Domestic Concierge Full-Page Feature in Gentry Magazine

February 2nd, 2010 § 0

Orma Design’s PR client, Domestic Concierge has a full-page feature in the February 2010 issue of Gentry Magazine! Domestic Concierge is a San Francisco-based life-style consultancy: think of them as your on-call personal assistant, organizational guru, and event planner all rolled into one. Two weeks late picking up dry cleaning? Totally forgot to mail your good friend’s b-day present last week? In desperate need of a vacation but can’t find the time to plan it?  How awesome would it be if there was someone to take care of all the dirty little details in your life (and then some)…Domestic Concierge rocks!

Feature Article in National Design Magazine!

January 23rd, 2010 § 0

The February 2010 issue of HOW magazine is currently on newstands and in bookstores all across the country. The article I wrote, “Turn Downtime into Playtime” features the awesome work by design firms Flywheel Design, Brand Engine, and graphic designer France Liddell.

DOWNLOAD & READ STEPHANIE ORMA’S ARTICLE (the PDF is 8.9mb so download time is a little slow – but SO worth it!)

Will Craft Fairs ever be considered cool

January 13th, 2010 § 0

Craft Fairs have, unfortunately, become all too synonymous with Grandma décor (a.k.a. doily-laced embroidered pillows with sappy sentiments like, “home is where is the heart is”). UGH – that calls for a big roll of the eyes! But it’s not just the quality of wares that have given Arts and Crafts Fairs a bad name – it’s the name itself.

Bazaar Bizarre's edgy graphics.

Let’s be honest, the word “Craft” is just a little too close to the word “Crap.”

In fact, when I recently signed-up to exhibit at my first Arts and Crafts Fair, I chose to deliberately advertise it as a “Holiday Art Fair” and very consciously left out the word “Craft” entirely. Frankly, the folks behind this show had some pretty shoddily put together marketing promotions (i.e. an outdated website and postcards designed with cliché, stock photo snowflakes, generic Times New Roman typeface, and poor typography). Needless to say, the marketing was bad enough without using a name that connoted more crap.

But the truth is, it’s just too easy a connection for folks not to make. A few days prior to the show, I received a joking encouragement email from a friend entitled, “The Arts & Crap Fair.” The message read: “Good luck at the Crap Fair. I’m sure your crap will be better than anybody else’s crap.”

And when the show was over, I received his follow-up email, “How would you rank your experience and sales on the Crappiness Rating Assessment Profile (CRAP), 1 being EXTREMELY SUCCESSFUL and 5 being REALLY IN THE TOILET?”

And just to kill the point to death, what do you think of when you hear “Arts and Crafts?” Personally, I’m reminded of Popsicle sticks, glitter, Elmer’s glue, and day camp. That’s great if you’re twelve – not so great if you’re trying to sell your quality, handcrafted wares to adults.

Although it’s pretty funny to mock, Craft Fairs are a serious business. In fact, the Holiday Craft Fair season is in full bloom. Last weekend there were more than two dozen shows just in the San Francisco Bay Area alone. That’s some pretty serious potential profits, especially if the fairs can attract more than just the grandma demographic (i.e. rebrand themselves to draw in a wider, more modern audience).

The good news is that crafters are starting to make some headway in separating themselves from the “crap.”

Etsy, a brilliant little website that provides small business entrepreneurs a way to buy and sell handmade items, branded their San Francisco Holiday Arts and Crafts Fair, “The Handmade Ho Down.” Although the name still reminds me a bit of square dancing and farmer’s overalls, it’s an improvement. Even better is their crafty, clever logo which uses DIY objects as letters (their letter “m” is made of Popsicle sticks, btw!) But it’s well executed– not at all grandma-ish.

Then there’s Bazaar Bizarre which literally uses the tagline,“not your granny’s craft fair!” With a skull and cross bone scissors imprinted embroidery-style on their craft book, Bazaar Bizarre’s edgier look and clever use of “knitting” the two demographics together is quite refreshing.

But the biggest revolution in the world of do-it-yourselfers isRenegade Craft Fair (a name that makes me think of combat boots rather than sewing machines). The word “renegade” literally means “to break with establish customs.” And that’sexactly what’s been missing: some smart marketing folks to turn the world of Craft Fairs on its head with a fresh name, awesome graphics (just the right combo of handmade, kitch, fun, and quality typography), and fabulous vendors. Renegade Craft Fair takes place annually in Brooklyn, Chicago, Los Angeles, and San Francisco (the SF show is this weekend Dec 19th and 20th). They attract 150-200 of the top crafters in the nation and 10,000-15,000 attendees. Now that’s some serious COOL.

So get those Popsicle sticks out of your ears and get thee to a Holiday (bleepin’) Fair, asap!
(originally appeared in SF Examiner  12/18/09)

Small Town Bay Area Holiday Festival Catches Attention of National Geographic: Tiburon, CA

January 13th, 2010 § 0

Because of the PR buzz Orma Design created for the Tiburon Chamber of Commerce’s 2009 “A Storybook Holiday Festival,” (as seen in: 7×7 SF,Bay Area on the Cheap, NBC Bay Area, InsideBayArea.com, Marin Magazine, SF Gate,SF City Dish, The Squid List, Fun Cheap SF, SF Station, Marin Mommies, Pacific Sun, MoreMarin,San Jose Mercury News, and more!) it has caught national attention – NATIONAL GEOGRAPHIC that is.


Interested in capturing the colour and life of San Francisco Bay Area’s holiday festivities, a smallAustralian Film Crew from National Geographic is tentatively set to record highlights from tonight’s celebration: classic holiday caroling by Oakland’sYoung Performers International Chorus, christmas tree lighting, costumed characters strolling along magical Main Street, yummy gingerbread house making, tasty treats and more!

As typical of most small town holiday celebrations, past PR for Tiburon’s local events included banner’s placed around town and mentions in the local newspaper, the Tiburon Ark.Although, hesitant at first to spend the marketing dollars on PR in an economy struggling to gain momentum, the Chamber is definitely seeing the benefits.

With breathtaking views of the city skyline, Golden Gate Bridge, San Francisco Bay, and Angel Island, Tiburon CA is by far one the most under-rated, must-see small town’s in the Bay Area.  So come join in the festivites this evening from 5:30pm to a “twinkling hour” and experience the town’s eclectic shops and tasty restaurants (who will be offering budget-worthy discounts, btw!)

OR make a weekend trip of it! This Saturday the Belvedere-Tiburon Landmarks Society’s will be holding it’s annual Holiday Crafts Fair on Dec 5th from 10am-4pm at The Cottage at the Art and Garden Center, 841 Tiburon Blvd., Tiburon, CA 94920. The Holiday Crafts Fair will feature fabulous indie goodies from Bay Area artisans. You don’t want to miss this!
(originally appeared in SF Examiner  12/04/09)

Attack of the 10 ft 4 creative recruiter: How NOT to give constructive criticism

January 13th, 2010 § 0

“Dealing with rejection” – if you’re a creative (graphic designer, writer, illustrator, photographer, etc.) you might as well add it to the “skills” section on your resume. As creatives, it’s part of our job description to take a risk and put our work and ideas out there to be judged by others. And, of course, there’s always someone out there who doesn’t like our work. But where there’s risk – there’s reward (a.k.a. how awesome it feels to nail a concept). So we learn (and teach) the art of giving and receiving constructive criticism to others…and develop a skin as thick as can be.

But what happens when the people judging our work, the creatives in positions of hiring power don’t understand “the constructive” part of constructive criticism and just criticize?

Ordinarily, I would highly prefer not to broadcast my rejections faced in the creative business. But I recently encountered a Creative Recruiter in a high position of power who was rude, condescending, unprofessional, and seriously lacked understanding of how to give constructive criticism. My hope in telling this story is not to fish for supportive jabs at the idiot Creative Recruiter (I know my strengths and weaknesses – thank you) but to bring light to the fact that behavior like this is unacceptable and potentially damaging to young creative professionals just entering the field.

A few months ago, I went out on a limb and contacted the Creative Director of one the most prominent advertising agencies in San Francisco. I was seeking freelance creative work (writing, concepting, etc.) and this firm, in particular, has been on my “top places to work” list since the beginning of my career in SF. To be honest, I wasn’t sure I’d even get a response but I figured I had nothing to lose (and everything to gain!) Thus, I was so excited when the amazingly talented Creative Director himself actually replied to my email. He was honest and said he thought I had talent, but I might not be a good fit for the agency at this point and he referred me to their Creative Recruiter who could offer a better perspective on how to “separate myself from the pack.” So I contacted the Creative Recruiter, but after a month of radio silence, I just assumed they weren’t interested in working with me. And frankly, with the personal email I received from the Creative Director whom I had deeply admired for some time, I was just as content to move on. Hey, that’s the way the creative biz goes.

Then I got the phone call.

After 5 weeks of zero communication, I naturally assumed the non-response by the agency meant they weren’t interested in working with me. And I was right. But just so I was totally clear on this point – the Creative Recruiter felt it necessary to let me know, in the most condescending way possible, that it wasn’t a good fit. He definitely did not offer advice on how to “separate myself from the pack” and he certainly did not provide constructive feedback. He threw in the word “cute” to describe my work (a snide insult in this business) and concluded the conversation with something like, “hope I didn’t dash your hopes of ever succeeding [in this industry].”

Was I upset? Hell, yes. Because of what he said about my work? No. I have solid confidence in my talent and have two successful creative businesses. But I was seriously disturbed and completely taken aback by his sheer rudeness. I can only imagine how many people with serious talent he’s hurt or discouraged along the way. And that is NOT acceptable. There’s never a place for condescension in any field.

In article after article I’ve written, I’ve been a champion and cheerleader of creatives everywhere. I’m contacted on a daily basis by newbie designers from across the nation seeking advice on their careers, feedback on their design or writing portfolios, or interests in interning (which I don’t offer at this time, btw). Time permitted, I do my best to respond and provide solid, constructive feedback to all who take the time to contact me. Why? Because I was in their shoes once (we were ALL in their shoes once) and support and encouragement go a long way.

So drop the ego Mr. Creative Recruiter. Yes, your agency has earned enough awards for its share of bragging rights. But you sir, need to get a clue. And yes, you’re right – it is certainly not a good fit.

Resources
Here are some good articles on giving and receiving constructive criticism:
http://blog.logodesignguru.com/constructive-criticism-and-your-graphic-designer/
http://theclosetentrepreneur.com/criticism-sucks-but-it-can-be-good-for-you
http://oli.boblet.net/2004/01/15/critique
http://www.smashingmagazine.com/2009/10/01/how-to-respond-effectively-to-design-criticism/
http://www.lifehack.org/articles/communication/how-to-handle-criticism.html

(originally appeared in SF Examiner  11/30/09)

Typography talk on the radio: Podcast

January 13th, 2010 § 0

If you missed Live From the Left Coast’s radio discussion on typography this past Friday, October 30th, you can still catch the lively, informative, and humorous discussion via their Podcast. Host Angie Coiro discusses typography and its impact on our daily lives with Tom Ingalls, founder of Ingalls Design and Professor of Graphic Design at the California College for the Arts, Dave and Holly Combs, of PEEL Magazine and creators of the movement to Ban Comic Sans, and myself, designer/writer Stephanie Orma of Orma Design and She’s SO Creative.

Would love to hear your comments and thoughts on the typography show.

Something’s rotten in the state of freelance graphic design

January 13th, 2010 § 0

There are numerous articles on the web that talk about the pros and cons of hiring a large graphic design firm vs. a freelance graphic designer. But what about the difference between hiring a small design firm (more than 1 person) vs. a freelancer? As long as both have high-quality portfolios, it’s virtually the same. So why then, are there such huge discrepancies between what freelance designers are charging vs. small design firms?

I recently asked a partner in a small design firm what she charged for a recent design project: for the website, around $25,000; for the logo, around $20,000. I have been charging my clients roughly 10 times less for the exact same scope of work (and frankly, much better quality too).Unfortunately, I’m not alone. Many of my freelance design peers are in the exact same boat: undercharging and feeling undervalued.

Here’s what makes sense: the small design firm has to pay overhead, rental space, and salary for more than just one person. The freelance designer working from home has less overhead. Here’s what doesn’t make sense: if the quality of work and scope of work are the same (i.e. you’re working JUST as hard), shouldn’t we as freelancers be charging nearly the same amount if the end products are the same? The answer: hell yes.

So the question is, why the heck aren’t we? Here are the top ten reasons why freelance graphic designers are charging too little:

1. My clients just aren’t willing to pay that much.
2. My rates need to be really competitive because there are just too many designers willing to do the same work for less.
3. I’m afraid to ask for too much and risk losing current or potential clients.
4. I don’t know how to justify the higher rates to my clients.
5. I don’t know where to find the clients that are willing to pay more.
6. The economy is tight and I’ll take what I can get right now.
7. I’m charging less on this project because I’m hoping the end results will bring lots of referrals.
8. I lack the confidence or self-esteem to ask for higher rates.
9. I don’t want to offer prices I couldn’t afford to pay myself.
10. I feel intimidated competing against a design firm (even if they are small) for a client’s work.

Do any of these rationales sound familiar to you? You’re not alone. But this should (hopefully) make you feel better: do a quick Google search for small design firms in your area. Open up their website portfolios and compare them side by side on the screen with yours. Is your work better, the same, or worse? If it’s the same or better than that should pretty much knock off all the doubt/confidence concerns from the list (if it’s worse…sorry, but your lower rates may very well be justified at this time). For where to find those higher paying clients, see my previous article, How to get graphic design and copywriting clients: Drop the mouse and step away from the computer.

And finally, make a deal with yourself: if your clients aren’t paying what you want, then stop accepting the small jobs! Push the fear, lack of confidence or whatever it is into the garbage disposal and start charging what your time, energy, expertise, and creativity are rightfully worth.(originally appeared in SF Examiner  10/12/09)

San Francisco turns vacant storefronts into inspiring works of art

January 13th, 2010 § 0

You’re in a fabulous mood, the weather is gorgeous, the sun is shining but as you stroll down any U.S. city street not even the Prozac-free among us can avoid the depressing vision of vacant storefronts; a constant reminder of one of the ugliest economic times in our nation’s history. So what’s a city to do?

The San Francisco Art in Storefronts project (an effort by The San Francisco Arts Commission, in collaboration with the Mayor’s office of Economic and Workforce Development and Triple Base Gallery) will launch a unique initiative on October 23rd to revitalize local neighborhoods hardest hit by the economic downturn. At this inaugural event, San Francisco-based artists and designers will temporarily place original art installations into 10 vacant storefront windows transforming them into inspiring works of art.

Among the initial storefronts to be unveiled is a thought-provoking piece by the San Francisco design firm MINE™. In a darkened storefront a neon sign proclaiming, “Everything is OK” will hover above rows of canned “products” that promise instant “OK-ness.” According to Mine’s founder and creative director Christopher Simmons, “The installation is designed as a provocation through which passersby are challenged to explore their relationship to the status quo and the term ‘OK.’ Does ‘OK’ signify ‘good’ or merely mediocre? If everything is mediocre, is that what we’re being asked to accept?”

This installation could not be more appropriate as the world sits with bated breath wondering, “Is the economy improving? Is everything OK?” With innovative economic revitalization efforts like this one, I don’t know about you, but my little black Magic 8-Ball reads “outlook good.”  So let’s go shopping…window-shopping that is! And hey, more good news, it won’t cost a dime.

WHEN:
Friday, October 23, 2009, 5-7PM
Formal Remarks at 5:30, followed by an unveiling of the the window installations, live music, and an art walk with the artists.

WHERE:
Storefronts located along Market Street between 5th and 8th Streets.
Reception and remarks at 989 Market Street at 6th Street
(originally appeared in SF Examiner  9/23/09)

San Francisco designers, artists, cyclists: ARTCRANK headed to Bay Area for Bike Poster Art Show

January 13th, 2010 § 0

If you’re an entrepreneur (or ever had daydreams during death-by-boredom conference meetings of becoming one) you’re familiar with the process of trying to come up with “the big idea.” It ain’t easy, to say the least: researching, brainstorming, sleepless nights, feeling like your banging your head against a brick wall, headaches (from actually banging your head against a brick wall), more sleepless nights (from uncomfortable bandages wrapped around now bruised head). Then, finally, at 4:23am as you lay in bed ready to strangle the 1,099th sheep you’ve counted – the idea finally comes!

Understanding this crazy, difficult process, I’m ever more appreciative of creative, original, inspired new business and product ideas. Thus, the moment I heard about ARTCRANK, the bike-themed poster art show (coming to San Francisco on October 24 at 580 4th Street), I had to know – who the heck thought of such a brilliantly simple concept of combining bikes and art??

Now before you go banging your head against a wall (again) in a “why didn’t I think of that” frenzy, check out this insightful interview with the clever brains behind ARTCRANK, Director/Curator Charles Youel. And then go check out an art show like you have never experienced before. READ FULL ARTICLE: SF EXAMINER

The art of people watching: Or the silly, bobble-headed human guide to creative inspiration

January 13th, 2010 § 0

Growing-up, I had a friend whose Mom took her to the zoo quite often. But rather than looking at the actual animals, the Mom was way more into the people watching. Just picture it: the little girl pulling on Mommy’s sleeve begging to see the zebras while Mommy whispers, “I’ll show you stripes. Take a gander at the woman behind you in that god-awful, skunky-striped outfit! What was she thinking!”

People watching can be a great source of amusement, especially when observing those with bad taste. It can also be a well-spring of inspiration.

For example, I was recently stuck in the airport during an unusually long flight delay. Rather than getting my panties in a bunch (like most of my fellow passengers…), I became enthralled with the people watching. For the entire three hours my buttocks was planted on those uncomfortable, orange terminal chairs, I had a blast doodling airport folks, creating caricatures, and thinking about them in whacky “what if” scenarios. From the stressed out guy on his cell phone to the young Carly Simon look-alike to the funny-looking dude slumped in his own uncomfortable orange chair, I came up with nearly a dozen new concepts for my clever card line, She’s SO Creative. Now that’s time well-spent in my book!

But more than just for “artsy types” people watching can be just as valuable for entrepreneurs, marketers, and business people alike. Seeking the next great product idea in the gazillion dollar pet industry? Just observe pet owners in any situation – they’re a tad, well…weird. But weird is good! (Flattery helps their egos). For starters, when it rains watch how the funny human-types hover their umbrella over little Fido so he doesn’t get wet, while they themselves get drenched from head-to-toe in the process. Now there’s got to be a better way – and BAM! You’ve got yourself the first-ever “Dog-Gone Rainy Day Umbrella Kit”. Sure it’s a kooky idea, but that train of unconventional thinking will no doubt lead to innovative ideas.

Thus, there’s more to people watching than just “the watching.” The real “art” is in the observing andthe thinking, brainstorming, etc. In essence, creativity is about looking and thinking about things from a fresh, new perspective. And what better way to turn the ordinary on its head than by observing human beings from an objective distance rather than our conventional mode of interaction. And by “conventional” I mean “talking to one another in person” (for all you emailing, text-messaging, Twittering, FaceBooking and/or socially awkward types).

So the next time you’re seeking creative inspiration or on the hunt for the next big idea, pull-up a seat on an old park bench. But instead of watching the pigeons bobble their tiny feather-heads, focus on us silly, bobble-headed humans. And let your imagination fly!
(originally appeared in SF Examiner  8/26/09)

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