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Aviatrix Design

Freelance Graphic Design from Edmonton, Alberta

Illustrative Logo Design: Mad Cat Swing

mad-cat-swing-logo-design

Mad Cat Swing is a professional team of swing dancers from Edmonton, and this summer I got to make them a logo! Mad Cat performs at festivals and events all over the city, energizing events with their captivating routines and infectious enthusiasm.

I often make logos for businesses and they take on a more corporate look; the Mad Cat logo gave me the rare opportunity to try a more illustrative approach to logo design!

My goal with this logo was to convey fun, celebration, and confidence. Stylized cats are captured mid-leap, inviting you to join the party. Red and orange colours suggest energy and passion; they’re offset by dark navy to create bold contrast that gives a dramatic flair.

People hire Mad Cat Swing mainly because they’re looking to inject fun into their event. I thought it would be most effective to convey the feelings Mad Cat’s clients are hoping to pass along to their event attendees. Secondary to the excitement element, the logo conveys confidence — ultimately, a sense of reassurance that the dance team is credible and reliable, and that clients are in good hands.

From the Mad Cat member perspective, I wanted a look that captured the joy and passion for dance shared among the performers. The logo is meant to represent a team that is dynamic and full of energy. It’s meant to be lighthearted, too: this team takes the dance seriously, but can still enjoy each other and even get a little crazy sometimes!

I used this design to make a Facebook banner for the team — check it out when you visit Mad Cat Swing’s Facebook page. Give them a like so you know when they’re performing, and keep them in mind if you have an audience that needs entertaining.

If you’d like to see a couple more logos I’ve made, check out this logo design page. As I mentioned a couple posts back, I did an update to my online portfolio and there’s some new stuff to see.

Typographic Postcard Designs

mohr's-postcard-design

Mohr’s Landscaping Services is an Edmonton-grown business that is celebrating it’s 10th anniversary this year. As part of a marketing campaign, they had me design a series of postcards that promoted their landscaping services. These postcards tugged at the audience’s dreams for a personal oasis. Mohr’s came up with some really snappy headlines, and I loved working with the copy!

I felt it was important the postcards looked unified and like they all come from the same company, so they share the same overall layout and design elements. However, the photos are tailored to each specific message, and I used different styles of typography to express the personality of each headline. These designs got some additional mileage as Facebook banners for the company Facebook page.

If you’d like so see more postcard and mailout designs I’ve done, you’ll find them on this new portfolio page. As part of a larger summer project, I made some big changes to my online portfolio, the biggest one being a different way of organizing projects. Over the next few blog posts I hope to show off some new pages and additions.

You Might Like: A Puppet Vaudeville Show (and a new poster design)

“Puppets! Vaudeville! Marriage! A cat playing water glasses!”

August 13 kicks off Edmonton’s famous Fringe theatre festival — and the debut of a fabulous vaudeville play called Come and Go. My friend Sophia Burak is an Edmonton-based artist, and she teamed with Ianna Ings to create an original puppet show geared for an adult audience. Set in 1927, the play puts on a vintage vaudeville show while also telling the story of two married performers wondering if there’s life after vaudeville. You can expect an entertaining and impressively accurate taste of vaudeville as it was performed in the 20s, down to the music, comedy routines, and acts. Sophia and Ianna run a company called PuppetCast, and make their own puppets and props in addition to writing original scripts and content.

come-and-go-poster-design

I had the fun job of making the promotional poster for this show! After learning about the play, I went with a vintage look that reflected the designs and visuals of the 1920s. It was common to show portraits of the performers on vaudeville posters; I figured that having the photos of puppets instead of humans would be an unexpected contrast that people would find fun and compelling.

If you’re Fringing this year, absolutely check out this play! Visit the Come and Go website for location and showtimes. You can also like the PuppetCast Facebook page to keep up with very cool projects involving puppets.

Gig posters are a regular project for me — if you have a something to advertise or show off, I can help with that.

Sketch Roundup: Home Again!

I’m back in Edmonton after a trip to Sweden, and have some doodles from my time there. That’s me on the left, recovering from the very long journey over.

sweden-sketches-1

To give some context, I was in Sweden because my husband was hired to work at a huge swing dance camp that runs in a remote village called Herrang. Up to 1000 swing dancers from all over the world flood the hamlet for a month. They take classes during the day, then party all night at social dances. It’s like an Olympic village but the air is filled with nonstop jazz music. I was there mostly as a tag-along because the camp is just a cool place to be.

sweden-sketches-2

Why all the sketches of waitstaff? Because the weather in Herrang was terrible and I spent a lot of time in the bar.

home-again-sketch

Every time I travel I’m reminded that Edmonton is awesome! So I made this little celebratory sketch upon my return.

Hej from Sweden

hej-from-sweden

Hey friends! I’m on a working holiday in Sweden and wanted to send a little postcard from my sketchbook. This drawing was inspired by all the giant snails that live in the Swedish countryside. “Hej” means hello and is pronounced “hey”. Be back soon to enjoy the rest of Alberta’s summer and gear up for the fall. I’m still tied to the internet, so don’t be shy about sending an email!

 

DIY Design: Which Adobe Program Should You Buy?

I read an article where a hairdresser answered a question she got all the time: “Any tips for cutting my own hair?” Her response was a two-parter. Part one: Don’t. Don’t ever. Part two: You’ll probably try it anyway. Here are some tips for avoiding disaster as much as possible.

I’m in a similar position sometimes. Resourceful businesspeople need graphic design, but have a small budget. So they look into doing their own graphic design. After a bit of research they’ll find that programs made by Adobe are most commonly used by professionals and are so far the best available. They see the term “Adobe Creative Suite” a lot. Apparently there’s a bunch of different programs that designers use. That’s when they talk to me: “I want to design my own stuff — which Adobe program do I buy?”

My first answer: Don’t. For one thing, Adobe programs are pricey. These products are subscription-based, starting at $50 per month for the full suite. A reasonable fee if you only need it for a month, but one that adds up if you want to use the programs indefinitely. Also, professional graphic design programs are very difficult to learn if you’ve never worked with this kind of software before. Oddly enough, diving into Adobe with no prior experience can have the same results as cutting your own hair — only instead of cutting your hair, you’re pulling it out.

Before you invest in design software, seriously consider how much graphic design you intend to output. Make sure it’s worth the money and time spent both learning the program and doing the work. I would suggest that in the long run you’ll save money, time, and stress by hiring a freelancer. And you will likely be much happier with the work, too. Yes, I am totally biased. But I’ve also encountered many clients with the same cautionary tale.

Now for my follow-up answer: If you’re going to try it anyway…yes, I have some advice.

In most cases you can’t get away with picking one program. Adobe is crafty and designed each program with an area of specialization. Each program excels at one thing, and is rubbish enough at other things that you’re kinda forced to get the other programs. Anyone looking to do their own graphic design, professionals and laypeople alike, will need The Big Three: Photoshop, InDesign, and Illustrator.

Adobe-PhotoshopPhotoshop — Photoshop is mostly meant for editing or enhancing images, such as photos or scanned drawings. Some artists use this program for digital painting, making the art from scratch right in the program. Most people import graphics they made in another medium and add to them. Photoshop is not meant for laying out text. Neither can it properly prepare designs for printing. Please don’t use Photoshop to make business cards.

Adobe-InDesignInDesign — The name does not give it away: InDesign is a layout program intended for any project that involves both text and images. Brochures, flyers, business cards, magazines, etc. Its features are for making large amounts of text look nice, helping text and pictures coexist, and preparing documents for print. It’s often used for print projects, but they don’t have to be; many online, interactive publications are made in InDesign.

Adobe-IllustratorIllustrator — This program is where you make the graphics that will be used as part of a composition in Photoshop or layout in InDesign. It’s where you make digital art from scratch. Illustrator is known for its ability to make “vector” graphics — a kind of graphic that can be blown up to any size and not become blurry, like a photo does. Logos are made in Illustrator, along with diagrams, clipart, and of course illustrations. It can handle text better than Photoshop, but is still bad for layout.

It is technically possible to do an entire project in one program. This is what my clients have tried in order to save money. It is incredibly painful, because you are missing crucial features that make it easier to complete the design. Adobe doesn’t intend for any program to be a one-stop shop. They want their money!

My advice is this: If you really want to try your hand at graphic design, subscribe to all three programs for best results. You can also find free, downloadable programs for graphic design — they’re not great, but might do the trick. Most importantly, think it through before you jump in! Consider if it might be better to hire a pro.

What You’re Paying For When You Hire a Freelancer

If you’re an entrepreneur in need of professional-looking graphics, you have more options than ever. Over the last seven-ish years, I’ve watched the rise of online businesses selling graphic design. Some sites promise logos for $5 each, outsourcing projects to designers all over the world. On other websites, designers will pitch concepts to you for free, and you only have to pay if you like the concept. Still other businesses offer pre-made logos and design templates for you to download and use as you wish; because the designs are being recycled and resold, more effort is put into them and they can actually look really nice.

My opinions on these business models….maybe I’ll save for another post. My point is that there are many ways get cheap and okay-looking graphic designs — good enough for you to get your business up and running. So why hire a freelance designer at all?

Below is a breakdown, complete with colourful pie chart, of what a freelancer brings to the table. This pie doesn’t represent the proportion of time or energy designers put into each category. It represents what you’re getting when you hire a good freelance designer vs. buying a graphic design “off the shelf” — what you’re getting when you hire any creative contractor, really.

freelancer-pie2

Strategy — You are hiring someone to think critically about your business, what you asked for, and your budget — to roll all those things together and produce a design that best engages your customers. Not only does the design look nice, but it has utility. The designer learns what you need the design to do and tailors every choice to expressing that purpose. Also known as Consultation. Much of what you are buying is brain power, and which is what takes a design from eye-candy to inspiring.

Your Own Voice — The work is entirely customized to your business and needs, the design reflecting your unique self and no one else. Customization is extremely limited when you get your graphic design from a store — and so is any kind of back-and-forth. Working with a freelancer guarantees your ability to communicate and collaborate and have direct influence on the product.

Technical and Artistic Skill — Or another way to put it, Quality. The designer’s ability to use specialty software and tools to make aesthetically pleasing graphics. It’s important, but you’ll notice it’s only the third-biggest slice of the pie. You’d think it would be the biggest pie piece, but my years in the biz have revealed a couple things: 1) Talented designers can come from anywhere, and not all designers are equally talented, freelancer or otherwise. At the end of the day you have to judge quality for yourself based on their portfolio. 2) I’ve noticed that lots of people are fine with “good enough”, especially if the price is right. That’s why you can buy a logo online for $5. Some folks will settle for nothing less than the best…but not everyone is looking for top-notch skill.

Flexibility — The reason contractors exist: custom quotes and timelines to fit your particular situation. The ability to adapt when the situation changes. You need a business card and a t-shirt? An unlikely pair, but sure! Your brochure needs to be an infographic now? Also sure.

Convenience — Sure you could hit up YouTube and teach yourself Photoshop, but who has the time?? Bonus points if your designer can guide you through the design process and make daunting projects painless. I’ve made this the smallest wedge because you wouldn’t believe people’s capacity to endure long hours of teeth-gritting pain for the sake of saving money. Just ask anyone who’s tried to teach themselves Adobe Illustrator.

New T-Shirt Design

Over the last year, the family business has pushed me to learn about t-shirt design. We have a number of major, annual events where we sell t-shirts to attendees — these events keep growing, so my t-shirt designing days won’t be ending anytime soon. So here’s my latest design, which debuted at the Summer Solstice Swing Dance Festival:

tee-design

The event marketing had a triangle motif that I repeated here. You can visit this page to see what the event promo material looked like. To achieve a more minimal design, the logos and info went on the back. There were only two tees left at the end of the event, so I think people liked it! The above pictures are kinda vanilla, so here’s a look at these tees in their natural habitat: the festival dance floor!

tee-dance

(These photos by John Koob; he’s the man because capturing dancers in motion is really hard to do.)

The process of learning how to design for garments has been very challenging, and I still have lots to learn. There are much more restrictions to design and practicalities to consider — how the ink will interact with the fabric, how the design will look on different shirt sizes, etc. But when the design works out…it’s the most satisfying thing ever!

Adventures in Renovating

Over the last couple months I took on an interior design project, and now that it’s mostly done I’d like to show it off a little!

To give some context, I help run the family business, which is a dance hall called Sugar Swing. We recently moved in to a new venue, and our vision was to turn one of the rooms into a staff lounge. This was a big deal for us, because the previous place had just one tiny office crammed full of everyone’s stuff. It took a couple months to get this space up to snuff in between my other work. Thankfully I had some help from friends along the way. Now our instructors, organizers, and other staff have a place to crash!

The “before” picture:

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This photo does not do justice to how crappy the room looked initially. Here it’s been halfway painted already. But it needed a lot of mudding first — so imagine the walls cracked and marked up.

staff-room1

And after! It’s not Pinterest-perfect, but a massive improvement. A little bare right now, but it’ll look more lived-in over time. The new paint colours are tan and grey, which is what we had leftover from our other renovations. A friend gathered some Pinterest images that showed this colour combination is doable — you get a cozy den sort of vibe. So that’s the look I aimed for throughout the process.

There are some tricks and features going on that helped keep the renos affordable and will hopefully keep it comfortable too. The concrete floor was gross and covered in stains, so it needed to be covered; floor paint was a really cost effective way to spruce it up. We trashed the flourescent lights and replaced them with cheap but nicer flushmount incandescents. And cubbies! One of our staff very kindly donated the Ikea shelves, which will really keep the space welcoming and people’s stuff from piling up.

staff-room-2

Speaking of donations, a lot of people helped me make this space. Two different people gave us couches, and a very nice fellow helped my husband pick up and move them. A number of our staff/dancers helped with planning, mudding, and installing light fixtures. I couldn’t have done it without them.

staff-room-5

Looking forward to having the giant corkboard populated with weird and wonderful paraphernalia. I’m also hoping to gather up some small art pieces over time — there’s a ledge that runs on three walls and is perfect for display. So far we just have one piece by Edmonton artist Jeffrey Dekker:

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The building in this print is Edmonton’s Orange Hall, the tiny hall Sugar Swing first operated out of many years ago! It’s a shout-out to where it all started for us.

Stuff Studies: Sketches of My Favourite Things

ipod-sketch-study

It’s going to be a busy week and an insane weekend, so I was grateful for the chance to do some sketching over a lazy Sunday. Lately I’ve been drawing my stuff; here we have a couple items I spend a lot of time with.

At left is my old, dinged-up iPod Nano. I have a newer one, but I always gravitate to this one because of the scroll wheel — touch screens are cool and all, but the wheel lets me pause and skip without having to take the device out of my pocket. And to the right is my lucky cat tumbler. This well-travelled trinket has accompanied me to Sweden and Portugal, and sits at my desk while I work.

These sketches were made with my usual Staedtler pens, which I talked all about last post. However, I went with a Copic fineliner for the really tiny details, and I think the lines are cleaner. Watercolour pencils for the colours.

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Do you have dense information that needs to be beautiful, readable, and learnable? Then you need a designer who lives for activating tough content.

Email me at jenna@aviatrixdesign.ca to get your project off the ground.

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