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Behind every brilliant idea is the process.Winter 20133Visual Media Alliancewww.ProcessNorCal.comBound By Design BIA’s Product of Excellence awards. Page 12For the love of Letterpress 3 local shops share their inspiration. Page 16Where are all the Donna Drapers? Only 3% of CD’s are women. Page 22HOW TO: Responsive Design Give your next site flexing power! Page 08process summer 2012 processnorcal.com

WOW! at WorkSecrets of Savvy PrintersToday’s successful print service providers are not just selling print. They havetapped into a much more lucrative revenue stream that allows them to trulypartner with their customers and build long-term loyalty.Learn their secrets and discover WOW at Work!Position your business to be on the cutting edge of the print industrywith these hot topics:• Cross-media marketing• Insourcing• The power of variable messaging • Increasing productivityDownload the FREE Secrets of Savvy Printers bookletat www.OceProductionPrinting.com/GraphicArts andsee how these PSPs are creating new revenue streams!Questions?Call Us: 1-877-OCE-4WOW (1-877-623-4969) or Email Us: us.oceinfo@oce.com© 2012 Océ. The Océ logo and “Océ” are registered trademarks of Océ Technologies B.V. CANON is a registered trademark of Canon Inc.in the United States and may also be a registered trademark in other countries.Download a QR code reader appand scan with your smart phoneto download the booklet.

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the contentsp.12Bound byDesignBinding IndustriesAssociation’s Product ofExcellence Awardsfeatures16 For the Love of LetterpressSpecial Feature: Three talentedletterpress shops share theirinspirations and their work22 Where Are All the DonnaDrapers?Women control 80% of consumerspending, but only 3% of creativedirectors are women28 Hot StudioMix design, caring people and madscience and you get one of the hottestinteractive studios in San Francisco48 10 QuestionsKarin Hibma, Strategic Partner,: : CRONAN : :departments04 Contributors04 Publisher’s Letter34 Industry Organizations38 Upcoming Events42 Resource Guideevents32 HOW Interactive Design Conference34 DMANC Digital Marketing Thought Leadership Series36 San Francisco Center for the Book Roadworks38 AIGA Typeface Designing with Jesse Ragan40 2 Blocks of Arthow to06 eMarketingTransform Your eNewsletter into aRevenue Generator08 Interactive DesignGive Your Site Flexing Power withResponsive Web Design11 BinderyStitch up a creative binding for yournext projectwinter 2013winter 20133Behind every brilliant idea is the process.Visual Media alliancewww.ProcessNorCal.comBound By Design BIA’s Product of Excellence awards. Page 12For the love of Letterpress 3 local shops share thier inspiration. Page 16where are all the Donna Drapers? Only 3% of CD’s are women. Page 22HOw tO: responsive Design Give your next site flexing power! Page 08process summer 2012 processnorcal.comPrinting Process...In the spirit of showcasing excellence in fine printing and finishing, each cover ofProcess magazine is a collaboration. The Winter 2013 issue’s finishing partner isCommerce Printing Services.The cover of this issue was produced on a six-color Mitsubishi press using CMYK processcolors plus two spot colors: PMS 804 and PMS 877. It was printed on 100# Accent OpaqueSmooth Cover stock provided by xpedx. Commerce Printing Services is a leader inenvironmentally responsible printing (FSC certified) and has one of the lowest carbonfootprints in the market, thanks to the state-of-the-art pressroom technology, using 100%wind power energy and printing with vegetable based inks.contact:Commerce Printing Serviceswww.commerceprinting.comprocessnorcal.com process winter 2013 3

publisher’sletterPhoto by Jeff Newtonthe contributors010201 Sabine Lenz…is the founder of PaperSpecs, the first online paper databasespecifically designed for paper specifiers. A graphicdesigner for 20 years, she recognized a need for businessesto stay current with paper trends, which eventually led her tostart PaperSpecs.0302 Kristen Sunde…is the Art Director at Belding Associates, LLC, a fullservicemarketing agency in San Francisco.03 Ryan Dohrn…is the CEO of Brain Swell Media LLC and an Emmyaward-winning TV producer and nationally acclaimedspeaker, who has been featured in USA Today and onABC, CBS and FOX TV.the partnersRGB = CMYK + PMS + Flood Varnish,or Earn Silver?No matter how you look at it, the iPad will never replicate the tactile effect in yourhands of inks on paper—overlaying each other with transparent shimmery delight.Now, that doesn’t mean one is better or worse than the other. It just points out theinherent difference in the experience between consuming (reading) a page underglass and holding an artifact of design, crafted for paper + ink in your hands. Yes,one you can see video and follow a hyperlink, but the other you can see greattype and smell the fresh ink. In my opinion both are amazing.That said, I am not bagging on the small screen, in fact, I amcelebrating it. Celebrating it for its responsiveness and adaptability, asshown in our How To on page 8 and our coverage of the HOW InteractiveDesign Conference on page 32. But, at the same time, I am celebratingthe winners of the annual bindery awards on page 12 and the letterpressshops who interpreted their “creative process” on page 16. Both featuresare only possible when design + print production excellence cometogether on paper.And, on the topic of delivering print excellence, It’s official!Process Magazine won the Silver Ozzie in New York last month.FOLIO: Magazine judged Process Norcal’s launch issue tobe the silver finalist in the “Best Design >> New Magazine>> Consumer Magazine” category. There is no doubt that theproduction value of a double-hit soft-touch aqueous + SilverPMS + off-line spot gloss UV on a premium #1 New Page sheettook them by surprise (because, let’s be honest, what magazine canafford all that?) But, in the end, I think it was a mix of the customMichael Osborne designed cover and the overall balance of featuresinside that sealed the deal.So, again, here’s to all of the contributors who makeevery issue of Process a winner. We salute you!Thank you!04Jim NissenPublisher0504 Gerry Bonetto…is the vice president of government affairs of the PrintingIndustries of California and the government affairs directorfor Visual Media Alliance. He has also served as a foundingmember and first president for the California Small BusinessAlliance and was recognized with the Graphic ArtsTechnical Foundation’s William Schaeffer Award.05 Katia Acosta-Smith…is the human resources consultant for Visual MediaAlliance, where she is responsible for providingassistance to VMA members in all areas of humanresources, including hiring, leave, termination, wageand salary administration and sexual harassment.Winter 2013 + v.2 + no.1our people:publisherJim Nissenpublisher@processmag.commanaging editorJennifer Yamnitzeditor@processmag.comvma section editorNoel Jeffreycreative directionSW!TCH s t u d i owww.switchstudio.comproduction managerElizabeth DamdesignersMarisa Bigler, Patricia Tompkinsadvertising salesJim Frey, Shannon WolfordMagazine is published quarterly(Spring, Summer, Fall and Winter).Magazine is a professional journal publishedfor the communications industry – advertising,design, print, Web, public relations, photography,illustration and paper.©2013 by Magazine. All rightsreserved. Contents of this magazine may not bereproduced in any manner without written consentfrom the publisher. Mention of any product oropinions expressed in bylined articles do notconstitute the endorsements or the opinions of themagazine or its owners. Information obtained byMagazine is from sources believedto be reliable. However, while every effort ismade to ensure the accuracy of the informationcontained herein, Magazine is notresponsible for any errors or omissions or theresults obtained from the use of such information.Magazine assumes no responsibilityfor unsolicited materials and reserves the right toreject any editorial and advertising submissions.1835 E. 6th St. #18, Tempe AZ 85281Phone: 480.966.2211 Fax: 480.966.4133www.processmag.comPaper Specs:Cover:100# Accent Opaque Smooth Cover(Xpedx)Interior Pages:48 pages on 70# Sonoma Dull Book(West Linn Paper Company)VMA Member Section:60# Pacesetter Opaque TextLetterpress Inserts:80# Royal Sundance Felt Cover90# Crane Lettraset Cover100# Neenah Blotter Paper Cover(Neenah Paper)4 process winter 2013processnorcal.com

how to: eMarketing$$$Transform YoureNewsletter into aRevenue GeneratorStORy | RyAN DOHRNForget about making New Year’s resolutions to bericher, thinner, and healthier. Start 2013 with aresolution to grow your customer base and yourorganization’s success. An eNewsletter can be a great wayto build a strong connection with your customers—onethat makes them think of your business first when they arein need of the types of products and services you provide.The trick is delivering meaningful, easy to read contentthat customers want to read. Here are 20 ideas you canincorporate today to turn your eNewsletter into a rainmaker.Increasing frequency and reducing the size of the1 email text often increases the user interaction.Plan each eNewsletter topic with this thought…“How can we partner with someone willing to pay for2exposure to our readers?”Create one master list and then break users off into3 segments so that if they unsubscribe you do not losethem forever.Create a networking group that includes 6-8 business4 partners that are looking to share eLists and or spacein each others eLists and meet quarterly to coordinate ontopics, ideas and potential sponsors.Write the subject line last and spend some serious5 time on it. Ask yourself, “Would that subject line begyou to open the email?”Sign up for a ton of eNewsletters to steal designs,6 styles and ideas.Break your eList into demographic segments to7better enhance the user experience and create a moretargeted send list for potential sponsors.Create a promotional calendar and match that to your8 eNews schedule to create consistency and synergy.Create a short video to showcase what your9eNewsletters can offer to a potential sponsor. Keep itvery focused on why partnering benefits them.Increase the number of times you touch your10 clients by scheduling business quotes ormarketing tips in January and sending monthly.Create PDF sample files of your eNewsletters rather11 than forwarding a sample. This ensures that thegraphics look right.Test and re-test on all your eNewsletters on12 mobile devices.Hire an outside resource to run a usability test13on your eNewsletters. Ask them to identify 10things they would do to drive open rates, clicks and orconversions.Develop a list of 20 partners that may pay to gain14 exposure to that eList. Then create a plan to emailthem often with opportunities.Use bullet point lists with small limited pictures15 to make your eNewsletter more readable and toincrease user interaction.Worry more about the content than the design.16 Content almost always trumps design.Try a daily send for one week to really push an issue1718or promotion.Examine your eNews send vs. open results based onday and time of day. Do a little background researchto drive interaction and conversions.Place links to video in your eNews. But, do not19 make the video an embedded feature, instead use agraphical link to YouTube or Vimeo.Schedule your eNewsletters based on topic sets20 like legal, new products, marketing ideas, etc. Thenfind partners looking to target that audience too.BONUS—Your eList is like gold. Protect against21 sponsors that are not a good fit for your readers nomatter the price. Or, charge through the nose knowing thatreaders will unsubscribe and you will need to replace them.Bio: Ryan Dohrn…is the president and founder of Brain Swell Media, a boutique Internet revenueconsulting firm with a detailed focus on ad sales training and media revenuegeneration. For information, visit brainswellmedia.com or follow him at twitter.com/ryandohrn for daily tips and advice.6process winter 2013 processnorcal.com

We help your business run through the night.So you can sleep through it.An end-to-end, customized digital Xerox ® solution, such as automating nighttime production, can reduce costsand improve your bottom line. No matter what size your business, Xerox will partner with you to find big waysto save. So you can focus on making customers’ dreams come true.Pamela.Perez@xerox.comxerox.com/production©2012 XEROX CORPORATION. All rights reserved. XEROX®, XEROX and Design®, and Ready For Real Business®are trademarks of Xerox Corporation in the United States and/or other countries.

how to: Interactive DesignGive Your SiteFlexing Power withResponsiveWeb DesignBy the end of 2013 the majority of global users will beaccessing the Internet via mobile devices versus desktopcomputers, according to comScore, a leader in webanalytics. And yet, Google indicates that 80% of websitesare NOT mobile-ready.AT&T12:34 PMStORy | KRISTEN SUNDEOnly 2 out of 10 sites aremobile ready.Traditionally, coding a mobile-friendly site involvedanticipating the user’s device, platform and version—thencreating a set of style guidelines per combination. Portraitversus landscape orientation in tablets compounds thecomplexity. With numerous operating systems and anever-expanding device market, targeting each user wascumbersome, time-consuming and costly.What if there were a way to code a website so thatregardless of device, browser, operating system ororientation, it follows the design, architecture and userinterface rules you invest in? What if, instead of scramblingto accommodate new devices that enter the market, youcould have a flexible set of code that plays nicely with thelatest and greatest? What if your code behaved?Responsive web design addresses these concernsand more. Instead of adjusting the code to the deviceand browser, responsive web programming uses one setof HTML5 content along with CSS3 and Javascripts thatadapts to variable screen widths and resolution.How does it work?By dynamically responding to pixel width, www.kaishinlab.com the content of yoursite floats into place at the optimized resolution. A commonstrategy grants the desktop user a 3-column layout, the tabletuser 2-columns, and the smartphone user will see the contentin one 1-column. Navigation quickly flexes from a laptopsensiblehorizontal bar to a mobile-friendly vertical list. How isthis so different than before? Behind the scenes CSS3 mediaqueries are delivering the width-appropriate stylesheets on thefly, in a much tidier process, to one URL. With a flexible grid,flexible images and the flexing power of CSS3 media queries,your site will be tamed—resulting in better performance,improved SEO, and a streamlined maintenance schedule. Inshort, it is time-saving and cost-effective.Bio: Kristen Sunde…is the Art Director at Belding Associates, LLC, a full-service marketing agency in SanFrancisco, offering a wide range of services, from executing corporate communications toproducing cutting-edge interactive projects.8process winter 2013 processnorcal.com

In a dog-eat-dog world,which do you want to be?

Be a part of the alliance.It doesn’t get any more competitive thanthe business world of Northern California.Don’t go it alone. Align yourself with the bestand brightest in the business community andjoin the VMA. We exist to help businesses likeyours thrive. From networking opportunitiesto discount rates on the things you need torun your business, we provide help when andwhere you need it.• Take advantage ofgroup rate insurance• Keep current with educationalopportunities for you andyour employees• Meet professionals who alignwell with your business• Receive member discounts onApple and Abobe productsOur membership drive is on. Join now andenjoy 2012 rates until January 30, 2013. Goto JoinVMA.com or contact Julie Moran at(415) 489-7606 or Julie@vma.bz for detailsabout how the Visual Media Alliance can helpyou. Don't be afraid, she won't bite.Support for creative, web media, marketing and print businesses

how to: BinderyTheStORy | SaBINE LENz8-80pages $$$$$illustRAtIONS | The Print Handbook by ANDy BROWNIt was called out as stab binding, and Japanese stabbinding at that, but to me it looked a lot like saddlestitching with thread.A recent PaperSpecs Gallery entry had our teamasking questions. While I was certain I knew what it was,I decided to double check with an expert – Mike Roswell,from Roswell Bookbinding. If anybody could put ourminds to rest, it was Mike.“We mostly think of metal clips when we think ofsaddle stitching,” explains Roswell, “but the term refersto a piece being bound on the “saddle,” which can bedone in various ways.”So, one point for me, but my curiosity about stab bindingand other thread options was awakened.Saddle StitchingA saddle stitch is appropriate for small booklets, and ingeneral, for volumes with only a few pages. Thesepages are usually held together by staplesthat run through the gutter. Once the pagesare aligned and in the right order, thistype of binding is quite straightforwardand very common.But, saddle stitching can also be doneusing a needle and thread, as part of theprocess of binding them together into a largerbook. The key is that the binding takes place inthe spine (saddle) of the piece.Coptic BindingDeveloped by Christians in Egypt, this binding method goesall the way back to the second century.One or more sections of a book are sewn through theirfolds and attached to the cover – and in the case of more thanone section, to each other as well – with chain stitch linkings.This process can only be done manually and thus adds aconsiderable price tag to your binding.Japanese Stab BindingThis binding method refers to a sewing technique that hasbeen used in recent centuries by Japanese, as well as Koreanand Chinese bookbinders. The pages and covers of a bookare gathered, but then instead of bindingthe book through its fold or spine,stitches go along the side of thebooklet and across the spine.Four to six holes are drilledabout 1 cm from the spine, andthe book is stitched togetherwith a heavy thread or cord.“One centimeter can bea substantial margin,” explainsRoswell. “And keep in mind thatanything that is bound on the side willmousetrap (the book will try and closeagain instantly), and the thicker thebook the more it will mousetrap.”2-300leaves$$$$$The stitch used to bind the book can be a simple,straightforward stab stitch, but variations with names likeTortoise Shell and Hemp Leaf are options as well. Naturally, themore complex the stitch, the more pricey the binding will be.The Cost of SewingMachine sewing is always the least expensive option.“Saddle sewing or straightforward side sewing can be doneon a machine,” says Roswell, “but you do have thicknessboundaries with sewing on a machine.“We can only sew between ¼” and 5/16” thick on amachine.” Anything beyond this has to be done manually.Stab or Coptic binding can only be done by hand and thusbe very costly based on the style of hand sewing, the size ofthe book, and number of pages.While these extraordinary binding options might notbe for your everyday marketing materials, keep them inthe back of your mind. You never know when that specialproject comes along.Maybe a thread saddle stitch is in your near future.Bio: Sabine Lenz…is the founder of PaperSpecs, the first online paper database specifically designed forpaper specifiers. A graphic designer for 20 years, she recognized a need for businesses tostay current with paper trends, which eventually led her to start PaperSpecs and become aleading expert in the industry.processnorcal.com process winter 2013 11

Bound By DesignFor over three decades,the Binding IndustriesAssociation’s annualProduct of Excellenceawards have honored thecreativity and craftsmanshipof the industriestrendsetters. Take a lookat the drool-worthy workof these 2012 winners.Feeling Inspired?Submit your own work for the2013 Product of ExcellenceAwards. Entry Deadline isFriday, February 22, 2013. Findout how at bindingawards.com.DiecuttingC&C Joint Printing Co. Ltd.(Guangdong), Tattoo WorldThey Said It Couldn’t Be DoneSpecialty Finishing GroupPrice BookletsFoil Stamping & EmbossingC&C Joint Printing Co. Ltd.(Shanghai)The Orthodox Lineage of theSouthern SchoolThey Said It Couldn’t Be DoneHolum & Sons Co. Inc.NY Knicks Season Ticket Boxes12process winter 2013 processnorcal.com

Bound By DesignHand WorkLeo Paper Products Limitedil meraviglioso mondo di Hello KittyFoil Stamping/DebossingVulcan Information PackagingFirst OfficeMechanical BindingSpecialty Finishing GroupSpecialty Finishing GroupProduct DesignTrends Presentation ProductsPhilips Box14process winter 2013 processnorcal.com

Bound By DesignLitho: 4-Color ProcessTrends Presentation ProductsChicago CD SetInnovative Use ofMaterialsSilvanus Products“Blue” Wine MenuBoxes and TotesHolum & Sons Co. Inc.Finlandia BoxTurned Edge CaseboundBinding Solutions, Inc.Precious Metal-The MahoneyCollectionprocessnorcal.com process winter 2013 15

For theLettERPRESSTactile, luscious, and infinitelyversatile, letterpress is havingits moment—and for good reason!The craftsmanship and threedimensionalquality of a letterpresspiece elevates almost any productfrom everyday to irresistible. Forthis month’s bindery issue, ProcessMagazine is celebrating our loveof letterpress with an extra specialinsert featuring the work of three BayArea letterpress shops: Milkfed Press,Twig and Fig, and Printing Services ~Napa Valley. Read on to learn aboutwhat inspires these craftspeople,and connect with their work throughthe original letterpress pieces we’vebound into this issue.16process winter 2013 processnorcal.com

Photo by PokETo, pokETo.comTwig & FigSuzie McKig | twigandfig.comWhat is your design philosophy when itcomes to letterpress?To keep pushing the limits on the substrates we use—toavoid the expected.What has been your favorite projectand why?It’s really hard to narrow down to one favorite project aswe have had some amazing opportunities over the years.But I can say that there is common thread among thefavorite ones. We do our very best work when we are askedto create an invitation suite that pushes the boundariesof what has been done in the stationery world. The mostexciting projects, for me, are the ones where we exploretotally unexpected materials, upside down approachesto an invitation package, totally revisiting the obviousand creating something fresh. The latest example was aproject for NASCAR. Invites were laser cut, thick panels ofgalvanized steel, screen printed plum type, threaded handstitchedplum leather bands (foil-stamped silver with eventtitle), each one nestled into our in-house designed Germanwool clutches accented with leather straps that close withantique bronze Italian steam punk buckles. Yum.If you could host a dream dinner party,who would your top three guests be(living or dead) and why?Besides my adorable husband and two fabulous kidswho would be co-hosting with me, I’d choose: MorganFreeman (assuming he’s the consummate gentleman healways portrays in his movie roles he’d offer eloquence,civility and grace to the evening). Alexander McQueen,for his pure sense of originality—he’d not only show upas the best eye candy in the room he’d be an electricspark to bring light to all the guests, sharing amazingand dramatic stories with everyone. Bill Murray, HumorThe most exciting projects, forme, are the ones where we exploretotally unexpected materials,upside down approaches . . .is key to keep a party warm. With epic wit, charm andgrace, he’s the man who makes me laugh when he’s juststanding still, saying nothing.In your professional life, what is the onething you cannot live without?My team. They are THE best and without them nothingwould be as fabulous.What’s your idea of a perfect day?Work day: the sun is shining, all the jobs are printingwithout a hitch, we get three phone calls with amazingclients needing amazing invitations, we leavework at a reasonable hour, have a fundinner out with friends, go home andsnuggle with the hubby and reada great book before noddingoff. Weekend day: we wake upleisurely, stroll to a favoritebreakfast, go for a long hikein Muir woods and have apicnic, go home and havefriends over for a dinnerand laugh and laughuntil we all start yawning.What’s yourguilty pleasure?Grabbing my camera and indulgingmyself in a full day of exploring thebeauty of things that are aging with grace.spot forprocessnorcal.com process winter 2013 17

Milkfed PressVictoria Heifner | milkfedpress.comWhat is your design philosophy when itcomes to letterpress?Letterpress printing, by its very nature, is an old andbeautiful technique. I came to it by a place of letters andtype, rather than pictures and illustration. This nodoubt is the basis for which I start eachproject. What is the objective? I believethat type, in and of itself, is beautiful.It is enough. I try my best to create adesign that gets the point across assuccinctly as possible, and (in regardto my role as the printer) then I justtry and stay out of the way and print ascleanly as possible.What has been your favoriteproject and why?I have so many! I am really super sentimental, so anypersonal project speaks to me. I love the care, details, andintention that people already seem to have when they seekme out. Any invitation to a celebration is cause for joy. I knowit sounds cheesy to read that, but I am sincere. I am touchedwhen people contact me for memorial cards, as well whenpeople trust me with their new dreams for a business card.However, the most, “I can’t believe I’m doing this project”was for Dwell Magazine. It was for an advertising series theywere doing for Saturn cars. I was a bookbinder, first, so theyhad me create four separate book covers, one for each part.On the cover, I was to letterpress the text. I LOVED that theywent to the effort to have these authentically letterpressprinted(rather than a Photoshop after-thought). The difficult,“I can’t believe it” moments came when I was printing thecovers for the books. It was so difficult. I had one shot to get itset up exactly perfect, hold it in-place, and then print it. Andthen I had to do it four separate times (without smashingfingers), with four separate plates. I am really proud that Iwas crazy enough to do this.Who or what influencesyour work?Really, I don’t have a specific person, but I’d say a collectivegroup of strangers has had the biggest influence on the wayI view my world: sign painters from the turn-of-the-centuryand craftspeople of all types. I really appreciate the careand precision that these people put into their work—mostlywithout any celebration. It’s just what they do.In your professional life, what is the onething you cannot live without?My printing presses.What’s your idea of a perfect day?My daughter, who is 5, has started cooking us breakfast.Coffee with my husband, Chris and Astrid’s eggs are agreat start to any day. We all three keep pretty busy withprojects (art, music, printing), so perhaps we’d be hangingout and scheming together, and of course, making things.What’s on your iPod?I don’t have an iPod. We still buy vinyl over here! Mymusical tastes are all over the map—I’m looking at a JoniMitchell record that is sitting next to MC5. Dolly Parton,Japandroids, Ernst Reijseger, and Dinosaur Jr. have allbeen playing lately.The content of a person’s refrigerator saysa lot about them. What’s in yours?Apparently, I live in a worldwhere I think anybody mightdrop by at any given timefor a visit, and I think ourrefrigerator looks like that. Wehave many drinks—beer, juices,waters, and chilled wine. Also,I see cheese, fruit, and assortedolives. Try me—I’m ready for yourimpromptu visit (ha ha).18process winter 2013 processnorcal.com

Printing ServicesNapa ValleyMark Foxworthy | psnv.netWhat is your design philosophy whenit comes to letterpress?We have great appreciation for a quote by Leonardo daVinci… “Simplicity is the ultimate sophistication.” Werespect the origins of printing and look to keep letterpresswork simple, allowing the image, inks and paper to worktogether in communicating the thought or idea.What has been your favorite projectand why?McNeil & Sons 2010 Pinot Noir wine label. An incredibledesign using typography and imagery that takes you back100 years or more. Fine detail and three ink colors on a feltfinish that worked very well together.Who or what influencesyour work?Yesteryear—time gone by in Printing Class #1If you weren’t designing,you’d be...I cannot claim to be a designer, so as a default I’ll continueto be a printing craftsman. Wouldn’t mind being a golfpro, but reality is in play.If you could host a dream dinner party,who would your top three guests be(living or dead) and why?George Washington, Thomas Jefferson, and BenjaminFranklin. What an amazing accomplishment for theseindividuals, playing their parts in creating this nation.I cannot claim to be a designer, soas a default I’ll continue to be aprinting craftsman.I would record the event and share with every citizen; inhope they would be reminded of our founding fathersorigin and intent.In your professional life, what is the onething you cannot live without?Good people to work with. Our crew is the mostimportant asset we have.What’s your idea of a perfect day?No surprises or episodes of “Murphy’s Law.”What’s your guilty pleasure?Do I really have to reply? A once a year trip with mybrothers to Las Vegas.What’s on your iPod?Lynyrd Skynyrd, Staind, Outlaws, AwolNation, AllmanBrothers, Interpol, Marshall Tucker Band.The content of a person’s refrigeratorsays a lot about them. What’s in yours?Wine, artisan cheeses, hummus and jars of peppers andolives—all my wife’s doing. I’m relegated to a small areafor egg beaters, salmon patties and hot sauce.processnorcal.com process winter 2013 19

Design is thinkingmade visual.1 hour ago187 views5 commentsSaul BassCurated Daily Design Blog and Inspiration Stream

STAY AHEAD OF THE GAMEWith print markets and offset in decline you need a smarterdigital print strategy – one that goes beyond short run colorFind your answers at AppForum!CUTTINGEDGESOLUTIONSSOLUTIONSSELLINGSTRATEGYJoin us at Planet Hollywood in Las Vegas for the excitement ofPODi LIVE & profitable new ideas to put into action right nowJanuary 28-30 www.appforum.org3 Days • 40+ Sessions • Networking • Vendor FairUSE PROCESS MAGAZINE CODE PROCESS TO SAVE $100Brilliant solutions for business - powered by digital printGet proof that personalized marketing can deliver lifts greater than 4X that of static campaigns.Download the latest 1-to-1 Response Rate Report - FREEScan the QR Code or visit: http://bit.ly/UQq68rThen register for AppForum where you’ll meet hundreds of the industry’s smartest leaders, learnstrategies for building business & selling solutions, and hear about emerging opportunities incross media, interactive paper & digital packaging.

Where areall the DonnaDrapers?Female CreativeDirectorsSPEAKUT22process winter 2013 processnorcal.com

2.3 : 1Ratio of men to women increative management.Is there a glassceiling in theadvertisingindustry?If you look at thenumber of womencreative directorsaround the country,you have to wonderif we’ve really movedthat far beyond MadMen. Yet to women whohave made it to the top,challenging this statusquo is not a feminist callfor fairness, but rathergood business logicthat will bring betterresults to brand owners.3%When only threepercent of agencycreative directors arefemale, something’samiss…story | NOEL JEFFREyprocessnorcal.com process winter 2013 23

89%65%Women open 89% ofbank accounts.Women contribute65% of new carpurchases.66%Women purchase66% of PCs.80%Women control80% of consumerspending.93%92%Women fund92% of vacations.Women make 93% offood purchases.IIn September, Kat Gordon, founder andcreative director of Maternal Instinct, anagency dedicated to marketing to mothers,launched the 3% Conference in San Francisco.The keynote speaker, Cindy Gallop,spoke on The High Costs of Living ina 3% World. Gallop is Founder & CEOof IfWeRanTheWorld and has a strongbackground in brand building, marketingand advertising. She notes that whilewomen are the majority of purchasers andinfluencers, the majoirty of people creatingcommunication to these people are male.“The shortage of women in CD rolesisn’t a gender-equity issue, it’s a businessissue,” Gordon says. “Women control80% of consumer spending, yet reportoverwhelming dissatisfaction with the waysadvertisers market to them. If more womenhave a hand in creating advertising, willfemale consumers feel more understood,respected and inclined to buy?”Gordon and two other conferenceparticipants—Carol H. Williams, founderof Carol H. Williams Advertising (CHWA),and Jennifer Siebel Newsom, a filmmaker,actress and advocate for women, girlsand their families—offered their personalinsights and answers.Even as an agency owner, Williamsadmits that discrimination against womenremains. “There are many stereotypesabout women and many prejudices thatpeople don’t even recognize that thereare,” she says. “Just the same as biases andstereotypes against women are similar biasesexperienced by minorities and anyone seenas different, you encounter these biases andexperience them by seeing them, hearingthem and experiencing them as they unfold…The key is to stay focused on what the goal isand not pay them any mind by giving thempower and making them relevant.”Barrier: MotherhoodOf all the challenges women aiming forcreative director face, becoming a mother isby far the greatest. Agencies work “vampire”hours—awake all night, asleep all day—andwomen on creative teams in agencies aretypically ready for a leadership role duringtheir most reproductive years.“It’s difficult to be a mother and have ajob with unpredictable hours,” Gordon says.“One contributing factor is that agenciesare available to clients around the clock.It’s a cultural paranoia. They are aware ofhow expendable they are so that they makethemselves available at every beck and call.Why? They are not saving lives.”Gordon says this need for immediatecreative action can be an issue for womenbalancing work and home lives. “If clientswant the benefit of female sensitivities andwant to take advantage of this amazingopportunity, then perhaps they can resolvetheir needs 12 hours later. Clients have aright to demand female representation ontheir account. It should be a major sellingpoint for their agencies.”Gordon also walks the talk whenjuggling work and life. “I sometimes work onweekends, but it’s on my own terms. I takevacations. Creativity needs regeneration.”Newsom, the filmmaker responsible for“Miss Representation” says, “We need toget more women in middle managementand women who have been on leaves ofabsence raising kids back into the pipelines ofleadership. They need to be both mentored andsponsored and shown the path to the c-suite.”“Part of that is looking at stepscompanies need to take to create morefamily friendly work environments. Wealso need to ensure more young women aresupported and mentored in the workforce–before they have kids—and shown that theycan have kids and a career—that it’s not aneither or. It’s a big challenge, but it’s not animpossible one to overcome.”Get Help; Keep Focused“I had a mentor,” Gordon recalls. “It was myfirst creative director, Fred Schwartz. He sawmy potential and noted that I was a strongpresenter. He was looking for gifts andchallenges. You learn to elaborate the giftsand offset the challenges.”Like the role of creative director, theworld of filmmaking is also a male dominatedfield. Newsom says “Miss Representation”would not have been possible without helpfrom both men and women.“A woman at Sundance championedthe film to her group of many men, andanother group of women showed the filmto Oprah Winfrey, who then acquired it,”Newsom says. “It’s amazing how at the end24process winter 2013 processnorcal.com

50+American womenare the healthiest,wealthiest andmost activegeneration ofwomen in history.91%of women feelthat advertisersdon’t understandthem.Who makes finalmarketing decisions?39%womenVS52%menof the day, it really only takes small actionsby various people to impact change. Finally,in promoting the film and our social actioncampaign at MissRepresentation.org, it’s beenpassionate mothers, daughters, sisters, andsome fathers and sons too, spreading the wordand being our greatest advocates online.”According to Williams, who was raisedaround powerful and influential men, “I paidclose attention to and learned to understandthe male psyche and male strategic orientation,be it a political, military or a sports-drivenorientation which defined success and theprinciples necessary in order to achieve successor be perceived as successful.”After observing how the male mind tendsto think—particularly the importance of the“wing-man” dynamic—Williams learned howto become a leader even on a male-dominatedteam. “Focusing on accomplishing the goalswas important in order to realize them andamong many things, I learned how to focus onaccomplishing these goals.”Be True to YourselfSome believe that women have to act likemen to achieve success in an agency, butWilliams disagrees.“If your femininity steps in front ofyour creativity, you must question whetherone is diminished. I don’t separate thesetwo entities from who I am. They are bothresiding within me and live within the sameplace, growing equally. I’ve always put mycreativity first; it comes before my race ormy gender.”She adds, “When women are led bymen to believe that behaviors, reactionsand responses are what work againstthem, they buy into these conceptions,but they are misconceptions. No matteryour gender, there are behaviors that workagainst everyone in interviews and withinthese environments. As long as a woman isconfident, behaves in a confident mannerand maintains her integrity, wit and humor,she’ll be fine.”Gordon cites Cindy Gallop’s colorfulopinion that some women see themselves ina double bind. “You can be strong and pushyor weak and ineffectual. You’re damned ifyou do and damned if you don’t. If you’restrong, you risk being called a bitch.” Galloprecommends being the bitch, adding that awoman’s greatest asset on a creative team isher femaleness and its unique perspective.Yin and YangContrary to popular opinion, yin andyang are not opposing forces, but rathercomplementary of each other. The twohalves—often seen as feminine andmasculine— interact to form a greater whole,stronger than either individual half. Perhapsthat’s also the ideal for a creative team.Newsom says, “Basically 97 percent ofthe messages we receive through advertisingare coming from a limited male perspective,Jennifer Siebel Newsom,Kat Gordon, and Jess Weinerempowering women at the3% Conference.processnorcal.com process winter 2013 25

which doesn’t automatically mean it’s thewrong perspective, but it’s definitely not aninclusive and balanced perspective.”Gallop and others refer to this as the“male gaze,” a term that defines how artthrough the ages has always depicted womenthrough a male point of view. Similarly,today’s advertising plays everything back towomen through the male gaze.“As a result, we see a lot of the sameideas in advertising over and over again—many of which perpetuate this limiting idealof women—that our value lies primarily inour youth, beauty and sexuality and not inour capacity to lead,” Newsom says. “Now allwomen, just as all men, don’t think alike, butif we can have more thoughtfulness in ourmedia leadership, and if people can betterconnect the dots between their mother orsister or daughter and that pornographicad they’re creating, they may think twiceand we might start to see a less limited andmore inspiring media landscape.”Including yin and yang in theadvertising business may well be an answer,according to Gordon. “Men seem to preferto hire and promote people who look likethem. Men need to become comfortablehiring and promoting people who don’t looklike them,” she says. “Great things comefrom discomfort. When you’re representinga client to sell a product, you need to bethinking about what’s best for the productand the brand.”1 2 3A first-ever event dedicatedto highlighting the businessimperative of female CDs in a worldwhere women consumers influencethe lion’s share of spending.200attENDEES44speakersCindy Gallop, Nancy Hill, SusanHoffman, Margaret Johnson,Jennifer Siebel Newsom1Kat Gordon is the founder of The 3% Conference www.3percentconf.com and founderand creative director of Maternal Instinct, an agency dedicated to marketing to mothers.Her agency’s proprietary product, the MBA Program (Mom Brand Audit), is a deep diveinto every aspect of a brand’s marketing—web, email, print, social media and positioning—resulting in a guide map of specific ways to up the mom-friendliness of a brand.Prior to launching her own agency, Kat worked as a senior copywriter at Hal Riney & Partnersand Andersen Lembke, winning numerous awards for her campaigns for Saturn, Microsoft andTarget. She is passionate about excellence in marketing to women and has spoken on the topic atThe 140 Conference, Savor the Success, APNA, Mom 2.0 Summit, and Rock. A 2013 3% Conferenceis currently in the planning stages.2Jennifer Siebel Newsom is the writer, director and producer of the 2011 Sundancedocumentary film “Miss Representation,” which explores how the media’smisrepresentations of women have led to the under-representation of women in positionsof power and influence. Coinciding with the distribution of her film, Newsom launchedMissRepresentation.org, a call-to-action movement that gives women and girls the tools torealize their full potential. She currently serves as Founder and Chief Executive Officer. Sheresides in the San Francisco Bay Area with her husband, California Lieutenant GovernorGavin Newsom, and their two young children.3Carol H. Williams founded Carol H. Williams Advertising (CHWA) more than twodecades ago after recognizing the need for advertising that speaks to the sophisticatedand influential African-American and urban markets. Started in 1986 in Carol’s living room,CHWA now has offices in Emeryville, Calif. and Chicago, Ill., and a satellite office in NewYork. A highly diverse and skilled staff produces award-winning advertising and marketingcampaigns for Fortune 500 companies, including General Motors (Cadillac), General Mills,Kraft, Gilead Sciences, HP, Nationwide Insurance, Procter & Gamble, the U.S. Army, The WaltDisney Company, Marriott and several others. CHWA’s annual billings have exceeded $100million for more than a decade.TOPICSThe business costs of having only3% female creative directors.The challenges of motherhood.The importance of mentorship.The role of men“Guys Who Get It.”The issue globally“Our Sisters Overseas.”The changing roles of digitaland social media.The gender bias of award shows“Needed: More Cans in Cannes.”2013A 2-day conference in SanFrancisco with multiple tracksto address the differing needsof junior and senior women inadvertising.www.3percentconf.com26process winter 2013 processnorcal.com

creativeq&aHot StudioLeft to right:Jennifer KilianPrincipal, CreativeDirector, NY;Philip Lam,Principal, GeneralManager, NY;Courtney Kaplan,Principal, ClientDevelopment;Chris JonesPrincipal, Strategy& Engineering;Matthew CarlsonPrincipal, Strategy& Design; DaniMalik Principal,User Experience;Henrik OlsenPrincipal, ExecutiveCreative Director;Maria Giudice, CEO& FounderTell us about Hot Studio. What’s thecompany culture and philosophy?Hot Studio is about making the world a better placethrough design. We’re trying to improve, in whatever wayswe can, the lives of our clients, their customers, and thepeople that work here.We take a collaborative approach to our work. Wetreat our clients as partners in the creative process, ratherthan coming in acting like the experts here to save theday. And we’re advocates on behalf of the people weserve—that doesn’t mean just our clients themselves, buttheir customers as well. We try to make great products thatrespond to people’s needs.And we treat our employees like human beings. Wesupport the whole person, take on a diversity of projectsto keep things interesting, and offer workplace programs,like bring your babies to work, that make it a little easier tobalance life in and out of the office.Tell us about your projects. What have beenthe most memorable, challenging or unique?I like to say we love all our children. Every project offers itsown challenges and learning experiences. As long as thework is helping improve lives in some way, it’s worth it.Overall, my favorite projects are the ones that enable meto be a better human being. One that stands out was our workwith Architecture for Humanity after Hurricane Katrina,when I got to go down to Biloxi and help with ethnography.That was an amazing experience. The outpouring of supportthat I saw down there, the way that people were comingtogether to help one another, it really changed my life. Itreminded me of the good that people are capable of.28process winter 2013 processnorcal.com

creativeq&aMix design, caring people and madscience and you get one of the hottestinteractive studios in San Francisco.If you were to compare a typical day atthe office to a movie, TV show or song,what would it be and why?This feels like a baited question, because my favorite movieis the “The Rocky Horror Picture Show,” and I’ll compareeverything to it if I can. So, yes, I’ll say Hot Studio’s like“Rocky Horror.” We have lots of mad scientists runningaround here. Everyone’s breaking out into song all the time.And I’m a bit like a Tim Curry character, although he’s amuch better dresser than I am.There’s a song in the movie called “Don’t Dream It, BeIt.” When I first heard that song at the age of 15, I found it tobe empowering and very inspirational. Be true to yourself,embrace who you are, and have the confidence to bedifferent. That attitude is a big part of Hot Studio. We takea lot of pleasure in the work we do and the way we do it. Wetreat everyone as equals and consider our clientsequal contributors in the design process. And welet people be themselves.When it comes to generatinggreat ideas, what fuels thecreative process? What or whodo you and your team draw yourinspiration from?Understanding people better is what’s goingto make you a better designer. Understandingthe way they live their lives today, how they’lllive tomorrow, what they want and need. For us,it’s a question of finding ways to help improve lives. It’svery inspirational when you think your work is actuallymeaningful.processnorcal.com process winter 2013 29

creativeq&aClockwise fromabove: Websitefor Once Upona School (DaveEggers’ TEDWish); Websitefor Ancestry.com;PopTech iPadApp; Website forDwell magazine;Creative spacefor brainstormingat Hot Studio(aka, “The Cafe”);Hot Studio’s SanFrancisco officeAs a designer, you have to be a lens to the world. Youhave to be looking and paying attention to everything that’shappening in life. If you walk around with your eyes wideopen, little things are going to mean a lot. And it’s importantto pay attention to the little things, because they’re often whatgive you new insights and help you see the world differently.As designers we’re trying to get out of the norm andgenerate new ideas. Great ideas come from collaborativebrainstorming—getting a whole bunch of different peoplewith different backgrounds in a room, and seeing how we…it’s important to pay attention to the littlethings, because they’re often what give you newinsights and help you see the world differently.can unlock a problem. When you get people together withdifferent viewpoints, that’s when great things can happen.What most recent technologicaladvancement has drastically changedthe way you do business? What do you stilldo old school?When the iPhone came out it was a game changer foreveryone. Suddenly people were wearing computersand technology became invisible. People started usingtechnology in intuitive ways to augment their lives.Today there’s no difference between your digital life andyour physical life. As a result, we try to look at things on acontinuum, thinking about how digital products go togetherwith people’s everyday lives.30process winter 2013 processnorcal.com

creativeq&aTop: MariaGiudice, CEO &founder and RajanDev, presidentBottom Left toRight: Website forBART; Zinio iPadApp; Website forSFMOMAWe still draw—that’s one thing we do that’s old school.Our office is covered with writable surfaces. Even today, thebest way of doing design is getting people in a room andkicking around ideas on a whiteboard or piece of paper.That way of doing design will never be replaced.Design is a very subjective thing andclients’ tastes aren’t necessarily yourown. How much of the job is giving in? Howmuch of it is standing your ground?I believe design is about being in service to others.Designers have to stop designing for themselves. We haveto design for the people that are going to benefit from theproduct or service we’re creating. Our job is ultimately toserve the customers of the clients, not the clients themselves.Now, sometimes a client’s biases might get in the wayof truly serving their customers. In those instances, ourjob as design partners is to provide evidence and contextto justify our design work. That means performingtests, building prototypes—taking a logical, reasonableapproach to show how a particular design might benefitboth the client and customer.processnorcal.com process winter 2013 31

Events: the local updateHOWInteractive Design ConferenceOctober 29-31, designers from around the country converged in SanFrancisco for the HOW Interactive Design Conference. With twospecialized tracks, designers from web neophytes to digital divaslearned tricks, tips, and new techniques for building engaging sites andapps. Experts including Jose Caballer, Christopher Butler, and DavidSherwin helped print designers make the leap to digital while bonafideinteractive designers ratcheted their skills up a few notches on theexpert track. The event was held at SF Hilton Union Square.Jose Caballer of The Skool during a panel discussion.Matthew Chaikin, Technical Architect, AT&T discusseswhat vendor/sponsor Deposit Photos offers with ElenaFlanagan-Eister, CEO US Operations, Deposit PhotosErin Pheil, winner of a t-shirt fromCameron Moll via tweetSteve Fisher of Yellow PencilHTML 5/CSS/jQuery with Chris Converse ofCodify Design StudioProgressive Enhancement & Mobile by AaronGustafson, Founder, Easy DesignsPHOTOS BY MAY SUEN32process winter 2013 processnorcal.com

Events: the local updateEvil Flakey Obnoxious DorkyPHOTOS BY MAY SUENPersonality types from The Skool’s FEDO Assesment, presented by Jose Caballer during his presentation,Why You are Here and How to Get the Most Out of this Awesome Conference!Ann Criqui showing off her book purchasesCarlos Ruiz, Vanderbilt University, showing off hispurchase from vendor/sponsor Creative EdgeTools of the Trade presented by Matthew RichmondJennifer Killian, Macy Metzner and Svetlana Saitsky, The Creative GroupAdapting Ourselves to Adaptive Contentpresented by Karen McGraneDavid Sherwin of frog Checking out books from Creative Edge.processnorcal.com

Events: the local updateDigital Marketing ThoughtLeadership SeriesAdvanced Pay-Per-Click(PPC) Search MarketingThe Digital Marketing Association ofNorthern California (DMANC) hosted athought-provoking luncheon where threetop marketing experts Kathi Kaplan,VP Marketing Americas, VMware; KimHansen, VP Marketing, TravelSmithOutfitters; and Kevin Hillstrom, Author“Multi-Channel Forensics,” explore a widerange of topics on multi-channel marketingtransformation and solutions from theperspective of leading Bay Area companies.Two workshops on Advanced PPC andSEO Marketing preceded the luncheonpresentations on August 20 at the CrownePlaza Hotel in Burlingame.Kathi Kaplan, VP MarketingAmericas, VMwareKevin Hillstrom, Author,“Multi-Channel Forensics”Kim Hansen, VP Marketing,TravelSmith OutfittersRafflewinners of book,“Brand Advocates:Turning EnthusiasticCustomers into aPowerful MarketingForce” with authorRob FuggettaPHOTOS BY MAY SUENindustry organizations “It’s not what you know, it’s who you know.”Association of NorCal BMASince 1938, the NorthernCalifornia chapter ofthe Business MarketingAssociation (NorCal BMA)has been the leading B2Bmarketing organization inthe San Francisco Bay Areaand Silicon Valley. NorCalBMA offers a programs tomembers and the marketingcommunity at large, includingregular roundtables onvarious marketing topics,monthly educational andsocial events, networking,resources and B2B job listings.467 Saratoga Ave. #1205,San Jose650-631-4BMA (4262)info@norcalbma.orgnorcalbma.orgAIGA San FranciscoThe San Francisco chapterof AIGA, the professionalassociation for design,is one of the largest andmost active in the country,representing more than1,600 designers in graphics,interaction, experience, motionand affiliated fields in thegreater Bay Area. The boardof directors continues toadvance the chapter’s vision,mission, values and goals.Dawn Zidonis,Executive Director130 Sutter St. #600,San Francisco415-626-6008getinvolved@aigasf.orgaigasf.orgWestern PublishingAssociation (WPA)The Western PublishingAssociation is a non-profitbusiness trade associationdedicated to the advancementof the media publishingindustry in the western UnitedStates. The organization’sprimary mission of providingcontinuing education to themedia publishing industryis accomplished throughindividual seminars, anannual publishing conference,publishers and executivemanagement roundtables, andpartnering with other groupsand associations to offer onlineaudio and video conferences.Jane Silbering,Executive Director823 Rim Crest Drive,Westlake Village805-495-1863wpa@wpa-online.orgwpa-online.orgThe Direct MarketingAssociation of NorthernCalifornia (DMANC)The DMA of NorthernCalifornia was formed toeducate, inform and providenetworking opportunities fordirect marketing professionalsin the San Francisco Bay Area.The organization holds monthlyluncheon meetings, periodichalf-day seminars, and webinars.direct marketing community.Laurie Beasley, President1177 Airport Blvd., Burlingame408-782-0046, Ext. 21lbeasley@beasleydirect.comdmanc.orgSan Francisco AmericanMarketing Association(SFAMA)The San Francisco chapterof the American MarketingAssociation is the leadingorganization for professionaland student marketers in the34process winter 2013 processnorcal.com

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Events: the local updateSan FranciscoCenter for the BookRoadworksSan Francisco Center for the Book letthe good times roll at their 9th AnnualRoadworks: A Steamroller Printing Festival,held on Sep. 22 in San Francisco. Roadworksis a day-long public printmaking showcasepresented amid a selection of musicians,fine craft vendors and various activities toeducate about printing. A team of artists andprinters create large-scale prints from threefoot-squarehand-carved linoleum blocksusing a three-ton construction steamrollerand an unlikely letterpress bed. Prints weresold, proceeds support SFCB which offersworkshops and events for those who enjoy allfacets of books and the bookmaking process.Five featured artists this year include AnnaBranning, Mike Kimball, Caitlin Mattisson,Rik Olson, and Favianna Rodriguez.Volunteer preps the plate for print.Steamroller is used as a printing press.Volunteers transport final printed piece.Greeting card created via on-site platen press.Volunteers transport plates to/from printing.Printed masterpieces hang in the gallery to cure.PHOTOS BY JOSHUA HAWLEY & MAY SUENindustry organizations “It’s not what you know, it’s who you know.”Bay Area. Founded in 1937, ourchapter reflects the innovation,standards of excellence, andindustry and populationdiversity for which the Bay Areais known and celebrated. Ourgoal is to advance our members’professional capabilitiesand career developmentopportunities, while connectingwith the leading edge Bay Areamarketing professionals.Teresa LoBue, President408-266-9658info@sfama.orgsfama.orgSan FranciscoPOP Show (POPAI)POPAI is an international tradeassociation for the marketing atretail industry. Founded in 1936,POPAI prepares to celebrateits 75th anniversary with morethan 1,700 member companiesrepresenting Fortune 500brand manufacturers andretailers, as well as marketingat retail producer companiesand advertising agencies fromsix continents and more than45 countries from aroundthe world. POPAI providesresources, education, ideasand advocacy to enhancethe power and performanceof the marketing at retailprofessional and community.Our membership draws onleaders from some of theindustry’s premier companies,like: Anheuser-Busch, Coca-Cola, Energizer, Johnson& Johnson, McDonalds,Pepsi-Cola, Target, Walmart,and Wendy’s to name a few.Joann Brandis, Event Organizer936-B 7th St. #176, Novato415-516-6247joann.brandis@yahoo.comsfpopshow.comSilicon Valley AmericanMarketing Association(SVAMA)SVAMA is the Silicon Valleychapter of the AmericanMarketing Association, thepremier organization formarketers. The chapter reflectsthe comprehensive scopeof marketing, creativity andinnovation that are synonymouswith Silicon Valley. Volunteermembers manage all aspectsof chapter operations.Shannon Ryan, PresidentP.O. Box 6101, San Jose408-266-9658svama@onebox.comsvama.orgVisual Media AllianceVisual Media Alliance (VMA)is a nonprofit trade associationdedicated to providing a varietyof benefits and money savingprograms to creative, webmedia, marketing, and printbusinesses in Northern andCentral California and NorthernNevada. VMA’s purpose isto deliver what it takes tohelp members become moresuccessful and profitable intheir businesses. To accomplishthat goal, the Alliance providepersonal and professionaldevelopment programs forboth owners and employees.Dan Nelson, President665 Third Street, Suite 500SanFrancisco, CA 94107-1926800-659-3363415-489-7601800-824-1911 - faxinfo@vma.bz36process winter 2013 processnorcal.com

Events: the local updateAIGATypeface Designing withJesse RaganOn Sep. 24, renowned typeface designerJesse Ragan revealed the fundamentalprinciples of his process, which he teachesat Type@Cooper, a postgraduate certificateprogram he co-founded in 2010. Jesse hasbeen designing letterforms for as long as hecan remember, dating back to his childhoodin North Carolina. He learned from thebest how to make them into typefaces: as astudent at Rhode Island School of Design,as an intern at Font Bureau, and as a fulltimedesigner at Hoefler & Frere-Jones.Examples from his work included customtypefaces and lettering for The New YorkPublic Library, The Museum for AfricanArt, and St. Bartholomew’s Church. Amonghis many design credits are collaborativecontributions to Gotham, Archer and Omnes.PHOTOS BY David HiSAYA ASAri & MAY SUENupcoming events Places to be. Things to do. People to see.JAN 16SVAMA: MarketingSummitDepending on which way the windblows in Silicon Valley, marketingis either the darling or in thedoghouse. Hear from SVAMA’sMarketing Leaders Council—thevalley’s marketing top guns—onhow to make marketing, andyourself, relevant within yourcompany, and learn how to thrivewhile doing it. www.svama.org.JAN 18SFCB: An Evening witha Letterpress ExpertPaul Moxon is a studio letterpressprinter, workshop instructor,author of Vandercook Presses“Maintenance, History andResources,” editor of the “AmericanPrinting History AssociationNewsletter,” and publishes limitededition books and broadsides underthe imprint Fameorshame Press.This will be a fascinating time forletterpress printers of all skill levels.www.sfcb.orgJAN 31-FEB 2MacWorld/iWorldThis is the world’s ultimate fanevent for those who love Appleproducts. Encounter a uniquecelebration of Apple technologyinfusedart, music, and film, aswell as learning opportunities, anda shopping mecca in our exhibithall filled with products andservices for Apple users of all skilllevels. www.macworldiworld.comJAN 31-FEB 3Printing Industries ofthe West ExecutiveRetreatSet at the Mauna Kea Beach Hotelin Hawaii, this retreat is a businessboost. Situated on a beautifulcrescent beach, the resort offersa getaway in paradise whereparticipants can relax and learnabout the latest technologicaladvances and hear sales tips andmarketing advice from industryexperts. www.piwest.orgFEB 9Annual Crab FeedPresented by VMA +EBCCFeast on all-you-can-eatDungeness crab, garlic bread,pasta, salad and house wine.Enjoy a fun night out socializingwith old friends and meeting newones. Win raffle prizes and dancethe night away to live music from“Ticket to Ride” at this annualevent presented by VMA + EBCC.www.vma.bz38process winter 2013 processnorcal.com

Events: the local update2 Blocks of Art2 Blocks of Art was a two-day art walk heldon Sep. 28 and Oct. 19. More than 100 localartists showcased their work in dance,music, photography and fine arts (sculptors,illustrators, painters, and fashion designers)exhibiting in art spaces, community centers,and Central Market small businesses alongMarket and 6th Street or the historic Southof Market district.Supervisor Jane Kim poses with Tracy Buchanan aka Bigface infront of his work at the SF Barber CollegeRichard Felix , ArtIsMobilUs prepares amobile gallery for visitorsPHOTOS BY cole anetsberger , CINDY CHEW,ALLiSON EKEvara KiTPOWSONg , & Glenn v. HALOgAttendee contributes to one of the many canvassesduring the “So You Think You Can Paint?” happy hourheld Thursdays at Club SixReynaldo Cayetano Jr., part of the Inks of Truth Collective exhibitsportraits on the Warfield Building during Critical Mass“City of Awesome” paintings by ToddBerman are crowdsourcedPerformance Art “Expression for Protest” by ReynaldoCayetano Jr., Inks of Truth Collective at SF BarberCollege while Chris Beale takes photosOzi Magaña installs his self-portrait painting at SF Barber CollegeShovelman aka Isaac Frankleperforms on a slide guitar he madefrom a shovelupcoming events Places to be. Things to do. People to see.Feb 21VMA Sales ClubMeeting: Making Moneywith Social MediaSavvy companies are embracingsocial media and measuring theirROI. Shouldn’t you? Join our panelof experts and learn how socialmedia has helped their companiessell more and sell better. They’ll helpyou understand the commitmentof playing the social media gamefor business and show you how tosucceed. South Beach Yacht Club,San Francisco. www.vma.bzFEB 25-MAR 1TEDActive 2013TEDActive is a curated communityof 700 curious and energeticleaders who share an immersiveweek of TEDTalks and surprisingexperiences designed to inspireconversation, exchange, andimmediate action around ideasworth spreading. Watch thelive-hosted TED2013 programand engage in inspiringdiscussions with other passionatepeople. conferences.ted.com/TEDActive2013/MAR 1AIGA ContinuumFellows EventThe AIGA San Francisco FellowAward recognizes seasoneddesigners who have made asignificant contribution to raisingthe standards of excellence withinthe Bay Area design communityand the AIGA SF chapter. Fellowsare honored for their designpractice and contributions ina range of areas, includingeducation, writing and leadership.www.aigasf.orgMAR 8-12SXSW InteractiveFestivalThe SXSW Interactive Festivalin Austin, features five days ofpresentations from the brightestminds in emerging technology,scores of exciting networkingevents, the SXSW Trade Showand an unbeatable lineup ofspecial programs showcasingthe best new digital works, videogames, and innovative ideas theinternational community has tooffer. www.sxsw.com/interactiveJune 22-26HOW Design LiveVisual Media Alliance ispartnering up with HOW DesignLive 2013! Take creativity intoyour own hands. Find new waysto be inspired, new ways to work,and new ways to create. Jointhousands of fellow designersin San Francisco to find yourinspiration in SF. VMA Membersreceive a special discount.Contact Laura@VMA.bz for moreinfo. www.howdesignlive.com40process winter 2013 processnorcal.com

esourceguideNorthern CaliforniaBinding & FinishingSee full company descriptions at www.vmaccess.orgUse the URL shown or use Search by Name on VM AccessSan FrancsicoAndresen San Francisco (415) 421-2900 www.andresensf.comAPS International Engravers & Lithographers San Francisco (415) 392-0979 www.apsint.comAslan Graphics San Francisco (415) 934-8195 www.aslangraphics.comE.R. Nunes Graphics San Francisco (415) 822-8770J/R Press San Francisco (415) 558-0592 www.jrpress.orgKK Graphics San Francisco (415) 468-1057 www.kkgraphics.comLeewood Press, Inc. San Francisco (415) 896-0513 www.leewoodpress.comMemento Press, Inc. San Francisco (415) 773-1878 www.mementopress.comOceanic Graphic Printing, Inc. San Francisco (415) 468-8878 www.ogprinting.comOn Paper, Inc. San Francisco (415) 552-3397 www.onpaperinc.comOscar Printing Company San Francisco (415) 626-8818 www.oscarprinting.comPrepress, Inc. / ePressBooks San Francisco (415) 520-7663 www.prepress.compressArts, Inc. San Francisco (415) 863-8395 www.pressarts.comRocketPostcards.com San Francisco (415) 357-1509 www.rocketpostcards.comSpeedway Digital Printing San Francisco (415) 730-1625 www.speedwayprinting.comSpiral Binding San Francisco (415) 864-6330Taurus Bookbindery San Francisco (415) 671-2233 www.taurusbookbindery.comThe Ligature San Francisco (415) 986-6090 www.theligature.comTrademark Graphics, Inc. San Francisco (415) 974-6398San Francisco PeninsulaAmerican Printing & Copy Menlo Park (650) 325-2322 www.americanprinting.comAMS Printing Redwood City (800) 427-5585 www.amsprinting.comApex Die Corporation San Carlos (650) 592-6350 www.apexdie.comBobkat Printing San Carlos (650) 631-0300 www.bobkatinc.comBurman Trade Bindery, Inc. So. San Francisco (650) 872-8998Graphic Imagery, Inc. So. San Francisco (650) 588-1171 www.gimagery.comImpressions, Inc. / Impressions Global Belmont (650) 592-1775J’s Trade Bindery Services, Inc. Belmont (650) 637-9763 www.jsbindery.comLahlouh Incorporated Burlingame (650) 692-6600 www.Lahlouh.comMoquin Press, Inc. Belmont (650) 592-0575 www.moquinpress.comPacful Printing & Fulfillment Redwood City (650) 200-4252 www.pacful.comRG Creations Inc. San Carlos (650) 596-0123 www.rgcreations.comSimon Printing, Inc. Mountain View (650) 965-7170 www.simonprintinginc.comWesco Mounting & Finishing Burlingame (650) 375-7760 www.wescosf.comNorth BayAccent Printing & Design Santa Rosa (800) 850-1441 www.accentprinting.comAjalon Print, Web & Social Media Santa Rosa (707) 528-0288 www.ajalon.comChromagraphics Santa Rosa (707) 528-2644 www.chromaprints.comDienamics Diecutting, Inc. Santa Rosa (707) 525-1122 www.dienamics.netFourth Street Press San Rafael (415) 457-4273 www.fourthstreetpress.comO’Dell Printing Company, Inc. Rohnert Park (707) 585-2718 www.odellprint.comPress Check, Inc. San Anselmo (415) 771-7800 www.presscheckprinting.comSpectrum PrintGroup, Inc. Santa Rosa (707) 542-6044 www.spectrumprintgroup.comThe Sticky Folks San Rafael (415) 459-1712 www.stickyfolks.comW.I.G.T. Printing Mill Valley (415) 381-3227 www.wigt.comMailing – Trade OnlyMailing and FulfillmentBinding – Trade OnlyPrinting with BinderyFinishing – Die MakingFinishing – Trade OnlyFoil, Die Cutting and EngravingThis table is supplied by Visual Media Alliance, an association serving 850 member firms in Northern California and Northern Nevada.Additional resources on these firms and its other member firms are available at www.vmaccess.org or in our 300-page “2012 Visual MediaGuide.” More creative, marketing, web media and printing firms will be featured in future issues.Visual MediaAccess42process winter 2013 processnorcal.com

esourceguideNorthern CaliforniaBinding & FinishingSee full company descriptions at www.vmaccess.orgUse the URL shown or use Search by Name on VM AccessEast BayA & M Printing Pleasanton (925) 484-3690 www.anmprinting.comA & M Trade Bindery Hayward (510) 780-9013AMP Printing & Graphics Dublin (925) 556-9000 www.ampprinting.comAutumn Press, Inc. Berkeley (510) 654-4545 www.autumnpress.comBacchus Press Emeryville (510) 420-5800 www.bacchuspress.comBaron Oakland (510) 534-2700 www.barondirect.comBay Stamp & Engraving Alameda (510) 523-7292 www.baystamp.comBen Franklin Press & Label Co. Napa (707) 253-8250 www.benfranklinpress.comBradley Nameplate Fremont (510) 249-1350 www.bradleynp.comCHROMAgraphics Pleasanton (925) 484-1141 www.chromaprinting.comClamp-Swing Pricing Co. Oakland (510) 567-1600 www.clampswing.comConcord Graphic Arts Concord (925) 682-9670 www.concordgraphicarts.comDeCrevel, Inc. Napa (707) 258-8065 www.decrevel.comDimond Printers Oakland (510) 530-1400Empire Paper Corporation Manufacturer/Distributor Oakland (510) 534-1841 www.barondirect.comEverett Graphics Oakland (510) 577-6777 www.everettgraphics.comExcel Graphics Alameda (510) 522-0462 www.excelgraphics.bizGalaxy Press Concord (925) 798-3212 www.galaxypress.netGolden Gate Print & Media Services Oakland (510) 568-5335 www.ggpms.comGolden West Envelope Company Oakland (510) 452-5419 www.goldenwestenvelope.comGPPS Hayward (510) 264-3750 www.gppsbound.comGreenerprinter Berkeley (510) 898-0000 www.greenerprinter.comHawk Embossing & Die Cutting Concord (925) 689-1921 www.hawkembossing.comHerdell Printing St. Helena (707) 963-3634 www.herdellprinting.comImpact Printing Hayward (510) 783-7977 www.impactprint.comL & D Printing, Inc. Oakland (510) 568-1378 www.ldprinting.comMark’s House of Tabs Fremont (510) 623-9500Minuteman Press - Lafayette Lafayette (925) 945-6006 www.mmpwc.comMission Bindery, Inc. Fremont (510) 623-8260Ms. Carita, Inc. Livermore (925) 243-1720 www.mscarita.comOn Line Bindery Richmond (510) 234-7707Paula Skene Designs Emeryville (510) 654-3510 www.paulaskenedesigns.comQuad Express Printing Hayward (415) 861-3433 www.quadexpress.comSLG Printing, LLC Martinez (925) 228-2630 www.SLGPrinting.comSpecialty Graphics, Inc. San Leandro (510) 351-7705 www.sgica.comSpectrum Lithograph, Inc. Fremont (510) 438-9192 www.spectrumlithograph.comThe Key Printing & Binding Oakland (510) 595-3311 www.thekeyprintingandbinding.comValue Printing Company San Leandro (510) 481-3134 www.valueprinting.netSouth BayCommunicart Santa Clara (408) 970-0922 www.CommunicartUSA.comCommunity Printers Santa Cruz (831) 426-4682 www.comprinters.comCottage Grove Printing San Jose (408) 998-4240Creative Labels, Inc. Gilroy (408) 842-0376 www.creativelabels.comHuntford Printing & Graphics Milpitas (408) 957-5000 www.huntford.comJeronimo’s Lithocraft Santa Clara (408) 748-8562 www.jeronimoslithocraft.comMailing – Trade OnlyMailing and FulfillmentBinding – Trade OnlyPrinting with BinderyFinishing – Die MakingFinishing – Trade OnlyFoil, Die Cutting and EngravingThis table is supplied by Visual Media Alliance, an association serving 850 member firms in Northern California and Northern Nevada.Additional resources on these firms and its other member firms are available at www.vmaccess.org or in our 300-page “2012 Visual MediaGuide.” More creative, marketing, web media and printing firms will be featured in future issues.Visual MediaAccess44process winter 2013 processnorcal.com

Changing theworld may ormay not work,but wouldn’tyou ratherdesign trying?Find out how ataiga.org/design-for-goodwith support from

esourceguideNorthern CaliforniaBinding & FinishingSee full company descriptions at www.vmaccess.orgUse the URL shown or use Search by Name on VM AccessMailing – Trade OnlyMailing and FulfillmentBinding – Trade OnlyPrinting with BinderyFinishing – Die MakingFinishing – Trade OnlyFoil, Die Cutting and EngravingMission Printers Santa Cruz (831) 423-4005 www.missionprinters.comNMS, Inc. San Jose (408) 435-1770 www.nationalmailing.comNorthern Die Cutting, Inc. Milpitas (408) 957-0260 www.northerndie.comShoreline Press Soquel (831) 475-6387Sacramento/StocktonAuburn Printers & Integrated Marketing Auburn (530) 885-9674 www.auburnprinters.comBauer Engraving, Inc. Rancho Cordova (916) 631-9800 www.bauerengraving.comCarwen Printers West Sacramento (916) 371-3724 www.carwenprinting.comCitadel Communications Sacramento (916) 456-6000 www.citadelink.comCMYK, Inc. Tracy (209) 229-7230 www.cmykprintandpromotions.comDelta Web Printing & Bindery West Sacramento (916) 375-0044 www.deltawebprinting.comDOMESacramento(916) 923-3663 /(800) 343-3139www.domeprinting.comEagle Press, Inc. Sacramento (916) 383-7850 www.eagle-press.comFoothill Printing/Calaveras Press, Inc. Angels Camp (209) 736-4332 www.foothillprinting.comFruitridge Printing Sacramento (800) 835-4846 www.fruitridgeprinting.comI.P.S. Printing Inc. Sacramento (916) 442-8961 www.IPSprints.comImperial Die Cutting, Inc. Sacramento (916) 448-5066 design@imperialdie.comPacful Printing & Fulfillment Rancho Cordova (916) 233-1488 www.pacful.comParks Printing Modesto (209) 576-2568 www.parksprinting.comPrint Infinite! Granite Bay (916) 783-9072 www.printinfinite.comSacramento Color Coil, Inc. Sacramento (916) 383-9588 www.sacramentocolorcoil.comSierra Gold Graphics Placerville (530) 622-4500 www.sierragoldgraphics.comSierra Office Supply & Printing Sacramento (800) 233-9275 www.sierrabg.comThe Printer Davis (530) 753-2519 www.the-printer.netThe Printing Shop Dixon (707) 678-1000 www.theprintingshop.comThermCraft, Inc. Sacramento (916) 363-9411 www.thermcraft.comValley Printing Ceres (209) 537-4561Valley SouthCreative Labels, Inc. - Salinas Sales Office Salinas (408) 842-0376 www.creativelabels.comDumont Printing & Mailing Fresno (559) 485-6311 www.dumontprinting.comMartella Printing Salinas (831) 757-3995 www.martellaprinting.comWestern Trade Printing, Inc. Fresno (559) 251-8595 www.westerntradeprinting.comValley NorthGraphic Fox, Ink. Chico (530) 895-1359 www.graphicfox.comGraphic Impressions Paradise (530) 877-7430 www.GI-online.comHarvest Printing Company Anderson (530) 378-1207 www.harvestprinting.comTimes Printing Eureka (707) 442-5741 www.timesprinting.comWalker Printing Red Bluff (530) 527-2142 www.walkerlitho.comNevadaAccess Pass and Design Sparks (775) 356-7727 www.accesspasses.comDynaGraphic Printing Reno (775) 786-2041 www.DynaGraphicPrinting.comPerformance Printing Center Sparks (775) 356-1777 www.printingcenter.comThis table is supplied by Visual Media Alliance, an association serving 850 member firms in Northern California and Northern Nevada.Additional resources on these firms and its other member firms are available at www.vmaccess.org or in our 300-page “2012 Visual MediaGuide.” More creative, marketing, web media and printing firms will be featured in future issues.Go to www.vmaccess.org and search for additional label and flexo printing capabilities.Visual MediaAccess46process winter 2013 processnorcal.com

creativemind10 QuestionsKarin Hibma | Strategic Partner, : : CRONAN : :What is your philosophywhen it comes to design?Great design has a built in “aha”—an insightthat the designer captured and the viewergets to experience. We’re big believers in“aha’ leading sometimes to “ha ha” and thento “ahhh… I get it!” We love sharing newideas and information this way.What has been yourfavorite project and why?My favorite project with : : CRONAN : : isusually the one we’ve just finished—I’m stillin love with the client and excited about thework we’ve done together. I also have lots ofenthusiasm for each project we’re about tostart, it’s the wonderful sense of “fear, doubtand uncertainty” of stepping off into theunknown again each time.Both TiVo (the name, identity and brandelements like “thumbs up/thumbs down”)and Amazon Kindle, as well as Healthy ChildHealthy World and GoodBelly, are incrediblysuccessful projects where the “aha” reallyworked and theclients have beenable to maximizetheir impact.Who or what influencesyour work?My greatest influence is my partner andhusband Michael Cronan—he and I met asart students almost 40 years ago and havebuilt a wonderful yin/yang dynamic in ourwork together. I also appreciate the circle offriends we’ve made over the years, folks whoreally love design as both a creative and anintellectual process. Best for me as a youngperson was having the opportunity to studyand work with some of the most amazingcreative people, in both the arts andsciences, for the “Creativity: The HumanResource” project. Learning directly fromthem, their “fears, doubts and uncertainties”gave me wings. Last but not least, I admirefolks who build successful businesses, thereare so many factors that go into having avision and growing and evolving one.If you weren’t designing,you’d be...I enjoyed inventing and growing my firstbusiness, a research company, and stillenjoy the research aspect of what we do. Ialso was proud to have organized and hadsuccess with our product developmentcompany Cronan Artefact and the awardwinningline of clothing we produced andmarketed—“Walking Man.” If we weren’tdesigning names and identities, it would betempting to dive back into either of thoseworlds, although sometimes I think I’d liketo just read, garden and paint!If you could host a dreamdinner party, who wouldyour top three guests (livingor dead) be and why?We have “dream dinner parties” everyweek—Monday night is our familybusiness dinner with Nick Cronan, ShawnHibmaCronan and Analisa Goodin—they’rethe greatest group of smart, dynamic peopleand watching them evolve their lives isexhilarating.In your professional life,what is the one thing youcannot live without?My mobile phone—I’ve had one (and thesame number) since back in the day, family,friends and clients can reach me directlyand quickly.What’s your idea of aperfect day?Everyday! Start the coffee, get the morningpapers, watch the news with my husband,talk about the day. Dive into the work, taketime for a walk and dinner, relax with a bookor show or evening out.Contact: : : CRONAN : :cronan.com + karin@cronan.com48process winter 2013 processnorcal.com

Visual Media Alliancethe contents:50President’sLetter & Boardof DirectorsWelcome letterfrom Dan Nelson,president of VisualMedia Alliance52Expert Column:GovernmentAffairs RoundupA look at the latesthappenings ingovernment affairs54Expert Column:The EssentialLeaderWhat businessleaders shouldfocus on every day56Member NewsIan Flynn andCindy Sonnenbergjoin VMA board58Member NewsThe latest news,announcementsand accolades onVMA members62New MembersVisual MediaAlliance welcomesnew members64VMA’s Find-An-EmployeeProgramLatest listings ofVMA job seekerswww.vma.bz Visual Media Alliance winter 2013 49

CONtACt:Visual Media alliance(800) 659 3363665 Third Street, Suite 500,San Francisco, CA 94107VisualMediaAllianceBoard ofDirectorsCHAIRMANFrank ParksParks PrintingModestoFIRST VICE CHAIRMANJohn CrammerBest LabelUnion CityIMMEDIATEPAST CHAIRMANJack EmerianValPrintFresnoBOARD MEMBERSPatrick BeldingBelding AssociatesSan FranciscoChris CullenAlmaden PressSanta ClaraIan FlynnDirect ResponseImagingSan FranciscoTrilby ParkerTrilby Parker ConsultantSan JoseTim PooleDome Printing &LithographSacramentoNicki RiedelBlack and White DesignCampbellColeen SchoenheideColorGraphicsSan FranciscoChris ShadixBelAire DisplaysRichmondCindy SonnenbergK/P CorporationSan LeandroSteve SprinkelSprinkel Media NetworkEmerald HillsEx OfficioArnold GreenfieldCaliforms Print ServicesBelmontVisual Media has aPolarized AudienceFriends,Think about it: How do you search for a print or media firm with the rightcapabilities? Do you pick up a directory or head to your computer and search online?How do potential customers find your firm and its capabilities? Along those lines,think about how you read a novel or the news, or find the products you buy.As part of our 2013 Buyers Guide research, we conducted a focus group to findout how people search for the information they need. Basically, we asked if theypreferred our printed directory or our electronic search site.According to our focus group, the answer is both. People on each side of theargument were passionate about their preferences, and not only vocal but adamantabout their bias: they either strongly favored print, or strongly favored electronic.This goes against what we thought of as a common sense approach: that people findthe best tool for the job at hand. For example, some might favor print for browsing orreading, and electronic for searching.The focus group results helped us realize that the 2013 printed Buyers Guide and itselectronic companion, VMAccess.org, are both equally important in promoting thecapabilities of our members to an audience of buyers. It also helped us realize that itis essential to cross-promote both search vehicles.This principle applies to nearly everything the association uses to communicate.This magazine is available electronically at processnorcal.com. Another example isDigest, our bimonthly newsletter, which is delivered to our readers with the samecontent both in print and electronically. We offer three different versions of Digest,depending on the industry segment, adding up to six versions online and in print.(If you’re an “electronic person” we’ll detect that and save the postage next time.) Toensure readership, we believe it’s worth the effort and expense.And finally, I believe that this principle goes to the very heart of our industry. Simplyput, printers would do well to sell the electronic version of communications to theircustomers, while electronic industry segments would benefit from realizing that aportion of any target audience prefers print.Dan NelsonPresidentVisual Media Alliance50Visual Media Alliance winter 2013 www.vma.bz

57TH ANNUAL FUNDRAISERGOLFTOURNAMENT2013 GOLF TOURNAMENT PRESENTED BY VMA + EBCCMONDAY, SEPTEMBER 23, 201311AM REGISTRATION • 1PM SHOTGUN STARTPoplar Creek Golf Course // 1700 Coyote Point Drive, San Mateo, CAJoin VMA + EBCC for a fundraiser golf tournament at Poplar Creek Golf Course.This 18-hole course is home to the San Mateo County Championship and theO’Brien Junior Tournament, which has had such notable past winners asPGA Tour Professionals Johnny Miller, Keith Clearwater, and Mark Lye. Enjoy aday out on the green and tee off for a good cause (VMA + EBCC educationscholarship and intern program).FOR QUESTIONS, SPONSORSHIP INFO,OR TO REGISTERLaura@VMA.bz • www.vma.bz • (800) 659-3363EBCC

governmentaffairs roundupSTORY | GERRy BONETTOA look at the latest happenings in government affairsgeRRy bonettoGerry Bonetto is the governmentaffairs director for Visual MediaAlliance. If you have questionsabout any of these items, call800-659-3363 or 415-243-8126.You may also email him atGerry@VMA.bz.Credit Card FeesWhile credit card transactions help avoiddelayed or missing payment forwork performed, the downside isneeding to pay the credit cardcompany a fee of one to threepercent. The merchant mustabsorb this fee, or refuse toaccept credit card paymentto avoid paying it. To getaround this dilemma,some merchants add asurcharge when a client wants to use a credit card topay an invoice.Recently, when a printer applied a surcharge toan invoice, his client responded that the CaliforniaCivil Code Section 1748.1 prohibited the printer fromdoing so. Section 1748.1 provides, in part: “No retailerin any sales, service, or lease transaction with aconsumer may impose a surcharge on a cardholderwho elects to use a credit card in lieu of payment bycash, check, or similar means.”Civil Code Section 1747.02(d) defines acardholder as a “natural person to whom a creditcard is issued for consumer purposes, or a naturalperson who has agreed with the card issuer topay consumer credit obligations arising from theissuance of a credit card to another natural person.”A business is not a natural person. Thus, inbusiness-to-business transactions, a surcharge canbe added. However, in an individual-to-individual orbusiness-to-individual transaction, a convenience feecannot be charged.For business purposes, companies may want toadd a statement on the quote sheet stating that, ifthe (business) client pays by credit card, a surchargemay be imposed as permitted by law.Social Media PrivacyCalifornia Governor Jerry Brown recently signedinto law two privacy bills: Assembly Bill 1844 andSenate Bill 1349. These laws prohibit employers,university employers, and university representativesfrom requiring or requesting the social medialog-in information of their respective employees,prospective employees, students, prospectivestudents, or student groups.Prior to the passage of these laws, employers anduniversities were requiring employees and studentsgive up their log-in credentials, instead of simplyscreening their public social networks. While it mightbe acceptable for an employer or university to beconcerned about what someone posts on their publicpage, it is a problem when they want to monitor theirprivate communications as well.Now AB 1844 (D-Nora Campos, San Jose) specificallyprohibits employers from requesting social media log-ininformation of both potential and current employees.SB 1349 (D-Leland Yee, San Francisco) refers to bothpublic and private universities and prohibits universityemployees and representatives from requiring orrequesting social media log-in information from students,potential students, and student groups. However, SB 1349does not prohibit universities from investigating studentmisconduct on social networking sites.Written Commission Agreement NeededBy Jan. 2, 2013, each time a California employer entersinto a contract with an employee in which the method ofpayment involves a commission, the contract must be inwriting. The contract will set forth the methods by whichthe commission will be computed and paid.The employer must give a signed copy of the contractto the employee and must receive a signed receipt forthe contract from the employee. If a contract expires andthe employee continues to work under the terms of theexpired contract, the contract terms are presumed togovern until the contract is superseded or employment isterminated by either party.Discrimination Against the UnemployedGovernor Brown recently signed AB 1450 (MichaelAllen, D-Santa Rosa) into law, which makes it illegal foremployers to publish an advertisement for any job thatincludes either of the following provisions:• Indicating that an individual’s current employment isa requirement of the job,• Indicating that an employer will not consider anapplicant for employment based on that individual’semployment status.The bill subjects the employer to a civil penaltyof $1,000 for the first violation, $5,000 for the secondviolation, and $10,000 for each subsequent violation,enforceable by the Labor Commissioner.52Visual Media Alliance winter 2013 www.vma.bz

VISUAL MEDIA ALLIANCEAND HOW ARE TEAMING UP!Linoleum block prints with acrylic paintsINHOWSE MANAGERS CONFERENCE JUNE 22-24 • CREATIVE FREELANCER CONFERENCE JUNE 22-23HOW DESIGN CONFERENCE JUNE 23-26 • THE DIELINE PACKAGE DESIGN CONFERENCE JUNE 23-26SAN FRANCISCO . JUNE 22-26 . 2013JOIN VMA AT HOW DESIGN LIVE, THE CREATIVE EVENT OF THE YEAR!HOW’s brought together four inspiring, information-packed events, allunder one roof. Whether you attend one event or all four, you’ll rediscoveryour creative core as you acquire new skills, develop new ways to worksmarter, and head home practically bursting with inspiration. Stay tunedfor exclusive discounts just for VMA attendees!For more info go to HOWDesignLive.com

KatiaACOsta-sMithKatia Acosta-Smith isVMA’s human resourcesconsultant. With a wealth ofsolid HR experience, a BA inpsychology and an MA in humanresource management, shelooks forward to continuingand growing our portfolio ofpublications and classes. Sheis also available to provideassistance, including sexualharassment training, to members.Reach her at katia@vma.bzor 800-659-3363.The EssentialLeaderSTORY | KATIA ACOSTA-SMITHWhat business leadersshould focus on every dayWorkplace Bullying: Warning Signs,Risk Factors and ConsequencesBusiness owners don’t necessarily think about“workplace bullying,” though they may frequentlyhear about it. I am not an attorney, so please donot substitute this for legal advice. However, in myprofessional Human Resources opinion, employersneed to proactively prevent any hostile workenvironment for any employee, customer, or vendor.Wikipedia defines workplace bullying as “thetendency of individuals or groups to use persistentaggressive or unreasonable behavior against aco-worker.” Behaviors like these are overlookedevery day in the workplace. Bullies are always badfor business, yet they remain a problem becausecompanies condone or allow their behavior.The legal system will typically evaluate asituation not on what the employer was or was notresponsible for—like sexual harassment or bullying—but will instead review what the circumstances wereand what the employer did to train and prevent theactions from occurring.For example, in the case of the Americanswith Disabilities Act (ADA), there were initiallymany disabilities that were not covered by the act.Employers would spend a lot of time proving to thecourt system that a disability was not covered, so thatthey would not have to reasonably accommodate thedisabled employee.Because of this defense strategy, in recent yearsthe ADA has transitioned from protecting disabilitiesto instead focusing on what employers are doing toreasonably accommodate a disability. Employers don’teven have to be put on notice by an employee; theremust only be reasonable reason to believe there is adisability. “Perception” is actually covered by the ADA.Hence, a word of caution. I lean toward the moreconservative view that the legal system will expectbusinesses to protect against and be proactive onpreventing workplace bullying.Some important characteristics and behaviors tobe aware of in workplace bullying include:• Dehumanizing others• Verbal abuse• Disregard for policies and procedures• Low tolerance for change• Poor peer relationships• Blaming others• Threatening language and behavior• Bullying• FightingIn the last few years, bullying at work has receiveda lot of high-profile media attention. The costs ofbullying alone, which continue to be studied, are acall to action for employers because bullies are veryexpensive. Loss of productivity is one immediateconsequence, and victims of bullying are more likelyto suffer from anxiety, depression, burnout, and evensymptoms of post-traumatic stress disorder.U.S. courts have repeatedly ruled that antidiscriminationlaws are not laws of etiquette, and thatrude behavior is not something to be decided by thecourt system. However, legally defining bullying isan important part of creating laws against it. Whilelegislatures have expressed concerns that bullyingcases would flood the courts, it is worth noting thatthis has not happened in other countries with antibullyinglaws.54Visual Media Alliance winter 2013 www.vma.bz

Let us add someto your world!Serving the San Francisco Bay Area for 23 successfulyearsWell-established in offset and digital printing aswell as media solutionsOne of 70 companies located strategicallythroughout the US that operates withinthe Consolidated Graphics network(www.cgx.com)Facilities and associationsin Canada, Europe, SouthAmerica, Japan, and Asiahelping local companiesdistribute globallyLocalrepresentationfor all serviceshere andabroadAdd ImpactTo your next print job with customfinishes and inks from DRI:●Matte Finish●Dimensional Ink●Gold Metallic InkDRI specializes in full color print on demandmarketing collateral & online ordering solutions290 7th Street • San Francisco CA • 94103 • 415-294-7778info@sfnexpress.comCLIENTCONTACTAuthorized Signature:magazineDate:CHECK EACH BOX AS A GUIDE:❑ Name correct? ❑ Address correct? ❑ Phone # correct? ❑ Ad copy correct? ❑ Offer correct, if any?PHONEFAXAD FORM• Look over your project and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for typos or incorrect information.• Sign this page and fax it back to Southwest Graphics.• Any Changes from this point forward may cost you in time and materials.• Southwest Graphics Cannot process your job until receipt of Sign-Off.magazineFax Back To: (480) 966-4133magazinemagazinePlastic, Metallic and evenMagnetic Papers!AD APPROVAL:❑ Ad approved as is❑ Ad approved withcorrections indicated❑ Re-Proof aftercorrections are madeemail us for a sample: info@sfnexpress.comor call 415-294-7778for a quote on your next jobNeed Better Results?Use Visual Media Access.Visual Media Access delivers the relevant search results you needto find the right print or media supplier fast.X Search by zip and keyword.X Search results list only companies offering the product orservice that you need.X Company pages provide contact information, descriptions anda complete list of products and services offered.Go to VMAccess.org today to get the best results!415.294.7778 - www.sfnexpress.comVisual MediaAccess290 Seventh Street - San Francisco, CA 94103VMAccess.org – a service of Visual Media Alliance665 Third Street, Suite 500, San Francisco, CA 94107 (800) 659-3363 email: info@vma.bz© 2009 SWITCH Studio, All Rights Reservedwww.vma.bz Visual Media Alliance winter 2013 55

New BoardMembersFlynn, SonnenbergJoin BoardIan Flynn, owner of Direct Response Imaging, San Francisco and CindySonnenberg, VP of Sales for KP Corporation have joined the VMA Boardof Directors. Founded in 2005, Direct Response Imaging provides colordigital printing and related services. Ian has worked in envelopes, directmail and print brokering since 1989. Cindy brings 20 years experience inmanufacturing and printing. KP Corporation provides marketing supportservices including integrated digital solutions, printing, fulfillment, anddirect mail. KP Corporation has five production facilities in the westernstates, three in California.Ian Flynn,Direct Response Imaging“I am excited about all the improvements VMA has in store for 2013 as it continueson its transition towards a wider range of members, especially the improved ProcessMagazine, a new improved Show, and a new Sales Club,” Flynn says.According to VMA President Dan Nelson, each year the Board and VMA staff setannual goals. “The ground breaking idea last year was Process Magazine and thisyear will be the reformulation of our Guide and Show. All of these are piecesin our quest to be relevant to both our traditional print segments and thecreative segments,” Nelson says.NIne new goals with existing programs are:1. Double Ad Prospects for Process Magazine2. Successfully Implement 2013 Visual Media Guide in Two Versions3. Increase 2013 Show Attendance4. Implement a Successful New Member Campaign5. Revitalize the Label Packaging Group6. Improve Program Participation Rates7. Expand our HR Suite of Services8. Add New Discount Programs9. Create Two New VMA Sub-sites (Commercial Insurance & Education)Cindy Sonnenberg,KP CorporationEventsPrinting 101This fun, information-packed, one-dayworkshop was held on Sep. 28 at the SouthBeach Harbor Community Room via VisualMedia Alliance. Attendees walked away witha solid understanding of the strengths andweaknesses of different printing methods,how savvy printers and buyers optimize thestrengths while avoiding the pitfalls inherent ina given process, and also learned the businessside of printing and how to shave lead timeby handling procurement efficiently. Thisworkshop was geared for those who are new tothe industry, who wanted to know more aboutdifferent printing workflows and processes,and those who desired to know more abouttheir suppliers’ work and business processes.Attendees received a copy of “Getting itPrinted” and enjoyed a deli style lunch.Malcolm Keif, Professor atCal Poly engages studentswith examples.Attendee examiningprinted samples.PHOTOS BY MAY SUENDetailed view of Snap via loupe.56Visual Media Alliance winter 2013 www.vma.bz

High speed bindingsGluing brochures &gluefold envelopes15 foldersOther capabilitiesand servicesContactOn Line Bindery, Inc.Family owned and operated since 1990Perfect/Saddle Stitch-Loop and StandardWire-O/Plastic Spiral/Metal Spiral/CombRemoist/Fugitive/Cold/Hot MeltFrom ¾ inch panels to 40" wideAll folds, double gates, maps etc.Shrink wrapping/Round corneringKleenstick taping/High speed tippingitems to each other/Eyeletting/DrillingPick up and delivery510.234.7707tel 510.235.6606 faxinfo@olbinc.net-Quotes only pleaseAlso own paper shredding company, discounts to binderycustomers. Look us up at notraceshred.comAuthorized Signature:magazineCheCk eaCh box as a guide:❑ Name correct? ❑ Address correct? ❑ Phone # correct? ❑ Ad copy• Look over your project and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for ty• Sign this page and fax it back to Southwest Graphics.• Any Changes from this point forward may cost you in time and materials.• Southwest Graphics Cannot process your job until receipt of Sign-Off.magazineClientContaCtFax Back To: (480) 966-4133magazinemagazinewww.vma.bz Visual Media Alliance winter 2013 57

member newscongratsHappy AnniversaryInternational Contact (intlcontact.com), Oakland, iscelebrating its 30th anniversary this year. The city’smayor proclaimed Oct. 31 as International ContactDay, which featured a street festival with music, trick ortreating, door prizes, neighborhood discounts, and aninternational costume contest. The company is a onestopshop for translation, web page localization, audio/video and multimedia production, desktop publishing,research, and consultation in any language.More Awards for SolutionSetSolutionSet (solutionset.com), a digital consultancy,continued its winning ways by winning fiveOutstanding Achievement awards for WebsiteDevelopment from the Interactive Media Awards.The Interactive Media Awards recognize thehighest standards of excellence in website designand development, and honor individuals andorganizations for their outstanding achievements.SolutionSet took home awards for CaliforniaLottery in government, Cord Blood Registry inpregnancy/baby, and the Club One, One FamilyOne Meal, and Vivre websites in health/nutrition.HOW RecognitionA wedding invitation for Ashley Lob and Alan Branchprinted by Full Circle Press (full-circle-press.com)received top merit in the personal promotions categoryfor the September issue of HOW Magazine’s PromotionDesign Awards. Design firm Flourish Creative Studioand designer Kristy de Castro were behind this richlytextured, exquisitely detailed letterpress work printedwith Lasercut Plus technology.Blattel Named “The Best” PR Agency by Readers of The RecorderBlattel Communications (blattel.com), San Francisco, has been voted by readers of The Recorder as the No. 1public relations agency in the 2012 edition of the publication’s annual series “The Best.” The Recorder wasestablished in 1877 as the San Francisco Law Journal and is a newspaper of general circulation by rules ofcourt, official newspaper: U.S. District Court (N.C.) Court, Superior Court, San Francisco.McDill Associates Wins a 2012 AmericanGraphic Design AwardDesign and marketing agency McDill Associates (mcdill.com), Soquel,has added another award to its list of noteworthy honors. Theagency, now in its 34th year, recently won a 2012 AmericanGraphic Design Award for its Laptop Lunches Bento-Ware packagingfor Obentec, Inc. The packaging recognized by AGDAwas designed for an innovative product line of waste-freepacking for any meal or snack. Its design incorporated originalillustrations and key messages developed to broaden the appealof the nationally distributed line. The design was selected as awinning entry out of more than 8,000 entries for its creative excellence.58Visual Media Alliance winter 2013 www.vma.bz

Lawson Drayage, Inc.Machinery Moving, Rigging &Heavy Transportation for Any IndustryIndustry trusted PrIntIng & LabeLIngequIPment mover for over 50 years!> Machinery Moving and Rigging> Facility Relocation> Storage and Warehousing> Pier Pick Up and Delivery> Crating & Special Packaging of Machinery & Equipmentsan francIscobay area3402 Enterprise AvenueHayward, CA 94545Phone: 510-785-5100Fax: 510-785-8156sacramento &san JoaquInvaLLeys9900 Kent StreetElk Grove, CA 95624Phone: 916-686-2600Fax: 916-686-2601Online: www.lawsoninc.com | Email: sales@lawsoninc.comAuthorized Signature:magazineAuthorized Signature: Date:magazineCheCk eaCh box as a guide:CheCk eaCh box as a guide:❑ Name correct? ❑ Address correct? ❑ Phone # correct? ❑ Ad copy ❑ correct? Name correct? ❑ Offer ❑ correct, Address if any? correct? ❑ Phone # correct? ❑ Ad copyFax Back To: (480) 966-4133ad approval:magazine• Look over your project and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for • typos Look or over incorrect your project information. and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for ty• Sign this page and fax it back to Southwest Graphics.• Any Changes from this point forward may cost you in time and materials.• Southwest Graphics Cannot process your job until receipt of Sign-Off.magazineClientContaCtmagazinemagazinePhoneFaxClientContaCtad Form• Sign this page and fax it back to Southwest Graphics.❑ Ad approved as is• Any Changes from this point forward may cost you in time and materials.❑ Ad approved with• Southwest Graphics Cannot process your job until receipt of Sign-Off.corrections indicated❑ Re-Proof aftermagazineFax Back To: (480) 966-4133corrections magazine are made© 2009 SWITCH Studio, All Rights Reservedwww.vma.bz Visual Media Alliance winter 2013 59

member newsOther NewsStimulant to Release BlissBombVMA member Stimulant (stimulant.io), San Francisco, announced it plans to release BlissBomb—its applicationfor the latest Sifteo Cubes—later this year. BlissBomb is “an exploratory, meditative application that mixesprocedurally drawn graphics with calming sound.” The new cubes now have replaceable batteries, touchsensitivescreens, and a Sifteo Base cube that allows them to be used without a host PC. They’re more reactive,responsive, and even less expensive. Watch a video here: vimeo.com/48313744Staying in TouchJust Design Exhibition, presented by California College of ArtsWorks by CCA faculty and alumni featured in the book “JustDesign: Socially Conscious Design for Critical Causes,” by GraphicDesign faculty member Christopher Simmons, were part of a specialexhibition from Oct. 28-Nov. 2. For many designers, doing good workthat also does good in the world is an essential part of their ethos.Just Design celebrates and explores this increasingly critical aspectof design by showcasing a diverse collection of inspiring projects,people, and causes. Simmons is the principal creative director of theSan Francisco design office MINE (minesf.com).Dumont Printing Blogs on MarketingOn its website, Dumont Printing, Fresno, blogs several time per month on the subject of marketing. The blogcovers marketing budgets, mobile marketing, product photography, and more at www.dumontprinting.com.Bacchus-Pinc08.pdf 9/5/08 12:36:52 PMBacchus P. OpinesBacchus Press has an entertaining blogMposted by “Bacchus P., Goodwill AmbassadorYand Pragmatic Pundit” for the EmeryvilleCMbased company. Recent entries include topicsMYlike “In Search of Beautiful Green” and “The CYCMYChinese Invented Whiskey and Paper.”Kbacchusp.wordpress.comCBacchus PressPrinting Green...It’s Good for the PlanetBen Franklin Makes NewsBen Franklin Press & Label, Napa (benfranklinpress.com), took Best of Show honors in packagePRINTINGmagazine’s Excellence Awards this year with its Coppola Rosso & Bianco Chardonnay offset-printed wine label.The judges noted its very fine detail; its small, clean font; its easily defined dots; and its “phenomenal” blacksolid. It was printed on a Sanjo combination press that can incorporate a wide range of processes all in one pass.The company is also adding an Epson SurePress L-4033Aprinter to install in its center of operations. The companywill be using the inkjet digital label press to producevibrant, high-quality wine labels for a number of wineries.“The wine label market brings together an extremelycreative design community and an equally talented winemaking group that pushes the envelope on printingprocesses,” noted Dennis Patterson, president and generalmanager of Ben Franklin Press. “We strive to achievebalance between art and technology, while bringingcutting-edge solutions to our clients.”60Visual Media Alliance winter 2013 www.vma.bz

Authorized Signature:magazineDate:CheCk eaCh box as a guide:❑ Name correct? ❑ Address correct? ❑ Phone # correct? ❑ Ad copy correct? ❑ Offer correct, if any?• Look over your project and check for errors; spelling, address, telephone #’s, copy or content. Southwest Graphics is not responsible for typos or incorrect information.• Sign this page and fax it back to Southwest Graphics.• Any Changes from this point forward may cost you in time and materials.• Southwest Graphics Cannot process your job until receipt of Sign-Off.magazineClientContaCtFax Back To: (480) 966-4133magazinemagazinePhoneFaxReady,Willing&LABELad Formad approval:❑ Ad approved as is❑ Ad approved withcorrections indicated❑ Re-Proof aftercorrections are madeNOWFIRST 4.0CERTIFIED© 2009 SWITCH Studio, All Rights Reservedwww.readywillingandlabel.comFood & Beverage • Health & BeautyDirect Mail • Marketing CollateralFlexography - up to 10 colors • Silkscreen • Rotary LetterpressHot Stamp • Embossing • Custom Inks • Custom Die CuttingMagnets • Instant Redeemable Coupons • Folded Booklet CouponsExpanded Content Labels • Tags/Neck Hangers • Scratch OffHarvestMark Certified Partner • Newsnotessales@bestlabel.com • www.bestlabel.com510.489.5400 | 510.489.2914 FAX2900 Faber Street, Union City, CA 94587www.vma.bz Visual Media Alliance winter 2013 61

new membersArbor PressArbor Press Printing& Copying offersquality offset printingand photocopyingfor personal, business, and governmentcustomers in the Sacramento region.In addition to design, Arbor Press alsooffers bindery and mailing services.Thermography, full CMYK color, Pantoneand black and white options are offeredalongside our printing and copying services.Diane Self: 916-448-1041arborpress@sbcglobal.netwww.arborpressandcopy.comGlobal FlexPac, Inc.With 30 years of experience, GlobalFlexPac provides quality service and safe,cost-effective flexible packaging solutionsfor small businesses and multinationalcompanies alike. Global FlexPac is anetwork resource for customers, convertors,salespeople, and purchasing agents to helpdetermine packaging needs, materials,suppliers, designers, and more.As experts in flexible packaging,Global FlexPac has invested years vettingmanufacturers, fillers, machinery makers,designers, and logistics providers to ensurethat the companies it represents adhere tothe highest levels of international food andsafety standards.Mike Russell: 415-606-8600mrussell@globalflexpac.comglobalflexpac.comGreen-eGreen-e is the nation’sleading independentcertification andverification program forrenewable energy andgreenhouse gas emissionreductions in the retail market. Launchedin 2008, Green-e offers three programs toverify, certify and symbolize green energyinitiatives: Climate, Energy and Marketplace.Green-e Climate is a voluntarycertification program that sets consumerprotection and environmental integritystandards for greenhouse gas emissionreductions through the sale of carbonoffsets. Green-e Energy leads the nation inindependent certification and verificationfor renewable energy, enabling consumersto make informed retail choices. Green-eMarketplace allows companies to displaythe Green-e logo when they have purchaseda qualifying amount of renewable energyand passed their verification standards.Orrin Cook: 415-561-2100info@green-e.orgwww.green-e.orgGreg Crawford | GraphicDesign | Art DirectionGreg Crawford is aSan Francisco-basedgraphic designer andart director currentlyworking as an independent creativeprofessional in both print and electronicmedia. His visual style ranges from elegantto edgy and minimal to layered, but alwaysremains top-notch. He has received morethan 20 awards for his work.With an emphasis on visual identity,marketing communications and eventpromotion, his specialty is design forbusiness, education, arts, and nonprofitmarkets. He enjoys working strategicallywith clients to translate messages andvisual content into fresh and originalproducts that excite and engage, building apositive brand experience for the audience.Greg Crawford: 415-810-4052gregoryguy1@me.comwww.gregcrawforddesign.com@DesignerGregHello!LuckyHello!Lucky is aspecialty letterpressprinter and designstudio that has created wedding invitations,greeting cards, and personalized stationerysince 2003. With offices in San Francisco’sSOMA district and in London, Hello!Lucky’sworldwide client list includes Anthropologie,Kate’s Paperie, and Liberty of London.Hello!Lucky collaborates with leadingstylists and event designers around theworld to create products like letterpressand digitally printed wedding invitations,greeting cards, personalized stationery,baby announcements, and card-craftingstationery books. Hello!Lucky’s designshave been featured on the Today Show andhave appeared in publications includingMartha Stewart Weddings, Daily Candy,InStyle, Lucky, Real Simple, Marie Claire,and InStyle Weddings.Lyndsey Reed: 1-888-553-3724info@hellolucky.comwww.hellolucky.comPixantoPixanto’s photoretouching servicehas assisted large advertising agencies,studios, catalogers, photographers andothers for more than five years. Highquality, perfectly formatted photos thatensure the best overall look and design ofa company and its products are essential inany industry and can make or break a sale.Pixanto offers affordable image processingservices for any company that needs photosdeveloped, film images converted to digitalprints, pictures enlarged or retouched, andmore. Available 24 hours a day, six daysa week, Pixanto’s U.S.-based support staffprocesses images for companies worldwideand is available anytime by phone or email.Jerry Hogan: 1-855-PIXANTO (1-855-749-2686)freetest@pixanto.comwww.pixanto.comWarp9 MicrosolutionsWarp 9 is a San Francisco-based documentmanagement company specializing ine-Discovery, traditional litigation supportservices and high-speed digitization ofpaper documents. Since 1997, Warp 9 hashelped law firms, healthcare providers,corporate legal and finance departments,insurance companies, and more achievetheir true potential and increase efficiencyby providing customized, accurate, andtimely support services.Dino Santos: 415-512-8900csr@warp9micro.comwww.warp9micro.com62Visual Media Alliance winter 2013 www.vma.bz

COCKTAILSTHE OPERATIONALins+outsAre you thinking aboutadding creative servicesto your capability mix?Do you already providethese services? Do youever wonder if there is abetter way?OF PROVIDING CREATIVE SERVICESThere is a lot to consider if you wantto do this successfully!• Do my sales reps have what it takes?• Who is the right client for my business?• How do I put together the right team?• What services can I (or should I) provide?• How can I make sure that I charge properly?WITH TRILBY PARKERTHURSDAY, JANUARY 24 / THIRSTY BEAR RESTAURANT / SAN FRANCISCO4:30-6PM INTERACTIVE ROUNDTABLE / 6-7:30PM NETWORK OVER COCKTAILS + APPETIZERSJOIN THE CONVERSATIONOVER COCKTAILS!FREE for Members / $35 Non-Members • VMA.bz • (800) 659-3363VMA SALES CLUB MEETINGDate:Grow Your Sales Using Social Media!Authorized Signature:magazineCheCk eaCh box as a guide:❑ Name correct? ❑ Address correct? ❑ Phone # correct? ❑ Ad copy correct? ❑ Offer correct, if any?If selling is about building relationships, then social media must be• Look over your project and about check for errors; building spelling, address, sales. telephone #’s, Savvy copy or content. companies Southwest Graphics are is not responsible embracing for typos or social incorrect information. media,• Sign this page and fax it backinvestingto Southwest Graphics.time and resources, magazine and measuring their ROI. Shouldn’t you?• Any Changes from this point forward may cost you in time and materials.ClientPhoneContaCt• Southwest Graphics Cannot process your job until receipt of Sign-Off.Join our panel of experts and learn how social media has helped theirFax Back To: companies (480) 966-4133sell more and sell better. They’ll help you understand themagazinecommitment of playing the social media game for business and showmagazineyou how to succeed!» REGISTER @ VMA.BZFaxad Formad approval:❑ Ad approved as is❑ Ad approved withcorrections indicated❑ Re-Proof aftercorrections are made© 2011 SWITCH Studio, All Rights ReservedTHURSDAY, FEBRUARY 21 • 5:30-8:00PMSOUTH BEACH YACHT CLUB • SAN FRANCISCO$35 MEMBERS / $45 NON-MEMBERS / FREE PARKING!EVENT SPONSORSwww.vma.bz Visual Media Alliance winter 2013 63

Find-An-Employee ProgramCreative Management-Front OfficeMicrosoft Word Office including Outlook, Excel,Publisher, and PowerPoint as well as AdobeAcrobat and Photoshop. San Francisco, 3939, GrantCreative Production-AnimatorsRecent graduate of CSU Chico, 2011 BFA inElectronic Arts, over 7 years working with flashanimation, traditional/digital illustration for over12 years. Produced freelance animations for variouswebsites, firm grasp on basic art principles, timingand composition, extremely patient and determinedanimator. Please view my online portfolio,www.kamll.com. San Francisco, 3955, DudleyCreative Production-Entry Level DesignerExperienced typesetter on the old Compugraphicmachines witth an eye for typography. Workexperience in print shops and advertising agencyfor about 10 years. Looking for an entry level jobin graphic design using my Photoshop skills,InDesign, Illustrator, Dreamweaver, and Flashskills. San Francisco, 3948, MuchaCreative Production-Entry Level DesignerDesign professional with solid experience inbranding, marketing, and social media design,with a clear understanding of print productionand front-end web design. I have designed forprint and web, ranging from posters, banners,and publications to web, email, and social mediapages. Bay Area, 3954, ChiCreative Production-Graphic DesignerProficient in the following Adobe products:Photoshop, Illustrator, Flash, Dreamweaver, InDesign.MS Office: Word, Excel, PowerPoint, Outlook;CSS, HTML. San Francisco, 3934, TatlonghariCreative Production-Graphic DesignerThorough knowledge of visual design principles,including graphic design, layout, typography,color, icon development, corporate identity, andbranding. Design direct mail marketing materials(i.e., brochures, postcards ,and ads), corporateidentity (logos, stationery), promotional items(pens, clothing, and notepads), and signage(monument signs, banners, billboards) marketingcollateral (catalogues, data sheets, brochures,newsletters). East Bay, 3951, EasleyCreative Production-Graphic DesignerWell-rounded background and collaborative spiritto all projects. Enjoy participating in the entiredesign cycle, from initial concepting throughfinessing aesthetic details, while focusing on endgoals and results. Bay Area, 3956, GhermannCreative Production-Graphic DesignerVery skilled in the knowledge of: CS AdobeIllustrator, Photoshop, InDesign, Adobe Acrobat,Microsoft Word, Excel, FTP on both MAC andPC platfoms. Creative, with solid eye for design,able to perform under pressure to meet deadlines.Dedicated to delivering quality results. Quicklearner, innovative self-starter and dependableteam player, great problem-solver, always ready fora challenge. East Bay, 3958, IlievaCreative Production-Production Artist/IllustratorsSkilled in Adobe Illustrator, Photoshop, InDesign,QuarkXPress, MS PowerPoint. Skilled inPhotoshop color correction as well as press-sideproofing and color correction on 4-color web andsheetfed equipment. Familiar with Adobe Flash,Dreamweaver, HTML, CSS. East Bay, 3960, CowderPrint Management-Customer ServiceBringing a wealth of knowledge and experiencein project/program management, fulfillment, andinventory management, while emphasizing theneeds of the customer. Natural problem solvingand analytical skills that create creative, practical,and agreeable solutions to old challenges.Extensive computer program skills: Web-basedOrder Entry/Billing; PrintStream Office programs:Adobe Acrobat, MS Word and Excel; Email-Outlook and Lotus Notes. North Bay, 3940, HanksPrint Management-Front OfficeOffice manager of a small web print shop,customer service, managed internal and externaljob systems, financial reporting, payroll, reception,job paperwork, and other duties as needed.Peninsula, 3941, MorganPrint Management-General ManagementCareer printing plant operations and generalmanagement professional with over 35 years ofvaried print production, sales support and businessmanagement experience in the graphic arts industry.I enjoy taking a collaborative team-building andcontinuous process improvement approach in allactivities to effectively problem solve and increaseprofits. North Bay, 3946, ChandlerPrint Management-General ManagementAA of Graphic Design and BA of Fine Art andPhotography. Seven years of graphic and mediadesign experience lay-out, typography, designing ads,flyers, brochures, editing photos etc., for both printmedia applications and web based media. Proficientwith Adobe and Macromedia programs on MAC andPC workstations. Peninsula, 3959, BellengerPrint Management-Production ManagementProduction Management, Scheduling, Estimating,Purchasing, Project Management, CustomerService, and Warehouse/Inventory Management.All Northern California, 3937, BaughPrint Management-Sales/Account RepresentativeAfter years of managing, I am at my best aspart of a team, working hands on. Will gladlytrain, mentor or advise my fellow employees. Istarted and ran a small print shop in San Josecalled GF Graphics. I ran 2 small offset presses, 2platemakers, 1 production camera, 1 imagesetterand became one of the first houses to use desktoppublishing. Sacramento Valley, 3942, GriffenPrint Production-Electronic PrepressPrepress digital, using Adobe CS, PC and Mac, platemaking for various size presses, customer serviceby phone or walk in, help ordering paper, operatesmall offset presses, help in bindery when necessary,shipping and receiving. East Bay, 3936, ChayraPrint Production-Electronic PrepressMy experience in the printing industry has beenfocused around prepress, customer service, somegraphic design, digital printing and large formatprinting (signs and posters). I have done prepressfor both web and sheetfed. I have experiencein the pressroom and bindery. All NorthernCalifornia, 3943, RichardsonPrint Production-Electronic Prepress22 years of experiece in electronic prepress.Knowledge of current desktop applications, Prepssoftware, Apogee PrintDrive & PDF workflowand ORIS Color Tuner proofing software. Digitaloutput to DocuColors, large format printers andplatesetter. Detail-oriented. Great work ethic andexcellent multi-tasker. MAC and PC platform user.San Francisco, 3949, BaltasPrint Production-Electronic PrepressPrepress Operator with skills using Prepsimposition software, Prinergy workflow system,Rampage and Scitex Brisque. Adobe CS: graphicsuite - Illustrator Photoshop and InDesign. Workwith QuarkXpress as well. Previous backgroundincludes lithographic stripping, understand trappingissues. Experience with embossing, foil stamping,die cutting, flexo, and packaging. Commercialexperience as well. Bay Area, 3957, AcevedoTo see all job applications of individuals seeking employment, log on to vma.bz. On the top navigation bar, click Management Solutions, Human Resources Suite, Find-an-Employee. Memberscan also post job openings online. An automatic email will be sent to you when a new applicant has applied to the job category of the opening you have posted. Job openings can also beemailed directly to sue@vma.bz. For more information, contact Sue Benavente at 800-659-3363, Ext. 122.64Visual Media Alliance winter 2013 www.vma.bz

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