In this tutorial we will be exploring one of Adobe Photoshop’s unsung heroes, the Layer Style. Using Layer Styles and Blend Modes in conjunction with each other can produce some awe-inspiring effects and can become another creative tool in your Photoshop arsenal. Many perceive Layer Styles and Blending Modes to be widely overused, but with the right implementation, they can produce some pretty interesting and realistic results. If you would like to follow along using the exact images I will be working with, they are available for download at
www.artistikmagazine.com/styles+blending.zip.

01

The first thing we will need to do is to select the images we will use to create the composite. Image selection is a very important step and is the key to creating believable effects. When selecting your images, keep your final result in mind and mentally superimpose the results after the effect. For this tutorial, we will need some kind of texture, a vector tribal symbol and headshot of a model.

02

Once the images have been selected, open the headshot in Photoshop and do any basic retouching to enhance the quality of the image. By getting this out of the way, it will minimize the amount of work that will need to be done later. The image we are working with here has already been retouched a bit, so there is minimal work to be done.

03

Once the basics have been complete, we can then begin to focus on the effect. The texture I have chosen will accentuate the face and give it some sort of linear pattern. Depending on the arrangement of the pattern, the lines will help draw the viewer into the focal point of the image (center of the face). I opened the file and desaturated (CMD+Shift+U or CTRL+Shift+U) the image and adjusted the contrast using Levels (CMD+L or CTRL+L) to really bring out the cracks.

04

Copy the layer and paste it into your headshot file. Now you can arrange the texture to best fit the image and get a general gist of where you want it. Remember it doesn’t have to cover the entire image; you can piece it together as shown here.

05

Once your texture is pieced together, select all of the texture layers and press CMD+Shift+E or CTRL+Shift+E merge them as one layer, containing all of the texture. Next we will need to exclude of all the black, leaving only white in the texture. To accomplish this, choose go to the Select menu and choose Color Range; a pop-up window will appear. Using the Eyedropper, click on a black portion of the texture. Once the selection is made, click OK and then cut out the black pixels (CMD+X or CTRL+X). This will leave only the white portions of the texture.

06

Once the texture is in place and the black has been cut out, click the Layer Mask icon in the Layers Panel to create a layer mask on the merged layer. Remember, the texture is only going to affect her skin so mask out all the other parts of her face before continuing and change the Blend Mode to Overlay. Play with the opacity values to achieve the results you are looking for. Here, the opacity is 17%.

07

Now we will enhance the texture and give it depth. To do this, we need to select the Luminosity, or highlights of the layer by pressing CMD+OPT+2 or CTRL+ALT+2. This will make a selection for you to copy (CMD+J or CTRL+J). The luminosity will be copied to a separate layer for us to manipulate.

08

On the Luminosity layer we are going to apply an effect using the FX menu in the Layers panel. I want to make the texture pops off the face so I will use the Bevel and Emboss effect to achieve this. Select “Bevel and Emboss”, change some of the settings to your liking and hit OK. Change the Blend Mode on this layer to Overlay and copy the mask from the texture layer. Hold the OPT or ALT key and click and drag the mask to the layer you desire. This is a real time saver and is way more accurate than having to make another mask.

09

Now that we have the texture working, we will give it a color tint. To give it that color shift, we will use a Photo Filter adjustment layer and alter the presets. For this look, I chose the Deep Emerald filter and unchecked the Preserve Luminosity check box and raised the density almost all the way. Change the Blend Mode of this layer to Overlay and your image will have a green tint.

10

Now that the texture and color tint are done, we will focus on the tribal art for the face. For this step, you can use stock vectors or take the actual image and draw a custom piece. I will be using a vector shape and breaking it up to conform to the contours on her face.

11

I will begin by importing the artwork into our workspace and cutting out all the white so only the symbol shows. I will then concentrate on getting the symbol to fit the curves of the face, giving it a more believable result. To fit the tribal to the face I will use the Warp function in Photoshop. Go to Edit>Transform>Warp and use the handles to manipulate the position.

12

Now that the transformation is done, we will make it look like metal. To get the metal look, I will be using the FX menu again, but this time, the Drop shadows, Bevels, and Color Overlays. For this particular composite, I want the tribal symbol to be a gold tone. In your FX menu, go to Color Overlay and click on the color swatch. This will bring up the color picker panel where you can type in or choose a color. Here, I entered the hex value of #f2cc30, tinting the tribal symbol with the color.

13

Now that we have the color let’s apply a Bevel and Emboss effect. As far as the actual bevel and emboss is concerned, it is up to you “season to taste”. Adjust the angle of the light source to mimic the lighting of the actual photograph so it doesn’t look out of place.

14

The major setting I want to change in the Bevel and Emboss panel is the Highlight Mode and Shadow Mode default colors. By default, they are set to black and white, but we want to reflect the gold tone we have taken on in the tribal symbol. To make these changes, click on the color swatch of the highlight or shadow and choose a color. I inputted the exact hex number we used to tint the tribal symbol and chose lighter and darker values of that hue.

15

Last but not least, lets anchor this mask to her face. We want to give the illusion that the symbol has depth and is connected to her face. Apply a Drop Shadow and alter the angle of light to match the original image. If done properly, it should be subtle and will make a major difference.

16

Next, I wanted to give the tribal symbol and the area around it the same basic tones. Create an empty layer, open up the Color Picker and set your foreground color to a dark grey. Using the Paint Brush tool, change the Blend Mode to Overlay and paint the edges of the tribal symbol. The effect will be slight, but you will see a shift in value on the face and the gold.

17

Now let’s give the gold a bit more of a “worn” look. I have chosen a rusty texture and I applied it to only the tribal symbol simply by holding the CMD or CTRL key and clicking on the layer. This will select the symbol, then go to Edit>Paste Special>Paste Into to place the texture in your selection. Change the Blend Mode to Hue and reduce the opacity until it looks good.

18

Once the rust is in place, the gold may look a bit too new, so we’ll burn in some of the edges. Choose black as your foreground color and create a new empty layer to paint on. Change the Blend Mode to Overlay and begin to paint over some of the tribal symbol to give it a variation in tone.

19

Now that the image is coming together, we will accent some of the highlights and shadows in the original shot. Let’s create a new, empty layer and fill it with 50% gray and change the Blend Mode to Overlay. This layer will be used as the basis for dodging and burning.

20

The dodge and burn doesn’t look too hot by itself, but it will let you control the light on the image. This will enhance the overall dramatic effect of the final product. The Dodge tool allows you to enhance the highlights in the image, while the Burn tool darkens the shadows.

21

At this point the effect is almost complete. Now we will enhance the overall color tones to give it more visual appeal and emphasis using Hue and Saturation. Here, you can see how the color of the eyes and lips were enhanced in the image.

22

Next, we will draw the viewer’s attention to the face and darken the background. I want to darken it up by creating a separate layer and using my black to clear gradient to apply the black. This will give me a nice transition that cannot be achieved by brushing the color in.

23

Once the background has been darkened, we will add more contrast to the overall image and give it an almost surrealistic look. To do this, merge your layers up (CMD+Option+Shift+E or CTRL+ALT+Shift+E), giving you a composite layer to manipulate. To gain contrast on this layer, we will apply a Gaussian blur. Go to Filter>Blur>Gaussian Blur and adjust the settings so the image is completely out of focus. Click OK and change the Blend Mode of this layer to Soft Light and reduce it to around 25%.

24

Finally, we will do an overall tone adjustment in the image by making a Curves adjustment. Access the layers panel and click on the Adjustment Layer icon. Drag the top right point to the left to adjust the brightness and the bottom left point to the right to change the shadows.

What do you think of when you hear the phrase “the Internet”? You might think of your favorite social networking sites, your email inbox, perhaps videos on YouTube or your favorite online store. The evolution of technology and the Internet has helped us to stay organized, productive, connected and even entertained- and it continues to evolve.

The Internet has changed a great deal in a very short amount of time, and if you think about it, it’s still in its adolescence compared to other forms of media. It is this fact, and it’s pace of growth that drives a passion for the Web Design & Development industry. In this article, we will discuss a few of the changes that the Internet has faced, where it’s been, how technology is emerging and what the future holds. We will first take a quick look back to the earlier days of the Internet. Don’t worry- we won’t be talking about the boring “first” days, where the first communications between computers happened back in the 1960’s. Instead, we’ll start with the early days of the Internet, as we know it; what is referred to as the “Consumer Internet”.

The Evolution of the Internet

It all started around 1991, when the first web page was created using the first version of HTML. It only contained around 20 elements and was simple; with a white background, black text and blue links. Despite its primitive design, the first page was a major innovation for the Internet.

Through the mid 90’s, HTML continued to evolve and new versions, HTML 2.0, HTML 3.0 and HTML 4.0 were all released, taking the simple structure and allowing the basic page to become much more attractive and interactive. Businesses caught on, having websites built to represent their organizations online.

By the late 90’s and the early 2000’s, a massive move to create web-based businesses began. The massive migration to these businesses had increased the valuation of these companies’ worth and caused many people to invest a great deal of money into them and other “tech stocks”. This ultimately ended with what people call the “Internet Bubble Burst”. Similar to what happened in the real-estate fiasco just a few years ago, many people lost all of their money and life-savings that had been invested.

In a short amount of time, the iPhone has changed the phone market, revolutionizing the way that smart phones were perceived.”

Unfortunately, the crash put a sour taste in the mouths of most everyone for years, and rightfully so. People said that the “Internet is only a fad!” and that “the next great thing will come along soon enough”. This dreary overview was the reflection for quite a few years.

Despite the crash, the Internet continued to press on and move forward, albeit a bit slower for a while. Technological innovations continued improving and computers became more powerful and a great deal faster. The Internet connections also continued to speed up, making the overall experience much more enjoyable for the masses. Cable and DSL connections evolved, as did fiber optics and satellite. For the most part, the days of the 90’s cringe-inducing dial-up ISP connection sound, which could only be rivaled by the sound of nails on a chalkboard, were over.

As computers became faster and more powerful, they also changed visually. In some cases they got bigger, with large, flat panel monitors and massive towers, while others got smaller, with the increase of affordable laptops. With these changes came new problems for the pioneers of web design. Back in the earlier days, it was somewhat common for most people to have the same resolution screens and, in most cases, the website you would create would look the same from computer to computer. With the new machines and their varying screen sizes, web designers had to learn to deal with these issues.

In the early 2000’s, CSS (Cascading Style Sheets) started to gain better traction as browsers gained better adoption and support. With it, web designers started to realize its potential. A change of how websites were built and structured began to take place. With its capability for cleaner, less cluttered markup and the ability for more flexible design layouts, CSS started to take over as the standard for structure, outing its older table-based counterpart.

The Rise of the Smart Phones

In addition to the computer markets heating up and growing quickly through the early 2000’s, smart phones started to appear as well. One of the first “smart” phones to make it to market that actually included web browsing capabilities was the Kyocera 6035 by Palm, Inc. It was basically a mash-up of a PDA and a phone. You have to understand though; its web-browsing capabilities were extremely limited. However, it did create frenzy in the industry for mobile access.

Phones continued to get “smarter” as with the launch of the Blackberry phones, Windows Mobile phones and others that continued to make the mobile experience gradually more exciting. Even with these new capabilities, most smart phones were primarily used for email and not web browsing.

In 2007, Apple announced and released the first generation iPhone. In a short amount of time, it has changed the phone market, revolutionizing the way that smart phones were perceived. Not only did it combine music, email and the Internet into a phone, but it also removed all physical features such as a physical keyboard, creating a craze for touch-based devices. Soon after, other manufacturers started to produce similar variations such as the Google Android operating system and newer, updated versions of Windows Mobile, Web OS and Blackberry. Since 2011, just a few years later, over 1 billion of the 4 billion active mobile devices, are smart phones and it is said that by 2014, more people will connect to the Internet with a mobile phone than a PC. Don’t you think that will impact how we should design and build websites?

HTML5 takes on Flash

The newest version of HTML, HTML5 brings with it a great deal of new features that have caused a stir in the web community for the last few years. Some people consider it to be the “Flash Killer”, while others are just excited for its abilities in the mobile arena.

For many years, the Internet was dominated by the Flash technology. It offered animation and interaction to a relatively static medium. At its peak, it was considered the Mercedes Benz of the Internet. It was flashy, glamorous and everyone wanted it. It allowed video, audio and other multimedia to be viewed right on your website. Flash was even used to solely power the video players for years on one of the largest websites in the world, YouTube. It is also known for much of the growth of casual games on the Internet.

One of the downsides of Flash is the proprietary Flash player, which is required to be installed in order to view materials created in the software. This isn’t a big deal for the desktop viewers since 99% of desktop computers have the Flash plug-in installed. Where this started to become a concern is with the recent growth in mobile. Apple’s late CEO, Steve Jobs, was one of the first to stand against Adobe’s Flash player on the iPhone and now iOS with the introduction of the iPod Touch and iPad running the mobile Safari browser. He voiced that the mobile Flash plug-in was to blame for a shorter battery life, poor performance and constant crashes on their devices. Apple and many other companies started to push for the innovation and adoption of HTML5 as an alternative to Flash. It’s hard to deny that the performance of the mobile Flash player was less than ideal. Recently, Adobe even announced that they were ending the production and support for the mobile Flash player and focusing their attention to the progression of HTML5.

So you might ask, “What does that mean for Flash?” Well, Flash is still around and it won’t go too far… yet. It still has its place on the Internet, for now. Adobe still has intentions of Flash being used for advanced online gaming as they continue to innovate with 3D game play and advanced video. However, a lot of their future efforts for the mobile market will be focused to enable Flash developers to package their projects into native applications for the various mobile platforms.

Updates to HTML5

The updates to HTML in the newest version really start at the top, with a simplified <!doctype> and character set declaration. HTML5 also comes with an interesting set of features that reduce the need for Flash, at least in the mobile browser space. You might have heard something about these because they brought some of the greatest interest and hype around the web community in the last few years. Many people started to declare the newest version of HTML as the “Flash Killer” because of the new media support for video, audio and animation.

The new <audio> tag has similar features and capabilities, except that it is for audio files, such as music.”

The <audio> and <video> Tags

In the past, you might remember that it was difficult to post video to the Internet without Flash. You would have to choose a particular platform (Windows or Mac) with one of the many competing plug-ins, leaving the users who preferred the other options in the cold. It was basically a gamble, hoping your audience could watch your video. When Flash video became the standard, it simplified the process since most people had the plug-in installed. Unfortunately, as mentioned above, Flash relies on their Flash player, which can cause limits. HTML5’s new <video> tag allows designers and developers to link to a video file with simple attributes and a built in player that doesn’t rely on plug-in. It is as easy as adding an image to your web page.

YouTube, which is the largest video site and one of the most visited sites on the Internet, relied solely on the Flash player for their video hosting service. They are still using Flash video on much of their website, but since 2010, they’ve been experimenting with HTML5-supported versions of their video player. It is still “experimental” since not all browsers have fully adopted the new tags or support for all of their attributes and file types.

In addition to a number of out-of-the-box attributes that are built into the new <video> tag, it also uses a powerful API, which allows developers to control playback with a number of JavaScript methods. This gives you a great deal of control over how your video plays and interacts.

The new <audio> tag has similar features and capabilities, except that it is for audio files, such as music. With similar ease to <video>, you can add audio as easily as an image. You also have the JavaScript control through built in methods.

Now, it is important to note that there are specific file types that can be played (video–MP4, WebM, OGG and audio–MP3, WAV, OGG) and depending on your favorite web browser’s support, some of the features might not work right away. These will come soon enough as the support and adoption of these elements gets better.

The <canvas> Tag

This new addition in HTML5 is an interesting one as well. To put it in it’s most basic form, it is a blank box (or you could refer to it as a stage, or a canvas) where you can use JavaScript to draw anything you want. It is able to create images, games, graphs and other visuals dynamically on the fly. Why is this a big deal? Basically, it has most of the capabilities that Flash offers without the need for the plug-in. It is all now built-in as part of HTML.

Popular casual mobile games such as Angry Birds and Cut The Rope, among many others have been recreated in HTML5 so that they can be experienced in a browser, rather than just as a native mobile application. This should show you just how powerful the technology is.

Along with the fancy new tags for animation, video and audio, HTML5 is packed full of new features that make the Internet as a whole better and allow it to grow. For instance, in HTML4 or XHTML and the current standards of CSS-based structure, generic <div> tags were commonly used and ID or class attributes would be used to identify the tags for the main sections of the site (i.e. the header, navigation, content, footer, columns, etc).

<div id=”header”>Your Logo Goes Here</div>

Although these tags worked out well, they weren’t very specific for search engines, which rely on the tags and content to accurately gauge the relevancy of each page. To make these older methods more semantic and better optimized for search engines, HTML5 introduced a new set of content specific tags that include <header>, <nav>, <footer>, <section>, <article>, <aside>, just to name a few. One of the more significant benefits is the potential impact on SEO. These new tags give the crawlers the ability to assess content better to identify its structure, layout and context.

There are a number of other great features such as geo-location, local storage and more advanced forms elements that really give HTML5 a new edge.

Cross-Browser Support

As I’ve hinted at already, many of the new features are not completely supported by all browsers yet. With that said, it is somewhat backward compatible, reverting to the older standards in many cases. Despite that, many people are still concerned with older browsers like the earlier versions of Internet Explorer, Firefox and Safari. Luckily, there are plenty of workarounds that are available through JavaScript and CSS. Although it isn’t always ideal to use workarounds, they will allow you to use many of the new features on older browsers for now.

Even with the Internet browser support concerns and the fact that HTML5 isn’t completely finished yet. All of the elements that have been outlined or mentioned above can be used. This includes the new canvas, video and audio tags. It also includes the new content tags for <header>, <footer>, etc, as well as the new geo-location, local storage and new form elements. Most of these features are backward compatible, meaning that if your browser doesn’t support it, it will revert to an old standard. If not, there are very easy ways to work around the support differences.

Preparing for the Mobile craze

Just a bit ago, we discussed the prediction that smart phones will be more widely used than a desktop PC in the next few years. These statistics will also include tablets such as the iPad or Kindle Fire. So the question remains, “How do we prepare for this shift in our industry?” And the obvious answer would be to start building websites that work on these devices right now.

In the last few years, there has been a massive push for businesses to start implementing mobile websites. The problem was that this typically meant creating a completely separate website from their main one that was created for a mobile platform. With the popularity of the iPhone at the time, most companies wanted a website that was specific to that device. Once other devices started to emerge and became popular (all with different screen resolutions), companies started to implement websites for each specific one. Although this might not seem like a big deal, it is actually extremely inefficient. This could mean 4 or 5 different websites to manage, which ultimately means 4 to 5 times the amount of work to update, change or maintain a company’s web presence. Imagine trying to do that now, with literally dozens of different devices between the smart phone and tablet markets. It seems really impractical and unproductive, right? Well, never fear! Luckily there is a solution available: a new CSS3 feature called Media Queries, which allows designers to build one website with HTML and CSS properties that automatically modifies your website’s layout, text, images and other content to fit certain sized devices.

CSS3 Media Queries is the backbone behind the current trend of “Responsive Web Design”. This new trend uses Media Queries to give a responsive architecture, updating the layout, image size and text size to adapt to the device that the website is being viewed on.

It allows you to create one website and have it appear differently from device to device for an optimal viewing experience. Now, when we refer to something being device specific, that doesn’t mean iPhone versus an Android. Rather, you can have a specific layout for your website on a typical PC browser, a different one for a tablet sized device and another one for mobile phones; all while using the same HTML.

The way this works is in your CSS, you reference specific sizes (depending on the targeted devices) and list properties in those various CSS files for the different elements of your website.

Each one of these <link> tags would load a different CSS file specific for a device that meets the parameters in the “media” attribute. In each of these different CSS files, you would list selectors and properties that would need to be implemented on that device. For instance, if you’re styling a website for a phone, you could remove the float property from your column so that it falls below your main content or remove your navigation from the top and change it to a drop down list.

Multi-Device Code Example

<!— For all browsers —>

<link rel=”stylesheet” href=”/css/style.css”>

<!— For various displays —>

<link rel=”stylesheet” media=”only screen and (min-width: 480px)” href=”/css/480.css”>

<link rel=”stylesheet” media=”only screen and (min-width: 768px)” href=”/css/768.css”>

<link rel=”stylesheet” media=”only screen and (min-width: 992px)” href=”/css/992.css”>

<link rel=”stylesheet” media=”only screen and (min-width: 1382px)” href=”/css/1382.css”>

In the illustration above, there are three different devices; a typical browser, a tablet and a phone. In the browser, the navigation and content span horizontally across the right side of the website. This layout might not work for a tablet or phone, so for those devices, specific properties could be put into place to move the navigation (in the tablet layout) and the logo (in the phone layout) while allowing a fluid reading experience on each of these devices.

As we have discussed, with the increased influence of mobile platforms in the last few years, there has been a movement in our industry where code and multimedia have been simplified and focus has been placed on creating websites that are more adaptable. The mobile Internet isn’t going anywhere, at least not anytime soon. In fact, it will only continue to grow as our society aims for more mobility and instant gratification.

For a more detailed guide to Responsive Web Design and information on how to implement it, check out a great article by Kayla Knight, an IADT- Online graduate, published on Smashing Magazine: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design.

Interview by Jessica Lotzkar | Edited by Jennifer Roark Mccants
Portrait photography by Rachel “Kittie” Howard

Hands Down Creative has become well-known in the Tampa Bay area for their branding, grass roots marketing concepts and outstanding level of graphics.”

David Barona and Olivia Scott, two graduates from the Graphic Design program at the International Academy of Design & Technology- Tampa, met in class and quickly formed a very close bond with each other. Through repeated collaboration on projects, they found a dynamic that led them to merge their talents and ambition to develop their very own design agency. Through positive interaction with clients, Hands Down Creative has become well-known in the Tampa Bay area for their branding, grass roots marketing concepts and outstanding level of graphics. We sat down for an interview with David and Olivia to discuss their experiences from classroom to entrepreneurship and what the future holds for Hands Down Creative.

Hands Down Creative became a successful reality, but the startup was a slow and tedious process. What was it like at the beginning and how did you know that it would be worth the uphill climb?

D: We were ambitious and both fed up with working dead-end hospitality jobs, so we were motivated to get it on its’ feet. Once we started HDC our work quickly gained local recognition and through word of mouth and local referrals we built a solid reputation of high-level graphics, creative branding and awesome customer service. We both knew we’d created something special and now had the opportunity to use this momentum to push open some doors, so we went for it.

O: The beginning was very exciting and terrifying at the same time. Not only were we both still attending school full time and learning about design, but neither of us had experience as entrepreneurs. Starting our own company meant we had to teach ourselves every aspect of the business while practicing and implementing these lessons at the same time; and having limited capital for start up funds, we had the responsibility of establishing the business entity ourselves, creating all in office memos, creative briefs, accounting structure, contracts and so on. We had a huge push of support from our friends, family, fellow students and especially our instructors that drove us to have the confidence and motivation to continue. Honestly, one of our biggest resources for making it this far is our mentors that have provided advice, knowledge and encouragement– these instructors and family members are the backbone of Hands Down Creative.

Why did you choose to attend IADT- Tampa, and how has this choice has affected your careers?

D: IADT is a haven for like-minded creatives and the home of some wonderful and inspiring teachers. I now have priceless knowledge, contacts, resources and skills, forged out of caring mentorship and hard work, which I carry with me as the foundation for my career and my future.

O: I was excited for the opportunity to learn from working professionals; I felt this would give my education and experience a unique head start into the industry. Since attending IADT I have gained an extensive amount of knowledge in the field of graphic design, photography, creative arts in general and the vastly growing industry of design. With the valuable instructors on ground as well as my vitally beneficial internship with ARTISTIK Magazine, my stint at IADT has provided me a successful career in design, a number of irreplaceable contacts and the confidence to compete with the industry’s most talented designers.

Who, in particular, influenced and encouraged you to do what you do today? Explain.

D: I have been surrounded by amazingly talented people throughout my life, some have played key roles in the creation of Hands Down Creative. Dick Patterson, Jorge Diaz, Kerstin Upmeyer, Josef Mancino and Monica Heymann to name a few, have been a constant source of inspiration and support, without them as well as my family and friends, we would not be where we are today.

O: David and I created very strong bonds at IADT with fellow students and instructors, which provided us the opportunity to have an unbelievable amount of support. One of our instructors in particular, Dick Patterson, was a very strong influence in us starting a business. He saw great talent in both of us and also expressed that as a team we had the potential to really make ourselves successful. It made us look at the idea and really have the confidence to make it work. Then once we began and things got really tough, we were lucky enough to have an instructor like Monica Heymann that offered us help, resources and advice as we encountered problems or situations we had little experience with. Plus, we have David’s wonderful family that has been and continues to be completely supportive of our achievements, our goals and us as individuals. We truly are very blessed.

What were some notable experiences in school that you feel motivated you into starting your own business?

D: Using real-world clients really opened my eyes to the possibility of starting my own design agency. I could create conceptual campaigns that looked and felt like professional work, fit for real-world use. These projects gave me confidence and allowed me to further trust my own skills, which eventually led to the big leap into my own business.

O: I had a few opportunities at IADT that built my confidence and drove me to pursue my own business; one being my internship and the other as a leader in the newly forming student body council. Without my internship at ARTISTIK Magazine and having the opportunity to work with the magazine and help coordinate the ARTISTIK Launch Party, I would probably not be where I am today. Coordinating and executing this event gave me a challenging level of responsibility and having succeeded in that, I had a new boost of confidence in my abilities and myself. Following up that event by participating in the magazine layout and seeing my work produced in such a nicely designed and produced publication was unbelievable.

Credits: Designs 1-5 by David Barona, Designs 6-9 by Olivia Scott

Did either of you have other career aspirations while growing up, or have you both always wanted to work in the design field?

D: Music is my other life. I’ve been a DJ since 2005. I studied Audio Engineering at SAE Institute in New York City and worked at a Recording Studio in Tampa called Baysound for almost two years. As a kid I played Clarinet, Bass and Drums and have always felt uncontrollably drawn to music. My alternative to visual art and design is without a doubt some sort of audio related career.

O: I never really wanted to grow up, so settling on a dream wasn’t my forte. I knew I wanted to be creative– to dance, sing, write, act, photograph, anything to express myself. It wasn’t until my early 20s that I was directed to graphic design and fell in love with it.

It has been a year since the launch party at NOVA 535. How much has your business thrived since then?

O: Hands Down Creative has become an amazing butterfly of success, experience and knowledge for us since last year. We have had the opportunity to brand some amazing new businesses, as well as create new identities, marketing pieces and collateral materials for our favorite local venues and business owners. Ironically, our launch party provided a window of opportunity we never would have imagined. For our event, we extended invitations to many colleagues as well as our prospective business law attorneys, accountants and clients. One of these individuals was so impressed with our event and our business that he invited us to work with the Swanky Soiree committee, which puts on the annual fundraiser for Brookwood Florida benefitting adolescent girls who are victims of abuse, neglect and family dysfunction. This invitation changed the course of our business significantly and we decided to dedicate much of our time to this organization and other pro bono work as a means to promote our work and the character of our business. We ended up providing pro bono graphic, web and production services for both Swanky Soiree and Tampa Bay Fashion Week, putting us amongst their sponsors and our graphics in the hands of hundreds of people. In the midst of all this, our work caught the attention of a local couple that was in the process of starting their own food truck business. After meeting with them and being awarded the job, David created a very successful logo, vehicle wrap and collateral materials that helped this client get local and national television, radio and print recognition. Our brand and the work we produce have grown immensely and our site constantly gets views from all over the world! This past year has been quite exciting!

Hands Down Creative is based out of St. Petersburg, Florida. How far does your clientele reach and who are some of your favorite clients?

D: We’ve worked with some really great people and organizations here in the Tampa Bay Area and in a few other cities around the country. I’m ecstatic and so proud of our work for Fire Monkey Food Truck, which after only two weeks from their branding, not only was the truck picked up on multiple local news stations and papers, but they were asked to film a segment for The Cooking Channel’s Eat Street on National TV. Fire Monkey is now Tampa Bay’s most talked about food truck! We’re also responsible for Tampa Bay Fashion Week’s new website and 2011 event programs which re-energized and pushed this annual fashion event to a whole new level.

O: We were recently awarded a project with TV Host and National Fitness Hall of Fame member Forbes Riley who internationally sells her SpinGym products and videos. Some of our favorite clients, however, have been The Ale and The Witch owner Brett Andress and NOVA 535 owner Michael Novilla. These entrepreneurs have both created unique and successful venues in St. Pete and are not only clients but also valued friends.

What advice do you have for students who want to succeed as entrepreneurs in the artistic field?

D: One of my instructors, Kerstin Upmeyer, once said something that really stuck with me and it was something like this: “The Information age is over, we’re now part of the Innovation age. You can Google anything, it’s all out there to learn; it’s what we do with what we learn that will shape today’s world.” My advice is to always keep your imagination hard at work, the greatest minds don’t have time or energy to store mindless facts in their heads, all those facts are already out there and easily accessible with the click of a button. Your time and energy should be spent nurturing your imagination and creativity. Your time should be spent innovating.

O: Whew, without writing a book I’d narrow it down and say: know your value and don’t take less, always get advice from those you respect, have a comprehensive understanding of the business of design, create synergy between yourself and other designers and never do work for a person or business you don’t personally support or respect. Always have passion, use good ethics and charge for everything you do!

What’s next for Hands Down Creative? Talk a little about the company’s future plans.

O: Hands Down Creative has a long journey ahead and we are optimistic about the future. We have decided to modify our business plan and make HDC an exclusive design agency for high-end graphic design work. While we will maintain several relationships with our clients here in Florida, we will be relocating to Colorado to enhance our education, experience and knowledge by working next to some of the most talented and successful designers in this country. With a substantial art community and a vastly growing industry of design in Denver, we plan to continue to establish our brand, exhibit our body of work and expand our reach in the design community. We will continue to concept ideas for products, create synergy between businesses and enhance our communities through design. We have always held goals of providing workshops, internships and real-world experience for young designers and we will continue to educate ourselves in order to successfully do so.

Words & Photography by Becky Romero

Rania Hatoum, a 2010 Fashion Design & Merchandising graduate from the International Academy of Design & Technology- Orlando , said goodbye to the student experience and hello to the professional world when she made the quick decision to move to New York to begin her career and land herself an Assistant Designer position with a prestigious New York Designer. (We are unable to disclose the Designer name due to confidentiality).  After six to eight months of being an Assistant Designer and receiving hands-on experience in the evening wear and bridal industry, Rania Hatoum became inspired to start her own bridal business where she was able to assemble 15 gorgeous gowns that were inspired from castles around the world.

Long before attending IADT, Rania gained knowledge and experience about the fashion industry from her parents who are both apparel designers with successful businesses internationally for over 30 years. Rania had been very fortunate to have strong mentors by her side both at home and also at school. IADT- Orlando Fashion instructor, Tina Rodriguez, was of great support to Rania when she decided to open her own business, Rania Hatoum Collection. She contributed by promoting and doing some marketing for Rania’s business and even landed her a few fashions shows to be a part of. Tina Rodriguez stated, “As one of Rania’s instructors, Rania was always determined to conquer the fashion world and took her education seriously at IADT. As her mentor, it was very self-rewarding to be able to assist Rania in taking her career to the next level. I am so proud of her and everything she has accomplished in the last six months. We worked together with branding and launching her line at New York Bridal Couture Week, Miami International Bridal Show and her own private show at The Ritz Carlton. I am positive that Rania Hatoum will be successful in her business endeavors just because of her determination, dedication, and passion that she has for the fashion industry.”

To date, Rania has been part of the Orlando Fashion Week, Miami Beach International Bridal Week, New York Bridal Week, and even provided the Orlando local bridal businesses with a sneak peak of her 2012 Bridal Collection when she held her “Once Upon a time..” bridal show back in October of 2011. Rania’s 2012 Bridal Collection contains a variety of gowns that range from whites, ivories, and blushes. Each gown is unique in style and brings its own elegance that makes it look like Rania has been doing this for years.

While putting together her collection and making an appearance in bridal shows, Rania didn’t forget her Alma Mater and reached out to IADT- Orlando to provide students the opportunity to gain hands on experience with her through an internship with her new business, Rania Hatoum Collection. Last Fall Rania provided two lucky students, Arielle Joseph and Natasha Cacho, with an internship opportunity and even hired on Arielle Joseph as a Design Assistant after the internship was completed. Natasha commented on her internship experience by stating, “Interning with Rania Hatoum was an exceptional experience. I interned as her marketing/public relations personnel. Working with Rania, I learned a lot in the perspective of the business behind the fashion. As an individual, Rania is an amazing person. She has so much dedication and creativity that you see all of her personal and professional qualities in her collections.” Rania currently has added another intern from our school and has done a great job working one-on-one with them and has allowed them to be creative with their ideas and truly learn the ins and outs of starting your own line and introducing yourself to the industry as an up and coming designer.

As a student of IADT-Orlando Rania states that the best thing she did was take advantage of the many opportunities for her to show her work and enter as many contests and fashion shows as she could. Rania was a part of the “Discover Your Beauty” fashion show in 2010 and also took part in the 2010 IMAGINE show, Millennia Fashion Show and Ms. Puerto Rico Pageant Show. This provided Rania with opportunities to get her name out in the community and even get invited to participate in other related events and network with professionals in the industry.

The best advice she offers to students interested in Fashion Design & Merchandising is, “Know what you want to do and don’t be afraid to explore it while you are in school. You have to take advantage of the opportunities presented in order to grow and be successful after graduation. Reaching your dreams comes with hard work and you have to be willing to put in the long hours and learn from constructive criticism in order to succeed. Don’t be afraid to push yourself.”

Rania Hatoum is a great example of one of IADT-  Orlando’s successful alumnus. This is just the beginning for her, but she has a lot of insight to share with our students and is definitely a role model that others may consider following. She has what it takes to make a name for herself in the bridal industry and it won’t be long until we start seeing her name more and more in the media. With passion, hard work, and dedication the possibilities are endless. Take advantage of each opportunity as it presents itself; you never know where it may lead you.

To find out more about Rania Hatoum, you can visit her website at www.raniahatoum.com. You can stay up to date with her on Twitter by following @Rania_Hatoum.

Words by Barbara Marini
Photography by Brandon Hurst, Karen Kish, Jonathan Robison & Nathaniel Lindsay

The Detroit Design Festival offered artists and designers from all disciplines an opportunity to showcase their talents in the first-time event organized by the Detroit Creative Corridor and Tech Town. The venue featured exhibits, lectures, displays, music, and competitions from local artists. Students from four departments at the International Academy of Design & Technology- Detroit had an opportunity to have their work displayed and showcased at a unique venue, the newly constructed FOURTEEN-East coffee shop.

Owner Joanne Czerny, a professional Interior Designer, opened the coffee shop a few months ago, located in the heart of the activity on the corner of Kirby and Woodward in the classic park Shelton Apartment building. FOURTEEN East offers gourmet coffee and teas as well as beautiful and tasty homemade treats. The simple, contemporary interior provided a perfect background for a transformation into a gallery of student work.

The intent of the Detroit Design Festival was to focus on the creative talent in the area and we certainly don’t lack for that at IADT. Barbara Marini FASID, Interior Design Program Chair, presented the initial thought to the students. Touching on the theme of reinventing the city, she challenged the students to find examples of innovative and creative design that is emerging throughout the area. Digital Media students went to work immediately and were surprised at what they found!

The students went on a photo expedition to look at imagery that was “Distinctively Detroit” to capture the essence of the city. Brandon Hurst, Karen Kish, Jonathan Robison, and Nathaniel Lindsay took over 200 photos that reflected “art” around us, from architecture to city parks, abandoned buildings and graffiti. They found examples of graffiti, new construction, renovation and signs of life that touched the major parts of the downtown area.

The images were edited for consistency and designed into two ten-foot wall panels by Graphic Design student Stacey Stamel, who incorporated the themes of “Re-store, Re-invent, Re-juvenate, and Re-design” to convey a message of revitalization of Detroit. Digital media student Jonathan Robison took a different approach and created colorful and edgy posters that messaged “DISTINCTIVELY DETROIT” throughout the exhibit. The banners were hung throughout the space and inspired customers to look for design creations on their travels during the Detroit Design Festival.

In the back of the exhibit, Interior Design students “staged” recycled garments from Fashion Design students Vervena “Nefertiti” Johnson, Tracy Agnew, Stephanie Gilbert, Brittany Mullins, Sarah Luther, Tina Griffin and Andrea Meng in a four-panel display that focused on the cool things for which Detroit is known. Classic images from the Motown era, the Boblo Boat, Sanders, Faygo, Vernors, and Lafayette Coney Island coordinated with the garments. The backdrops were designed by Stephanie Skorna, Brandie Ventimiglia, Sonya Gray, Stacie Foster, and Christina Kelly and suggested the themes for which Detroit is known; Music, Good Eats, The Riverfront, and Distinctively Detroit images. Each garment had a special backdrop that connected its design with a Detroit image.

A special exhibit by IADT- Detroit Interior Design graduate, Michael Opipari featured a model and banner display that represented a conceptual container home residential river community designed for his senior thesis project. The project connected the history of the area and ribbon farms with the potential development of sustainable, efficient and affordable housing as a means to consolidate the city and connect communities.

Under faculty guidance of Robert Lount, ASID Interior Design; Robin Chinn, Fashion Design; Mike Rosik, Digital Media Chair; and Barbara Marini, FASID Interior Design Chair, the Interior Design students staged and set the exhibit that was held for nine exciting days. Visitors to the coffee shop commented on the work, and the owner, Ms. Czerny, was very pleased with the outcome. She commented briefly, “I had no idea it would be this great!”

We look forward to our Second Annual Detroit Design Festival next year and hope thavt more students will choose to participate. The hours make it all worthwhile when we can be part of the greater design community!

Work by:
Brandon Hurst, Karen Kish, Jonathan Robison, and Nathaniel Lindsay (Digital Media), Stacey Stamel (Graphic Design), Vervena “Nefertiti” Johnson, Tracy Agnew, Stephanie Gilbert, Brittany Mullins, Sarah Luther, Tina Griffin, and Andrea Meng (Fashion Design), Stephanie Skorna, Brandie Ventimiglia, Sonya Gray, Stacie Foster, Michael Opipari, and Christina Kelly (Interior Design).

Words by Ashlyn Eckart
Photography by Debbie Sipes

It’s Saturday night and you’re getting ready to hit the town. You check the mirror one last time as you’re running out the door and think…something is missing. Every girl has had that thought at one time or another. Two designers from Detroit are doing their best to make sure you never leave the house with that feeling again.

Sisters Nicole Nona and Chantal Bacall founded the Nikalet Collection in 2009. Nona attended the International Academy of Design and Technology- Detroit, earning her Bachelor’s Degree in Fashion Design, and graduating with honors in 2011. Both Nona and Bacall have benefited from her education, using the skills acquired to help forecast fashion trends and meet customer demands. They frequently refer to nationally recognized trending resources such as the Worth Global Style Network and the Color Association of the United States to make sure their business adapts accordingly. Nona recognizes the value of her education and looks forward to helping students in the future.

“Having big dreams means nothing if you’re not willing to work hard at making them come true,” said Nona. “My experiences at IADT have allowed me to utilize my education and apply it to my business on a daily basis. If there’s even a chance that my words can motivate or encourage an aspiring designer to move forward with their dream,” she said, “it would be a great pleasure to speak to them.”

The two began designing belt buckles, sashes, bracelets and rings to sell on Nikalet.com. Since then, they have expanded their business, offering a distinctive, personalized experience. In addition to their exclusive pieces, customers visiting their website have the ability to customize their own belt buckle by providing an uploaded image or description for their design. Online shoppers are able to create their own wish list and stay up to date with the online blog and events page. Pieces from the Nikalet Collection can be found at several Detroit area stores including Royal Dutchess, Lexi Drew, Sundance, Kiss & Tell and Divine Apparel as well as other national boutique locations. “We are confident that we can make any girl a Nikalet Girl,” said Nona. “We custom create our accessories to fit each person’s personality or any look they are trying to accomplish. That’s the beauty of our line. The sky’s the limit!”

Nona and Bacall use handpicked hardware and notable design elements, including Swarovski crystals, fresh water pearls, and other vintage touches to make a statement. Superior craftsmanship is a standard they strive for. “We love to wear the finest quality materials and that’s exactly what we like to implement in our line,” said Bacall. “We like to keep in mind that we are designing for a stylish and chic kind of girl.”

For those budding fashionistas, the Nikalet Collection also provides a variety of children’s accessories. Nona and Bacall recently launched a “Mommy and Me” collection to compliment their existing children’s pieces. This allows mothers to match their little girls with custom created belts. The designers are also hoping to branch into formal wear, focusing on elegantly made sashes, adding a beautiful touch to bridal and evening wear.

Credits: Hair by Diane Kuza | Makeup by Mandy Rose

Over the past few years, Nona and Bacall have been featured in several magazines including PEOPLE Style Watch, InStyle, Runway, and Glam Couture Magazine. Their collection has developed a celebrity following and has been featured by fashion bloggers including Dulce Candy and Dezired Beauty; Adrienne Maloof, Kathy Wakile, Tamera Mowry, and Mikalah Gordon, are just a few fans of this emerging brand.

“It feels very rewarding and motivating to encounter such success,” said Bacall. “Seeing that our collection is acknowledged and appreciated by our clients, whether it is in the community or celebrities, really makes us feel fulfilled and grateful!”

Nikalet Collection has recently developed a relationship with aLine Media of Los Angeles, a public relations firm and showroom that will, hopefully, help expand their brand recognition across the country. Nona and Bacall feel that with their celebrity relationships and media connections, the possibilities could be endless.

When it comes to the design process, Nona and Bacall thrive off each other’s creativity. While each of them brings different concepts and designs to the table, they remain focused on creating a one of a kind piece that their customer will love. “Since all of our accessories are designed and hand crafted by the two of us,” said Bacall, “we enjoy working off each other’s ideas to give each piece its completed look. We love to inspire one another.”

Nona and Bacall have a great deal more in store for the Nikalet Collection, hoping to expand online as well as in boutiques. Their ultimate goal is to have their collections for sale in department stores across the nation and with their continued dedication and creativity, that goal may someday soon become a reality. These determined designers admit that having a fashion collection isn’t just about the glam factor. They pride themselves on being involved in all aspects of their trade. While their true passion lies with design, they recognize the importance of each part of their business. This includes marketing, accounting, sales and networking. They are always learning and evolving with the industry around them. “We have big plans for our line and want the fashion world to fall in love with our accessories the way we have,” said Nona. “We’re ready to take on the world full throttle!”

To stay up to date with what’s going on in the world of Nikalet Collection, you may follow them on Twitter @NIKALET_dotcom or “like” their Nikalet Collection facebook page. For wholesaling options, you may contact them at info@nikalet.com. For those of you who are ready to shop, use the promo code Artistik25 to receive 25% off your entire purchase. This offer expires May 31, 2012.

Does this scenario sound familiar? Alicia is researching advanced Photoshop techniques to try out over the weekend. She eventually lands on a site that has “Photoshop” in the title and has some cool graphics dispersed within the layout. After locating “Tutorials” in the navigation bar she is brought to a page that has the same header, but the navigation looks different from the previous page. The subjects are arranged in a new order and the bar is placed vertically instead of horizontally. For a second she is confused, but dismisses it to browse through the tutorials. The numerous lessons are situated in list form and are accompanied with a thumbnail of the final result on one side. Advertisements (the same size as the thumbnails) are placed on the other side, as well as in-between the tutorial titles. After Alicia clicks on what she thinks is one of the thumbnails, a new window pops up and she finds herself looking at an ad for a credit card company. “Ugh! No!”, Alicia gasps and quickly hits the “X”. “Let’s try this again”, she says to herself. This time she clicks on the title. While this brings her to the actual tutorial, she notices that the navigation has changed yet again and the tutorial is composed of several very long passages of text in font size 8. “Ummm, no thanks”, she says out loud and returns to the search page.
In order to avoid experiencing a situation like Alicia’s, watch out for design defects that can easily be fixed. The numerous facets to web usability can get very complex, but the following tips are easy design strategies to get you on the right path to user-friendliness.

01

Make sure the identity of the company is clear as day. Within the first few seconds of landing on the site, your visitor should know the answers to these questions: What company is this? What do they do? What can I get out of this? Make the logo easily recognizable, include a tagline and make sure the overall content compliments to purpose of the business.

02

Don’t forget the importance of negative space. Put emphasis on the “meat and potatoes” of your site by clearing it away from visual noise. Busy backgrounds and close-quartered content create too much competition for the user’s attention.

03

Format the text so that it is readable. Avoid ornate styles and extra small fonts sizes. White background with black text (or at least high contrast colors between text and background) is the easiest on the eyes. Since our culture reads form left to right, it is best to use left alignment.

04

For forms, single column input sections are preferred. This way there is less eye movement required by the user. Having multiple columns can be confusing and there is a risk that some sections might be overlooked.

05

Simple, consistent navigation. Users rely on the navigation to give them a sense of orientation as they delve deeper and deeper into the website. Avoid making your guest feel as though he is finding his way through a labyrinth. Keep it straightforward and predictable on all pages.

06

Make text easy to scan. When was the last time you read every single line of text on a webpage? If you answered “Never” or “sometime in the 1990′s” then you are just like every other Internet user on the planet. Break up text in short paragraphs, bullet points, etc. so that readers can quickly find what they need.

07

Put the most important information above the fold (within the immediate limits of the browser window). Just like a newspaper placing the most important stories on the top front page, web sites should reserve the most significant content (logo, navigation, contact info, search areas, newest additions, etc.) toward the top to avoid being hidden by the browser window.People visit your site to seek information. If the content they seek is hidden or requires the user to go through hoops, they might feel as though their site is untrustworthy.

08

Don’t let your site become infested with advertisements. While PPC marketing can be a good financial strategy, it can also cheapen the integrity of your site. Obnoxious ads that disrupt the content can frustrate your visitors and steal attention away from the purpose of the site. Ads work best when they are tucked to the side or along the bottom.

09

Test out your site. Since you created it, all the mechanics will obviously make sense to you. Have people who are not affiliated with your site give it a run-through. Ask friends and family to check it out and give their honest opinions about the strongest and weakest and points, as well as ideas for improvement.

Words by Susan Wade & Alexxis Avalon
Photography by Mark Woods & Aisha Fleming

Rev. Robert Johnson founded the Inner Voice, Inc. in 1984 with the aim of providing Chicago’s homeless population with the means to become self-reliant. Initially, InnerVoice operated out of a storefront location on West Madison Street; and provided overnight shelter residents with meals, clothing and a refuge during the day. For twenty-eight years, InnerVoice has expanded its services in response to the needs of the community, and today, the organization operates nine shelter residences, six social service programs and three permanent housing programs for persons with disabilities. InnerVoice supports socially and economically disadvantaged persons in their quest to obtain self-reliance and a place to call home.

Pamela Perry, a Veterans’ job placement specialist, works hand-in-hand with her clients of InnerVoice. When a recent clothing drive for the Veterans brought about an unexpected challenge, she contacted The International Academy of Design and Technology– Chicago and got a lot more than she expected.

The story began when Perry was notified that InnerVoice would be a recipient of the Men’s Wearhouse annual suit drive, she hoped for a donation of 50 or so suits.  In the past, donations to help her InnerVoice clients had been varied, from standard donations to loans from Inner Voice’s staff–anything that would work. When the donation from Men’s Wearhouse arrived, however, the organization was surprised to find that the company had donated over 1,500 suits and other professional attire!

The donation was incredibly generous, but it made storing and distributing the items a problem. Perry placed a call to IADT- Chicago, inquiring about a loan of garment racks so they could sort and size the suits for distribution. The school went one better than lending the racks, offering to assist with the overwhelming task of not only distributing the suits, but also helping size and make minor alterations for the men who had served their country.

InnerVoice worked closely with the Behind the Scenes club at IADT- Chicago, led by Merchandising Management faculty, Susan Wade.  Behind the Scenes club is organized by IADT- Chicago students who wish to learn more about the Fashion Industry by participating in various events–behind the scenes–from special events to fashion shows to visual merchandising, they participate in the richness that Chicago has to offer.

“The incredible aspect of this event was that the students came to the call immediately, and were able to pull this together in a relatively short amount of time,” commented Dr. Alexxis Avalon, Chair for Merchandising Management at IADT- Chicago.

Students from the Merchandising Management and Fashion Design programs were eager to volunteer and get involved. “When we recruited for student volunteers, the response was overwhelming–I had to turn a few volunteers away due to the size of the facilities,” stated Wade.

Students assisted in a daylong suit distribution event to invited veterans from local shelters and organizations. InnerVoice offered up to three suits for each client. The students organized the suits by size on the racks, preparing them for the veterans when they would arrive. They had sewing kits, irons, and ironing boards ready to go to enable them to alter the suits for veterans on the spot so they would be able to take home their suits that day.

“We created a shopping “experience” for the veterans, from measuring for the correct suit size to making minor alterations for hemlines,” reflected Wade. “Our students from the Fashion Design and Merchandising programs styled the suits with a shirt and tie and wrapped up the “purchase” for the veterans to take with them. The Visual Communications department sent photographers along to document the event.”

Kyla Manuel summarized her experience with the Veterans, “Volunteering with InnerVoice was a great experience. Being able to help our Veterans feel appreciated and respected was truly gratifying. With the help of Men’s Warehouse and many donations, we were able to help these men be more prepared for the job market, by styling them professionally. By measuring each vet, we were able to find them a suit that fit perfectly, along with a shirt and a tie, and we were able to give them the option of simple alterations provided by Rachel Signer (Fashion Design) if they requested it. Overall, I really enjoyed my wealth of knowledge that I gained from the staff at InnerVoice and our beloved Veterans. I hope to work with them again in the near future.”

“I volunteered for a great cause, and I am thankful that InnerVoice gave me the opportunity to help. The day was full of positive energy in fitting the Veterans for apparel that will empower them for their job interviews,” stated Keith Waddell.

Merchandising Management student, Daniel Guzman reflected on his experience, “InnerVoice taught me to be more aware of the things that I can do to help others especially the veterans, who have risked their lives to ensure our national safety.”

Bridget Elliot, Development/Communications Manager for InnerVoice commented, “With nine shelters in various parts of the city, InnerVoice has unlimited opportunities for individuals to help us serve persons who are experiencing homelessness. Whether volunteers have an hour a week, or a month- they can tutor, work with children, distribute clothing or help out with various administrative tasks. We love our volunteers! They help us help raise the spirits of our clients.  Many have been through some really rough times and it is good for them to know that the community cares about their welfare.”

IADT- Chicago made a difference with not only bringing the clothing racks, but also with the student participation that showed that the community does care about our veterans.

There are many ways in which volunteers can contribute to the work of InnerVoice including assistance at their shelter sites, distributing interview clothing or providing tutoring services in the GED/adult literacy program. For more information, call (312) 666-8110.

Words by Laura Mendoza Villaseñor & Jaime Sandoval
Photography by Joe Byrnes

Tarré Ódena Sucesores is a company that was founded in 2003, when Guillermo Mendoza Tarré and his son, Guillermo Mendoza Villaseñor, set out to create a blend of tequila, syrup and traditional Mexican herbs from the region of Jalisco, called Espanta Suegras^®.

Through the use of emotions, father and son aimed to create a brand that would differentiate themselves from other products on the market. Espanta Suegras^® evokes a dry humor; the Spanish translation is “that which scares away the mother-in-law”. When served at networking events, Espanta Suegras^® is the icebreaker. In business meetings, it lightens the mood. At parties and weddings, it’s the drink that can’t be missed.

Without a doubt, Espanta Suegras^® has earned the reputation of being a gourmet product enjoyed by diverse groups of people from different origins. We have received numerous testimonials from consumers in North America, Europe and Asia who have enjoyed Mexican culture through Espanta Suegras^®. It has been on the menu of very prestigious restaurants and hotels, such as the Four Seasons and Sheraton.

Espanta Suegras^® offers four naturally flavored liqueurs inspired by Mexican tradition: coffee, cinnamon, anise and herbal.

In 2011, Tarré Ódena Sucesores made some strategic decisions that changed the course of the company. Ownership was passed down from Guillermo Mendoza Tarré and Guillermo Mendoza Villaseñor to Laura Mendoza Villaseñor and her husband, José Luis Nuño, and brothers-in-law, Rodrigo and Alejandro Nuño. The four of them have wide experience as entrepreneurs of the bio-technological company, Unima. They thought that the Espanta Suegras^® project would be an amazing opportunity to develop a product that was both personal to their culture, but also appealed to a worldwide market.

The new goal of Tarré was to make a radical brand transformation. They wanted to shift from their traditional aesthetic to a more streamlined, modern look that still transmitted a sense of elegance and Mexican tradition. The company started to go by the shortened version of its name, Tarré, and decided to merge into the single umbrella brand of tequila-based liqueurs, Espanta Suegras^®.

Tarré entered their products into the ANUGA Food Fair in Cologne, Germany. There, it was tasted by hundreds of people from all over the globe: Americans, Germans, French, South Africans, Indians, Greeks and many more. As a result of the food fair, they were able to make connections between their product and the consumer. They were able to determine what flavors appealed to different people depending on their place of origin.

The Espanta Suegras® project was an amazing opportunity to develop a product that was both personal to their culture, but also appealed to a worldwide market.”

Using their experiences at the ANUGA fair, Tarré went back to the drawing board to fine-tune their new brand. Several decisions were made to complete the transformation; it was not only about the brand integration, but also a redesign of the product’s packaging. This included new designs for each flavor: the bottle, the box and the overall brand identity. Additionally, designs were needed for a new, bittersweet, herbal flavor called Espanta Suegras Nocturne^®, which was a surprising favorite flavor from the ANUGA fair.

In the fall of 2011, Tarré began to work with a Mexican professor at Harrington College of Design, Jaime Sandoval, recognized for his admirable work as a designer and instructor to young and passionate students. Tarré was very fortunate to have a group of students develop the Espanta Suegras^® product as part of their Package Design class. Jennifer Popa, Emma Baum, Anthony Evancho and Jessica Cairo focused on the essence of the brand and transformed it into a graphic communication which would speak to both the Mexican and foreign markets.

For inspiration, they provided the students with examples of some of the finest Mexican work in jewelry, architecture and fashion that communicated the same image desired for the Espanta Suegras^® brand. Tarré always found open ears from the students regarding their need to have a brand that would not only be attractive, but would also be efficient in terms of production.

After only a few weeks of work, the students had produced over forty different design options for the new Espanta Suegras^® concept. Every design proposed something unique for them to see. Back in Mexico, the founders and decision makers of the company met to review the designs of each individual student. There were so many aspects of the designs to consider: the logo, the general look, the concept, the feel and the message that Espanta Suegras^® would be evoking. The designs had to be modern and relevant to the markets they were aiming at. For each line of products, Tarré came to understand better their own brand and were able to smooth out the conceptual image of where Espanta Suegras^® was going.

The students were always extremely attentive to their client’s needs. This was realized even more when the second draft of their work was presented. It was amazing to see their imagination, their interpretations and their creativity evolve in both new and refined designs. Overall, they were truly elaborate designs, which expressed simplicity and a deep understanding of Mexican tradition. In every design, the personality of the creator could be seen. The results were amazing. In general, the client loved each one of the proposals, however, there was one that stood out. The designs proposed by Jennifer Popa were simply genius. She developed six different lines of products that were unified, simple and sophisticated. The client was drawn to Ms. Popa’s designs. They showed the concept designs to Mexicans familiar with the brand and they received positive feedback. Out of the six ideas presented by Ms. Popa, five of them were selected for production.

When asked about the overall experience with the students, Tarré shared, “We are very thankful to Harrington College of Design and to Jaime Sandoval for the amazing guidance throughout the design process. We highly recommend the creative energy of Harrington’s young designers to other companies seeking innovative brand development.” Tarré were very grateful to Jennifer Popa and the rest of the students for their dedication to this amazing project and are confident the Espanta Suegras^® brand will be a great success in the international markets.

Credits: Package Design 1, 2, 3 by Jennifer Popa, Package Design 4 by Emma Baum

Words & Photography by Joe Wynn, win wynn images, llc. | www.winwynnimages.com

“Breast cancer affects everyone” is a broad, but true statement; and those individuals who have been impacted by it first-hand know all too well that awareness is the best line of defense. Over time, the number of people diagnosed with breast cancer remained fairly constant. Survival rates have increased due to better treatment methods and early detection, knowledge and awareness of this disease and how it impacts a person mentally and physically.

According to the Susan G. Komen for the Cure website (http://ww5.komen.org/BreastCancer/Statistics.html), “Rates of breast cancer vary depending on who you are and where you live. Rates vary between women and among people of different ethnicities and ages. In 2012, it is estimated that among United States women, there will be 226,870 new cases of invasive breast cancer. There will be 39,510 breast cancer deaths.” With such overwhelming numbers in mind, the International Academy of Design & Technology– Tampa decided it was time to join the fight in a most honorable and fashionable way.

Taylor Clifton, Director of Marketing for Westfield Citrus Park Mall, requested IADT- Tampa to assist in creating the pink dress fashion show. Michelle Lurch, the Program Chair of the Fashion Department explains, “Bringing awareness to this disease was the overall goal approached by Westfield.” The students of the Fashion Design and Fashion Merchandising programs at IADT- Tampa and the Westfield Citrus Park Mall staff facilitated a collaborative effort with Breast Cancer Survivors to put on the unique event. The theme for the garments followed a more casual, daywear collection for the 2011 fashion presentation. This would be the second time IADT- Tampa students, faculty and staff participated in the annual Project Pink event, as the year before was an outstanding success.

Ten student designs were selected by the IADT- Tampa faculty and staff for Project Pink’s signature event. The fashion design students met with the survivors as a group and listened to all of their stories and insights. The students were then paired with their survivor: Angelica Chica (Carla Thomas), Caitlin Kaczynski (Lupe Ortiz), Alexandra Lin (Diane McMillen), Ena McPherson (Alma Jordan), Marqueita Maynard (Darby Steadman), Shannon Musfelt (Elaine Shimberg), Jessica Peplinski (Eva Figueroa), Amanda Smith (Peggie Sherry), Kawanda Williams (Wanda Shuford-Miguenes) and Sandra Vasquez (Tisha Hamilton). Ten models were selected and donated their time, effort and talent to wear and walk the completed garments down the runway.

Amanda Smith, Fashion Design student explains, “Cancer is something that runs within my family. Both my grandmothers and some of my aunts have had breast cancer. So when I heard of this show, I just knew I had to be a part of it. Doing this event was amazing. We all got to sit down and listen to the survivors’ stories and if we had any, we shared too. We were then assigned to one survivor to really understand the journey they had to go through and where they are now in life. It was so inspiring.”

The International Academy of Design & Technology– Tampa decided it was time to join the fight in a most honorable and fashionable way.”

Amanda said that hearing the stories of the survivors and actually knowing people who have overcome it, immediately made her want to create something that expressed a never-give-up feel to it. Amanda decided to design a military inspired jacket. She stated, “I wanted to keep the outfit classy, yet sexy; to get across that we can’t give up hope on finding a cure and that those who have it are beautiful and strong people. When you hear the stories and see some still struggling with the cancer, it gives you such a fire to create something to show just how great they are.”

When asked why she wanted to participate in the Pink Project, Fashion Design student Ena McPherson, replied, “I really like to do charitable work. It feels good to give. Someone told me it’s not a gift until you give it away. That is how I feel about my talent.” After meeting and consulting with her survivor about her ideas and garment design, Ena stated, “It was an amazing experience. I felt more appreciative about my own life. My survivor, Alma Jordan and her daughter both had breast cancer and she shared her story. We also shed tears together. After sketching out some ideas from her story, my survivor became really excited about seeing the final garment in the fashion show, which in turn, made me even more excited and encouraged me to do an amazing piece.”

The kick-off event was held on Saturday, October 15, 2011 and Project Pink was highlighted by the Pink Project Reveal Fashion Show, which unveiled the Fashion Designer’s garments. The students designed original pink garments; the Fashion Merchandising students assisted the Fashion Designers with dressing the models and styling the pieces with accessories prior to the runway presentation. During the fashion show, the designers escorted the survivors down the runway as the survivors’ inspirational stories were told via live voiceover presentation. The emotions were overwhelming; the collaboration and symbolism of pieces were realized with each and every word and there wasn’t a dry eye in the house. Michelle Lurch commented, “This project was enhanced by the joy they fostered in the survivors and was a wonderful opportunity to bring community awareness and involvement to a very worthy cause. Breast cancer is very widespread, and IADT- Tampa is proud to be able to showcase our students’ talents and help bring focus to a search for the cure.”

After the fashion show, the Fashion Merchandising students created a visual display of the Pink Project garments, which in turn, gave shoppers the opportunity to purchase raffle tickets for a chance to win one of the Project Pink designs. The garments remained on display at Westfield Citrus Park for the entire month of October 2011. All of the ticket sales and proceeds from the raffles benefited the new Shimberg Breast Center of St. Joseph’s Women’s Hospital.

All of the students who participated committed their time, shared their talents, opened their hearts and learned a lot about appreciating life in the process. This process to find a cure for breast cancer is a battle in itself and it is a huge undertaking; do what you can to join the fight. If you have been inspired by this story, you might decide to forge on to start your own battle against breast cancer. Remember that no effort is too small, and every stitch matters and makes a difference.

First Image Below: Seven of the ten survivors, Second Image Below: Michelle A. Lurch, IADT- Tampa Fashion Department Program Chair.