Thought it might be a fun thing to post. Now you know what to watch out for when you’re holding an interview or dealing with that client that “sent that check out last week”. Haha. Enjoy!

Some student work from the previous school term at IADT

I had the students create movie posters based on a theme from their life.

Some advertising concepts

These are a few rough comps that were created for my advertising class. [I say rough because these were quickly put together to express ideas. Lots of cleaning up required... not to mention hi-res images]

Part-Time Teaching

Some student work from Digital Imaging 1 (Photoshop 1 class).

Grad School

Brushed up on sketching and conceptualization skills.

Client Work

Preview of some client projects

Recent Engagement

She said, “yes!”

Happy Holidays from Tek-uniQue Graphics!

As you can see, everything has been great! I’m blessed with how things have come along as we near the end of 2010. From me to you, enjoy this wonderful holiday season with your loved ones and I’ll see you in 2011.

Aside from client work, I’ve accepted a part-time teaching position with the International Academy of Design and Technology’s Schaumburg, IL campus and am teaching Digital Imaging I and II classes. I have also started graduate school and am pursuing my MFA in advertising with the Academy of Art University in San Francisco. Needless to say, things have been plenty busy.

I’m beginning to find my groove and am handling the balancing act fairly well. Hopefully I can start writing more posts and articles on a regular basis soon. Until next time…

Take the FedEx logo for example.

It’s very simple in nature, but so complex and robust. With the extreme kerning (adjustment of white space within the logo’s typeface), the designer was able to create an arrow between the E and X.

On the other hand, poor use of negative space can deliver a very different message. Here’s a logo that I came across on a humor blog:

At first glance the logo appears to be an adult and a child, which is more than fitting for this type of organization. Let’s take a closer look at the negative space that has been created between the figures.

A winding road leading to a house. Great visual impact and message here, right? Then what is it that is bothering me to no end?

The overall concept is great, but what kind of message does the logo send to those who do not see the negative space? Gives their tagline, “Giving every child a great start” a whole new meaning…

Produced by Scofield Editorial, Inc. http://www.vendorclientvideo.com/

Me: Great! Let’s go over your site’s and your business’ goals. What do you want the site to accomplish?

Client: Well… I just want to provide clients with information about my business.

This is a very common conversation that occurs, and while most may see that as an acceptable answer, it tells me that most people are unaware of how to implement a website into their marketing strategy. Instead, there’s the misconception that a website is needed simply because everyone has one. While that is true to some extent, having a site for the sake of having one is a waste of your money and resources.

Your website is an extension of your brand and is an experience that you will provide your target audience. It is often the first interaction that you will have with your customers and—in many cases—may be your only chance to make an impression. To ensure that your website works with and for your business, follow this checklist:

1) Assess your current visual identity and marketing materials

This includes things like your logo, company colors, font types, business cards, brochures, menus, letterhead, and email signatures. Is there consistency? Do they convey the proper message about your business? Do they need to be updated?

Imagine if you were opening up a brand new restaurant, but did not have a consistent image. How odd would it look to have out-dated menus, mismatched furniture and clashing colors all set in a brand-spanking-new location? Unless “tackiness” was part of your identity, I doubt this is what you would want.

Prior to having a website designed, your visual identity should already be in place. This will help you and your designer(s) establish a general look for your site that will remain consistent with all marketing materials.

2) Establish your site’s purpose(s).

First ask yourself WHY you need a website. Again, having a lemming-esque attitude is not the appropriate answer. For example, this is my answer to this question: “I need a website in order to provide potential clients with information about my design process, to showcase my portfolio, to provide clients with useful resources and articles, and serve as a central hub for all of my online communications and networks.”

This will help you and your designer determine the most appropriate features required. Given the above information, I chose to include a blog, a photo gallery, several contact forms, and implemented a content management system for easy changes.

3) Set S.M.A.R.T Goals

S.M.A.R.T. stands for Specific, Measurable, Attainable (or Achievable), Realistic, and Timely. All goals set should follow this acronym.

Specific – They should be well-defined and clear to anyone that has a basic understanding of the project. What are you going to do? Why is it important? How are you going to do it?

Bad Example – Get people to send me a message through the contact form.

Good Example – Obtain 50 emails through the online sign-up form.

Measurable – Is your objective measurable?

Bad Example – I want the site to sell my product.

Good Example – I want to sell 100 products within the first quarter.

Attainable - While your goals should test your limits, setting unrealistic goals are counterproductive since you’re likely to not keep your commitment.

For example, say you are starting to workout with free weights and it’s been years since you last worked out. Would you start off with the highest weight? Of course not. You’d start off testing which weights you’re able to lift comfortably while still feeling the resistance. As time passes, you’ll begin to lift that first weight with relative ease and you’ll need to increase the weight to feel/see results.

Realistic – Your goals should utilize the skills and resources that are already available. It shouldn’t include anything that is beyond your means. Some effort should be required, but it’s about finding the appropriate balance. Too high and you have an environment set in failure. Too low and you have set the tone that says you’re not capable.

Timely: Set a timeframe for your goals. 1 week, 2 weeks, 3 months, by end of the quarter, by the end of the year… This gives you a clear ending and target. Without a time frame, there is no urgency.

4) Know your target audience and determine the site’s content and tone.

The content and tone is a major part of your branding and part of the experience your website will provide. Knowing your target audience will help to answer several questions and allow you to understand what information should be highlighted or featured.

Content – What information will your users be most interested in? What should they know about your business? How are you going to provide that information? How would you describe your services and/or product? Why should someone hire you or buy your product?

Tone – Will you be professional? Will you include some humor or keep it light-hearted? How high or low is the reading level of your site?

5) Have a clear understanding of what you like visually and what you don’t like.

Check out several of your favorite websites in your industry and make note of what you like and don’t like. Doing this will help your designer to better cater to your preferred style.

“I’m not sure until I see it” does not work and will cause both parties a lot of time and grief.

6) Prepare a budget.

There are several costs that are involved with good web design and it’s best to set aside a website budget. What are you willing to spend? What can you spend? Good Designers will work with YOU to make sure that you’re getting the maximum value for your investment.

Be sure to do some homework. Some designers/firms may charge hourly, while others will provide a per project price. Most will work out payment in installments and some will even work out a monthly retainer. You’ll find a wide spectrum of rates online and it’s good to know what to expect.

Please bear in mind, many different things go into website development and design. Features, functionality, and design complexity will all affect the cost. Here is a quick list of items that will most likely incur charges:

• Layout design and any custom graphics (icons and/or illustrations)
• Stock Images and any photo editing (includes image licensing)
• Copy writing and/or proofreading
• Code Development and Functionality (XHTML, CSS, PHP, Javascript, Shopping Cart, Paypal, Photo Galleries, etc…)
• Domain Name
• Hosting
• Email Setup
• Content Management Systems (A CMS like WordPress)
• Search Engine Optimization

Have anything to add? Have any questions? Share your comments with the Tek Community below!

Not to offend anyone, but I caution many of you to take these titles with a grain of salt. While the idea of social media has been around for a long time (i.e. – forums, blogs, discussion boards, etc…), social networks like Twitter or Facebook are still in their infant stages and are ever-changing. Can someone really claim to be an expert?

Because of the success of these networks and visibility that these sites provide, businesses everywhere feel that they need to jump on the social media bandwagon. But is it really a necessity? Many are fooled into thinking that the more followers or “fans” you have, the more successful your business becomes. I’ve seen a lot of snake oil tactics and false promises prey on this belief:

- gain 1000 followers for $xxx
- learn the secrets of social media
- become an social media expert yourself

Excuse me while I vomit a little…

Don’t buy into any of the crap. If you’re looking for the REAL experts, they’ll have proven track records, readily available references, will discuss your ROI and strategy, and will be honest about failed attempts. There is no sure-fire way to approach social media and I think it involves plenty of a/b testing to see what works for you. If you’re looking to hire someone to help with your campaign, make sure that they can substantiate their claims and produce results.

I myself am still trying to figure out what works. I simply know how to setup Facebook pages and create Twitter profiles, and link them together. However, what I do understand is that social media should be taken for what it is: A way to be more Social via Media.

Don’t just post promotional items, ads, or special discounts. Just like the tons of Farmville updates I see in my News Feed, they’re getting ignored.

Social media expert or not, what tactics have you tried that seem to work for you?

Myth #1: Running a home-based business is easy. Anyone can do it.

Okay. I admit that when I first jumped into this business I thought it would be easy. What I soon came to realize in the first couple of months, while going through my business plan and incorporating Tek-uniQue Graphics, was that I would have to handle everything from bookkeeping to sales. As a sole proprietor, you will find yourself wearing most (if not all) of the “hats” required to run your business until you’re able to hire specialists to help alleviate your workload (i.e. – accountant/bookkeeper, personal assistant, marketing, legal, etc…).

Myth #2 – You have the freedom to work when you want and for how long.

Sure. I am my own boss and I get to declare when I have a day off or how long I work, but what many fail to understand is that while I have that “freedom” I am also a slave to my company. If I take the day off, who’s going to take over while I’m gone? Unlike a 9-to-5, I don’t have the luxury of paid vacations, sick days, or personal days.

Don’t get me wrong. Occasionally, I’ll have my lazy days where I’ll only work a few hours (this is a perk that I enjoy when I can), but I must accept the consequences of my actions. Taking a day off means loss of potential income for me. Marketing does not get done, articles aren’t written, phone calls won’t get answered, projects won’t be worked on…

However, there are days where I’m working 15-16 hours straight to ensure that I’m making my deadlines, fielding phone calls and emails, chasing down invoices, testing out website code, readying designs for print, or reading up on the latest news in the industry.

Myth #3: Home-based businesses are cheap to run.

I somewhat agree with this one, but again, there are several things that must not go overlooked. When starting a business you have to worry about the legal issues (trademarks, copyrights, etc…), establishing a business entity (which is recommended in order to protect personal assets), health/dental insurance, taxes and social security, equipment, supplies, travel expenses, marketing materials, telecommunications, etc…

Personally, my overhead isn’t much on a monthly basis, but the initial investment required was still a considerable amount. Plus, realize that even though I can “expense” or write-off several items during tax time, I am still responsible for everything upfront.

Myth #4: You’re at home, you must not really be working.

This is similar to myth #2, but more for the family and friends of home-based business owners. Just because someone is working from home, and not in an office setting or store, it doesn’t mean that they are not working. I sometimes get a call from a friend or family member asking me to run an errand or perform some kind of favor. Funny, I never received these calls when I was actually in an office (unless in an emergency), so why now?

Not that it’s a lack of respect, but I’m betting that people who leave the house to go to work have a hard time seeing someone who is at home as someone who is working. Because if you’re like me, once I left the office I refused to do anything work related.

Myth #5: Working from home is like working at an onsite job.

Wrong. See myths 1 through 4.

Myth #6: You’ll be stuck at home all day and every day.

I guess this depends on the type of business you run, but for me, I’m able to leave the house and bring my business along with me. That’s one of the many perks and is an obvious benefit to my clients. I can go where they need me to, allowing me to accommodate their schedules as best as possible.

I’m sure you may have heard many of these myths and probably share the same sentiments. However, regardless of what you may believe, the fact-of-the-matter is that there are a countless number of home-based businesses that are successful and working just as hard as some company stationed in a nice comfy office building. Just because we are working from home, doesn’t mean we have it any easier than those stuck in a corporate or retail environment.

What myths have you heard? Share your thoughts with the tek community!

It’s natural to assess whether or not your visual identity needs an update, but valid reasons do NOT include:

a) I’m thinking it’s time for an update…
b) We’re tired of the original logo
c) Someone said they didn’t like it
d) We think it needs some color
e) We’ve been in business for 5+ years… time for something new.

Updating a logo isn’t as simple as adding color or changing the look. In doing so, you have to realize that there will be a significant investment required for all NEW marketing material (i.e. business cards, flyers, letterheads, envelopes, products, etc…).

Typically, any updates to a visual identity should correspond with any company/brand restructuring or growth. If you feel your visual identity (i.e. – logo, website, etc…) is not up to par with your brand, sit down and write down why you think that is. A good way to check to see if an update is needed, is to go through your business plan and/or marketing materials:

1) Re-Identify your company goals, services, and your target market. Have they changed drastically from when you first started?

2) How are your current marketing materials? When was the last time they were updated? Do they still reflect your business and its services?

3) Does your current identity provide a consistent message?

What’s tough about identity design (or logos in general) is that the visual identity is often looked at subjectively without knowledge of the feelings, emotions, and message(s) that your BRAND carries. Only personal experiences, tastes, and preferences will ever be considered. So when someone says your logo is boring, too masculine, outdated, and/or lacking color, don’t take it personally. Realize that they are simply critiquing a visual piece.

The services, experiences, interactions, and/or product that you provide coupled WITH your visual identity is what truly makes up your brand… How do your clients, vendors, and competitors view yours?