Collection of Contacts and Thanks

As we approach the finale of the web design program at Sheridan, I extend a heartfelt thanks to all of our instructors and speakers who have taken time out of their days to help educate us on the world outside of the four walls of S141.

Below is a collection and summary of all the contact information for the speakers featured in this blog in order that they presented.


Adele Wooton
Director for Client Services
Creative Niche, Toronto
Website: http://www.creativeniche.com/
Email: adele@creativeniche.com
LinkedIn: http://www.linkedin.com/in/adelewootton223
Twitter: @CreativeNiche
Facebook: www.facebook.com/CreativeNiche


Lorraine Fleck
Barrister & Solicitor | Trade-mark Agent
Hoffer and Adler
Website: www.hofferadler.com
Email: lfleck@hofferadler.com
Blog: www.ipaddressblog.com
Twitter: @HofferAdler @lorrainefleck


Alexander Younger
President and Founder
Design Lab
Website: www.designlab.net
Email: ay@designlab.net
LinkedIn: http://www.linkedin.com/in/alexander305454


David Gray
Digital Sales Producer
CTV
Website: www.ctv.com
Email: davidgraydesign@gmail.com
Portfolio: http://www.davidgraydesign.com/
LinkedIn: http://www.linkedin.com/in/davidjjgray


Michael Gramlow
Creative Director
lollipop
Website: http://www.wearelollipop.com/
Email: mgramlow@wearelollipop.com
Portfolio: http://www.michaelgramlow.com/
LinkedIn: http://ca.linkedin.com/in/mgramlow


Alison Garnett
Creative Director
Critical Mass
Website: http://www.criticalmass.com/
LinkedIn: http://ca.linkedin.com/in/alisongarnett
Blog: http://www.mylalaland.com/
Blog: http://www.alisongarnett.com/


Sonia Janovjak
Senior Creative Recruiter
Sapient Nitro
Twitter: @Soniajanovjak

LinkedIn: http://www.linkedin.com/pub/sonia-janovjak/1/62b/240

website: http://www.sapient.com/en-us/sapientnitro.html

Email: info@sapient.com

Gail Leija
Manager Marketing Strategy & Analysis: User Experience Research
Sapient Nitro

website: http://www.sapient.com/en-us/sapientnitro.html

Email: gail@gl-ue.com

LinkedIn: http://www.linkedin.com/in/gleija 

Kim Welch
Studio Manager

Sapient Nitro

website: http://www.sapient.com/en-us/sapientnitro.html

Email: info@sapient.com

LinkedIn: http://www.linkedin.com/pub/kim-welch/0/279/874

Norma Penner
Senior Art Director
Sapient Nitro

website: http://www.sapient.com/en-us/sapientnitro.html

Email: info@sapient.com

Twitter: @normapenner
LinkedIn: http://www.linkedin.com/in/normapenner


Genco Cebecioglu
Studio Vitamin C
Website: http://www.studiovitaminc.com/
Email: genco@studiovitaminc.com
LinkedIn: http://www.linkedin.com/pub/genco-cebecioglu/12/b42/8a2
Twitter: @StudioVitaminC

Jon Cebecioglu
Studio Vitamin C
Website: http://www.studiovitaminc.com/
Email: jon@studiovitaminc.com
Twitter: @StudioVitaminC


Meg Kerr
Social Media Integration Manager
Mosaic Experiential Marketing
Website: www.mosaic.com
Twitter: @meg_kerr
Email: info@mosaic.com
LinkedIn: http://www.linkedin.com/in/megkerr


Jason Bouwman
Owner
Compass Creative Studio Inc.
Website: http://compasscreative.ca/
Email: jason@compasscreative.ca
Twitter: @JayBouwman
LinkedIn: http://www.linkedin.com/in/jasonbouwman


Alex Pejcic
VP Managing Director
Sonic Boom
Website: www.sonicboom.com
Email: a.pejcic@sonicboom.com
LinkedIn: http://www.linkedin.com/in/sonicboom
Twitter: @alexpjc


Jay Schacher
Art Director
Henderson bas kohn
Website: http://www.hendersonbaskohn.com/
Email: jschacher@jayshack.com\
Portfolio: http://www.jayshack.com/


John Alabazowski
Group Creative Director
MacLaren McCann MRM
Website: www.maclaren.com
Twitter: @johnala
Email: John.Alabasowski@maclaren.com
LinkedIn: http://www.linkedin.com/pub/john-alabaszowski/1/b09/5b8


Dwayne Grech
Interactive Designer
Momentum Advanced Solutions
Owner/Designer
Sultan of Beard
Website: http://www.momentum.com/
Website: http://dwaynegrech.com/
Email: Dwayne.Grech@momentum.com
Twitter: @sultanofbeard

Catherine Baird
Associate Creative Director
Dashboard
Website: www.dashboard.ca
Email: catherinegracebaird@gmailcom
Blog: www.catherinebaird.com
LinkIn: www.linkedin.com/in/catherinebaird


Stephen Coomber
Interactive Designer
TAXI
Art Director/Designer/Flash Animation
Coomberville
Email: stephen@coomberville.com
Portfolio: www.coomberville.com
Email: stephen.coomber@taxi.ca

Lorraine M. Fleck

Lorraine M. Fleck
Lawyer, Tade-mark Agent
Hoffer Adler LLP
LinkedIn Profile

Email: lfleck@hofferadler.com
Website: www.hofferadler.com
Blog: www.ipaddressblog.com
Twitter: @HofferAdler @lorrainefleck



Lorraine assists clients in diverse industries with advertising and marketing, contest, copyright, information technology, licensing and distribution, packaging and labeling, privacy and trade-mark law issues.

As an active legal writer, she publishes the IP Address blog (ipaddressblog.com), her personal blog on Canadian IP and related news which was selected by Osgoode Hall Law School's IP Osgoode blog as a Pick of the Week. Lorraine is also a regular contributor the Canadian Bar Association's quarterly IP case law summaries.

**** NOTE THE  INFORMATION PROVIDED SHOULD NOT BE CONSIDERED LEGAL ADVICE ****

The following information is specific to current Canadian Copyright legislation.

What is Copyright?
The exclusive right to reproduce original content and stop others from reproducing that content.

• Means that you must get others permission to use their content unless your activity falls within an exception to infringement.
• Applies to the internet
• The law in Canada and the US can differ dramatically

What does Copyright Protect?

ORIGINAL literary, dramatic, musical and artistic works

How is Copyright Created?

• The original work is created by a Canadian citizen or citizen of a Bern Convention country.
• The work must come into physical existence; copyright does not exist in ideas.
• If the work is published, the work is published in Canada or a Bern Convention country.
• No need to register or mark (e.g. ©2012, Lorraine M. Fleck)
• Registration is a rebuttable assumption of copyright that can be useful for litigation purposes
• Best to register early; Canadian courts are skeptical of registrations obtained shortly before or during a lawsuit

How long does Copyright exist?

Depending on the type of work and whether there are joint authors

• Most works: life of the author + rest of the calendar year in which the author died + 50 years
• Joint Authors: Term lasts to the end of the 50th year of the last author death
• Unknown Author: Lesser of the end of the 50th year after publication or 75 years after the work was made
• Photographs: To the end of the
• Movies: To the end of the 50th year from the first publication and if not published, 50 years from the making of the movie
• Sound Recordings: 50 years from when first recorded
• Broadcasters: 50 years from communication

Who owns the Copyright?

Usually the person who creates the copyright work, but there are exceptions.

• Photographs: The first person who owns the negative of the photo (not always the photographer)
• Employees: Employers are the first owner of the works created for the employer by the employee.
• The owner: Ownership can be transferred, but must be in writing. The ownership transfer agreement usually is called an assignment.
• Anyone who has permission ("liscense"): The terms of the license dictate what the licensee can do under the license. The fee paid under the  license to the copyright owner (licensor) is a royalty.

What is Copyright infringement?

• The making of an unauthorized copy
• There must be a substantial portion of the material copied.
• No hard and fast rules as to what is substantial
• Test is quality, not quantity. Does the copy take enough of the work so to convey at least a portion of the value of the work?

There are two types of infringement:

Primary: A copy is made without permission

Secondary: The sale, rental or distribution or display or possession for that purpose, of an unauthorized copy provided the person in possession of the copy knows it was an infringing copy.

Exceptions

Fair dealing (research/private study, criticism/review, news reporting)

Note, parody is NOT currently an exception in Canada

The factors used to assess what is fair in the context of fair dealing:

1. Purpose
2. Character
3. Amount
4. Nature (of the work)
5. Available alternatives
6. Effect (of the dealing of the work)

What are Moral Rights?

The authors right to:

• Retain the integrity of the work
• Not have his/hers work distorted
• Have his/her name associate or not associated with the work
• Activities must be shown to be the detriment of the authors honour/reputation
• Cannot be transferred, but can be waived
• Term is the same as copyright in the work

Alexander Younger

Alexander Younger
President and Founder
Design Lab
ay(at)designlab.net

Today we were joined by Alexander Younger, President and Founder of Design Lab. Design Lab doesn't only focus on the aesthetics of design, but more importantly, strategy, solutions and technologies. Design Lab is a truly green company that creates it's own power through solar panels.

The only constant in the industry is the continuous change. It's important to stay on top of technology.

The big focus for our presentation today was "mobile" and how the world is evolving towards mobile devices, the adoption rate and how to leverage mobile for marketing. This infographic, credit of www.lukew.com shows the relationship of how many new babies are born a day, to how many mobile devices are being purchased and activated.

Visit www.lukew.com for more on the article of reference.

Best Practices for Mobile Design and Development

• Establish business goals and know your audience
• Keep it Simple
• Get Inspired
• Go Social
• Remember the rankings
• Measure

Case Study - The BeerStore

Alexander shared some of Design Labs experience with the BeerStore and how they dealt with updating their website, adding a mobile site and their future plans for a BeerStore mobile app.

One of the big lessons with the BeerStore is not backing down. It would have been easy to just throw together an app as per the clients wishes. But by getting to better understand their business goals, learning about the market and listening to the audience they have been able to make stronger marketing choices. The research data gave them the support that they needed, so that it wasn't just a matter of saying "we don't recommend an app", but more about "you're going to miss out on your audience without these other measures in place"

QR Codes

Alexander briefly spoke about QR Codes, which is something I've been investigating a lot lately. His findings mirrored mine. QR Codes are neat, but they're not for everyone. The software can be inconvenient, and there is a slow adoption rate. So use them wisely if you use them at all.

Responsive Design

Responsive Design appears to be a newer trend in the web/mobile world. It has to do with technology/code that is built into a site that allows the site to recognize the browser dimensions and adjust the design accordingly. More or less making a single site automatically friendly to any browser window dimensions.

Sample sites that use Responsive Design include:

www.barakobama.com

 

www.foodsense.is

www.palantir.net

How to Impress an Agency

• Put together a great portfolio
• Have a great attitude
• RESEARCH the company and your interviewer
• ASK LOTS OF QUESTIONS
• Don't Settle

"Attitude determines your Altitude"

David Gray

David Gray
Digital Sales Producer
CTV
LinkedIn

2007 Sheridan Grad, David Gray has recently joined CTV as a Digital Sales Producer. As a digital producer he manages the production of interactive media.

His experience and passion for banner advertising has allowed him to specialize in banner advertising on both the client side and agency side of the industry.

Like many of our previous speakers, David spoke about the long hours and heavy workload affiliated with the agency world. However, their are perks that come with the demanding workload. You either learn to love it, or you get out.

David doesn't recommend as grads that we expect too much too soon. It takes time to build your experience and move up the ladder. Those who work hard and invest extra hours on their free time into their work will excel and their hard work, if it's good it rewarded as they move up the ranks.

His career started with a company called Publisis, where he started as a web designer and slowly transitioned into banner advertising and production. Although many find production boring, David loves what he does.

In the world of banner advertising things are changing as Flash fades into history. Most ads that integrate motion are incorporating HTML5. It's also about whether or not your ad will be supported on servers like ireturn.com, dart.com and other ad servers.

David enjoys helping and educating designers on banner ad production. There are specific guidelines, files size restrictions etc that dictate the world of banner ads. One of his many responsibilities is quality control.

Although the money in doing freelance is good, it's hard work to manage your networking and the inconsistency in income. Working for a company offers a level of security that he was ready for.

Recommendations

• Don't take things personally
• Get great references
• Pitch yourself and pitch your friends
• Be organized
• Know your browsers
• Learn about Mobile

Here is a sample of a project that he was involved in

Michael Gramlow

Michael Gramlow
Creative Director
mgramlow@wearelollipop.com
416.399.6236
LinkedIn Profile

Michael Gramlow is a co-founder and Creative Director for lollipop, an interactive creative production company. Lollipop was founded in 2009 with executive producer and partner Amanda Loughran, in partnership with Crush.

Together their "agency" background has allowed them to approach a different, yet similar type of business with a new perspective. As in interactive production company, they mirror the broadcast production model.

As an example, an agency would provide a strategy, lollipop would pitch a treatment. Once awarded they would shoot, produce, design, edit, post, audio and do development.

It took me a little bit to understand exactly what services they provide, but ultimately I came to understand that they provide "broadcast" type services for web applications. So they incorporate film into the interaction of their work.... really, pretty cool. They only work directly with agencies.

Other companies that provide services like theirs include: Barbarian Group, Big Spaceship, First Born and North Kingdom

An Interactive Agency Provides

• Larger sites
• Big budget clients

Intergrated Ad Agency Provides

• some more brand development
• campaign work
• Apps and microsites
• Often work and support larger agencies

Production Company

• Partners with agencies
• Brings with it production techniques
• Brand range

Ten months ago lollipop signed up with a sales rep/agency which has been able to help them gain access to bid on higher end projects in the states with bigger and more sophisticated budgets.

Samples of work:

This site for Coffee had a very interesting approach. You'll have to click and see for yourself.

This site for Marshalls was really neat as it uses the google image date base to include a location of your choice, along with some really neat options for personalization.

Alison Garnet

Alison Garnet
Creative Director
Critical Mass

Alison Garnet is one busy lady. This Mother of two, Wife and keeper of three dogs juggles responsibility daily and generally manages to cram everything in before midnight. With few exceptions, this hardworking Flickr member, blogger and designer has her priorities set - Family comes first.

Following her graduation from OCAD in Drawing and Painting, she headed to Florence for a year. While she was there, her Mom saw an article in the local newspaper promoting the multi-media program at Sheridan and in 1994, with fifteen other people, she began her journey in digital media.

Following her graduation she worked at a company formerly known as ICE. She later went on to do Freelance work, then worked for Henderson Bas (where she worked with Sean Patrick another former grad); managed her company (Super Capacity), then onto Taxi for 6yrs before her recent move to Critical Mass.

If you ask Alison what she does, there is no simple answer. At any given time in her career she has played the role of Creative Director, Art Director, Project Manager, Account Manager, New Business Development, Stylist, Photographer, Blogger, Writer, Illustrator and Good/Bad Cop.

Alison's web design experience started by a simple curiosity of how things work. She would copy and paste code and just figure it out. While with ICE she worked on her first intranet and live events; however, back then web design was as simple as a GIF and a link – Times have certainly changed.

Following the international adoption of her daughter, she focused on her company "Super Capacity". The name was a screen name she used online and she adapted to her company. Inspired by the "super capacity" setting on the washing machine as it seemed to be truly reflective of everything Alison does.

Her transition to Henderson Bas as an Art Director gave her the opportunity to work on some big name brands, like Levi's, Molson and Nike. The more recognized client list launched her career and gave her award winning opportunities.

"It's not about the Perfect Company – Get as much experience as you can"

With that said, her coolest job came while at TAXI. Working with amazing people, great learning opportunities, great clients and a creative environment made for a very happy 6 year career at Taxi. Although she truly loved her time there, she recognized that the time had come to move on. She is now very happy in her new role as Creative Director at Critical Mass.

Some of her projects with Taxi included:

TownShoes, where she had her first professional photo shoot experience. She shared with us what it was like to work with a "gold fish handler", and picking the right fish for the shoot.

Another one of her accounts while with Taxi was with the LCBO. Here she focused on Micro sites. It was a challenging account with low budgets and a mixed bag of experience on the client side. The unionized staff were mostly from the marketing department, along with the "IT Guy" because he "surely would" understand the internet because he's and IT guy.

A memorable project was her work with Cadillac Fairview where the focus was on brand building. Because of a new new facility being built they were able to take advantage of incorporating their new innovative, sustainable building into their campaign development.

Alison has a love for identity design, so much so that she will eagerly take on freelance work to "get her fix".

While at Taxi the work she did focused a lot on micro sites and banner campaigns. Often the artwork would be smaller pieces to a bigger puzzle. Along with the fact that it was just time, Alison's desire to work on "a big site", along with the planning (IA), mobile, iPad etc. drove her move to Critical Mass.

With her move to Critical Mass, came the opportunity to work a big site, just like she'd wanted. Theodore Alexander, a luxury furniture designer and manufacture needed a redesign on their huge ecommerce site, which included over 4,000 pieces of furniture that desperately needed new photography. Working closely with the client, they were able to set up specifications and guidelines so that all the pieces were able to be photographed consistently.

Other big brands and sites that Alison has been able to work on include: Brita, Nestle (and sub brands) and Sears. Even with big agencies, their clients are faced with similar budget restraints that smaller companies face. These are the types of challenges they faced when working with Sears. Here they had to keep the same back end infrastructure and basically reskinned product segments as they could. It took 7 months to get through all 21 departments.

"Ask plus" is a big concept that goes a long with with Critical Mass. Alison works on a lot of pitches for new business and for each pitch they do what was asked - Plus! their recommendations on how they could take the original idea and make it into something better. This isn't just providing the ideas of what else could be done, but also has to do with how the information is presented. Long gone are the days of powerpoint. Now video and digital technology do it all.

Another recommendation from Alison is to look into entering competitions for students and other award programs. Most have small fees associated with them, however the recognition is likely to be a solid foot into the door for most potential employers.

As mentioned earlier, Alison is an avid social media butterfly herself. She maintains a variety of blogs on a variety of topics. Each one born from a curiosity as to how she could make something work and customize it to fit her design idea.

• Land of Sparkelot
• Hello
• ValiGirls
• Flickr

Each of her blogs have helped connect her to interesting people all around the world and given her a much needed creative outlet as needed.

Alison is a big fan of "leave behinds" and designers who create something unique and memorable to leave with her. Whether it's stickers, fancy business cards or something unique - to her they are valuable and memorable.

In the end - It's just Advertising. We don't save lives. Have fun and make cool shit.

Proudly Sapient!

Friday we welcomed a team of enthusiastic and passionate women from the Sapient Nitro Toronto team. Sonia, Gail, Kim and Nora each shared their roles, experience, expectations and words of wisdom for new grads. Their enthusiasm and love for their work and where they work was inspiring. I can only hope that no matter where people work that they can be as satisfied as these women were.

Sonia Welch, Recruiter
In her former life, Sonia was a Print Designer. Her appreciation for design and understanding of people, along with her friendly energetic approach clearly help in her success with Sapient. Her role has her working with hiring managers and other key team members in finding the right people for the right jobs. She manages the interview processes and makes the companies first impression on potential candidates. Her role is not just about sifting through resumes, but with maintaining and building a relationship with the right candidates, even if it lasts three years (her longest pre-hire relationship).

Kim Welch, Studio Manager
Kims focus is capacity planning and staffing for projects for 160 people across Chicago, Toronto and Minnianapolis. She is responsible for building the right teams for specific projects, a finely tuned skill. I appreciated that she respects people's time and the needs to balance life. Very involved in the hiring process, Kim really looks for how well people work in teams and how well they will fit into the Sapient Nitro Culture. She is a vehicle for helping develop careers.


Gail Leija, Manager Marketing Strategy & Analysis: User Experience Research
Gail's focus is the users experience. Her passion for research and her self proclaimed "nosiness" has led her to strategy and analysis for international brands. Her job is about getting to know the user/audience, better then they know themselves. She brings together perspective and her unique experience to each project.

Norma Penner, Senior Art Director
This bubbly, enthusiastic and passionate designer is highly sought after by her peers. "Everyone wants Nora" is a regular challenge her Studio Manager faces. This Sheridan Grad has taken her fine arts background an adapted to the online world.

Sapient Nitro Creative Team Structure & Hierarchy

• One, Creative Director
• 5 Assistant Creative Directors
• 7 Senior Art Directors
• 7 Art Directors
• 5 Designers

Sapient is an internationally established company and brand that deals with equally as established brands of the world. Some of Sapient Nitro's clients include:

• Abercrombie and Finch
• Vail
• Chrysler
• Dodge
• Jeep
• RBC
• Scotia Bank
• Harley Davidson
• Sport Chek

"The Definition of great is entirely defined by the clients you're working for and the problem." It's about getting to know your client and their values, not about putting your values on them and turning them into you. Their work is about substance.


Some of the specs that are the most common in the work that Sapient does includes:

• Design for browsers and mobile devices compatability
• Understanding international languages and cultures, as many campaigns are international and each market segment varies even though their all buying the same product/service.
• Trying to convey the same message through imagery or text for the international markets
• Often they have to leverage an existing TV spot, but do create stand alone elements too.

PARALAXING

This was a new "design" term that we were introduced to. Basically, it's about creating depth within images online by creating layers that move separately from each other. It creates a very unique effect and feel and brings images to life. It's like a little movie special effect feel for regular web use. It's so subtle, yet so effective. A good sample of paralaxing was used on the Jeep Wrangler site by Nora.

Next, Nora shared her experience working with Abercrombie & Finch, and her 3 month relocation to Ohio, where she worked directly with their in-house designers. By creating and fostering this relationship Sapient was able to gain credibility, but also true insight into a well respected brand. Nora was able to build personal relationships with the in-house team, so when future projects were created she knew the strengths and limitations of the in-house team and the feasibility of success. This relationship was about respecting the client, getting them involved and helping them evolve.

"Sometimes Good Design is Not Enough"

For Abercrombie & Finch, good design was enough to grow their business and maintain their brand. Sapeint was able to come in, learn their brand, be sensitive to what has been established and help the client take it to the next level. 

One of the key processes key to Sapients success is their focus on the user and getting to know the target market. It's about primary and secondary research and validating not only their assumptions, but the brands assumptions. As outsiders they bring a new perspective. The challenge comes in helping the brand see the new perspective and it's value. The depth of the profiling and research is dependant on the size of the project and the project objectives.

Every Sapient Employee attends a "Sapient Start" week long orientation. Due to the sheer vast size of a company that employs 10,000 people; it's extremely important that all employees speak the same language. Sapient people "just know"; which is something that comes from having the right support system, communication and training in place.

The Sapient culture is about discussing, questioning, challenging and collaboration to come up with the best solution. Things they look for in their new hires beyond skill include:

• Ability to work in a team
• Flexibility and adaptability
• Commitment to on-going learning
• Initiative
• An ability to switch gears quickly

What to Expect:

• It's an environment for learning
• They have big name clients
• Variation
• Opportunity for growth and advancement - they are a self serve organization
• Mentorship
• An amazing culture

But also, their expectations of their Designer Hires:

• Forward thinking design
• Fluency in digital channels
• Typography
• Presentation skills
• Eagerness
• Compassion and drive

Prove you can operate at a certain level, by working above your level and you will be rewarded. They often hire below a position to allow staff to grow organically. They're objective is to set you up for success.

Studio Vitamin C

Business partners and brothers, designer sons of designer parents, Genco and Jon Cebecioglu of Studio Vitamin C joined us to talk about their experiences in the digital design industry and shared valuable tips along with samples of their work and the process leading to it's completion.

Genco remembered his time at Sheridan in the Web Design program fondly and shared the value that he found in the independent projects and the end of year grad show which led him to his job at Eccentric Arts.

He went on to talk about Studio Vitamin C and a little bit of history behind the brand name, some of their clients and what type of shop they are. The "C" of vitamin C was thoughtfully used in reference to their near impossible to pronounce last name - Cebecioglu. And "Vitamin" to Boost Your Brand. This three person boutique shop located in Toronto offers innovative, distilled, functional visual solutions for your brand’s communication needs. Platforms vary from logos, print promo materials, signage to websites & mobile applications. Their clients include companies of all sizes as well as marketing & creative agencies who need design support. They're looking forward to growing their business and expanding in 2012. Stay tuned, their could be a 2012 Web Design Grad joining their team come spring.

Part of the Vitamin C process is to provide their clients with a questionnaire to help determine objectives, better understand the business and develop the strategy. They often will start with a  concept then build around the concept.

When asked about mood boards, he shared that for larger projects and budgets, mood boards are very valuable. However, often with smaller projects and smaller budgets mood boards are skipped. There is also the challenge of the visual language for clients to understand that a mood board is not a site design, so the value can often be hidden and hard to find.

Genco often made reference to the new business development potential with venture capitalist and start up companies. These opportunities often involve new ideas/concepts/prototypes where small businesses are looking for investors and these investors are looking not just looking at the products being pitched, but the quality of the pitch and presentation of their online presence.

Like the majority of our presenters, he also spoke of the value of networking and it's relationship to success. Again, it's a small industry and everyone who's anyone knows everyone.

Samples of their work include:

Survival Tips for Graduates:

• Know where you want to go. Whether it's a small boutique or a large agency or in-house. Know what you want, set your goals and go for it. Each environment offers it's own opportunities and benefits.
• If you want to start your own business, know that it's tough work. You need to have a lot of passion and belief in your product.
• They both recommend working for someone else before you work for yourself so you can learn and grow. It will help you and your business in the long run.
• Be 100% committed.

Meg Kerr

Meg Kerr

Social Media Integration Manager

Mosaic Experiential Marketing

www.linkedin.com/in/megkerr

This broadcast journalism and Media and Information Technoculture grad found her way into the role of Social Media Integration Manager easily as it was a position that was designed just for her - really, just for her. After identifying a need, this savvy marketing writer, planner, organizer, coordinator found herself managing online communities, moderating and strategizing for the big guys, like Coca-Cola, Diageo, Cadbury Adams, Nutella, Mattel, Rogers, and Labatt.

Social media like any communication method in marketing is about defining an objective and identifying the best way to communicate your message to your audience.

and it's kind of like this....

Social Mediums include, but are not limited to:

• Micro-blogs (like Twitter)
• Social networking sites (Facebook)
• Geotagging (Foursquare)
• Blogs (Blogger, Wordpress)
• Video (YouTube)

I really enjoyed this video that she shared and the information it provided

4 Trends Affecting Social Media

1. Real Time and Mobile Devices - Meaning you can access information anytime and anywhere
2. Location Based, Services and Geotagging - introduced with GPS enabled smartphones. Here your phone can recognize where you are and update your location for you. This trend can allow incentives specifically for people who are location tagging.
3. Privacy - people are becoming more sensitive to what information of theirs is being shared. Increased privacy settings make users more comfortable, but limit valuable information for marketers
4. Social Media is becoming less social - We've gone from 1st and 2nd generation users being overtly open about everything to people wanting to turn inwards and be more protective of what they share and who they share it with

Based on the emerging trends niche social sites are being developed and growing in popularity among their target markets:

www.bluechipexpert.com

www.doostang.com

www.songfriends.com

Overall, Meg was able to provide valuable insight into how businesses and consumers are using social media and the perspective from "behind the closed doors" about how communities and pages are managed, leveraged and developed. From crisis management, to strategies, Meg offered valuable and helpful insight into an ever growing communications market.

A Hidden Gem

Friday we trucked our way up to Sheridan't Brampton campus for a field trip to the Athletic Therapy Centre. Given a slightly soured personal opinion of physic therapists I honestly didn't have any expectations of benefiting from any treatment plans.

The biggest treat came with the news that we had a fully equipped gym at our disposal for a number of hours. If only I had of brought more than just comfy clothes, but actual work out attire - Sigh. Alas, it's likely for the best as my dear classmates don't need to see just how much one small girl can sweat when she truly works out.

Although I may have not been able to do a full training session I was still able to enjoy the facility and some looooong overdue physical exercise, stretching and more importantly some good company outside of our normal everyday routines.

Attempting round two of chin ups!

Core strengthening with the balance boards  - one of my favourite exercises.

A special thanks to Derek the Designer for a fully documented photo montage of the event. An extra special thanks for not sharing the photo of me struggling to get up for my 3rd and 4th chin ups as that was a bit of a mess.

As for lessons learned?
I finally cracked and sought treatment for my chronic plantar fasciatis which was incredibly relaxing. The real treat came with the trainer who was not insistent that her recommendations would magically correct something I've been dealing with for many years, but mores recently. Instead, she offered relief for the day and was on the same track as all the other professionals who I've sought help from.

I also appreciated the mini stretch session on how to take care of our limbs as desk monkeys. Although I did not manage to take a handout with me, so I have only my memory and the internet to reference for reminders on all the things I should make more of an effort to do daily.

Overall, it was a delightful experience and I'm very glad we had the opportunity to go.

Jason Bouwman

Jason Bouwman

www.compasscreative.ca  |  jason@compasscreative.ca

Born into a Dutch farming family, Jason was raised with a strong work ethic, high moral values and discipline. His blue collar working parents didn't always understand his natural creative abilities, but they recognized them and encouraged him to follow his heart.

Jason is a very down to earth person who recognizes the value of hard work and responsibility. Upon graduating from Sheridan College Jason entered the world of illustration as a technical illustrator, as his keen sense of responsibility dictated that a practical trade would offer stability and job security. While he was in school he focused on building his portfolio and self promoting.

Jason has always had a do-it yourself mentality and credits his upbringing and family for this aspect of his character. It was the same family influence that reflected a cynical view of the marketing world and the big city that held little appeal for Jason as he began his career.

A consultant identified Jason as a hopeless introvert with high D/C scores on the DISC personality quiz. Whether you complete this same quiz or find something different, Jason believes it's very important to know yourself.

Following a number of years freelancing, Jason needed to make more money. Although charging more per hour would help make that happen, Jason recognized it needed to be more. When he asked his clients why they enjoyed working with him, he was told that they love the way that he came in and asked lots of questions, collected a lot of info and returned with what they wanted. They valued how he made them think.

Instinctively, Jason recognized that the design wasn't about him, or even his clients. It was about their clients and being a translator for the target market. It was his appreciation and value of insight into the customer/target market that allowed him to grow his business in this direction and meet the needs of his customers.

It's the idea that people don't want "websites" they want sales. Whether they're a non-profit or a business, they all want to generate sales/income/money.

Remember, customers don't owe anyone business. It's up to the business to tell a story, tell them how they're different. Businesses need to know their market, what the market it exposed to and have a vision/mission as to why they exist. Identify the core idea and all the branding, strategy, messaging and online presence will support it.

Jason identified the importance of managing expectations based on insight, market realities and strategy. Technology and pretty pictures don't fly on their own.

Through word of mouth Jason was able to grow his business. It was an organic growth that happened together with his clients. Some who he recognized were no longer a good fit. It's important, as you challenge your customers to challenge themselves, that you in turn, turn the tables on yourself and challenge yourself.

Many business are often started for selfish reasons. Whether it be the money, the flexible hours etc. However, growth and success comes when we're able to move past the selfish reasons and be in business for our clients and their needs. Creative people often love their work and it's their passion which can often lead to poor business decisions. 

Recommended Reading: What I wish I knew when I was 20.

Lessons: Success comes from 3 elements. Passion > Skill > Market

Passion: There is pain because you love it so much that you push yourself through. But eventually you will burn out.

Skill: You have developed skills and expertise.

Market: The market needs to be ready for what you have to offer.

Break life into priorities and live by that compass.

Recommended Reading: The e-Myth, By Michael Gerber

Learn the Five Love Languages

1. The gift giver

2. Those who say what they feel

3. People who need proximity

4. People who need to be touched

5. People who do for others

You have to have integrity in what you do.

Jason concluded by sharing a story that had been told to him.

A teacher of time management stands at the front of the class with a glass jar filled to the brim with large rocks. He asks the class if the had is full. They reply; Yes. He then brings out a jar of smaller stones and pours it into the first jar and repeats the question - is the jar full. Again the students respond yes. Next he fills it with sand, then again with water and finally the jar is full.

The moral of the story is not only that our lives and priorities come in all shapes and sizes, but the order in which you do them will dictate as to whether or not we'll be able to complete them all.

Overall, Jason's approach was a breath of fresh air and reassurance that success is not measured by the size of our clients, our employers success or working for the big names. Success is achievable and real while we maintain our values and priorities.

My apologies to past presenters, but Jason was the first who spoke about putting one's ego aside and seemed to truly practice was he preached.

Jason's illustrations, style and approach were truly inspirational.

One of my favourite coins from the one of the many he's designed.

Alex Pejcic

Alex Pejcic

a.pejcic@sonicboom.com

This week we got to experience the company of Alex Pejcic of Sonic Boom Media, along with his insights, opinions and honest words of wisdom.

Alex co-founded Sonic Boom in 1996 in Hamilton, ON. Over the past 15 years the business has grown from small clothing shops and door to door sales to an International agency with offices in Canada, the States and Europe.

Sonic Boom is in the business of understanding, embracing and maximizing digital media. They work to understand influencers, social media and have worldly experience from their past relationships with agencies.

Their client list is impressive and extensive and includes a long list of companies from a variety of sectors. Here are some samples:

• Financial & Insurance Services
• Aviva
• Citibank
• Retail & Consumer Goods
• Bell Mobility
• Gillette
• Harry Rosen
• HomeSense
• Honda Canada
• Timex
• Pepsi
• Professional Services & Organizations
• The Advertising & Design Club of Canada
• College Pro
• CBC Television
• HealthCare & Pharmaceutical
• Bayer AG
• Quantum Dental
• Public Sector, Education & Non-Profit
• City of Hamilton
• IdeaCity
• McMaster University
• World Wildlife Federation
• Media, Sports & Entertainment
• Azure Magazine
• Hamilton Bulldogs
• Advertising, Marketing & Design Agencies
• BBDO
• Grip Limited
• Taxi Advertising

To put what Sonic Boom does in perspective he explained the various mediums as follows.

Marketing is a one way dialogue

Advertising is about yelling the loudest

Branding is when you're audience speaks about you to you

Public Relations is when your audience talks about you to their friends and you don't even have to be there.

He spoke about their Emerge Concept which is about bringing traditional communication together with Digital Marketing and Social Design.

The Structure of Our Industry

• Advertising and Marketing agencies 
• Digital Agencies
• Communications/PR & Consulting Firms
• Clients
• Employees
• Freelancers

Roles & Disciplines

• Strategy 
• Account Management
• Creatives 
• Engineering 
•  Production 
• Quality Assurance 
• SME & Content 
• Social Media 
• Monitoring
• Design 
• Management

Insights

• You have to be smart to and recognize you're in an ecosystem.
• Everyone should know "stuff" regardless of where your role falls. We should all know what social networks are available and use as many as we can.

What we need to Understand:

• Meaning and Role of a Brand
• More than just a logo
• Marketing Basics
• Direct and Mass
• Latest Trends and Technologies
• Social design

Recommended Sites: 

• www.mashable.com
• www.youtube.com
• www.digitalbuzzblog.com
• www.hyperisland.se

What should we possess?

• Proven skills in your discipline
• Strong portfolio
• Passion
• Can do attitude
• Team mentality
• Care about the company and the client
• Be willing to learn
• Research the company before you go for an interview!

"PAY YOUR DUES"

 - This was repeated throughout the presentation.

"Get noticed, Recognized and Respected"

Join interactive media groups

Submit your portfolio to an online community

Create your own space

Ask for advise at interviews

Take opportunities as they come

"No Ego" 

"Don't be an idiot" 

"Pay Your Dues"

Jay Schacher

Jay Schacher
Senior Art Director, Henderson Bas Kohn
jschacher@jaysshack.com
http://jayshack.tumblr.com/

With the passing of the mid way mark, we head into the crunch of first semester. Something that this weeks speaker remembers fondly from his time at Sheridan.

If you visit Jay on LinkedIn you'll find the following information:


Jay Schacher's Experience

Art Director
henderson bas kohn
Privately Held; 51-200 employees; Marketing and Advertising industry
March 2011 – Present (9 months)
Clients include: Mercedes-Benz, LG, CAA & The Weather Network

Senior Designer
henderson bas kohn
Privately Held; 51-200 employees; Marketing and Advertising industry
May 2010 – March 2011 (11 months)
Clients include: Mercedes-Benz, LG, Powerade & Nintendo

Senior Designer
OSL Marketing - Interactive Division
Privately Held; 51-200 employees; Marketing and Advertising industry
September 2009 – May 2010 (9 months)
Clients include: Pepsi, Sher-Wood Hockey, GE & Gatorade

Senior Designer
Sonic Boom Creative Media | a division of NATIONAL Public Relations
Privately Held; 11-50 employees; Internet industry
October 2008 – September 2009 (1 year)
Clients include: Sirius Satellite Radio, Timex Canada, Honda & Jamieson Vitamins

Intermediate Designer
Sonic Boom Creative Media | a division of NATIONAL Public Relations
Privately Held; 11-50 employees; Internet industry
February 2007 – October 2008 (1 year 9 months)
Clients include: Sirius Satellite Radio, Timex Canada, Honda & Jamieson Vitamins

Interactive Designer
Organic
Privately Held; 201-500 employees; OMC; Marketing and Advertising industry
May 2006 – February 2007 (10 months)
Clients include: Sprint, Jeep, Dodge & Bank of America

Jay Schacher's Education
Sheridan College
Post Grad Cert, New Media Design
2005 – 2006

York University
Certificate, Multimedia and New Media
2004 – 2005

York University
BFA, Visual Arts
2000 – 2004


However, portfolios and online profiles can't compete with a custom presentation for us students. Jay took time to share some valuable insights with us, including samples of his work, insights into the various responsibilities of different roles in the digital agency world and some handy advise.

Common Responsibilities for the role of an Art Director:

• Brainstorming
• Concept Development
• Designing
• Overseeing the work of Juniors
• Meetings
• Ensuring client expectations are met
• Being creative
• Staying on Brand
• Mentoring designers

Common Traits of a Good Art Director

• Love of videos and doodling
• Like Photoshop more than TV
• Has a favourite HEX value
• Creative Passwords and network names
• Enjoys practical jokes

Henderson Bas Kohn - Who are they?

HBK (years of exposure to my husbands love of wrestling makes me think of a wrestler every time I read this acronym)... Henderson Bas Kohn specializes in digital, web, online, ads and mobile devices. Traditionally a digital agency, they are moving towards being a more full service agency that incorporates traditional print along with their digital expertise.

Jay is one of two art directors, with 60 people in the company overall and 10 people on his team. These people include a Creative Director, Associate Creative Director, 2 Art Directors, Designers and Copywriters.

HBK Process

Brainstorm > sketch concept > present to client > design > build > revise

Sketch concepts include "sketches" as the name would imply. However, these are professional hand drawn illustrations that are scanned and inserted for placement. The copy is generally written and not Lorum Ipsum. I suspect any large bodies of type would be the exception to the rule.

Current Projects that Jay is working on include:

LG - Get Connected, website, including interactive game

Mercedes - Drive and Seek, including web page and social media

Jay highly recommends we, as web designers create an online presence for ourselves. Definitely noted, it's been something I've been meaning to do for ages. However, I meant to ask him if it's better to promote ourselves as a business or individuals. As a freelancer I have a company and company name because I do more than just "design". Perhaps that answers my own question?

Other advise:

Stay close with your classmates

Network A LOT! Stay connected in the social media mediums to find out what events are happening.

Be a team player, not a Hero

Handy sites:

www.webcreme.com

www.colourlovers.com

Samples:

John A.

John Alabaszowski, more commonly referred to as John - A., for obvious reasons was our most recent guest speaker. John currently is the VP Group Creative Director at MacLaren McCann Canada's Largest Agency.

His work history had him at a couple of smaller shops and freelancing before he joined MacLaren as an Intermediate Art Director. Here he worked his way up over the course of 7yrs to his current role as VP Group Creative Director.

His client/project roster is impressive and includes such names as GM, RBC, Mastercard, Lotto 649, Toronto Argo's and more. He shared samples of his work with the Chevy launches of the Volt, Sonic and GM.ca and the importance of using the right technology to support the concept development for the right audience.

John spoke of the value of FB and how it brings information to where people are hanging out and how marketers are no longer driving users to company websites, but instead to their FB pages. He also spoke of the importance of managing and maintaining balance of the FB eco system.

Another sample project was the Good Wrench Service Campaign. John shared a little about their strategy and selection process for the participants in the video. He also shared some of the vision of how they want user input to help direct the direction of the campaign.

One of the challenges with user driven content and social media platforms is that the Brands have to give up some degree of control and are more helpless in directing the branding. But at the same time, because of this lack of control they are handed what some could consider as niche marketing opportunities, but instead the Brands get legal involved to try and control the direction and image of their brand. It's important to be involved in these environments to try and steer the content, but not to force it.

As consumers blur the lines of technology, it's important for all companies to adapt, understand and be more aware. An example was a project brief that requested posters for an intern search for MasterCard. Here an opportunity was identified to engage users and use social media platforms for applicants. The resulting participation far exceeded any and all previous similar campaigns.

John touched on the concept that "the web is dead". A statement that has been floating around. He explained how really, it's not dead. Instead it's just evolved into so much more than we could have ever imagined.

Advise from John:
How do you get to do Cool Sh*t?
•  Go after the places doing the stuff you want to do.
•  Decide what market you want to be in, like the network of people you can access.
• Note, small shops do offer opportunity, but rarely mentorship

Your Portfolio
• Have it online.
• Show your BEST work
• Put your strengths upfront, include ALL your good work, not just your web stuff.
• Include anything that shows passion

Be Organized!

Pitch Yourself!

If you ask for advise, pull out a pen and paper and take notes.

To succeed: Do what you're told to do, then do more. Raise your hand, volunteer.

Advise from the Interns: Don't be Drunker than your Boss.

Go into a presentation like a Ninja goes into Battle, with the expectation of death.


After the crowds settled, I myself was able to have a very pleasant conversation with John and able to ask some candid questions and get some honest answers. Like: Ad agencies can have pretty snooty people in them, who live their work. Can people who have kids and Families who love their jobs, but also love their families be welcomed into this world?
The simple answer - Yes.

Phew.



Contact Info:
@johnala
John.Alabasowski@maclaren.com

Fall Tour Interactive

This year I was fortunate enough to attend the sixth annual Fall Tour Interactive, hosted by Oddly Studios.



"For the sixth year in a row, Fall Tour Interactive will be showcasing Toronto as a world leader in interactive design and creative production. By bringing over twenty five of the city's top digital studios together for one day, a spotlight will be shown on Toronto's immense creative talent.


Fall Tour Interactive is the only event of its kind, focused on strengthening Toronto's digital industry by offering studio participants countless opportunities to get involved and network with leading Creative Directors and emerging talent. Fall Tour Interactive is a showcase of the expansive digital content and knowledge produced in our vibrant city."
~ Oddly Studios


Assigned to "the Red Group", we had the opportunity to visit five studios and attend one guest panel lecture.

• Derooted
• Mighty
• Oddly Studios
• Idea Couture
• Sapient
• Film Panel

Our panel discussion was:

Panel II: Convergence or Crash? The challenges of modern media

In this discussion, three industry experts will dive into the changing media scene, and the opportunities and challenges facing modern producers. The music recording industry has felt the impact of digital media, now video producers are as well. Where does the opportunity lie for new entrants, and what is on the horizon? Come find out.

It was interesting to see how interactive and digital media has integrated it's way into the film and music world. As a consumer is has seemed relatively seamless. I had never given much thought to how interactive media has come together with film and that they are actually separate entities. 

Derooted

This was our first stop. The projects they shared were VERY interactive, but very cool. Samples of their work can be seen at http://vimeo.com/derooted or on their site - www.derooted.com

I was impressed with their small size and the quality and innovations of the work they produce. The staff seemed very genuine and our presenter very intriguing.

Mighty

A division of http://bensimonbyrne.com/

Our presenter was Jon T, Creative Director
He presented a slide show with samples of their work. It was relatively brief. It appeared that Jon was hoping to encourage more discussion from the group. There was some discussion, but it tapered off quickly. Following a brief tour of the studio, myself and a couple of class mates were able to enjoy a nice 20min conversation with Jon and get a little more insight into the industry and mighty.

Oddly
Oddly was our event hosts and provided lunch and a presentation. Their presentation focused a lot on the fun stuff that they create and hope to sell to clients. It left me a little baffled to be honest.

Sapient
The largest of the firms we visited, we had mini presentations from IA architects, Creative Director, Art Directors, Copywriters and developers. I was very impressed with the responsibilities of each department and how they worked together to reach a common goal. Although many industry people say working for large agencies are limiting, I myself liked the structure and expectations.

Idea Couture
This agency was likely one of my favourites. Medium in size they had a good selection of clients and their approach to creative and innovation intrigued me very much. This medium sized company offered some interesting opportunities for those who were willing to work for them.



Overall I enjoyed the inside peak into the work in Toronto agencies. Although very inspiring, none of the agencies we saw appeared to be able to offer me the work life balance that I am seeking in my career.