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.

Dwayne Grech

Dwayne Grech

Dwayne.Grech@momentum.com
Twitter: @sultanofbeard
Facebook: https://www.facebook.com/profile.php?id=808965159


Grateful and wanting to pay it forward, this Grad volunteered to return to share his experiences with us since his graduation in 2009.  Dwayne has jumped around a few jobs since graduating in 2009, a victim of circumstance. His misfortunes have led to a great bunch of opportunities allow him to work on a variety of major automotive manufacturers and other impressive clients.

Currently Dwayne is a Designer at Momentum Advanced Solutions, in addition to being the Owner/Designer at Sultan of Beard. However has also worked at Organic Online Media, Young & Rubicam, The Marketing Store and Sirius Satellite Radio.

Quirky Facts about Dwayne:

• Backpacked Australia for a year
• Speaks Fluent Japanese after 4yrs in Japan
• Is a cold water Surfer and started the FB Group "The Toronto Surf Club"
• And claims to have killed 5 of 8 of his exact duplicates

Dwayne currently is a Designer at Momentum Design, one of Canada's 50 Best Managed Companies. His responsibilities include: DOAR for Chrysler/Jeep/Dodge/Ram/Fiat; Online support for Mazda, Mercede-Benz, Forrester; Online loyalty support for AMEX.


Some Samples of his work include:









What to Expect:

• It won't be easy
• Lack of Sleep
• Ultra competitive market
• Small Industry - Everybody knows everybody
• Crazy office politics
• Lots of industry parties
• Lots of agencies to choose from

Options:

• Small design house vs. International Agency
• Contract work vs. Permanent
• Designer vs. Project Manager vs. Account Manager
• Canada vs. Abroad

A few handy lessons I’ve learned thus far:

1. Burning bridges in this industry is employment suicide– burning bridges, in general, isn’t wise. We’re too small of an industry for you to tell off your former boss, who has friends at every other agency you’re applying to work at.
2. Networking events are your easiest way into an interview– besides the employment benefits, the food and booze are usually free! #winning
3. You are never too old to stop learning– if you feel you’ve learned enough, then chances are you’re an idiot. Read a book. Scour through theFWA.com, PSD or AEtuts+ (to name a few). Take a night course in presentation communication. It helps!
4. theFWA.com is the Bible– this is your source to industry giants, growing hopefuls and terabytes of inspiration and trends
5. Sometime you’ll have to sacrifice a weekend or six– a sacrificed weekend for work should never been seen in a negative light. Sure, shit hits the fans and you’ll have to cancel going towel shopping with your mom, but seeing that you’re working under your terms, working the weekends can be far more rewarding because you’re under less stress.
6. Red Bull doesn’t give you wings, but sure does make you the savior of the “last minute all-nighter” request– you’ll get these ridiculous requests that force you to pull an all-nighter for a pitch the next day. Red Bull will get you through it. Once done, you’ll be the hero of the week and get a phone call from the President, thanking you. Promotion? Sure!
7. Pay it forward– this work we do comes with a bit of superstitious baggage. We get lucky breaks, we’re competing daily with equally great designers in equally great agencies, how we win contracts, employment or whatever is nothing short of luck. Give back– it’s karma! Once you’re a big shot, or at least got your feet wet for a few years, mentor a student or two. Volunteer at the Fall Studio Tour or speak at a Weekly Guest Lecture. NEVER AVOID HELPING OUT OTHERS!
8. If you’re not enjoying the what and where, then it’s time for a change– You have to love where you work. This keeps you loyal and motivated. Sure, you will have to pay your dues at a couple of shitty places, but chances are you will find the right fit. If you find yourself waking up from bed dreading to go to work then that’s a good sign you should polish off your resume. You’re doing yourself a favor.
9. Booze is your friend– When times are tough, I schedule a meeting with my buddy and life coach, Jack Daniels, to get me through the week of nagging PMs and impossible deadlines. When Jack isn’t around, I’ll call up his European counterpart, Heineken. Alcohol is widely excepted in our industry, but how visible it is during business hours differs from shop to shop.
10. SOCIAL MEDIA– do I even need to mention how important it is to stay connected?

Catherine Baird

Associate Creative Director, Dashboard

www.catherinebaird.com

Catherine is a Sheridan Alumni, who kindly returns every year to share her story the students of Web Design. She shared with us her admiration for recently deceased Arnaud Mercier, her inspiration. He combined design, photography and art in motion graphics. You can find samples of his work at Area 17 and more about his life and his career as well.

Catherine also emphasized how very hard it is to find a qualified senior art director with interactive design experience and how for those of us who are more experienced in the working world will find the combination of skills beneficial.

– Her main message – 

BE INSPIRED!!

Do what you love, love what you do.

Her history:

She graduated in 2001 during the dot come crash. There was lots of concern for many grads regarding employment opportunities post graduation. Catherine was fortunate and was hired right out of school with Eccentricarts. She was more or less interviewed at the Grad Show and employed within a few weeks.

She later went on to work for Henderson Bas. Within 3 yrs she was running the art department and was managing 9 designers. Although she loved her work there, one of her bigger challenges was learning how to manage people.

In looking for a big change in her life she moved to Paris and worked for a brief time at 5emegauche, Paris, Senior Art Director. She found it incredibly challenging to work in a foreign language, in a foreign market, with foreign tools (keyboard). Her time there was brief, but rewarding.

After returning to Canada she worked part time and did Freelance work for 4 years before moving onto Dashboard. She transitioned to an employee of Dashboard from a freelancer.

A big challenge that she's faced often is the assumption that interactive designers can’t design for print. Perhaps it's just the other side of the coin, for us traditional designs often can feel like there are assumptions that we are unable to design for digital.

Her current employer, Dashboard is a tight group, a smaller agency specializing in digital marketing. Their client list is impressive, as were the sample of her work. She spoke about the Thrivetastic campaign for ING and the redesign of The Grid.com. Both very creative and unique, however, perhaps it was my heart strings, but I loved what they did for the Santa Claus parade!

5 Steps to Success

1.  Be a really, really good designer
2. Understand and love technology
3.  Learn video, flash animation and social media (Premier, final cut pro and after effects)
4.  Understand what User Experience and Information Architecture are
5.   Work hard, be flexible and keep up

Other Advise:

When contacting employers – if you don’t get a response, follow up. They’re likely just busy. Be persistent, but not crazy. Don’t be afraid to ask for a portfolio review.

Recommended Book – Reality is Broken By Jane M??

Look into Ad Lounge and Sid Lee

Overall, I really enjoyed Catherine's down to earth, practical, yet creative approach. She offered good insight and valuable advise. She was approachable, yet commanded a level of respect, but in a subtle way.

I guess my favourite part was that she was real and realistic in her approach and what she preached.