Parallel 39 Design

Join us

2009-05-13T23:49:00.002-05:00

The Parallel 39 Design blog has merged with the Cathy Mores Photography blog to create one site filled with ideas, images and inspiration. Join us!

www.parallel39blog.com

Why Membership Matters

2009-03-22T21:05:00.006-05:00

I recently joined AIGA, the professional organization for design and the design industry. Why did it take me so long? Good question. Having been a practicing designer for nearly ten years, it seemed to me that having the power of the companies I had previously worked for (and identified with) was affiliation enough to prove my prowess as both a designer and businessperson.

But in the past couple of years that I've been foraging my own path, I've found that I thrive on being part of a community--one that supports and encourages each others' struggles and achievements in every sense of the design and small business arenas. And I felt that it was high time that I joined the ranks of over 22,000 colleagues who agree that design affects every facet of the world we live in—from Twitter to used car ads to that guilty subscription to US Weekly. :) (I didn't say all of it was good design. Ha!)

I also felt that while I have been adhering to their professional standards and guidelines for the past several years, it was important for you, my clients and colleagues, to acknowledge my commitment to the industry and providing you with the best possible solution to your creative needs. I wouldn't have it any other way.

Toot Toot

2009-03-09T13:18:00.004-05:00

Great news!

Just found out that a recently completed logo is going to be included in the next edition of American Corporate ID (now known as American Graphic Design & Advertising). This year marks the 25th year of a publication held in high regard among the design community...and I am humbled to be part of the very prestigious winners.

Unfortunately I can't share the piece being published until the book comes out for confidentiality reasons, but I am SUPER excited!

Whoops

2009-03-09T13:17:00.001-05:00

OK, I admit to not being a fabulous blogger. Part of it is a good thing, to be so busy with great work and AWESOME clients that I haven't had time, but I realize you good readers expect more from me than a once-every-six-months (gasp!) posting.

Accept my apologies and commitment to do better.

Top Holiday Gifts

2008-11-04T21:52:00.003-06:00

A while back I created a new packaging system for a children's products company based out of Denver. Their flagship product is a wonderful idea, called Illustory—encouraging children, to write and illustrate their own stories, send them in, and receive a hardbound book of their unique tale.

This evening I discovered they were on the "top toys" list for Amazon and at Target.com for holiday shopping. Check them out!

Why Blogging is Important for your Brand

2008-10-29T13:45:00.005-05:00

I know, you're thinking, what good will blogs do me for my business?

You would be amazed. Every year, Technorati writes a State of the Blogosphere Report. This year they, for the first time, addressed the subject of brands, and it's an amazing wealth of information.

(1) Bloggers find it a natural thing to discuss brands on their blogs if those brands capture their attention in some way, good or bad (hopefully in your case all good). So don’t hold back from reaching out to bloggers. Blogs are now accepted places for reviewing a product, introducing a new product or service, or announcing a new marketing initiative. Blogs also welcome advertising messages highlighting your products and services, with the majority of bloggers now displaying ads on their sites.

(2) Blogs are credible sources of news and information. In other words, being seen on a blog can be as valid as being seen in mainstream media – more informal perhaps, but valid. It’s no wonder that many large corporations today proudly recognize product-reviews by blogs among their press mentions on their websites. Large corporations welcome – they seek out – mentions on blogs. Why not take a page out of their book?

(3) Bloggers are most open to receiving marketing messages from other blogs. If you want to reach the millions of bloggers (or just that segment of your market which blogs) the best place to do that is to be seen on blogs. Blogs are the medium where most bloggers get their information today. In fact, other blogs are the primary place where other bloggers look to get information about products and brands today.

(4) Bloggers as a group are educated and affluent. Bloggers are a good target market. The Report found that 75% of U.S. bloggers are college graduates, and 42% have attended graduate school. They skew male, and more than half have a household income over $75,000. Hmmm, education and money to spend – sounds to me like a good combination for marketing purposes.

(5) Your competitors are being seen on blogs. With so many bloggers having been targeted by companies to become brand advocates, in all likelihood that means your competitors are already reaching out to, or advertising in, blogs. Unless you too are there, you could be at a competitive disadvantage.

FSC, SFI, etc: Getting lost in the "Green" alphabet soup

2008-10-16T08:42:00.006-05:00

There has been a lot of discussion recently about being more eco-aware in the printing and design industry. For good reason! Many strategic branding efforts need a printed piece to effectively communicate their position in the marketplace.

Designers and printers alike are at the forefront of incorporating their eco-minded efforts into creating pieces with sensitivity to the environment and natural resources. Some of this comes into play when choosing paper for printed communications materials. The U.S. is the largest market for paper products in the world, producing 90 million tons of paper annually and, in-turn, consuming about 100 million tons. Despite improved technologies for refining post consumer pulp, virgin fiber is still a significant requirement, as only 35% of current consumption is met by using recycled fiber; in addition, approximately 25% of recovered fiber is exported out of US markets. Roughly 25% by volume of timber cut annually in the US is used for paper production.

Two programs have come into light recently to certify paper mills, printers, and Chain of Custody vendors to highlight their commitment to responsibly-managed forests.

FSC (Forest Stewardship Council)
The FSC is an international accrediting organization that has developed standards to certify wood harvested from well-managed forests and wood products (i.e. paper) made from FSC certified wood. In addition to the Forest Management Program, FSC also offers a Chain of Custody Program that accounts for how the certified wood is managed once it leaves the forest. Labels on these products may also include a statement regarding the percentage of FSC wood in the product.

Any product made of pulp or paper has the potential to be certified as long as the wood used in the product originates from FSC-certified sources. Wood is an important material for all paper manufacturers. The FSC certification system allows these professionals to know they are doing the right thing, and taking business away from other companies that may still be supporting illegal, unsustainable, unverified logging activities. The intent of the FSC system is to shift the market to eliminate habitat destruction, water pollution, displacement of indigenous peoples and violence against people and wildlife that often accompanies logging.

SFI (Sustainable Forestry Initiative)
The SFI® program is an internationally endorsed forest certification program and was launched in 1995 in response to market concerns about forest management and illegal logging. It provides an internationally recognized and science-based standard that sets requirements for how a forest should be managed. In order for forest companies to claim they are SFI-certified, their operations must be audited against that standard by independent, third-party certification bodies.

Forest certification is often complemented with a chain-of-custody certification, which is a tool used to track wood from a certified forest all the way to the end-user, providing a link between the certified forest and the certified product. In the case of paper products, this chain of custody includes the forest, mill, distributor, printer, etc. For an end-user to claim a paper is SFI certified, this chain of custody must be maintained. That means buying an SFI-certified product from an SFI-certified distributor and/or using an SFI-certified printer.

SFI offers a suite of product and promotional labels that allow certified organizations to make claims about the content of the product they sell that comes from certified forests or that is sourced through our rigorous fiber sourcing program. So whether it is paper, packaging or construction materials, a claim can be made regarding the certified content, similar to recycled content claims and labels seen on products. In addition, SFI is one of the world's largest forest certification standards, offering significantly more products from certified sources than most other standards, which is important, especially considering only 10% of the world's forests are certified.

Specifying SFI-and/or FSC-certified paper demonstrates a printer or designer's commitment to the environment. It also reflects the values of the client a printer or designer might be working with, be it on an annual report, company newsletter, packaging, etc. These commitments help designers, printers and others meet their clients' and the markets' increasing demand for products from well-managed forests.

The Perks...of Perks

2008-10-06T20:36:00.003-05:00

Perks and benefits are emerging as the newest micro-trend to add value to your brand image. Large corporations (such as airlines, hotels, etc) have been rewarding their most valuable customers with surprises, status symbols and conveniences (like upgrades to first class or discounts on concerts). Here's a rundown on why perks, as a marketing tool, are useful and deserve to be on your radar:

Perks bring some uniqueness to the table. Especially in a commodity business, perks often require a partnership of some kind, and the companies who position themselves with the best offers will succeed.
Perks foster a higher level of customer loyalty.
Perks can attract more first-time customers (who turn into loyal customers).
Perks can add to your word-of-mouth advertising, as they are excellent conversation starters. Think about the moms at your local park—what are they talking about?
Perks can cultivate better brand perception and associations in an emotional sense, that your company cares about the environment or a philanthropic cause in your community.

Examples of perks

"First and only": customers don't want to be like the Joneses. Owning or experiencing something that nobody else can, is the "it" thing. Think about offering a special service or an exclusive product with limited access (think of an invitation-only trunk show, limited to 10 guests).
"No queue": An excellent example of this is the Clear card at many airports. This allows you to bypass long waits in the security line, offering convenience and a VIP experience.
Another example is with Disney's Fastpass program, allowing visitors to scan their card for a coupon saying when they can return to the ride with no wait. This frees up visitor time to visit other sights around the park in the meantime.
Parking perks: Hassle-free, priority parking for hybrids or new moms. Again, this offers a heightened status experience and convenience for your customers.

Happy perking...visit Trendwatching for more information.

Wow!

2008-09-19T11:53:00.004-05:00

Art Director Cathy Mores is the recipient of two American Graphic Design Awards from GD:usa, sponsored by NewPage corporation, for her work on a fundraising invitation and a corporate identification.

The American Graphic Design Awards are selected from over 10,000 entries and represent outstanding creative among all media. Selected works will appear in the December 2008 issue of GD:usa as part of their American Graphic Design Awards Annual.

It's so humbling to be selected by industry colleagues and peers for recognition of excellent work. I'm blessed to have excellent clients and work in an industry that I'm truly passionate about.

Color Forecast

2008-09-16T09:32:00.003-05:00

Pantone just released the Spring 2009 color forecast, and it's wonderfully bright and cheery. Between this release and spring fashion week, I'd be perfectly happy to fast-forward right through winter!

The colors chosen for the spring are incredibly vibrant with a few sophisticated tones to temper the brightness. Try a couple of them on, put them in your home, or add some photography with these colors for a fresh appeal.

Read the entire report here...

Welcome!

2008-09-01T13:35:00.000-05:00

Welcome to the new blog of Parallel 39 Design. We're in the process of getting everything up and running, launching the main site, and getting all business details taken care of. Stick with us as we prepare for liftoff!!