Wednesday October 22nd, 2014
Tuesday October 21st, 2014
Javier Pierini is one of our member photographers based in Buenos Aires, Argentina. In his first consulting venture with us, Javier was looking to reevaluate his marketing materials, to see what he was doing well and what needed improvement.
We started with a Branding & Marketing plan, and from there decided that Javier’s branding and his web edit could use some work. He decided to work with us on a new Wordmark that would be more unique than his current logo and would speak to to his style and photographic vision. You can read all about the process behind Javier’s new logo right here, and you can see the result below.
Once we wrapped up Javier’s wordmark and web edit, we had all the content necessary to move forward with a web template customization. After some discussion about various template options, Javier decided to go with Squarespace, which is the web template site we recommend most often. Squarespace offers several well-designed templates, which are all responsive, meaning they look great no matter what size screen or device you’re browsing on, and are very intuitive from both the site visitor and administrator end of things. Squarespace also has blog integration built right into their sites, along with helpful complimentary apps for blogging, portfolio presentation and analytics—all for a great value.
We selected the Forte template for Javier, which allows for fullscreen images on the landing page (making for a bold first impression), then a horizontal strip of images within each gallery, reminiscent of Javier’s former site. This sleek horizontal scrolling format was both in line with his new edit and felt right with his sleek and modern branding. The other nice thing about this template is that you can opt to browse through gallery images one-by-one at a larger size, simply by clicking the ‘+’ icon in the upper right corner of the image.
Javier’s new site is now live and looking great, so be sure to check that out right here. For a complete before and after critique of Javier’s site, you can grab some popcorn and watch my screencast below:
Thanks for watching! Until next time, don’t forget to check out all of our design consulting services, and drop me a line if you’re interested in a new identity or if you’d like to build out your own brand. We’d love to hear from you!
Monday October 20th, 2014
by Liz Ream
Rocco Ceselin has been working with 3rd & Army Apparel for some time now, each series being a new opportunity for him to really showcase his creative mind. The last one was centered around The American Dream, and took place in the historic Los Angeles Stahl House. Keeping with the American theme, his most recent series comes to us from the emptied floor of the LA River, featuring old school American hot rods.
3rd & Army wanted to recreate a series of features that Time magazine put out back in the 1950s, focusing on the vibrant hot rod culture that consisted of powerful, classic cars and their stylish drivers.
Rocco loves photographing outdoors on location and was excited to have another opportunity to work with 3rd & Army. The shoot took place in multiple locations, with classic car drivers gathered at each one.
When the locations were scouted, the river was all but dry. However, the shoot day came and water was covering almost the entire riverbed, forcing the crew to use the single small dry space available. Although they carried several lighting set-ups, Rocco and crew ended up using the headlights of the cars at the end of the day in order to keep everything organic and real. Rocco’s Canon 5D Mark III was able to shoot with high ISO, which, with the right filters, delivered a beautiful organic grain to eventually achieve the vintage look that he was going for.
Rocco and the 3rd & Army crew scouted each location carefully and met all of the drivers beforehand, who were very excited about the shoot concept. The images have been used in catalogs, on the 3rd & Army website and in social media. Rocco has received a lot of enthusiasm from customers, as well as the classic car aficionados. For Rocco, an Italy native, the entire American series has been a dream come true:
If you stop to think, the LA River location was the same location used to film one of the most memorable scenes in Grease plus several other blockbuster Hollywood movie productions. It was really a part of the American dream and I feel very lucky to have been in this amazing production.
For more of Rocco’s work, visit his website.