don’t)

Maybe you don’t have the money to hire a designer on staff – or you don’t have enough work yet for a full-timer. That is where we come in. We work on a project basis, so you get the help you need on an as-needed basis. We can also work on retainer or by monthly contract.

We Do All the Things

Though we specialize, a small boutique agency or freelance designer needs to know way more than design. We understand what it means to run a business, and to advertise a business.  Therefore we have a better understanding of your needs as a business.

Are you ready to take the plunge?  Let’s talk!

 

design tips-3

Last Fall, in addition to running this business, I taught Intro to Graphic Design at the University of District of Columbia. Creating lessons gave me a chance to revisit what I love about design, as well as to remember some of the finer points that we often let slip by in our hurry to create the next big thing.

Graphic design is about ideas and problem solving, first and foremost, but to create GOOD design, you also need to pay attention to the details. Here are a few of the finer, but often forgotten, points of typesetting long documents:

Avoiding Widows

A widow is a single word on the last line of a paragraph.  Widows create extra white space between paragraphs and distract the eye. Widows call for manual adjusting of the paragraphs to eliminate the space.

Avoiding Orphans

An orphan is a single word or very short line ending a paragraph at the top of the next column or page. Orphans look out of place, and distract the eye of the reader. Again, manual adjusting of the paragraphs may be necessary to create an additional line, or to condense so the line ends the previous page or column.

Avoiding Rivers

Rivers are created in justified columns when spaces accidentally align to form a path through the type. Letter spacing can be manually modified to reduce the alignment issue.

Paying Attention to Rag

When setting text flush-left, rag-right, a good rag should flow in and out with small differences from line to line. It should not create a pattern or shape that distracts the reader and creates odd white space. This can be modified by letter spacing or soft returns in the paragraphs to create more even line lengths.

Good Kerning

Good kerning means that the letters have equal VISUAL space between them – so that no letter or group of letters is separated out. This is especially important in titles and headlines. While this may seem trivial, making something hard to read can completely distort the message. If you want to try your hand at kerning, check out this type game about proper letter spacing.

What other key points in Graphic Design do you feel get overlooked?

16266210_10155167965839162_7547307016596562219_n

If you haven’t seen it in your news feed already, we are partnering with District Bliss to create signage and collateral for ALL of their DIY workshops at West Elm this year. The first will be in February, where we’ll be making potato print tea towels and bags with The Neighborgoods! They’ll be plenty of fun to be had, and a few surprises from us too.

You can sign up for that here.

As if that we’re exciting enough, we’re coinciding the first workshop with the launch of our new Etsy shop! We’ll be selling our hand made scarves and some fun typographical signs, as well as some printables. And if you are at the workshop, you get the discount FIRST!

We can’t wait to see you and share what we’ve been up to!  Get ready for an exciting year!