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Dever Blog

Brand It, and They Will Come

February 23, 2017 by

Conference Branding

 

When you’re hosting a conference, you want to make an impact on your community of attendees and members. You focus on making your workshops educational and helpful. You pull out all the stops to book keynote speakers who draw crowds and inspire. You look at both the big picture and the details when it comes to the content of your conference, but what about its design and branding?

One way to make a big impact on both your marketing effort and attendee experience is to develop and implement a conference brand that is clear, unique, and instantly recognizable. Using consistent brand applications from the first point of contact—such as a save-the-date post card and email—through the on-site experience…to post-event surveys means that you’re building awareness, generating excitement, and fostering institutional pride and credibility at every step of the communication process.

So, what makes a successful conference brand? For starters, it’s more than a logo. The best conference brands are packages that include flexible graphics that can be applied across every medium. From direct mail to t-shirts, on-site signage to slide decks, consistent and expertly applied graphics, colors, and type treatments go a long way to build recognition and set a professional tone for your conference.

Next, your theme language is every bit as important as the graphics but is often overlooked and undervalued. While some go for a clever turn of phrase, it’s important to think about how your language addresses your audience’s pain points. Help them see the benefits that your conference provides and give them a sense of the atmosphere of the event through the tone and choice of your words.

Call us today at 301-776-2812 to start the conversation about how we can develop a conference brand that makes your organization stand out in the crowd.

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What Is the Difference Between Vector and Raster Graphics?

February 14, 2017 by

Perhaps your designer just asked for a vector file of your logo, or you have a banner ready for output, but the printer insists that the graphics are too “low-res” and asks for high-resolution images. It sounds so complicated when you don’t comprehend the lingo, but it is simple to tell vector and raster graphics apart once they are dissected. Let’s take a closer look at these two graphic formats.

Both vector and raster graphics are used in printed pieces and digitally on screens, but they are built differently.

 

What are vector graphics?

Vector graphics are created from mathematical paths, curves, and points. This produces a sharp, clear edge. Vector graphics are able to scale up or down infinitely without losing quality, so they retain the same crispness when printed on something as small as a business card or as large as a billboard. But, unlike raster graphics, vector graphics usually cannot achieve photo realism.

Fonts are the most commonly used vector graphics, and they demonstrate how well vector graphics scale. Look at the different sized letterforms below to see how the clean edge holds up at all sizes.

 

Where are vector graphics used?

Vector graphics are used in text, logos, illustrations, symbols, infographics, charts, and graphs. They are created and edited in computer programs such as Adobe Illustrator. Typical formats for a vector file are .ai (Adobe Illustrator file), .eps or .pdf. However, not all .eps or .pdf files are automatically vector-based. To understand why, we need to explore raster graphics.

 

What are raster graphics?

Raster graphics are made up of numerous of tiny squares called pixels. Each square represents a different color or lightness. These pixels are arranged in a grid. When zoomed out, this tightly woven grid creates a photograph or image.

The amount of pixels in an image determines its resolution. The more pixels an image contains, the more detail that is captured—and the higher its resolution; likewise, fewer pixels capture less detail and result in lower-resolution images. Resolution is measured by pixel dimension—the number of pixels that makeup the width and height of an image. A 480 x 270 pixel graphic is lower resolution than a 1920 x 1080 pixel graphic. If you’re not sure of your file’s pixel dimension, look at the file size, measured in kilobytes (KB) or megabytes (MB). Generally speaking, if a file is measured in KB, it’s low-res; if it’s 5 MB or more, it’s high-res.

 

Technically Speaking:

DPI and PPI are two terms that are used to reference raster graphic resolution. They are confusing because they have been used interchangeably, but they are not the same.

DPI – Dots Per Inch. DPI is used in the printing process, and it describes the number of dots a printed document has per inch. In a printed image the more dots, the higher quality the printed piece is.

PPI – Pixels Per Inch. PPI is used digitally, and means the number of pixels your digital image has per inch on your screen.

 

Where are raster graphics used?

Photographs and scanned images are the most common examples of raster graphics. Raster graphics often show more subtle changes in color, tone, and value than vector graphics are able to achieve. Unlike a vector graphic, it is impossible to take a small raster graphic and scale it up without losing image quality.

Raster graphics or images are captured by a digital camera or scanned into the computer and edited by programs such as Adobe Photoshop. Typical file formats include .jpg, .psd, .png, .tiff, .bmp, and .gif. However, both raster and vector graphics can be saved as .eps and .pdf.

So, how can you tell if an .eps or .pdf is really a vector graphic? If you don’t have Illustrator or Photoshop, you can zoom in on a file and check to see if the graphic retains a clean edge (vector) or becomes jagged (raster).

So, the next time you are asked to provide a vector logo to your graphic designer or a high-resolution image to your printer, you can relax because you know exactly what to give them.

If you have further questions about these graphic formats contact Dever Designs by email or call us at 301-776-2812.

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Freelancer or Studio – What’s the Right Fit for Your Project?

January 17, 2017 by

 

With the number of freelance graphic designers on the rise, there are more options than ever for outsourcing your design project. Freelancers can be a great option for certain organizations, but what makes working with a freelancer different than working with a studio? And, how do you know which one would be a better fit for your organization or project? Let’s explore the differences.

1. Budget

Let’s address the elephant in the room up front. Freelancers often cost less than a studio would for the same project. This is because freelancers have much lower operating expenses than studios do. In a studio environment, the expense of staff payroll, electricity, rent, software licensing, etc. means that it simply costs more to do business. While a lower price is appealing to many, it’s best to understand the trade-offs that come with it.

2. Timelines

Full time freelancers may be able to turn small projects around quickly, but if a freelancer only works on nights and weekends, you may have to get in line for even small projects. A studio can often handle large projects faster by assigning a team to them—taking the “divide and conquer” approach.

3. Redundancy and Backup

If your freelancer goes on vacation or has an illness, you may be having to look for a backup designer on your own. Studios can assign the project to another member of their design team to keep it on track.

Studios also have collective experience and a technical knowledge-base that is greater than most individuals. If there’s a problem with the file, chances are that there’s someone in the office who has encountered a similar issue before and knows how to fix it.

4. Quality Control

In a design studio, art directors are trained to look for consistency and quality of work.  Our studio even has a “second set of eyes” policy where a designer who hasn’t worked on the project reviews all files against a checklist to ensure things aren’t missed before printing. While there are many capable freelancers, the lack of team support could lead to inconsistency in quality.

5. Accountability

If something goes wrong, and the freelancer isn’t cooperative, there’s no creative director to turn to for help.

6. Scale
One of the things that a studio can do well is look at the big picture. For instance, a full rebranding is a significant undertaking, with many factors of future use and functionality taken into consideration. A studio can assign a team of designers to work on the resulting applications and collateral while an art director ensures consistency in establishing standards. The support of a team can help keep a large project like this on schedule.

Is it worth paying a bit more for the different level of services that a studio can offer? That’s something only you can answer.

If you’d like to explore how Dever Designs can serve you, get in touch to start the conversation.

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Reinventing the Annual Report

January 5, 2017 by

annl-blog_art_v2

Blame it on the stock market.

According to Investopedia, legislation enacted after the 1929 stock market crash was the genesis of the annual report. What began as a staid vehicle for reporting corporate operations and overall fiscal health to shareholders has evolved; in the right hands, an otherwise dry annual report can become a sophisticated, multipurpose business tool.

Purpose
Maybe your business has to provide an annual report, but that legal requirement presents a perfect opportunity to reach out and promote your organization. Depending on how your content is presented, your annual report can be used for marketing, fundraising, team building, and recruitment purposes.

  • Introduce your organization — Share who you are and what you do with legislators or potential members, exhibitors, or corporate sponsors.
  • Demonstrate social responsibility — How your organization interacts with the broader community and the positive impact of that engagement reveals interests beyond making profits.
  • Express corporate values — Where your organization stands on issues such as the environment can influence contributors or potential members.
  • Humanize your organization — Sharing staff photos, individual stories, or other aspects of the corporate culture makes your business more approachable.
  • Energize and inspire — Recounting the year’s achievements and announcing strategies for future growth generates pride, excitement, and media buzz for your organization.

Presentation
The rapid adoption of mobile devices and social media have forced businesses to rethink how they communicate with their customers or members. Consider this:

Today’s annual reports convey more than financial data, and organizations are repackaging that information to take advantage of digital trends and opportunities. Annual report microsites with a mobile-first design appeal to digital natives but may feel foreign to your traditional demographic; using both digital and print channels allows you to target a younger audience without alienating your base. Digital variants may also allow you to introduce interactivity or motion to enhance the user experience or provide additional online-only content. A multichannel approach for your report engages readers in different ways to expand your organization’s reach.

Whether your annual report is represented online by a PDF, flipbook, microsite, or video presentation, don’t dismiss the power of print. Thoughtful, deliberate design can produce a physical report of enormous impact.

  • Format — Will your report be a bound booklet or a folded tabloid? Take advantage of unusual sizes or unique folds; the unexpected makes a memorable impression.
  • Content — Language, visuals, and corporate personality are the pillars of your brand; well-designed infographics tap into all three to convey complex ideas that resonate with a younger or lay audience.
  • Techniques and finishes — From paper and ink to “sensory printing” techniques—like tactile coatings or thermal technologies—every choice you make for your annual report speaks volumes about your organization.

In print and online, a professional design partner can help you think outside the box and turn your annual report into a multitasking powerhouse.

Ready to reinvent your annual report? Get in touch with Dever Designs to start the conversation.

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Jeff Dever on Leadership Philosophy with Martin O’Neill

December 22, 2016 by

 

Jeff Dever, the founder, President and Creative Director of Dever Designs recently had the opportunity to sit down with Martin O’Neill to discuss how he balances the demands of leadership within the framework of a full service graphic design firm.

Filed Under: Blog

Inspiration, Forecast or Trend

December 20, 2016 by

 

Grass & Leaves graphic

 

Recently, the Pantone Color Institute™ announced with much fanfare their “Color of the Year”. The ordained hue for 2017 is “Greenery”, which they describe as a “fresh and zesty yellowish green”, one of “nature’s neutrals”. Since 2012, this division of Pantone® has annually selected and promoted an individual color to the design industry for the coming year.

Just across the river in Alexandria, Virginia, the Color Marketing Group was established in 1962 as a not-for-profit international association for “color design professionals”. Both groups offer a range of services that analyze, forecast, and consult on color trends. This is a real asset to the designers, manufacturers, and marketers of the next generation of consumer goods. A brief survey of the past few decades illustrates these trends, reflected in everything from automobiles and make-up to fashion and home furnishings, as prominent colors burst into the marketplace only to fade away as passé.

There is a direct correlation between how successful or trendy a color is in the marketplace and how soon it will fade and be seen as out-of-style, old. The short life cycle of trends, including colors, are the lifeblood of manufacturers and marketers hawking lifestyle goods and services. They survive by inventing and promoting the next big thing we all must have. While identifying and exploiting color trends works well for the fast-paced consumer goods industry, it may be short sighted for long-term brand building in the less volatile world of non-profits, associations, and institutions.

Here’s where your design team can help by offering expert advice and consultation. What are the mission and vision of your organization, and how might your brand’s color choices reflect those values? Is it time for an evolution of your brand, or merely time to refresh and support an existing legacy identity? Careful consideration might also be given to the psychology of colors, or the international perception of certain hues in different cultural contexts. For example, the color of good luck is red in China, but it is green in the Middle East; in Indonesia, however, green is “the forbidden color”.

Color is one of the most powerful communication tools in graphic design. Use it wisely to differentiate and distinguish your organization, and not merely to be caught up in the latest fad.

“Neither a leader nor a follower be”

—with apologies to Shakespeare

Looking for some guidance on how color can enhance your identity? Email or call us at 301-776-2812 to start the conversation.

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Got the Budgeting Blues?

December 5, 2016 by

budget-planning

 

As 2017 approaches and you begin to think about institutional goals and initiatives for the coming year, pay special attention to those large, looming projects on the not-so-distant horizon. In times of transition, shifting priorities may impact funding levels and sources. Allocating your organization’s resources wisely becomes more important than ever during these periods of change.

Just as big-ticket household items make a big dent in your personal finances, large projects such as membership drives, conferences, and annual reports may require a significant portion of your organization’s annual budget. By engaging outside partners or vendors now, you can take advantage of their expertise to help you develop preliminary budgetary figures for those substantial and critical initiatives.

A truly collaborative creative partner is invested in your success and serves as an ally during the budgeting phase. Putting their knowledge and network of resources to work for you early in the process, an experienced designer can propose innovative solutions and estimate these approaches to arm you with realistic figures to share with boards, committees, or other decision-makers within your organization. These initial discussions not only help you understand and plan for the real-world costs involved, but may also energize your team and ignite interest and buy-in for specific initiatives.

Experienced design studios can help you maximize ROI by:

  • Facilitating candid conversation among key leadership to define objectives, outline strategies, and build consensus to move forward;
  • Assessing current materials and resources to see where and how existing elements may be reused or repurposed to meet future needs;
  • Thinking creatively to generate cost savings and get the biggest bang for your buck.

Depending on the project, there are numerous ways to stretch your dollars. Producing postcards to advertise an event? Consider developing both a save-the-date and reminder mailing now and gang printing both cards at once. Need furnishings for a large-scale exhibit? Get an accurate count as quickly as possible and order in advance to get the best selection and avoid rush fees. Trust your design partner to tailor their cost-saving suggestions to meet your needs.

Let Dever Designs estimate, design, and produce your next large project—and shake off your budgeting blues. Get in touch to start the conversation.

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An App with a Purpose

November 21, 2016 by

mockup

 

We believe the right time to build an app is when it can be useful for your audience by promoting engagement and solving a problem.

Clean Swell, an app by Ocean Conservancy, does just that. During annual cleanups and throughout the year, volunteers had to fill out thousands of paper data collection forms and add up the totals themselves. To help streamline that process, Ocean Conservancy created an app to allow users to tap on an item collected and automatically keep tallies. The data collected instantly uploads to Ocean Conservancy’s global ocean trash database. This data delivers a global snapshot of ocean trash, providing researchers and policy-makers insight to inform solutions.

Dever Designs was initially tasked with the creation of the main app icon along with buttons representing the range of trash found on beaches. With a more recent update, we had the opportunity to illustrate whimsical badges that can be earned by the users for certain quantities and types of trash collected. This “gamification” encourages volunteers to gather more trash in order to achieve higher levels within the app.

 

mockup2

 

While working on the graphic icons and elements for CleanSwell, we focused on creating pieces that fit within the Ocean Conservancy brand and tied through to the Global Trash Index Report we designed. This creates a continuity between the users’ experience in the app and their other interactions with the Ocean Conservancy.

We were proud to partner with Ocean Conservancy on an app that empowers people to take action in contributing to a cleaner and healthier ocean.

See more of this project here.

How can we help bring your brand to life? Email or call us at 301-776-2812 to start the conversation.

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Project Highlight: Going Global with “Adventist World”

October 31, 2016 by

AW_Friendship_Covers_v2

 

Dever Designs may be a mid-sized design house in Laurel, Maryland, but it’s exciting to know our impact can be felt around the world. Some 10 years ago, we designed a prototype for Adventist World, the magazine for the Seventh-day Adventist world church. Today the magazine is printed in seven languages, reaches five continents, is published online in 12 languages, and has a monthly circulation of 1.5 million.

Project Background
Adventist World is a 32-page monthly publication that reaches a diverse demographic spanning the globe. The publication has a warm, personable and aspirational look and feel. A traditional layout features evergreen content printed in multiple languages.

Fun Fact: We were initially asked to design a magazine prototype, which successfully evolved into a 10-year relationship designing the publication. In May, we designed a customized “Friendship” issue of the magazine which included 27 editions in four languages for 13 world divisions.

Challenges of Going Global
While Dever Designs has an exceptional background in publication design, producing a global publication is an extraordinary undertaking in many ways:

• It requires working with translators in several countries to modify the content before it is reconfigured into the design.
• Great design work means purchasing affordable art and rights across multiple editions.
• Keeping writers, editors, designers and other team members in the loop is challenging, so we utilize the cross media publishing platform vjoon K4 to keep everyone on track.

Why It Works
All great relationships require trust and respect. One of the things we and our clients find mutually beneficial is the opportunity for honest feedback.

“At Dever Designs, we’re neither divas who have to have it our way, nor are we doormats that say, ‘yes, we’ll do whatever you want’,” Jeffrey Dever said. “We challenge our clients to help them meet their goals. We’re not afraid to push back about things that can’t or shouldn’t realistically be done.”

Staying Passionate
One of the main things that helps us stay passionate, especially after 10 years of working together, is the excitement and passion of the client and just how much the client affirms our staff and our team.

“You can tell how they really appreciate everything my team does for them and that proactivity,” Dever said. “Having a client who really values the work we do keeps us engaged.”

See more of this project here.

Interested in learning more about our work? Visit us at deverdesigns.com or call us at 301-776-2812.

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Design in the Details: NAD Exhibition

October 25, 2016 by

 

For their 60th quinquennial session in San Antonio, Texas, this division of the Seventh-day Adventist Church enlisted Dever Designs to conceive, create, and produce a major exhibition. The goal was to feature how their diverse range of ministries reflected the theme Reaching North America – With Hope & Wholeness. The nearly 30,000 square feet exhibit was designed to focus on three areas of concentration – departmental ministries, media ministries, and a gallery of education. Overall, we designed and coordinated the construction and installation of over 50 separate exhibit components for more than 40 internal clients. The key to the project’s success was careful design, attentive project management and focused logistics coordination.

Take a look at the range of trade show exhibits that we’ve designed in our portfolio.

To see how Dever Designs can help you with your trade show exhibit, get in touch today.

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