Category Archives: How the Sausage is Made – or almost made

Creative Brief on a Napkin Yields Logo Design

I’ve heard of people getting ideas and jotting them down on bar napkins. It makes sense. You’ve got to capture the thought on paper for later use. But this is something special. This is different. It reads “FROZEN AT FENWAY W/ICE” and was pretty much the entire creative direction and thought given to a project that needed to be completed in 3 days. And not three ENTIRE days; but three regular work days filled with the madness of my regular graphic design responsibilities. So – more like three hours.

After asking some questions (knowing that everybody and their brother had to approve this design including Major League Baseball, the Red Sox, Hockey East, My 4 bosses, and my CD) I found that we were looking at some serious limitations and restrictions.

I could not:
-Reference the Red Sox

-Use “Green Monster” green

-Use the color red

-Use any fonts or letter forms that reference Fenway Park or the Red Sox

I was asked to:

-Keep the pallet cool and simple

-Convey action

-Have ice

-Make sure we could appliqué, screen print and embroider the mark for cheap

Here is the mark I designed to brand the month-long event “Frozen Fenway.”  It will appear on the ice at the college games, on souvenirs, apparel, hats, television, everything. Everybody liked it.

And I think it’s actually starting to grow on me now…


Concept sketches of

I ran across these conceptual sketches I did for the 47brand website last week while organizing some things and decided to put them up on the blog.

Our vision for the site was clear in my mind (and in these sketches) and surprisingly it didn’t change much throughout the site development.

I can’t stress enough the importance of being able to communicate with good sketches. It does wonders for the design approval process.

This was one of the biggest projects I’ve been a part of. There were multiple cooks in the kitchen and even more people in the approval process- yet it ran so smoothly. All because we did our heavy lifting up front with clear sketches.

Update Tupperware Brand

I’ve been developing a spec campaign for Tupperware. Web, Mobile, Everything.

I’m thinking about pegging the whole thing with the concept: “You don’t cook every night, but it can still taste like it.”  Kind of like a “cool to be thrifty” thing. An Alpha Moms of the 21st century get thrifty sorta thing.

Here are my notes so far:

Mobile Recipe/shopping list app.

Make an online recipe book, have a feature that sends highlighted/clicked items in the recipe to a grocery list that is sent to your phone/blackberry. Maybe like a free iphone app. Or a twitter page that you can text and retrieve the content of while at the store, Or add things to your list as you think of them… Or have hubby text things onto the list when he thinks of them. This must be a free download…

Top Chef appearance/Challenge  I know I know, the Glad Ware people are all over this already. What they got? Commercial spots? Sponsorship of prizes or something? Name dropping?  WHO CARES.

In one ear and out the other.   Hows this though? Bare with me, it’s deep…

My mom was a busy lady. Very busy. She had some dishes she would cook for us (fam of five) that could be served one night, slightly augmented another and served again. But it changed so much it was like she still prepared a whole other meal. She did it with main courses, sides, a bunch of stuff… Kinda like cook once and eat twice. But two different things…

Anyway, I bet there’s a whole crap ton of people who have created dishes like this. Thrifty people who want to minimize their time doing the daunting tasks of preparing meals to free it up for other things. Like helping their kids with homework or something.

So, we kick off the Top Chef Tupperware challenge by making the rules as such that you:

1.  must cook a healthy meal suitable for a family on a tight budget, then have a 2.0 plan for the leftovers that don’t look or taste or feel like leftovers. Have a minimal monetary and time budget set for the 2.0 part of the challenge. Guest judge that episode with somebody with major Alpha Mom star power.


Wait, Tupperware 2.0? You don’t cook everynight 2.0?  Recipe book 2.0? Is there a good name in this concept somewhere? I sort of feel the potential for one. More on that later.

Then, you direct folks to the newly renovated Tupperware website where they are invited to check out recipes that were made on the show as well as a host of other recipes that I could inevitably dig up for an initial launch. Of course there will also be a space to rate the recipes submited and submit your own for prizes. ALL MONITORED and judged BY A FULL-TIME real or cartoon-like character personality that is a daily helper/ information gatherer/  voice/feed for Moms or Dads in the modern middle class kitchen.  They comment back to other users with relevant personalized suggestions. They get a real repore going. They become the users virtual friend. -And of course you plug the Tupperware wherever possible. You glorify leftovers and what they can do and sell the vessel they reside in.

Maybe that’s something? Super Leftovers!